New Delhi: E-commerce major Amazon has expanded its 10-minute delivery service, Amazon Now, to parts of Delhi, weeks after its initial rollout in Bengaluru. The move signals Amazon’s cautious but steady entry into India’s fast-growing quick commerce market, which has seen significant traction in recent years.
The service, which began pilot operations in Bengaluru in late December, has now been introduced in western parts of Delhi. Unlike some competitors, Amazon has adopted a phased approach rather than an aggressive nationwide rollout. The company underlined that the service is not being treated as a temporary pilot but as part of its long-term strategy in India’s e-commerce sector.
Abhinav Singh, Vice President of Operations for Amazon India and Australia, stated that the expansion is designed to be gradual but sustainable. “We are not calling this a pilot,” Singh noted, adding that the rollout is intended to serve multiple cities over time.
Amazon’s entry adds to the growing competition in India’s quick commerce space, where players such as Blinkit (Zomato), Zepto, Swiggy Instamart, and Flipkart Minutes are already vying for market share. These services focus on ultra-fast delivery of daily essentials such as groceries, personal care items, and snacks.
To support this expansion, Amazon is building a network of dark stores—small local fulfilment hubs to speed up deliveries. The company reportedly plans to operate up to 300 such dark stores across Bengaluru, Delhi-NCR, and Mumbai by the end of the year. In comparison, Flipkart Minutes is aiming for a larger footprint of 800 dark stores nationwide.
