The new Urban Fulfillment Centres will allow Amazon to significantly expand categories available for near-instant delivery | Photo Credit: REUTERS

Amazon India is deepening its push into quick commerce with the launch of more than 100 Urban Fulfillment Centres, a new infrastructure layer that will allow the company to offer four times more product selection on Amazon Now while continuing to promise deliveries within minutes.

The move comes less than a year after Amazon launched its quick commerce service and scaled it to more than 300 micro-fulfilment centres across key cities. The company has also announced plans to expand Amazon Now to 100 cities, putting it in more direct competition with established players such as Blinkit, Zepto and Swiggy Instamart.

The new Urban Fulfillment Centers will stock a significantly wider assortment than the micro-fulfilment network, adding categories such as apparel, electronics, jewellery, shoes, luggage, watches, furniture and musical instruments alongside groceries and daily essentials. The facilities will initially be rolled out across Bengaluru, Chennai, Delhi-NCR, Hyderabad and Mumbai and other cities.

Doubling Down

The expansion is also aimed at solving one of quick commerce’s biggest limitations—product assortment. Amazon currently stocks between 15,000 and 20,000 stock-keeping units (SKUs) at its micro-fulfilment centres. The new Urban Fulfillment Centres will carry four to five times that number, allowing the company to significantly expand categories available for near-instant delivery.

“The Amazon Now is growing at 25 per cent month-over-month. Prime customers who buy on Amazon Now shop three times more frequently,” Abhinav Singh, vice-president for operations at Amazon India, APAC, Middle East, Africa and Turkiye, said in an interaction with media. “With that kind of customer adoption, it just makes sense for us to double down on it and increase the selection width that we offer to our customers.”

Unlike traditional dark stores, the Urban Fulfillment Centres are designed to work alongside Amazon’s micro-fulfilment network. Customers will continue to receive fast-moving products from the nearest micro-fulfilment centre, while a broader range of products can be dispatched from the larger urban facilities.

Expanding Selection

Amazon said the rollout is part of its planned investment of more than ₹2,800 crore in India this year to strengthen its operations network and improve associate safety, health and financial wellbeing. The investment follows ₹2,000 crore deployed in 2025, when the company added 17 fulfilment centres, six sortation centres and 75 delivery stations across the country.

“Customers appreciate the speed, convenience and selection available on Amazon.in. As we continue to scale Amazon Now, we remain focused on offering customers a wider selection, value and faster delivery speeds across categories,” Singh said.

The expansion underscores Amazon’s strategy of leveraging its nationwide logistics network to carve out a larger share of India’s fast-growing quick commerce market, while differentiating itself through a broader assortment beyond groceries and everyday essentials.

Published on June 17, 2026