Amazon is significantly expanding its quick commerce ambitions in India, placing the country at the center of its next phase of retail growth. During his visit to India, Amazon CEO Andy Jassy announced that the company’s ultra-fast delivery service, Amazon Now, will expand from around 15 cities to more than 300 cities, marking Amazon’s most aggressive push yet into one of the world’s fastest-growing retail segments.
Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes have expanded rapidly across India, making quick commerce one of the country’s most competitive retail businesses. Amazon’s latest announcement shows the company is ready to compete more directly as customers increasingly expect deliveries within minutes instead of days.
Amazon Expands Amazon Now
The rollout will be supported by a larger fulfillment network, allowing Amazon Now to reach customers beyond India’s biggest metropolitan areas. The expansion will bring the delivery-in-minutes service to hundreds of additional cities while improving delivery speed across a much wider area.
Andy Jassy said Amazon Now has become the fastest-growing business within Amazon India, with order volumes doubling every quarter since its launch. The company is also expanding its micro-fulfillment network to support faster deliveries and improve inventory availability across a wider geographic footprint. Strong customer demand has encouraged Amazon to increase its investment in quick commerce and expand the service much faster.
Competition Intensifies
India’s quick commerce market is estimated to be worth around $11 billion, making it one of the fastest-growing retail categories in the country. Retailers are investing heavily in fulfillment centres, delivery operations, and local inventory as demand for faster deliveries continues to grow.
Amazon already has one of the country’s largest delivery networks and a strong Prime customer base. The company now plans to build on that foundation to expand Amazon Now faster and compete more directly with established quick commerce players.
Amazon’s Global Retail Strategy
Amazon also said it will continue investing in logistics, artificial intelligence, and cloud infrastructure to support its growing business in India.
Amazon recently announced an additional $13 billion investment in India, taking its planned investment in the country to $48 billion through 2030. The company also said it remains open to acquisitions as it continues to expand its presence across the Indian market.
India’s Quick Commerce Market
Fast delivery is becoming an important factor for online shoppers, alongside price and product choice. Retailers are investing more in fulfillment centres and delivery networks to meet growing demand. Amazon’s decision to expand Amazon Now to more than 300 cities highlights how delivery speed has become a bigger priority for both businesses and customers.
Amazon entered India’s quick commerce business later than several rivals, but the 300-city rollout shows the company is now ready to compete at a much larger scale. Backed by its nationwide logistics network and retail business, Amazon is preparing for stronger competition in one of India’s fastest-growing retail categories.