Amazon, the global e-commerce giant headquartered in Seattle, Washington, has launched its 10-minute delivery service Amazon Now in New Delhi, India. This marks a significant expansion in the quick commerce space, with the company investing ₹2,000 crore ($233 million) to scale its dark store network. The move places Amazon in direct competition with Blinkit, Instamart, and Zepto in the fast-growing Indian instant delivery market.
Amazon, one of the world’s largest e-commerce companies, has officially launched its 10-minute delivery service, Amazon Now, in New Delhi. This marks a strategic leap in its quick commerce expansion across India, following a successful pilot run in select Bengaluru neighborhoods last month.
Headquartered in the United States, Amazon has been steadily increasing its presence in India since 2013, investing over $11 billion in its operations across the country. The launch of Amazon Now brings it into direct competition with top quick commerce players such as Blinkit, Instamart, and Zepto, who currently dominate the sub-15-minute delivery segment.
The service has gone live across key parts of western Delhi, with plans for a full-scale citywide rollout in the coming weeks.
It’s a large part of western Delhi right now, but it’s a very rapidly evolving network. So, you’ll very soon see it live across Delhi.”
Abhinav Singh, Vice President of Operations for India and Australia at Amazon (in an interview with The Economic Times)
Amazon Now promises 10-minute delivery for a wide range of daily essentials—including groceries, meat, fresh produce, personal care products, and snacks—similar to offerings by its quick commerce rivals.
₹2,000 Crore Investment to Scale Delivery Network
The expansion is backed by a massive ₹2,000 crore ($233 million) investment aimed at strengthening Amazon’s quick commerce logistics. A major focus of this strategy is the development of a dense network of dark stores—localized micro-warehouses located near residential hubs to enable rapid deliveries.
By the end of 2025, Amazon plans to operate up to 300 dark stores in cities like Bengaluru, Delhi-NCR, and Mumbai. In comparison, rival Flipkart Minutes is targeting up to 800 dark stores across India.
Quick Commerce a Cornerstone of India Growth Strategy
Amazon’s push into 10-minute delivery reflects a broader strategic shift to adapt to Indian consumers’ growing demand for speed and convenience. In addition to launching Amazon Now, the company recently unveiled five new fulfilment centers to support faster deliveries in Tier-II and Tier-III cities.
As India’s e-commerce market continues to evolve, quick commerce has emerged as a vital growth frontier. Amazon’s aggressive foray into the segment shows its intent to stay ahead in the race and reshape the future of urban retail in the country.