Amazon 10-minute delivery (Social Media)
National News: In a significant expansion of its delivery capabilities, Amazon has launched its rapid delivery service ‘Amazon Now’ in Delhi, entering the competitive quick commerce market. With this move, Amazon will now compete directly with established players like Blinkit, Swiggy Instamart, Zepto, and Flipkart Minutes.
After a successful pilot rollout in select parts of Bengaluru in December 2024, the company is now gradually expanding the service to other metros. ‘Amazon Now’ promises to deliver daily essentials, groceries, and other household items within 10 minutes of ordering, a game-changing development in India’s e-commerce sector.
The pilot phase of ‘Amazon Now’ in Bengaluru received a highly favorable response, especially in high-density urban neighborhoods. The success encouraged Amazon to scale the initiative further. The service operated in three postal zones and saw strong engagement, pushing Amazon to move forward with its next strategic location—Delhi.
To support its foray into quick delivery, Amazon has committed a massive investment of $233 million (approximately ₹1,940 crore) toward upgrading its logistics and fulfillment infrastructure in India. The company has opened five new fulfillment centers across smaller towns and tier-2 cities to support last-mile delivery and enhance service reach.
This investment comes at a time when urban consumer behavior is increasingly favoring ultra-fast delivery models for groceries, medicines, and tech accessories.
Amazon's entry intensifies the already fierce competition in the quick commerce space. Blinkit and Zepto currently dominate the 10-minute delivery model in metros, while Swiggy Instamart and Flipkart Minutes have expanded rapidly across multiple cities. Flipkart, in particular, now operates its ‘Minutes’ service in 14 cities.
With Amazon in the race, the pressure on these platforms is likely to increase as the tech giant brings its extensive supply chain and customer base into the mix.
The growing competition benefits consumers directly. With multiple apps offering similar ultra-fast services, customers now have the freedom to compare products, prices, and delivery speeds before placing an order—raising the bar for service quality and pricing across platforms.
Industry analysts suggest that if Amazon sees sustained success in Delhi, the company will likely roll out ‘Amazon Now’ in Mumbai, Hyderabad, Pune, and Kolkata next. This phased approach allows the company to refine its operations and logistics model city by city while capturing a larger share of the burgeoning quick commerce market.
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