Amazon said it plans to build India’s largest ‘delivery in minutes’ network by scaling Amazon Now, its ultra-fast delivery within minutes, to customers in over 300 cities across the country.
Amazon Now has become the fastest-growing ecommerce business unit in Amazon India’s history with orders having doubled every quarter since launch, the company said in a statement.
Amazon Now is already available to over 50 million customers in more than 15 metro and non-metro cities such as Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Amritsar and Kochi among others.
The company plans to scale up its network of micro fulfilment centers and urban fulfilment centers to house an expanded selection of daily essentials ranging from groceries (including fruits & vegetables and frozen food), personal care, fashion & beauty products to small appliances, home & kitchen products and more, all delivered within minutes.
“Amazon Now is the fastest-growing ecommerce business unit in Amazon India’s history with orders having doubled every quarter since launch. We are seeing a great response from customers, especially Prime members who triple their shopping frequency once they start using Amazon Now,” Samir Kumar, Country Manager, Amazon India said.
Amazon also announced ‘Sammaan’, a dedicated program focused on the welfare of tens of thousands of delivery associates powering its ecommerce and quick commerce business. A portion of Amazon India’s recently announced $300 million investment in operations and associate well-being will go towards strengthening and scaling this program.
Flipkart Minutes, the quick commerce offering from Flipkart has scaled to 1,000 micro fulfilment centers across 130+ cities and 8,000+ pincodes, a milestone achieved in under two years since its August 2024 launch, according to a company statement.
Orders on the platform have grown 5X since the network expansion. This growth is being powered by two forces shaping the next phase of quick commerce in India: Gen Z consumers adopting quick commerce as a high-frequency shopping habit, and Bharat markets where Tier 2 and Tier 3 cities have recorded 42X scale compared to last year, as quick commerce transitions from an urban convenience into a mainstream retail channel across the country, Flipkart said.
“It reflects how consumer adoption of quick commerce is evolving across India. We are seeing strong momentum across Bharat, reinforcing our belief that the next phase of quick commerce growth will be driven by deeper reach, wider selection, and greater accessibility,” Hemant Badri, SVP, Flipkart Group said.
Average order value of fruits and vegetables increased by 30%, repeat purchases are up, and demand is spreading well beyond grocery into electronics, beauty, wellness, and lifestyle. Order volumes have grown 5X since last year, Kunal Gupta, SVP – Head of Flipkart Minutes, said.
Gen Z has emerged as Flipkart Minutes fastest-growing cohort and already contributes to 40%+ of the overall customer base, buying across daily essentials and new categories with high frequency and growing loyalty.
This generation is approaching quick commerce differently, not just as a grocery top-up but as an on-demand shopping habit that spans beauty, electronics, wellness, and lifestyle. Their engagement is reshaping what quick commerce looks like at scale, pulling the category well beyond its grocery origins, the company said.
The competition is expected to intensify in the quick commerce space which has players like Zomato, Swiggy, Zepto among others.
