Amazon goes live with quick commerce service Now in Bengaluru
Amazon has officially launched its
quick commerce service
,
Amazon Now
, across three pin codes in
Bengaluru
, marking its formal entry into India's rapidly growing
10-15 minute delivery
market. The service is currently in beta mode and is available to select users, according to details on the Amazon app and people aware of the development.
The ecommerce giant has set up 10-15
dark stores
to support deliveries in the city, and plans to expand its footprint further in the coming weeks, sources said. The launch comes after months of preparation and multiple internal pilots.
Amazon's move into quick commerce comes as the segment has seen aggressive growth led by players like
Blinkit
(owned by Eternal),
Swiggy
's
Instamart
,
Zepto
, Tata Digital-backed BigBasket, Flipkart Minutes, and
Reliance
's JioMart. With Amazon Now, the company will directly compete with these established players.
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by Taboola
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The service is currently delivering groceries, vegetables, beauty and personal care, home care, snacks and beverages, meat, among others.
ETtech
Live Events
ET had first reported
on Amazon's quick commerce ambitions on August 28, 2024. At the time Amazon had begun laying the groundwork for its quick commerce foray, appointing category leader Nishant Sardana to spearhead the initiative.
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Subsequently, on November 25, 2024, we reported that the company was building out its dark store network and targeting an initial launch by late 2024 or early 2025, operating under the internal codename Tez.
In December
, Amazon's senior vice president Amit Agarwal confirmed to ET, the etailer's plan to launch quick commerce here, making India one of the first markets globally where Amazon would test such a rapid delivery model.
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