Athira Sethu
Kochi, 11 July 2025
Amazon entered the market for quick delivery in New Delhi, with a promise to deliver products in a mere 10 minutes. This 10-minute delivery service, aptly named “Now,” was initially introduced in Bengaluru. Delhi has become the second city in India to receive the facility.
With this, Amazon is competing head-on with other players already providing super-speedy deliveries. These players are Blinkit (owned by Zomato), Swiggy Instamart, and Zepto. These players are popular in large cities because they can deliver daily essentials such as groceries, snacks, medicines, and others to your doorstep within minutes. In such a hectic lifestyle, speedy delivery is getting increasingly important to Indian consumers, particularly in cities.
Amazon, in a statement, said it is pleased with the response of customers in Bengaluru. Due to the positive response, the company is now beginning to roll out this service in other regions, beginning with Delhi.
Q-commerce, or quick commerce, is expanding rapidly in India. It initially started with grocery delivery but has now expanded to a variety of products such as small electronics, bathroom products, and even stationery. Blinkit and Zepto, among other companies, use dark stores (small facilities near residential areas) and local delivery networks to speed up deliveries.
In the past, Amazon was primarily recognized for providing one- or two-day delivery. But as faster delivery gains popularity, particularly among younger adults and professionals with a busy schedule, Amazon is attempting to keep pace by providing 10- to 15-minute deliveries.
India is a significant market for Amazon. The company has invested more than $11 billion in the country since 2013. Last month, Amazon announced that it would invest another ₹1,943 crore (approximately $233 million) to enhance its delivery network as well as construct more infrastructure. The firm also launched five new fulfillment centers in order to enable faster deliveries, even in cities and towns.
Amazon’s competitor Flipkart has also launched its own fast delivery service known as “Flipkart Minutes.” It is offered in 14 Indian cities and specializes in delivering household goods, personal care items, and small appliances.
Meanwhile, players like Zepto and Blinkit are continuing to target large urban centers with high demand. They are still adding more dark stores to enhance their delivery times and cover more customers.
Rapid delivery is turning into a major trend, and technology giant Amazon’s foray into the market is indicative of how much fast service is valued in India’s online retail space.
