Amazon expands 10-minute delivery service to Delhi weeks after Bengaluru launch

E-commerce major Amazon has launched its 10-minute delivery service, Amazon Now, in parts of Delhi, weeks after its public debut in Bengaluru, marking a calculated but notable entry into India’s fiercely competitive quick commerce space.

The company began trials in Bengaluru in late December last year. The launch comes amid a broader push by Amazon India to strengthen its logistical and technological infrastructure, including an infusion of Rs 2,000 crore ($233 million) announced last month.

While the company has been cautious in its rollout, Abhinav Singh, vice president of operations at Amazon India and Australia, emphasised that the service is intended as a long-term commitment rather than a limited pilot.

“We are not calling (the rollout of Amazon Now) a pilot,” Singh told Fortune India. “It has been launched in Bengaluru; it is launched in Delhi...so it will not be something that is limited by city boundaries.”

Like many others, Amazon Now also promises ultra-fast deliveries for daily essentials, including groceries, fresh produce, personal care items, snacks, and meat. Initially available in three Bengaluru pin codes since June, the service has now been extended to large parts of western Delhi.

Singh noted that the network in Delhi is “rapidly evolving” and will soon cover more of the city. Akshay Sahi, director for Prime, deliveries, and returns at Amazon India, added that the pilots in Bengaluru and Delhi will soon scale to full-fledged operations, with early signs indicating strong demand from Amazon Prime members.

The expansion is being supported by a growing network of dark stores, a small fulfillment hubs located close to high-demand areas. According to Economic Times, Amazon plans to operate up to 300 dark stores in Bengaluru, Delhi-NCR, and Mumbai by year-end. Rival Flipkart Minutes, in comparison, is targeting a national footprint of 800 dark stores.

Amazon’s move into quick commerce comes at a time when rivals like Blinkit (owned by Zomato), Zepto, and Swiggy’s Instamart are aggressively battling for market share in the hyperlocal delivery segment.

Despite being a late entrant, Singh downplayed the timing, suggesting that India’s e-commerce market is still in its infancy. “E-commerce is at such a nascent stage that there is room for everyone,” he said. “No one else has to fail for Amazon to succeed.”

Quick commerce in India is projected to grow threefold between 2024 and 2027, reaching Rs 1.5-1.7 lakh crore, according to a June report by Kearney. The firm expects services to penetrate towns with populations above 500,000, particularly among India 1 households — those earning Rs 6 lakh or more annually.

Still, the segment remains riddled with challenges. Profitability is elusive, with firms relying heavily on discounts and low delivery fees. HSBC estimates that the Indian quick commerce market will need 60 million active users placing two orders per week at a Rs 20-25 delivery charge to hit $30 billion in value. 

Singh was keen to frame Amazon’s approach as more deliberate and safety-focused, in contrast with the industry’s aggressive expansion. “We don’t want to break customer trust,” he said, adding that associate safety and consistent delivery experience remain top priorities.

Ultimately, Amazon appears less interested in dominating the Zcommerce race through speed alone, and more focused on building a durable service. “Whatever we do,” Singh said, “we want to make sure that we are able to offer it for a long period, because customers will want to find the larger selection at the faster speed.”