Amazon is seeing strong early traction in its quick commerce push, with orders on its ‘Amazon Now’ service growing 25 per cent month-on-month, chief executive Andy Jassy said during the company’s March quarter earnings call.
The ecommerce major entered the ultra-fast delivery segment in June, later than rivals, but has since scaled the service across key metros including Delhi NCR, Mumbai and Bengaluru, supported by around 300 micro-fulfilment centres.
“Prime members tripling [SIC] their shopping frequency once they start using it. The service is now available to tens of millions of customers across nine countries, with more to come as well,” Jassy said.
The company is now stepping up its expansion. On Monday, Amazon said it will take Amazon Now to 100 cities, backed by over 1,000 micro-fulfilment centres, as it looks to deepen its presence across both metro and non-metro markets.
Broader surge
The push comes amid a broader surge in India’s quick commerce segment, which is expected to grow into a $40–50 billion market over the next few years, driven by rising demand for convenience, faster deliveries and increasing urban consumption.
Amazon’s expansion is part of its recently announced ₹2,800 crore ($300 million) investment to strengthen operations in India, aligned with its broader $35 billion commitment by 2030. A portion of this will be used to double the footprint of its quick commerce vertical, including scaling store count and improving delivery speeds.
Rival Flipkart has also been aggressively ramping up its presence. The Walmart-owned firm, which launched its quick commerce service Minutes in August 2024, is adding nearly 100 dark stores every month and is expected to reach around 1,200 stores by June, up from about 750–800 in March. The company is also planning to launch a standalone app for Minutes later this year.
Horizontal ecommerce players like Amazon and Flipkart are racing to catch up with incumbents such as Zepto and Swiggy, which have built dense dark store networks and high-frequency user bases.
With rising order volumes and aggressive infrastructure buildout, the battle for India’s quick commerce market is set to intensify in the coming quarters.
Published on April 30, 2026