Amazon has officially stepped into India’s quick commerce battleground with the rollout of its ultra-fast delivery service, Amazon Now, in three Bengaluru pincodes. This marks a significant move by the e-commerce giant to capture a share of the booming 10–30 minute grocery and daily essentials delivery market.
The launch follows a pilot phase that began in December 2024. Amazon is now expected to expand the service to more localities in Bengaluru before scaling to other metropolitan areas, according to industry insiders.
With this, Amazon directly enters a space dominated by Blinkit, Zepto, and Swiggy Instamart. These platforms have seen explosive growth, especially in metro cities, and are increasingly eating into the market share of traditional e-commerce players.
According to a joint report by Flipkart and Bain & Company, more than two-thirds of online grocery purchases and 10% of all e-retail spending in 2024 occurred through quick commerce platforms. Amazon’s move signals a serious intent to reclaim relevance in this rapidly evolving segment.
Despite the growing customer preference for near-instant deliveries, the quick commerce sector faces major challenges, including high operating costs and aggressive cash burn. In March 2025, Eternal (formerly Zomato) founder Deepinder Goyal revealed that companies in the space were collectively burning over ₹5,000 crore per quarter, with Zepto responsible for more than half of that.
Still, analysts remain bullish. Bain estimates that the Indian quick commerce market, which reached $7 billion in gross order value in 2024 (up from $1.6 billion in 2022), is set to grow over 40% annually through 2030. Morgan Stanley also revised its market potential estimate from $42 billion to $57 billion by 2030, driven by increasing adoption across Tier II and Tier III cities.
Market share data from Motilal Oswal currently places Blinkit in the lead at 46%, followed by Zepto at 29%, and Swiggy Instamart at 25%. Experts believe Amazon’s entry could further intensify the competition but also validate the quick commerce model’s long-term potential.
As customer behavior shifts and platforms race to dominate the last-mile delivery space, Amazon’s Now may be the next big player to watch in India’s quick commerce revolution.
