Amazon Brings ‘Amazon Now’ 10-Minute Delivery Takes on Blinkit, Zepto & Flipkart; Service in These Cities

India's fast-growing quick commerce market, Amazon has officially launched its ultra-fast delivery service, Amazon Now, in the national capital. The service, which promises 10-minute deliveries, is currently available in select pin codes across Delhi, following its initial rollout in Bengaluru late last year.

Amazon Brings 10 minute Delivery By Amazon Now

The expansion marks Amazon's latest push to compete in the evolving Indian e-commerce landscape, where consumer expectations around delivery speed have been rapidly shifting. Quick commerce, the promise of groceries and everyday essentials delivered in minutes has seen explosive growth, driven by urban lifestyles and rising demand for instant gratification.

"We are running our 10-minute delivery service Amazon Now in select pin codes in Bengaluru and Delhi, and are excited with the initial customer response and positive feedback, especially from Prime members," an Amazon spokesperson told CNBC-TV18. "Based on this, we're now expanding the service over the next few months."

Amazon Now offers a curated selection of everyday essentials, including groceries, personal care items, and household products, delivered within minutes. The company emphasizes that the service adheres to Amazon's high standards of safety, quality, and reliability.

Amazon Competing with Flipkart and Quick Commerce Startups

For years, Amazon deliveries in India typically took one or more days. However, the rise of quick commerce players including Blinkit, Zepto and Swiggy Instamart has changed the game. Even Amazon's main rival Flipkart entered the space last year with its "Flipkart Minutes" service, which now operates in 14 cities across the country.

This surge in competition is redefining consumer expectations, pushing established e-commerce players to accelerate their operations. What began as a startup-driven innovation has now become a mainstream necessity for India's digital consumers.

Amazon's Massive Investments in Indian Market

To keep pace, Amazon is doubling down on its India operations. Since entering the country in 2013, the company has invested over $11 billion, making India one of its largest global markets. In June 2025, Amazon announced an additional $233 million investment to expand its delivery network, including the establishment of five new fulfillment centers aimed at speeding up deliveries in Tier-2 and Tier-3 cities.

Amazon's move signals a larger shift in Indian retail, where speed is becoming as important as price or selection. As Amazon Now expands across major urban hubs, it is expected to reshape how millions of Indians shop for everyday essentials.