New Delhi, June 24 -- Amazon will expand its quick commerce service Amazon Now to more than 300 cities and build what it calls India's largest 'delivery in minutes' network, chief executive Andy Jassy announced on Wednesday, underscoring the company's growing bet on one of the country's fastest-growing retail segments.
The e-commerce giant said it will expand Amazon Now, its ultra-fast delivery service, to more than 300 cities, significantly scaling up its quick commerce footprint in one of the world's fastest-growing digital commerce markets. Amazon said Amazon Now has become the fastest-growing business unit in the history of its India operations, with order volumes doubling every quarter since launch. Earlier this year, the company announced plans to expand the service to 100 cities, backed by more than 1,000 micro-fulfilment centres and a Rs.2,800 crore investment in its India operations network.
"India continues to be one of the most exciting growth opportunities for Amazon globally," Jassy said during his visit to the country, highlighting the company's focus on technology, logistics infrastructure and customer experience.
Amazon aims to build what it describes as India's largest "delivery in minutes" network, intensifying competition with rivals such as Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes. The company plans to expand its specialised fulfilment infrastructure to support a wider product assortment and faster delivery timelines.
Under the expansion plan, customers will have access to tens of thousands of products delivered within minutes or a few hours, more than one million products available for same-day delivery, and over four million products eligible for next-day delivery.
The announcement comes as quick commerce emerges as one of the most fiercely contested segments of India's digital economy. While Amazon entered the category later than several rivals, it has been rapidly increasing investments in micro-fulfilment infrastructure and last-mile logistics to narrow the gap with established players.
During his visit, Jassy is expected to meet government officials, entrepreneurs and Amazon employees as the company seeks to deepen its presence in India, a strategic market where it has committed billions of dollars across e-commerce, cloud and digital infrastructure businesses.
Alongside the quick commerce expansion, Amazon launched 'Sammaan', a dedicated welfare programme aimed at supporting tens of thousands of delivery associates across its e-commerce and quick commerce network. The initiative will focus on financial wellbeing, safety and social support measures for gig and logistics workers.
The announcements reflect Amazon's dual strategy in India-investing aggressively in high-growth consumer segments while strengthening its operational ecosystem. As competition in quick commerce intensifies, delivery speed, fulfilment efficiency and workforce welfare are increasingly emerging as key differentiators.
India remains one of Amazon's most important growth markets globally. The company has repeatedly highlighted the country's role in its long-term expansion plans spanning e-commerce, logistics, digital payments and cloud services. Jassy's latest visit and the scale of the quick commerce expansion underscore Amazon's intent to capture a larger share of India's rapidly evolving retail landscape.
Published by HT Digital Content Services with permission from TechCircle.