Amazon is Delivering Goods Under 10 Minutes in Delhi, Bengaluru & Mumbai

Amazon has expanded its quick commerce service, Amazon Now, to select parts of Mumbai, making it the company’s third city launch after Bengaluru and Delhi. The move, announced on September 11, signals Amazon’s deeper push into India’s booming $7 billion quick commerce market.

To power 10-minute deliveries, Amazon has already set up over 100 dark stores across the three metros and plans to add “hundreds more” by the end of the year. Amazon Now offers essentials spanning groceries, personal care, electronics accessories, baby products, and festive items.

“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 percent month over month and Prime members tripling their shopping frequency after they begin using Amazon Now,” Samir Kumar, VP and Country Manager, Amazon India, said.

The expansion puts Amazon in direct competition with Blinkit, Swiggy Instamart, and Zepto, who dominate quick commerce ahead of the festive season. Blinkit currently leads the market with a 52% share.

The Mumbai launch also comes ahead of Amazon’s flagship Great Indian Festival sale on September 23, raising the stakes as festive shopping collides with new GST rules on delivery fees.

Earlier this year, the e-commerce giant announced a $233 million investment in its India operations to expand infrastructure, improve delivery efficiency, and support worker well-being. The investment will support infrastructure upgrades, technology development, and safety initiatives across fulfilment, sortation, and delivery centres.