Amazon expands 10-min delivery service to Indian cities

Amazon has launched its 10-minute delivery service, Amazon Now, in select areas of Delhi.

This follows the service’s initial rollout in Bengaluru earlier this year.

Amazon Now, which was introduced in Bengaluru in June 2025 after pilot tests in February 2025, aims to deliver groceries and daily essentials quickly.

The service is currently available in certain West Delhi pin codes and operates through a dedicated section on the Amazon app.

The service is free for orders above 199 rupees (US$2,92) and has no marketplace fee.

Amazon plans to expand Amazon Now further in Bengaluru and Delhi before moving to other cities.

The move puts Amazon in direct competition with Flipkart in India’s quick commerce market.

🔗 Source: YourStory

🧠 Food for thought

1️⃣ Amazon’s measured entry reflects its historical approach to market expansion

Amazon’s careful city-by-city rollout of quick commerce follows its established pattern of methodical expansion into new categories.

This approach mirrors Amazon’s historical evolution from books in 1994 to music (1998), toys (2000), and apparel (2002), where the company perfected operations in one category before expanding to others 1.

The exemption of quick commerce from marketplace fees also reflects Amazon’s willingness to prioritize growth over immediate profitability, similar to its early years when the company warned IPO investors about expected losses due to heavy investments 2.

Amazon’s quick commerce strategy emphasizes the company’s consistent focus on speed and convenience that began with innovations like 1-Click ordering in 1999 and Amazon Prime in 2005, both of which significantly influenced customer expectations 3.

This gradual rollout stands in contrast to the rapid scaling of Indian quick commerce startups like Zepto and Blinkit, highlighting Amazon’s preference for operational excellence over speed-to-market.