Amazon Now goes live in India to chase Zepto, Blinkit, Instamart in 10-15 min race
Amazon is rolling out Amazon Now, its 10-15 minute quick commerce service, as instant delivery moves to the centre of its India e-commerce strategy. The push aims to close ground on Zepto, Blinkit and Swiggy Instamart, which have reshaped urban shopping behaviour and pressured incumbents.
Amazon is rolling out Amazon Now, its 10-15 minute quick commerce service in India, to close the gap with Zepto, Blinkit and Swiggy Instamart as instant delivery becomes central to its India e-commerce strategy.
Why this matters
Launch follows Amazon Now's all-in India quick commerce push and tripled city target to 300, signaling escalation in the dark-store war against Blinkit, Zepto and Flipkart Minutes.
Omni-channel activity steady with 420 signals in last 90 days.