Amazon ‘Now’ Service Sees Rapid Growth in India as Quick Commerce Expands

Andy Jassy has revealed that Amazon’s ultra-fast delivery service, Amazon Now, is witnessing strong momentum in India, with orders increasing by nearly 25 percent month over month. The development highlights Amazon’s aggressive push into India’s booming quick-commerce sector.

Amazon Now Records Strong Monthly Growth in India

Amazon is rapidly strengthening its foothold in India’s fast-growing quick-commerce market through its Amazon Now service. According to CEO Andy Jassy, the platform has been experiencing a consistent month-on-month order growth of approximately 25 percent.

The service, which promises deliveries within 30 minutes or less, is gaining popularity among urban consumers looking for speed and convenience. Jassy highlighted that once customers begin using Amazon Now, their shopping frequency increases significantly, particularly among Prime members, whose usage reportedly triples.

This surge in demand underscores the growing consumer preference for instant delivery services, especially for everyday essentials and urgent purchases.

Expansion Plans: 100 Cities and 1,000 Micro-Fulfilment Centres

Amazon is scaling its quick-commerce operations aggressively across India. The company plans to expand Amazon Now to 100 cities, moving beyond major metropolitan areas into tier-2 and tier-3 cities.

Cities such as Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad are among the next destinations for rollout, in addition to existing operations in Mumbai, Delhi-NCR, and Bengaluru.

To support this expansion, Amazon is investing heavily in logistics infrastructure. The company aims to establish more than 1,000 micro-fulfilment centres, which will serve as local hubs for faster order processing and delivery.

These centres are designed to reduce delivery times and improve operational efficiency, enabling Amazon to meet the growing demand for ultra-fast services.

Wide Product Range Drives Consumer Adoption

Amazon Now offers a curated selection of products that cater to daily needs. These include groceries, personal care items, beauty products, fashion accessories, small appliances, baby care products, pet supplies, and healthcare essentials.

The availability of such a diverse range of items within minutes has made the service particularly attractive to urban households. Consumers are increasingly relying on quick-commerce platforms for routine purchases, reducing the need for traditional shopping trips.

The convenience of fast delivery, combined with Amazon’s extensive product catalogue, is helping the company attract and retain customers in a highly competitive market.

AI Integration Enhances Shopping Experience

Amazon is also leveraging artificial intelligence to enhance the user experience on its platform. Jassy noted that Rufus, the company’s AI-powered shopping assistant, is gaining traction among customers.

The AI tool helps users discover products, compare options, and make informed purchasing decisions more efficiently. This integration of AI into the shopping experience is part of Amazon’s broader strategy to personalise services and improve customer engagement.

As AI continues to evolve, it is expected to play a crucial role in shaping the future of e-commerce, particularly in areas such as recommendation systems and customer support.

Heavy Investments to Strengthen Operations and Workforce

As part of its expansion strategy, Amazon has announced an investment of over Rs 2,800 crore (approximately $300 million) in India. This funding will be used to enhance logistics capabilities, improve infrastructure, and support workforce initiatives.

The company is focusing on improving the safety, health, and financial well-being of its associates, reflecting a broader commitment to sustainable growth.

These investments are expected to strengthen Amazon’s operational network and enable it to compete more effectively in the quick-commerce space.

Quick Commerce Market in India Heats Up

India’s quick-commerce sector has witnessed rapid growth over the past few years, driven by changing consumer behaviour and increasing demand for convenience.

As of April 2026, the market is supported by approximately 5,700 to 6,000 dark stores operated by major players such as Blinkit, Instamart, Zepto, Flipkart, and Amazon.

These platforms collectively serve around 2,600 pincodes and cater to nearly 230 million people, representing roughly 17 percent of India’s population.

The intense competition in this segment is pushing companies to innovate, improve delivery speeds, and expand their reach to new markets.

Strategic Importance of India for Amazon’s Growth

India remains a key market for Amazon’s global strategy, given its large population, growing middle class, and increasing internet penetration.

The rapid adoption of quick-commerce services in India presents a significant opportunity for the company to expand its customer base and increase revenue.

By investing in infrastructure, technology, and customer experience, Amazon aims to establish a strong presence in this high-growth segment.

Future Outlook: Faster Deliveries and Wider Reach

Looking ahead, Amazon is expected to continue expanding Amazon Now and enhancing its capabilities. The company’s focus on micro-fulfilment centres and AI-driven solutions will likely play a crucial role in improving efficiency and scalability.

As competition intensifies, Amazon will need to differentiate itself through superior service, wider product offerings, and competitive pricing.

The growth of quick commerce is expected to reshape the retail landscape in India, with faster delivery becoming a standard expectation among consumers.

Amazon’s strong momentum in this space suggests that it is well-positioned to capitalise on this trend and drive future growth.