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Amazon fires up 10 minute deliveries to rattle Blinkit and reshape India quick commerce
Technology
Published on 12 May 2026
Amazon is using Prime to win the speed game
Amazon’s 10-minute delivery push is escalating pressure on India’s quick commerce leader Blinkit. As rivals battle for the same urban, high-frequency shoppers, Blinkit is adjusting beyond its earlier premium-focused strategy. Amazon, meanwhile, leans on Prime membership to combine speed with a wider selection, aiming to steal share where timing matters most.
- Amazon’s 10 minute delivery push is intensifying quick commerce competition
- Blinkit is recalibrating its strategy as rivals target the same customers
- Prime membership is a key advantage for Amazon on speed and assortment
- The battle is shifting from premium positioning to high frequency convenience
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times