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 is pushing quick commerce beyond India’s metros, investing heavily to expand into Tier II and Tier III markets. The plan includes more than 1,000 micro-fulfillment centers designed to improve delivery reliability by strengthening the supply chain rather than relying only on speed. The move raises pressure on competitors as Amazon shifts its growth strategy toward long-term operational efficiency and coverage.
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Amazon is rolling out its rapid delivery service, Amazon Now, across 100 cities in India, starting with Pune, Hyderabad, Chennai and Kolkata. The expansion is supported by 1,000-plus specialised delivery hubs designed to bring daily essentials in minutes. The rollout is part of a broader investment to strengthen Amazon’s logistics and retail footprint in the country.
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