Amazon India has quietly started piloting its 10-minute delivery service, Amazon Now, in select Bengaluru neighborhoods, signaling its entry into India’s booming quick commerce battle. The service, currently focused on groceries and everyday essentials, is expected to expand into beauty, home, and kitchen products in the coming months.
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Initially rumored to launch under the name “Tez,” Amazon Now is Amazon’s answer to the growing demand for ultra-fast deliveries, a sector dominated by players like Blinkit, Zepto, and Swiggy Instamart. While Amazon Fresh already offers two-hour deliveries for groceries and fresh produce, this new initiative aims to shrink that timeframe dramatically.
Amazon isn’t alone in ramping up its quick commerce ambitions. Flipkart launched its own instant delivery service, Flipkart Minutes, last August to compete with emerging rapid-delivery startups. Meanwhile, Myntra has been testing M-Now in Bengaluru since November, and Nykaa rolled out a pilot for 10-minute deliveries in Mumbai last October.
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India’s quick commerce sector is on an aggressive growth trajectory, projected to hit $3.49 billion by 2025 and expand at a CAGR of over 4.5%, reaching $4.35 billion by 2030, according to Mordor Intelligence. With Amazon Now entering the race, competition is about to get even fiercer.
