Amazon rolls out 1-hour delivery in US, Indians react: 'The world's Blinkit moment'

India’s quick commerce sector has expanded rapidly, led by platforms such as Blinkit, Swiggy Instamart and Zepto.

Andy Jassy, chief executive of Amazon, has announced the rollout of a new rapid delivery service, introducing one-hour and three-hour delivery options across a wide range of products.

Sharing the update on X, Jassy said the move is aimed at addressing everyday situations where consumers need items at short notice.

“Everyone knows what it’s like to scramble to get something done. Missing ingredients before people come over for dinner. Packing school lunches for the morning. Needing new headphones for tomorrow’s flight,” he wrote.

He added that the offering would initially include more than 90,000 items spanning multiple categories, including groceries, household essentials and electronics.

“Teams across Amazonhave been working to solve those problems, and today we're introducing 1-hour and 3-hour delivery options on over 90,000 products—everything from paper towels and cleaning supplies to electronics. One-hour delivery is available in hundreds of cities and towns, and 3-hour delivery in over 2,000…with more coming. Should be a big help,” Jassy said.

Everyone knows what it’s like to scramble to get something done. Missing ingredients before people come over for dinner. Packing school lunches for the morning. Needing new headphones for tomorrow’s flight.

Teams across Amazon have been working to solve those problems, and today… pic.twitter.com/mWKkLz5cI6 — Andy Jassy (@ajassy) March 18, 2026

The announcement, however, prompted immediate comparisons online, particularly with the rapid delivery ecosystem that has taken shape in India over the past few years.

Several users pointed out that while the new service marks a step forward in the United States, Indian consumers have already become accustomed to significantly shorter delivery times.

“Why is it that emerging markets like india have services which deliver in 10 minutes. Or in the GCC you can get goods within 30 minutes while in the US we celebrate 1 hour delivery. How can we learn from the East,” one user asked.

Another commented, “India has already mastered 10 to 20 minute delivery from groceries to electronics.”

A third added, “There is something called quick commerce in India which delivers products in 10 to 15 minutes,” while another remarked humorously, “In a 5G world, this is 3G.”

“In India, companies are doing 10 minutes delivery, multiple vendors, consistently... Just saying,” another user noted.

Some responses also framed the comparison in broader global terms, questioning why similar speeds have not yet become standard in developed markets.

“Why is it that emerging markets like India have services which deliver in 10 minutes? Or in the GCC you can get goods within 30 minutes while in the US we celebrate 1 hour delivery. How can we learn from the East,” one user asked.

See some other comments here:

This is the world's Blinkit moment https://t.co/mwiDAQdcO5 — Shiladitya (@shiladitya) March 18, 2026

1 hour? Too long!

India is atleast 3-4 years ahead of the rest of the world when it comes to quick commerce and fintech. https://t.co/47geENY8mW — Neeraj Khandelwal (@neerajKh_) March 18, 2026

India has mastered 10 minutes delivery and here they are experimenting with 1 hour delivery. https://t.co/cPVKJTM5IP — Arsh Goyal (@arsh_goyal) March 18, 2026

The US is discovering 1-hour delivery...India has already leapfrogged to 10 minutes. :) https://t.co/yOyvEvUxPf

— Aditi Shrivastava (@AditiS90) March 18, 2026

India’s quick commerce sector has expanded rapidly, led by platforms such as Blinkit, Swiggy Instamart, Zepto and Amazon Now. These companies promise delivery windows as short as 10 to 15 minutes in several urban areas.

The model typically relies on a dense network of small, localised warehouses positioned close to residential neighbourhoods, allowing orders to be processed and delivered far more quickly than traditional e-commerce systems.

From groceries and daily essentials to select electronics, this approach has reshaped consumer expectations in major Indian cities, where speed and convenience have become key drivers of purchasing behaviour.

Post the viral announcement, Amazon came out with a statement that read: "It is also worth noting that the US announcement being discussed in the story is not directly comparable to Amazon Now in India. In the US, Amazon has introduced new 1-hour and 3-hour delivery options on more than 90,000 products across a wider set of cities through its existing Same-Day delivery network, whereas “Amazon Now” is a separate, more limited ultra-fast format currently being tested only in parts of Seattle and Philadelphia for household essentials and fresh groceries, with delivery in about 30 minutes or less. In other words, the US rollout is a broader fast-delivery expansion, while Amazon Now is a distinct, hyperlocal convenience and grocery proposition."