Amazon has rolled out its 10-minute delivery service, Amazon Now, in New Delhi, marking a major step forward in its quick commerce ambitions. The launch comes after a successful pilot in three Bengaluru pin codes last month, according to a report by Bloomberg.
Amazon takes on Blinkit, Instamart, and ZeptoWith this move, Amazon enters direct competition with India's leading quick commerce players Zomato-owned Blinkit, Swiggy's Instamart, and Zepto, who currently dominate the sub-15-minute delivery market.
These platforms offer a wide range of essentials, from groceries and fresh produce to gadgets and cosmetics.
Traditionally known for same-day or next-day deliveries, Amazon's foray into 10-minute logistics reflects a larger pivot to meet shifting consumer expectations and tap into the growing demand for near-instant service among urban shoppers.
The company officially launched Amazon Now in Bengaluru in June and is now expanding it to a large section of western Delhi. A full-scale launch across the capital is expected soon.
'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,' said 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 range of daily essentials, including groceries, snacks, meat, personal care products, and fresh produce, mirroring the offerings of its quick commerce rivals.The expansion is backed by a 2,000 crore ($233 million) investment announced last month to boost Amazon's delivery infrastructure in India
-- Vrinda Goel, Business Standard
