Amazon is doubling down on India’s booming quick commerce market, with plans to expand its ultra-fast delivery service Amazon Now to over 300 cities as it aims to build the country’s largest “delivery-in-minutes” network.
The expansion will focus on scaling specialised micro-fulfillment infrastructure, allowing customers to access tens of thousands of products within minutes or a few hours.
During his India visit, Amazon CEO Andy Jassy highlighted the rapid growth of the model, calling it the company’s fastest-growing e-commerce business unit in the country.
“It’s our fastest-growing e-commerce business unit in India and we’re expanding to 300+ cities as part of our plan to build the country’s largest delivery-in-minutes network. And what we’ve learned building it here is now helping us scale it across the U.S. and around the world,” Jassy said after visiting an Amazon facility in Mumbai.
The move signals Amazon’s aggressive push into India’s highly competitive quick commerce space, which has witnessed explosive growth amid rising demand for instant deliveries.
Amazon’s expansion will intensify competition with existing quick commerce players as companies race to build faster supply chains, neighbourhood fulfilment centres and wider product availability.
India has emerged as a crucial testing ground for new e-commerce models due to its rapidly growing digital consumer base, increasing online shopping adoption and demand for faster delivery options.
The success of Amazon Now in India is expected to influence the company’s quick-commerce strategy in other global markets.