Amazon has quietly rolled out its 10-minute delivery service in India, jumping into the quick commerce battle with a pilot launch in three Bengaluru pin codes under the brand name Amazon Now.
Still in beta, the service is accessible only to a limited number of users, but it marks Amazon’s most serious attempt so far to challenge the likes of Blinkit, Zepto, and Swiggy Instamart — companies that have long ruled India’s ultra-fast grocery and essentials market.
Sources familiar with the matter say Amazon is operating through a network of 10 to 15 dark stores scattered across Bengaluru. Expansion to more neighbourhoods is already in the works, as the company quietly scales up its infrastructure behind the scenes.
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“We’re running Amazon Now in a few select pin codes in Bangalore,” an Amazon spokesperson said. “The response has been fantastic — especially from our Prime members. We’re excited.”
Amazon Now offers lightning-fast delivery of everything from fresh produce, snacks, meat, and beverages to everyday household items — all within 10 to 15 minutes. To lure early users, the company has temporarily waived surge pricing and late-night delivery fees, while also offering attractive discounts.
The launch comes after several months of internal testing. According to insiders, the project was initially code-named Tez, with Nishant Sardana tapped to head the category. Amazon formally confirmed its interest in this space during the 2024 Smbhav summit, signaling a change in strategy after years of sitting out the quick commerce gold rush.
By the end of 2025, Amazon is aiming for 300 dark stores across key urban centers like Delhi-NCR, Mumbai, and Bengaluru — a direct response to competitors like Flipkart, which is targeting 800 dark stores by year-end.
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Amazon may have joined the race late, but with its logistics muscle, brand trust, and loyal Prime base, it’s making it clear: it’s here to compete.
