Amazon is sharpening its quick commerce strategy in India by doubling down on infrastructure expansion and deeper engagement with its Prime customer base, as it looks to close the gap with entrenched local players.
During its Q1 earnings call, CEO Andy Jassy highlighted how the company’s ultrafast delivery service, Amazon Now, is driving a noticeable shift in consumer behaviour, particularly among Prime users, who are significantly increasing their shopping frequency after adopting the platform.
The push comes alongside an aggressive scale-up plan. Amazon is targeting a presence in 100 cities and aims to expand its network to over 1,000 micro-fulfilment centres, signalling a clear focus on building the physical backbone required for sub-30-minute deliveries.
Amazon is currently operational in cities such as Delhi NCR, Mumbai, and Bengaluru. Now it is still in the early stages compared to rivals. Market leaders such as Blinkit, Swiggy Instamart, Zepto and Flipkart Minutess have already built dense dark store networks, giving them a strong edge in fulfilment speed and reach.
Amazon’s ₹2,800 crore investment underscores its intent to compete more seriously in this space, where success hinges less on demand generation and more on execution, especially supply chain density, inventory placement and last-mile efficiency.
Globally, Amazon Now has already expanded to nine countries, including the UAE, Mexico, Egypt and the UK, positioning India as a key testing ground for scaling ultrafast delivery models.
Beyond logistics, Amazon is also weaving in technology to strengthen its ecosystem. The company has rolled out its AI-powered advertising tool, CreativeAgent, in India, aimed at automating and optimising the ad creation process for sellers.
With India’s quick commerce market projected to touch $40 billion by 2030, Amazon’s strategy reflects a long-term play anchored in infrastructure, Prime-led consumption and technology integration—rather than just rapid order growth.
