Amazon Now Launch: Recognizing the rapidly growing demand, Amazon has launched its new quick commerce service, 'Amazon Now,' directly challenging established platforms like Zepto, Instamart, Swiggy, and Blinkit.
The quick commerce competition in Delhi has intensified. Amazon India has launched its ultra-fast delivery service, "Amazon Now," in the capital city. Under this service, customers can now receive essential items at their doorstep in just 10 minutes.
This service was initially launched as a pilot project in Bengaluru, and following its success, it has now been rolled out in Delhi. The entry of Amazon Now has directly challenged quick commerce companies like Zepto, Blinkit, Swiggy Instamart, and BigBasket.
Starting from West Delhi
Amazon Now has begun its operations in the western part of Delhi. The company plans to expand this service throughout the National Capital Region soon. Abhinav Singh, Vice President of Operations at Amazon India, stated that the service has already commenced in several parts of Delhi, and the company is rapidly expanding its network.
He also mentioned that Amazon Now will be launched in other major cities across the country in the future, allowing customers to receive essential items quickly.
Claim of 10-Minute Delivery
Through Amazon Now, the company promises to deliver groceries, dairy products, frozen foods, snacks, personal care items, home care products, and other fast-moving consumer goods (FMCG) to its customers within 10 minutes.
Previously, orders on Amazon took one or two days to arrive, but Amazon Now has entered the quick delivery segment where Zepto and Blinkit have already gained a foothold.
Who Will Be Affected by Amazon Now's Arrival in Delhi
Platforms like Zepto, Blinkit, and Swiggy Instamart are already promising 10- to 15-minute delivery in Delhi-NCR. Zepto recently set a target of 5-minute delivery. In this scenario, the entry of Amazon Now could pose a significant challenge to all these companies.
These companies have strengthened their delivery networks by opening dark stores, i.e., small warehouses. Amazon has also started working on this strategy.
$2 Billion Investment, Focus on Dark Stores
Amazon announced an investment of $2 billion in June 2025 to strengthen its delivery service in India. A large portion of this investment is being allocated to improve dark stores and technology platforms.
Dark stores are being opened within cities so that items can be retrieved immediately after an order is received and delivered to the customer within 10 minutes.
How Customers Will Benefit
Amazon Now will benefit customers who have an immediate need for groceries or household items. Whether it's running out of breakfast items, a shortage of milk for evening tea, or unexpected guests, the 10-minute delivery will ease customers' difficulties.
Additionally, Amazon Prime members are expected to receive even better delivery facilities than before.
Competition Will Increase in the Market
With the entry of Amazon Now in the quick commerce segment, companies like Zepto, Blinkit, and Instamart will be under pressure to improve their services. Furthermore, competition will intensify regarding prices, delivery times, and product availability.
According to experts, the quick commerce segment will not be limited to groceries anymore. In the coming days, the trend of quick delivery may also increase in electronics, pharmacies, gifts, and clothing.
Where Will Amazon Now Reach After Delhi
After Bengaluru and Delhi, there are plans to launch Amazon Now in metropolitan cities like Mumbai, Pune, Chennai, and Hyderabad.
Although there has been no official announcement from the company, sources indicate that preparations for expanding dark stores and the delivery network are in full swing.
