Key Highlights:
- Amazon Now is expanding to 100 cities across India.
- The rollout includes 1,000 micro-fulfilment centres nationwide.
- The service connects over 16,000 farmers to digital buyers.
- New cities include Pune, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad.
Amazon Now is expanding its 10-minute delivery service to more Indian cities as part of a nationwide rollout targeting 100 locations. The move strengthens Amazon’s presence in India’s fast-growing quick-commerce sector and increases competition with Blinkit, Zepto, and Swiggy Instamart.
The expansion builds on earlier launches in Mumbai, Delhi-NCR, and Bengaluru. Now, the service is reaching cities such as Kochi, Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad.
What is Amazon Now and how does it work?
Amazon Now is Amazon’s hyperlocal delivery service designed to ship daily essentials within minutes. It relies on micro-fulfilment centres located inside neighbourhoods instead of large warehouses on city outskirts.
These small facilities store groceries, beauty products, personal care items, fashion accessories, pet supplies, healthcare supplements, and small appliances. As a result, orders travel shorter distances and reach customers faster. Users can check availability directly from the top banner inside the Amazon app where the “Now” icon appears if the service is active in their area.
Why is Amazon Now expanding so fast across India?
The expansion is part of Amazon’s broader investment of over ₹2,800 crore in India’s logistics infrastructure. The company is setting up nearly 1,000 micro-fulfilment centres to support rapid delivery in dense urban neighbourhoods.
At the same time, Amazon says the rollout will help more than 16,000 farmers sell produce directly through platform sellers. This strengthens supply chains while improving product freshness for customers. Importantly, the strategy reflects a shift in India’s e-commerce expectations. Faster delivery is no longer optional. Instead, it is becoming standard.
Which cities are getting the service now?
Amazon Now is already active in Mumbai, Delhi-NCR, and Bengaluru. With the latest rollout, the service is reaching additional cities, including Kochi, Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad. The company plans to continue expanding coverage gradually until it reaches its target of 100 cities nationwide.
How intense is India’s quick-commerce competition right now?
India’s quick-commerce space is growing rapidly. Platforms such as Zepto, Blinkit, Swiggy Instamart, Flipkart Minutes, and BB Now are racing to shorten delivery times while expanding product categories.
Amazon’s micro-warehouse strategy signals a deeper commitment to the segment rather than a limited pilot rollout. It also shows how logistics innovation is becoming the key battleground in ecommerce. 📦
As delivery speeds shrink from hours to minutes, companies are investing heavily in neighborhood-level infrastructure instead of centralized warehouses.
What does this expansion mean for customers and sellers?
For customers, the rollout increases access to ultra-fast delivery across everyday essentials. For sellers and farmers, it creates new distribution opportunities within local markets.
More importantly, the expansion shows how Amazon Now is positioning itself as a serious contender in India’s evolving quick-commerce ecosystem. The next phase of competition will likely depend on scale, availability, and supply efficiency.
