Amazon launches 10-minute delivery service in Delhi

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Amazon has launched its 10-minute delivery service, Amazon Now, in New Delhi, expanding from a recent pilot in Bengaluru. The move pits it directly against quick commerce leaders Blinkit, Zepto, and Instamart.

Amazon Now offers rapid delivery of groceries, snacks, meat, fresh produce, and personal care items. The service has gone live across much of western Delhi, with a full-city rollout expected soon.

"It's a very rapidly evolving network," said Abhinav Singh, Amazon India's VP of Operations, in an interview with The Economic Times. "You'll very soon see it live across Delhi."

The expansion is backed by a Rs 2,000 crore (USD233 million) investment to build delivery infrastructure. A key focus is scaling dark stores—small fulfilment hubs near high-demand areas.

Amazon plans up to 300 dark stores across Bengaluru, Delhi-NCR, and Mumbai by 2025. Rival Flipkart Minutes is targeting nearly triple that number.

Amazon traditionally focused on same-day or next-day shipping. Its pivot to sub-15-minute logistics reflects rising consumer demand for instant delivery.

The company has invested over $11 billion in India since 2013. It recently opened five new fulfilment centres to improve delivery in Tier-II and Tier-III cities.

Quick commerce has become a key battleground as urban consumers demand faster, more convenient service. Amazon’s aggressive entry signals it intends to compete hard in the evolving market.