E-commerce major Amazon has forayed into quick commerce with Amazon Now, across three pin codes in Bengaluru. The service is currently in beta mode and is available to select users.

The company confirmed the developoment. “We are running our 10-min delivery service Amazon Now in select pin-codes in Bangalore and are super excited with the initial customer response and positive feedback, especially from prime members. Through Amazon Now, we’re offering a curated selection of everyday essentials delivered within 10 minutes, addressing immediate customer needs while maintaining Amazon’s standards for quality and reliability. We will expand the service over the next few months,” said the company in its statement.

This comes at a time when the space is seeing heated competiton in the space with Amazon’s rival Flipkart also launching Minutes and players like Eternal-owned Blinkit, Swiggy’s Instamart, Zepto, Tata Digital-backed BigBasket, looking to tap into the sector.

The service is currently offering groceries, vegetables, beauty and personal care, home care, snacks and beverages, meat, among others.

Brokerage Motilal Oswal recently pegged Blinkit’s market share at 46 per cent, followed by Zepto at 29 per cent and Swiggy Instamart at 25 per cent. Analysts say Amazon’s entry will likely intensify competition but could also validate the model further.

Morgan Stanley also revised its quick commerce TAM (total addressable market) for India to $57 billion by 2030, up from an earlier estimate of $42 billion, driven by faster-than-expected user adoption beyond Tier I cities.

Published on June 14, 2025