Amazon Plans Rapid Expansion of 10 Minute Delivery Service Across India
E commerce giant prepares to bring ultra fast deliveries to 100 cities, intensifying competition in quick commerce while promising faster orders, better deals and greater convenience for everyday shoppers nationwide
India’s fast growing quick commerce space is set for a major shakeup as Amazon prepares to significantly expand its rapid delivery service, Amazon Now. The company is gearing up to roll out the service in nearly 100 cities, moving beyond its current presence in select metro areas.
This strategic push reflects a clear shift in consumer behavior. Shoppers are no longer willing to wait days for deliveries and increasingly expect essentials at their doorstep within minutes. To meet this demand, Amazon is investing in a network of small localized warehouses, often referred to as dark stores, positioned close to residential areas. These facilities are expected to play a key role in enabling deliveries within 10 to 20 minutes.
The expansion is also seen as a direct response to the growing dominance of quick commerce players such as Blinkit, Zepto, and Swiggy Instamart. These platforms have already built strong customer bases by offering ultra fast grocery and essentials delivery, particularly in urban centers. Amazon’s entry at scale is likely to intensify competition across the sector.
Industry analysts believe this rivalry could benefit consumers the most. As companies compete for market share, they are expected to offer better pricing, attractive discounts, and lower delivery charges. Faster service combined with cost advantages may redefine how people approach daily shopping, reducing the need for frequent store visits.
At the same time, the race to deliver within minutes comes with challenges. Maintaining such speed requires heavy investment in logistics, inventory management, and last mile delivery infrastructure. Profitability remains a concern for many companies operating in this segment, as operational costs can be high.
Despite these challenges, Amazon appears confident about the long term potential of quick commerce in India. By extending its reach to smaller and mid sized cities, the company is aiming to tap into a broader customer base that is gradually adopting online shopping for daily needs.
If executed successfully, this expansion could mark a turning point for India’s e commerce landscape. With faster deliveries becoming the norm, convenience may soon outweigh traditional shopping habits, making instant gratification a standard expectation rather than a luxury.
