Amazon has officially rolled out its ultrafast 10-minute delivery service, Amazon Now, in select Bengaluru neighborhoods, expanding beyond its employee-only test phase. The company plans to scale up operations in the coming weeks.
Initially codenamed ‘Tez’, Amazon Now prioritizes groceries and daily essentials but is rapidly partnering with beauty, home, and kitchen brands to broaden its offerings.
Despite its late entry, Amazon is stepping into a booming quick-commerce industry projected to grow from $21 billion to $31 billion by FY27, according to Citi Research. Competitors like Flipkart, Swiggy Instamart, Blinkit, and Zepto are already expanding aggressively.
Flipkart’s Minutes service is rapidly scaling, aiming to grow its dark store network from 120-150 to 500-550 before the Big Billion Days sale. Swiggy Instamart, meanwhile, faces intense competition from Blinkit and Zepto, with Blinkit holding a 41% market share, Swiggy at 23%, and both surpassing their targeted dark store expansion.
With the sector prioritizing market share over profitability, heavy investments in infrastructure and expansion are expected to continue through FY26. Amazon Now’s entry adds another major contender to an already intensifying battle.
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