'Amazon Now' Expansion: Amazon India Targets 100 Cities to Take on Zomato, Swiggy and Others

Amazon India is set to undertake a significant expansion of its quick commerce service, Amazon Now, extending its reach to 100 cities across the country, as per news reports.  

This expansion accompanies a substantial ₹2,800 crore investment aimed at bolstering Amazon's operational network in India. 

Expanding Amazon Now's Footprint 

As of April 27, 2026, Amazon India confirmed its plans to expand Amazon Now services to 100 cities.  

The service initially launched in key locations such as Bengaluru, Delhi-NCR, and Mumbai and will now include Pune, Hyderabad, Chennai, and Kolkata, among others.  

This move is Amazon's most ambitious effort to tap into the growing demand for rapid delivery services in the country. 

Strengthening Micro-Fulfilment Network 

To support the expansion, Amazon will scale its micro-fulfilment network considerably, increasing the number of centres to over 1,000.  

These centres play a crucial role in enhancing delivery speeds and operational efficiency, ensuring timely provision of a wide selection of products, including groceries, fresh produce, and personal care items. 

Benefits to Farmers and Consumers 

A critical aspect of Amazon Now's expansion is its fresh produce supply chain, which will connect more than 16,000 farmers directly to consumers.  

This initiative not only supports local agriculture but also assures customers of high-quality fresh produce delivered promptly. 

Investment and Growth Strategy 

Amazon's ₹2,800 crore investment aims to strengthen its logistics and technology infrastructure across India.  

A significant portion is allocated to enhancing the quick commerce infrastructure, reinforcing Amazon's competitiveness against local players like Blinkit, Zepto, and Swiggy Instamart.  

This strategy underlines Amazon's commitment to dominating the market and offering customers unparalleled service. 

Read More: Amazon India to Spend ₹2,800 Crore on Worker Welfare, Quick Commerce and Logistics Network! 

Customer Experience and Market Impact 

Since its launch in 2025, Amazon Now has witnessed a steady uptick in orders, with month-on-month growth reported at 25% in early markets.  

The service has boosted customer engagement, particularly among Amazon Prime members, who have increased their shopping frequency significantly. 

Conclusion 

Amazon's decision to expand its quick commerce service to 100 cities reflects its strategic intent to cement its place in the fast-paced delivery sector in India. With robust investment in micro-fulfilment centres and a strong focus on improving supply chains, Amazon Now is set to redefine market standards for rapid delivery services. 

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