New Delhi, July 11, 2025: In a bold move to keep pace with the fast-evolving quick-commerce market, Amazon India has launched its ultra-fast delivery service, ‘Amazon Now’, promising to deliver essential items within just 10 minutes. The service has been rolled out initially in West Delhi, with plans to expand to other metro cities in the coming months.
With urban lifestyles becoming increasingly fast-paced, the demand for instant delivery of daily essentials—groceries, snacks, personal care items, and household goods—has soared. Competing platforms like Blinkit, Zepto, Swiggy Instamart, and JioMart have already built a strong presence in the quick-commerce space. Until now, Amazon’s delivery timelines ranged from a day to nearly a week, depending on the product and location.
To bridge this gap, Amazon has introduced ‘Amazon Now’, which aims to combine the platform’s vast product range with ultra-fast fulfillment. This is seen as a major shift in the company’s delivery strategy and a step toward redefining customer convenience.
“Customers today value speed just as much as selection and pricing. With Amazon Now, we want to bring essentials to doorsteps faster than ever before,” said an Amazon spokesperson.
The company had earlier piloted a similar service in Bengaluru in June, which received a positive response. Encouraged by the feedback, the platform has now expanded the service to the Delhi NCR region, beginning with high-demand zones in West Delhi.
Industry experts believe that Amazon’s entry into the 10-minute delivery race will intensify competition in the quick-commerce sector, potentially driving innovation and improving service standards across platforms.
For customers, this means more choices, faster service, and better convenience—a win-win in the age of instant gratification.