Bengaluru: E-commerce giant Amazon has announced an ambitious expansion of its quick commerce business in India, with plans to take its ultra-fast delivery service, Amazon Now, to more than 300 cities across the country.

The announcement was made by Andy Jassy during his recent visit to India and marks a significant escalation of the company’s efforts to strengthen its position in the rapidly growing quick commerce market.

Amazon said the expansion would help it build what it describes as India’s largest “delivery in minutes” network and bring faster deliveries to millions of customers beyond major metropolitan centres.

Competition intensifies in quick commerce

The move comes at a time when India’s quick commerce sector is witnessing fierce competition, with companies racing to capture market share in both metro and smaller cities.

Major players including Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes have been aggressively expanding their operations to cater to growing consumer demand for ultra-fast deliveries.

Quick commerce has emerged as one of the fastest-growing segments in India’s e-commerce landscape, driven by increasing urbanisation, changing consumer preferences and rising demand for convenience.

Industry analysts believe smaller cities are becoming the next battleground for quick commerce companies as internet penetration and digital payments continue to expand across the country.

Amazon Now sees rapid growth

In an official blog post, Amazon stated that its quick commerce service has become the fastest-growing e-commerce business within its India operations.

The company said orders on Amazon Now have been doubling every quarter since its launch, indicating strong consumer acceptance of the service.

Amazon also revealed that Prime members who start using Amazon Now typically increase their shopping frequency threefold, underscoring the platform’s growing importance within the company’s ecosystem.

Currently, Amazon Now serves more than 50 million customers across over 15 metro and non-metro cities, including Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Amritsar and Kochi.

Expansion of fulfilment network

To support its ambitious growth plans, Amazon intends to significantly expand its network of micro-fulfilment centres and urban fulfilment facilities across India.

The company said storing products closer to customers would enable deliveries within minutes or a few hours, depending on the location and product category.

Amazon Now currently offers tens of thousands of products spanning multiple categories, including groceries, fresh fruits and vegetables, frozen foods, beauty and personal care products, fashion items, home essentials and small appliances.

The planned expansion is expected to improve product availability and significantly reduce delivery times for customers in smaller cities and towns.

Ambitions grow beyond earlier targets

The latest announcement marks a substantial increase in Amazon’s quick commerce ambitions.

Earlier, the company had announced plans to expand Amazon Now to 100 cities and establish more than 1,000 micro-fulfilment centres across the country. The new target of over 300 cities represents a major acceleration of those plans.

The announcement also comes shortly after Walmart-backed Flipkart unveiled its own expansion plans in the quick commerce segment.

Flipkart Minutes recently announced that it has already established a network of 1,000 micro-fulfilment centres and plans to increase that number to 1,500 by the end of 2026 while expanding deeper into smaller Indian markets.

Quick commerce battle set to intensify

The aggressive expansion plans of major players indicate that India’s quick commerce market is entering a new phase of competition.

As companies invest heavily in infrastructure, logistics and technology, consumers are expected to benefit from faster deliveries, wider product selections and improved services.

For Amazon, the expansion of Amazon Now represents an important strategic move to strengthen its position in one of the world’s fastest-growing e-commerce markets and compete more effectively in the increasingly crowded quick commerce space.

With more than 300 cities now in its sights, the company is betting that the future of online shopping in India will increasingly revolve around convenience and near-instant delivery.