Our Bureau
New Delhi
Amazon has launched its 10-minute delivery service, Amazon Now, in Delhi, marking a significant escalation in the quick commerce race against established players like Zepto, Blinkit, and Swiggy Instamart. The move comes after a successful pilot in Bengaluru and is part of Amazon’s broader strategy to capture a growing segment of Indian consumers demanding ultra-fast doorstep delivery.
The service, now live in select Delhi pin codes, promises delivery of groceries, fresh produce, personal care items, and small appliances within 10 minutes. Orders above ₹99 for Prime members and ₹199 for non-Prime users qualify for free delivery. Amazon plans to expand the service across Delhi and other major cities in the coming months.
Quick commerce has seen explosive growth in India, driven by widespread smartphone use, affordable data, and a predominantly young population. According to industry reports, the sector’s gross order value more than doubled to ₹64,000 crore in FY25 and is projected to reach ₹2 lakh crore by FY28. Platforms like Blinkit and Zepto have already reshaped retail habits, with over two-thirds of e-grocery orders now placed through quick commerce apps.
Despite rapid growth, the sector faces challenges, including regulatory scrutiny over product disclosures and food safety. Last year, authorities issued notices to several quick commerce firms for lapses in mandatory product information display.
