Amazon expands quick commerce service 'Now' to Mumbai, after Delhi and Bengaluru

How It Works Micro-fulfillment centers are located close to neighborhoods and use advanced inventory systems to ensure speedy, safe, and efficient deliveries. Customers can check availability by looking for the “10 mins” icon on the

Amazon has expanded its quick commerce service, Amazon Now, to select parts of Mumbai, marking its third city launch after Bengaluru and Delhi, the company said on September 11.

The e-commerce giant has set up over 100 dark stores, or micro-fulfilment centres, across the three metros to enable 10-minute deliveries and has plans to add 'hundreds more' by end of the year. Amazon Now offers daily essentials across categories including groceries, personal care, electronics accessories, small appliances, baby products, and festive items.

“We launched Amazon Now in Bengaluru earlier this year, delivering essentials in just 10 minutes. The response has exceeded our most optimistic expectations, with daily orders growing at 25 percent month over month and Prime members tripling their shopping frequency after they begin using Amazon Now," said Samir Kumar, VP and Country Manager, Amazon India.

Moneycontrol was the first to report about Amazon’s entry into the segment in June, with a soft launch in three Bengaluru pin codes after a six-month pilot. The company followed up with a rollout in Delhi in July. With Mumbai now live, Amazon is likely signalling that it is done testing the waters and is ready for a larger play in India’s $7 billion quick commerce market.

The move also pits Amazon directly against Blinkit, Swiggy Instamart and Zepto, all of which are expanding their dark store networks ahead of the festive season. Blinkit leads the market with a 52 percent share, followed by Swiggy at 25 percent and Zepto at 23 percent, according to data reported by Moneycontrol earlier. Amazon’s entry is expected to intensify this battle, with incumbents already seeing quick commerce eat into traditional e-commerce volumes.

A recent Bain-Flipkart report said more than two-thirds of the online grocery orders and 10 percent of e-retail spending in 2024 came through quick commerce apps. Morgan Stanley now estimates the total addressable market (TAM) for India’s quick commerce at $57 billion by 2030, sharply higher than its earlier $42 billion forecast.

For Amazon, which has committed over Rs 2,000 crore this year to step up logistics and operations in India, now could be a critical lever to gain lost ground. The company has been pushing the service as part of a broader 'spectrum of speeds' - essentials in minutes, groceries and 40,000 items within hours, a million items same-day, and millions more next-day.

The expansion also coincides with Amazon announcing dates for its flagship Great Indian Festival sale starting September 23, with Prime members getting early access. The launch comes as new GST rules on delivery fees also take effect the same day, raising the stakes for e-commerce and quick commerce players heading into the peak shopping season.