Amazon Now Expands 10-Min Delivery Service to Delhi, Bengaluru

Amazon has expanded its quick commerce service, Amazon Now, from Bengaluru to select pin codes in Delhi, offering ultra-fast deliveries of groceries and daily essentials within 10 minutes. The service, which initially launched in Bengaluru in early 2025 after pilots beginning in late 2024, targets Prime members with curated selections and no delivery fees on orders above certain thresholds. Amazon plans to scale Amazon Now rapidly across these two cities before expanding to other regions, aiming to establish around 300 dark stores by the end of the year in Delhi-NCR, Bengaluru, and Mumbai. The company differentiates itself by focusing heavily on daily essentials and personal care products, unlike competitors who have expanded into broader categories like electronics and fashion. Amazon's executives emphasize the nascent state of the Indian e-commerce market, expressing optimism about growth opportunities without viewing competition negatively. This move comes amid intense competition in the quick commerce space from players like Blinkit, Zepto, Flipkart Minutes, and JioMart, with Flipkart also aggressively scaling its operations nationwide.