Amid the intensifying quick-commerce battle in India, global e-commerce behemoth Amazon has launched its 10-minute delivery service, Amazon Now, in Delhi. After a successful pilot run in Bengaluru, the beta version of this high-speed delivery initiative is now available in select pin codes of the national capital.
First announced in December 2024, Amazon Now debuted in Bengaluru by February 2025, and is now expanding cautiously based on user feedback. According to an Amazon spokesperson, the company is currently running its 10-minute delivery service in select areas of both Bengaluru and Delhi, and is “excited with the initial customer response and positive feedback, especially from Prime members.”
Although Amazon has refrained from revealing a concrete timeline for further expansion, insiders suggest the service could gradually roll out to other major metros in the coming months. The beta launch aims to fine-tune logistics and operations before scaling aggressively.
Offers to Entice Shoppers
To capture attention in an increasingly crowded market, Amazon Now is rolling out attractive offers — including INR 100 cashback on orders above INR 749, and INR 50 cashback on orders above INR 399. Deliveries are free for all orders above INR 99, alongside generous discounts on select products.
Focus on Daily Essentials
Unlike competitors such as Blinkit and Zepto, which have diversified into categories like electronics and fashion, Amazon Now is laser-focused on daily essentials. These include groceries, personal care items, and household necessities. This vertical integration is a natural extension of Amazon Fresh, the company’s existing grocery platform. In November 2024, Amazon revealed plans to reduce delivery times under the Fresh model to 20-30 minutes, paving the way for Amazon Now.
While Amazon Now’s current catalogue does not include categories like electronics or fashion, future diversification remains a possibility. However, the company appears committed to dominating the essentials market before expanding its scope.
Rising Competition in the Quick-Commerce Space
Amazon’s entry comes at a time when Flipkart, owned by Walmart, has already established its own quick commerce vertical — Flipkart Minutes. Launched in August 2024, Flipkart Minutes now operates across 17 cities, including Mumbai, Delhi NCR, Chennai, and Ahmedabad. Although it began with essentials, Flipkart has gradually added SKUs from electronics and other consumer segments.
Meanwhile, industry leaders like Blinkit, Swiggy Instamart, and Zepto continue to scale aggressively, buoyed by rising demand for instant gratification. Consumers today increasingly expect on-demand delivery of their daily needs within minutes.
The Bigger Picture: Sustainability and Profitability
The Indian quick-commerce market is booming, with Swiggy CEO Sriharsha Majety projecting it to surpass the $30–$40 billion mark in the next few years. However, this rapid growth is fueled by deep pockets and significant losses. Eternal’s CEO Deepinder Goyal recently estimated the industry’s quarterly burn rate at INR 5,000 Cr, raising questions about long-term sustainability.
As Amazon Now gains traction in Delhi, all eyes are on how this global giant balances speed, scale, and sustainabilityin one of the most competitive markets in the world.
