Bengaluru– Amazon India has officially joined the 10-minute quick commerce battlefield with the soft launch of ‘Amazon Now’, its rapid delivery service, currently piloted in select Bengaluru neighborhoods.
Operating in three city pin codes, the service delivers groceries and essential items within 10 minutes, marking Amazon’s boldest push yet into a space dominated by Blinkit, Zepto, and Swiggy Instamart.
An Amazon spokesperson shared, “We’re excited by the early response, especially from Prime members. Amazon Now provides a curated list of everyday essentials with delivery in 10 minutes, while upholding Amazon’s standards for quality and service. We aim to scale this gradually in the coming months.”
Accessible through a dedicated tab in the Amazon app, the service charges no delivery fee for orders above ₹199.
A Shift in Strategy
Long hesitant due to concerns over profit margins and operational complexity, Amazon’s move into quick commerce signals a strategic pivot. The company is now leveraging its vast logistics network to test ultra-fast fulfillment and unit economics in real-world scenarios.
The announcement was first hinted at during Amazon’s Smbhav 2024 event and surfaces amid escalating competition. Flipkart is also piloting its own rapid delivery model, Flipkart Minutes, and recently onboarded Kabeer Biswas, founder of Dunzo, to lead the initiative.
Expanding Horizons in Quick Commerce
Though grocery remains the primary driver, platforms are increasingly diversifying into snacks, personal care, mobile accessories, medicines, and even electronics. The high cost of operations and uncertain profitability still challenge the sector, but Amazon’s entry adds credibility and momentum to its future.
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