Amazon is rapidly scaling up its quick-commerce ambitions in India, signaling a major commitment to the ultra-fast delivery market. The company has announced plans to expand its 10-minute delivery service, Amazon Now, to 100 cities across the country, moving far beyond its initial limited rollout.
Amazon Now Gains Major Expansion
Previously available only in select urban areas, Amazon Now is now entering a much broader range of markets. New cities joining the platform include Kochi, Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad, while the service is already active in key metro hubs such as Mumbai, Delhi NCR, and Bengaluru.
Users in supported locations can access the feature directly through the Amazon app by tapping the “Now” icon on the homepage.
Powered by Micro-Fulfillment Centers
The core infrastructure behind Amazon Now is Amazon’s expanding network of micro-fulfillment centers (MFCs)—small, strategically located warehouses designed for hyperlocal delivery.
Amazon plans to scale this infrastructure aggressively, targeting 1,000 micro-fulfillment centers nationwide, enabling the company to deliver products within minutes while increasing inventory efficiency.
New Opportunities for Farmers
Beyond logistics, Amazon says the expansion could create new opportunities for over 16,000 farmers, who will be able to sell fresh produce directly to customers through sellers on the platform.
This initiative reflects a broader transformation in India’s retail supply chain, where quick-commerce platforms are increasingly integrating producers more directly into local fulfillment networks.
Wide Product Selection Available
Amazon Now offers a diverse catalog aimed at everyday shopping needs, including:
- Groceries
- Personal care products
- Fashion and beauty items
- Small appliances
- Baby essentials
- Pet supplies
- Healthcare supplements
The service is designed to make daily essentials available within minutes, positioning Amazon as a stronger player in convenience-driven retail.
Part of a Bigger Investment Strategy
The expansion is backed by Amazon’s broader investment of over Rs. 2,800 crore in India, which the company says will support:
- Logistics and infrastructure development
- Workforce health and safety initiatives
- Improved financial stability for employees
- Technology and operational enhancements
Competition in India’s Quick-Commerce Market Intensifies
Amazon’s move comes as India’s quick-commerce sector becomes increasingly competitive. The company is now directly challenging established players such as:
- Blinkit
- Swiggy Instamart
- Zepto
- Flipkart Minutes
- BB Now
Amazon Now initially launched in Mumbai and Bengaluru last year, but this latest expansion makes one thing clear: Amazon is no longer testing the concept—it is fully committing to quick commerce in India.
With a nationwide rollout underway, major infrastructure investments, and increasing pressure from competitors, Amazon Now’s expansion marks a significant escalation in India’s fast-growing quick-commerce battle. As consumer demand for instant delivery rises, Amazon is positioning itself to become a dominant force in the market.
If the rollout succeeds, India could become one of Amazon’s most important testing grounds for the future of rapid retail delivery worldwide.