India’s 10-Minute Delivery Battle Heats Up as Amazon Expands Now Service to Delhi

Amazon has expanded its swift delivery initiative, ‘Now’, to Delhi, pushing deeper into India’s highly competitive quick commerce sector. 

The move follows a successful debut in Bengaluru, aiming to meet growing consumer demand for ultra-fast doorstep deliveries. With this, Amazon takes on entrenched rivals like Blinkit, Swiggy’s Instamart, and Zepto in the race for urban shoppers.

Amazon’s Strategic Expansion in Quick Commerce

After launching its ‘Now’ 10-minute delivery service in Bengaluru late last year, Amazon has brought it to Delhi, which is one of the biggest quick commerce battlegrounds. This shift comes as Indian consumers increasingly prefer faster deliveries for groceries, electronics, and daily essentials. Amazon aims to replicate the early success it saw in the southern metro, driven by high-density urban areas, existing logistics, and customer feedback.

India’s Q-Commerce Growth Shows No Signs of Slowing

Quick commerce is transforming from a grocery-based model into a broader e-retail format. A significant 10% of India’s e-retail sales are now driven by q-commerce, with more than 66% of e-grocery orders delivered within a few minutes. With continued urban demand, the sector is projected to grow over 40% annually through 2030.

Read More: Instamart and Reliance Jio Partner to Deliver Jio Phones Within 10 Minutes in 95 Cities!

Beyond Groceries: Diversified Inventory on the Rise

Leading players like Blinkit and Zepto have expanded into electronics, fashion, and personal care. Blinkit plans to include air-conditioners, while Instamart delivers smartphones across 10 cities. This diversification comes with higher delivery values but also challenges in inventory management and fulfilment.

Rising Costs Amid Service Expansion

Marketing expenses and infrastructure setup are adding pressure. Customer acquisition costs now hover around ₹800 per user, nearly doubling in recent months. Despite increasing Gross Order Value (GOV), many players remain loss-making due to aggressive dark store expansion and discount-led growth.

Conclusion

Amazon's entry into Delhi's 10-minute delivery market marks a significant step in India’s rapid q-commerce evolution. As the sector expands beyond groceries to cater to broader shopper needs, urban India is witnessing a dramatic transformation in consumer behaviour and fulfilment logistics.

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