Amazon Enters Delhi's Quick Commerce Arena With 10-Minute Delivery Service
Amazon has launched its 10-minute delivery service, Amazon Now, in India's capital city, expanding its footprint in the fast-growing quick commerce market
Amazon Now In Delhi: Amazon has launched its 10-minute delivery service, Amazon Now, in India's capital city, expanding its footprint in the fast-growing quick commerce market. The ultra-fast service, which first debuted in Bengaluru late last year, is now live in select pin codes in Delhi. Encouraged by strong initial traction, the company plans to scale the offering further in the coming months.
'Amazon has always focused on offering customers a wide selection with convenient and fast delivery," a spokesperson said. 'We are excited with the initial customer response and positive feedback, especially from Prime members. Based on this, we're now expanding the service over the next few months."
Through Amazon Now, customers can receive curated everyday essentials in under 10 minutes, with the company promising the same safety, quality, and reliability associated with its core platform.
Quick Commerce: The New Normal
Amazon's move comes as Indian consumer expectations shift rapidly. Traditional 1–2 day delivery timelines are giving way to the instant gratification model. Flipkart jumped into the space with Flipkart Minutes last year, now operating in 14 cities.
Quick commerce in India is booming, thanks to high urban population density, low-cost dark store networks, and evolving consumption habits. Industry reports suggest the sector will grow at over 40% annually through 2030.
Initially focused on groceries, quick commerce players are now diversifying. Around 15–20% of gross merchandise value (GMV) now comes from categories such as electronics, fashion, and personal care.
Swiggy's Instamart has started delivering smartphones across 10 cities. Blinkit and Zepto have expanded into home appliances and consumer electronics. Blinkit's CEO even hinted at offering air-conditioners, while BigBasket is preparing to list seasonal products like fans and coolers.
Rising Costs, Tight Margins
As competition heats up, platforms are spending aggressively to acquire and retain users. Customer acquisition costs have reportedly doubled to around Rs 800 per user. Zepto is pushing its Café brand, Swiggy is promoting a standalone Instamart app, and Blinkit is investing in regional expansion.
Despite strong demand, profitability remains elusive. Blinkit's gross order value (GOV) rose 134% in Q4 FY25, but the company posted a Rs 178 crore loss. Swiggy Instamart's loss widened to Rs 840 crore amid aggressive expansion of its dark store network.
Who's Gaining Ground?
According to ICICI Securities, Blinkit and Instamart gained market share in the April–June quarter. Blinkit's GOV is estimated to have grown over 25% quarter-on-quarter, while Instamart saw a 22% rise. The overall sector grew by under 20%.
In contrast, Zepto is facing headwinds. Daily active users (DAUs) fell from 5.5 million in December 2024 to 4.9 million in June 2025, while Blinkit's DAUs rose to 6.2 million. Instamart's new app logged 1.1 million DAUs in June. Analysts attributed Zepto's dip to pricing concerns and service inconsistencies.
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July 11, 2025, 09:19 IST
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