Amazon Rolls Out Quick Commerce Service ‘Now’ in Bengaluru

Amazon has launched its quick commerce service, Amazon Now, in 3 pin codes of Bengaluru, marking its formal entry into the 10-30 minute delivery segment, as per news reports. The service, which began as a pilot in December 2024, is aimed at meeting rising demand for faster deliveries of groceries and daily essentials.

Expansion Likely in Phases

The company is expected to extend Amazon Now to more areas of Bengaluru in the coming weeks, before scaling the service to other Indian cities. The Bengaluru launch places Amazon in direct competition with established players like Blinkit, Zepto, and Swiggy Instamart.

Growth in Quick Commerce

Quick commerce platforms have seen significant growth over the last few years. According to a 2024 report by Flipkart and Bain & Company, over 66% of online grocery orders and about 10% of total e-commerce spending in India took place through quick commerce platforms. The model, focused on 10-30 minute delivery windows, is seeing increased adoption in urban centres.

Read More: How 10-Minute Delivery is Reshaping Warehousing in Urban and Tier-2 India!

Pressure on Legacy Models

The shift toward ultra-fast deliveries has affected traditional e-commerce formats, including Amazon’s own standard delivery model. As consumers opt for speed, larger players have had to reassess their logistics and service offerings.

The quick commerce sector continues to operate at high losses. In March 2025, Eternal (formerly Zomato) founder Deepinder Goyal said the sector was burning over ₹5,000 crore per quarter, with Zepto accounting for more than half. Eternal’s CFO stated that competition is expected to increase in the short term, and firms may continue to prioritise market share over immediate profits.

Market Size 

As per the Bain Report, the gross order value of India’s quick commerce market was estimated at $7 billion in 2024, up from $1.6 billion in 2022. The sector is projected to grow over 40% annually through 2030, with more platforms expanding their reach and product categories.

Conclusion

With the launch of Amazon Now, Amazon becomes the latest company to join India’s fast-growing quick commerce space, where competition, demand, and costs are all rising in parallel.

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