Amazon’s Quick Commerce Offering Now Live In Delhi

Amid the quick-commerce wars, global ecommerce giant Amazon’s 10-minute delivery offering, Amazon Now, is now live in Delhi. 

Announced in December 2024 in Bengaluru, the offering is live at select pin codes in the capital city of India. The offering has been launched in the beta version for select customers in the city. 

“We are running our 10 mins delivery service Amazon Now in select pin-codes in Bengaluru and Delhi, and are excited with the initial customer response and positive feedback, especially from Prime members,” an Amazon spokesperson told Inc42. 

Based on the initial response, the company will expand this offering to other regions over the next few months, the spokesperson added. Amazon has declined to comment on the timeline of its expansion plans. 

Notably, the service, Amazon now, was initially taken live at select pin codes in Bengaluru in February 2025. This was about two months after the company announced its foray into the vertical. 

Moving on, to lure customers, the company is currently giving a cashback of INR 100 on orders above INR 749 and INR 50 on orders above INR 399. It is providing free deliveries for orders above INR 99. Along with discounts on the MRP of select products.

Unlike its other competitors Blinkit and Zepto, Amazon Now is heavily focussed on delivering daily essentials like groceries and beauty and personal care products .  

It is imperative to note that Amazon already offers groceries and daily essentials via Amazon Fresh. In November last year, the company said that it was looking at slashing its delivery times to 20-30 minutes.

As of now, there is no clarity if the ecommerce giant will be diversifying its quick commerce catalogue to include electronics, fashion and other big-ticket consumer products. 

In August, last year, Walmart-owned Flipkart, too, jumped on the quick commerce bandwagon with Flipkart Minutes. The service has now been scaled to 17 cities, including Ahmedabad, Bengaluru, Chennai, Delhi NCR, Mumbai, and Jaipur, to name a few. 

While Minutes initially relied heavily on daily essentials, Flipkart later expanded the SKUs to include consumer electronics as well.

At the heart of the ecommerce giants’ shift towards 10-minute deliveries lies the risk of cannibalising India’s broader ecommerce market. 

Meanwhile, Blinkit, Swiggy, Zepto, too, are betting big on the growth of quick commerce in India, thanks to the rising impulsiveness among buyers, who want instant gratification. 

Swiggy cofounder and CEO Sriharsha Majety expects the Indian quick commerce market to breach the $30-$40 Bn mark in the next few years. 

Not to mention, the country’s quick commerce boom is currently being supported by heavy burns. In March this year, Eternal’s CEO Deepinder Goyal estimated the quarterly burn of the quick commerce industry to be around INR 5,000 Cr.