Amazon’s ultrafast Amazon Now service is rolling out in the US, promising delivery in half an hour or less for an extra fee. The catch: the program began earlier in India, where deliveries take about 10 minutes. To make it work, Amazon is opening small order-processing microhubs—about CVS size—stocking roughly 3,500 products. The company is charging Prime members from $3.99, with additional small-basket fees. Amazon Now expands across major cities and targets urgent everyday essentials.
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.
Your news, in seconds
Get the Beige app — every story in 60 words, updated hourly. Free on iOS & Android.
Amazon CEO Andy Jassy says Amazon Now, the company’s 30-minute quick commerce service, is growing 25% month on month in India. He also claims Prime members’ purchase frequency triples after adopting the platform. Amazon is simultaneously planning major city and dark-store expansion, targeting deeper competition with Blinkit, Zepto, Instamart and others.
Amazon is ramping up its quick-commerce push in India, planning to roll out Amazon Now across 100 cities and create 1,000+ micro-fulfillment centres with an investment of over Rs 2,800 crore. The service targets “minutes” delivery for groceries and essentials, backed by dense logistics, improved worker support, and direct fresh produce sourcing via thousands of farmers.
Swipe through stories, personalise your feed, and save articles for later — all on the app.
