Mumbai: Amazon has expanded its 10-minute delivery service, Amazon Now, to Mumbai after earlier rollouts in Bengaluru and Delhi. The move underscores the company’s growing focus on India’s quick commerce sector, where several players are competing to reshape how consumers purchase daily essentials. Amazon Now delivers a range of products, including groceries, snacks, personal care items, and festive supplies, in under 10 minutes.
To support this expansion, Amazon has established more than 100 micro-fulfilment centres across the three cities, with plans to add hundreds more by year-end as order volumes grow steadily at 25% month-on-month. These centres, located strategically in urban neighbourhoods, are designed to cut delivery times and cater to the growing demand for instant access to essentials. Samir Kumar, vice president and country manager of Amazon India, noted that customer adoption has been stronger than anticipated, with order frequency among Prime members rising significantly after using the service.
The timing of the Mumbai launch comes just ahead of Amazon’s annual Great Indian Festival sale, suggesting a strategic attempt to capture consumer spending during the peak shopping season. However, Amazon is entering an already competitive space dominated by players such as Blinkit, Swiggy Instamart, Zepto, BigBasket’s BB Now, Flipkart Minutes, and Reliance’s JioMart, all of whom rely on technology-driven dark stores to fulfil rapid deliveries. While the service is currently limited to select areas of Bengaluru, Delhi, and Mumbai, Amazon plans to expand into additional cities in the coming months, signalling its intent to deepen its presence in quick commerce.
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