Amazon expands 10-minute delivery service to Mumbai after achieving success in Bengaluru and Delhi

E-commerce giant Amazon has expanded its 10-minute delivery service, Amazon Now, to Mumbai after achieving success in Bengaluru and Delhi. 

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Launched earlier this year, the service promises to deliver thousands of everyday essentials, including groceries, snacks, personal care products, and festive supplies, in under 10 minutes, similar to what other major players claim.

To power the service, Amazon has built more than 100 micro-fulfilment centers across the three cities and plans to add hundreds more by the end of the year as order volumes continue to grow at 25% month-on-month.

Samir Kumar, vice president and country manager of Amazon India, said the service has exceeded the company’s expectations.

“We launched Amazon Now in Bengaluru earlier this year, delivering essentials in just 10 minutes. The response has exceeded our most optimistic expectations, with daily orders growing at 25% month on month and Prime members tripling their shopping frequency after they begin using Amazon Now,” he said.

The expansion comes ahead of Amazon’s annual Great Indian Festival sale, which begins on September 23, and highlights the company’s intention to capture consumer spending during the peak shopping season.

Amazon joins a crowded field in quick commerce, where players such as Blinkit, Swiggy Instamart, Zepto, BigBasket’s BB Now, Flipkart Minutes and Reliance’s JioMart are racing to win over urban consumers. The model relies on compact, technology-driven dark stores, known internally at Amazon as micro-fulfilment centers, strategically located in neighbourhoods to cut delivery times.

The service is currently available in select areas of Bengaluru, Delhi and Mumbai, with plans to expand to additional cities in the coming months.