India, Sept. 25 -- For more than a decade, India's ecommerce giants Amazon and Flipkart have battled it out every festive season with their mega sale campaigns - the Great Indian Festival and the Big Billion Days - drawing in millions of shoppers.

With quick commerce now seeing record adoption, a host of platforms are now vying for a bigger slice of festive spending. Amazon, though a late entrant to the quick commerce race, isn't ready to miss out on the festive windfall either, thanks to its 10-minute delivery offering, Amazon Now.

After pilot runs in Bengaluru (December 2024) and Delhi (July 2025), the Amazon Now service has just been rolled out in Mumbai, just ahead of the festive shopping frenzy.

According to the company, the respo...