Amazon is doubling down on quick commerce in India. After successful pilot runs in Bengaluru, the e-commerce giant has expanded its 10-minute delivery service, Amazon Now, to Delhi.
Launched last month in Bengaluru, the service initially operated in select pin codes, delivering groceries and essentials within 10 minutes. It’s now live in parts of Delhi through a dedicated section in the Amazon app. The move signals Amazon’s deeper push into the ultra-fast delivery race, competing with Blinkit, Zepto, and Swiggy Instamart.
Quick commerce just got even quicker—and Amazon wants the capital’s attention.Sure! Here are two more paragraphs to extend the Amazon news article:
The move comes at a time when quick commerce is witnessing explosive growth in India, with players like Blinkit, Zepto, and Swiggy Instamart aggressively battling for market dominance. Amazon’s entry into this hyper-competitive 10-minute delivery space could significantly shake up the landscape, given its deep logistics network, tech muscle, and customer base. Unlike newer startups that rely heavily on burn capital and dark stores, Amazon already has the infrastructure in place—making its operations potentially more sustainable in the long run.
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For now, Amazon’s 10-minute promise is limited to select Delhi pin codes, but insiders hint at a wider rollout in other metro cities soon. The company is reportedly betting big on daily essentials and groceries as a major growth driver in India. If its pilot continues to show traction, this could mark the beginning of a massive quick commerce pivot for the global giant—putting real pressure on existing players who’ve thus far enjoyed relatively limited competition from legacy e-commerce giants.
