Amazon India has expanded its 10-minute delivery service, Amazon Now, to select areas of Mumbai, after piloting the service in parts of Bengaluru and Delhi earlier this year. Launched in June, Amazon Now competes with larger quick commerce players such as Eternal’s Blinkit, Swiggy’s Instamart, and Zepto.
To support the expansion, Amazon has opened more than 100 micro-fulfilment centres across the three cities, with plans to add hundreds more by the end of this year. The platform offers daily essentials, including groceries, personal care, beauty products, electronic accessories, small appliances, baby products, pet supplies, and last-minute festive needs, among others.
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“We launched Amazon Now in Bengaluru earlier this year, delivering essentials in just 10 minutes. The response has exceeded our most optimistic expectations, with daily orders growing at 25% month-on-month and Prime members tripling their shopping frequency after they begin using Amazon Now,” said Samir Kumar, VP and country manager, Amazon India, in a statement.
The service offers free deliveries to its Prime members. “Customers enjoy a full spectrum of fastest speeds on the largest selection – essentials in minutes, full grocery assortment and an additional 40,000 items in hours, over a million items same day, and another 4 million the next day,” the company said.
Amazon’s expansion plans
Amazon said the service will expand to more neighbourhoods in Bengaluru, Delhi, and Mumbai, with plans to enter additional cities in the coming months.
While Amazon and Flipkart are relatively late to the quick commerce space, they are now investing heavily to gain market share. Flipkart is also strengthening its quick delivery unit, Flipkart Minutes, by increasing its network of dark stores. The quick commerce market is largely dominated by Blinkit, which holds a 40-45% share, followed by Swiggy and Zepto.