Amazon Pilots 10-Minute Delivery In Select Pincodes Of Bengaluru

Weeks after an internal experiment with employees, ecommerce giant Amazon has started rolling out its 10-minute delivery service, Amazon Now, in some select pincodes of Bengaluru.

As per ET, citing sources familiar with the matter, the company is seeking to expand its quick commerce offerings into more areas in the coming weeks.

The report said that this quick commerce offering, having been called ‘Tez’ internally, is engaging with brands in beauty, home and kitchen categories as part of its plan for scaling up its operations.

“We are in talks to onboard with them (Amazon) and should be live by March-April after they stabilise grocery and daily essentials. Beauty and home are the next focus areas,” the report quoted a senior executive from a brand that sells its products on existing quick commerce platforms.

Responding to Inc42’s queries, Amazon spokesperson said, “Amazon has always focused on offering customers a wide selection with convenient and fast delivery. We are always innovating to offer even more value to customers, and this limited pilot in select pin codes of Bengaluru is a trial to offer even faster speeds on a selection of everyday essentials from our sellers that customers often need quickly.”

To note, the ecommerce giant initially confirmed with Inc42 that it began piloting Tez in December, where Amazon tested the service with its employees in select pincodes of Bengaluru.

Meanwhile, Amazon has been offering groceries and daily essentials via Amazon Fresh.  In November last year, the company claimed it was shifting its focus on boosting the order deliveries in 20-30 minutes.

In early 2024, its grocery delivery arm claimed to have doubled its presence to 130 cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad and Una among others.

Amazon is seen to have made its late entry in the quick commerce space, after its competitor Flipkart rolled out ‘Minutes’, last August, sensing the potential around growing customers and maintaining its market share.

This development notably comes at a time when established quick commerce players have started to expand their reach to tier II and III cities as well as multiplying their dark store count, given the rising competition from emerging labels in the space.

Earlier this year, foodtech major Zomato revealed that it has invested heavily into its quick commerce, with a target of opening 2,000 dark stores by December 2025.

Zomato has been dragging its feet on expansion since it rolled back operations from more than 200 cities in 2023. Swiggy, on the other hand, turned bullish on the tier II and III towns and even introduced its 10-minute food delivery service across 400 cities.