Amazon said annual sales of its ultra-fast delivery service Amazon Now reached $1 billion in India over the past three months. The company said Amazon Now orders have doubled every quarter since launch, making it the fastest-growing e-commerce business in Amazon India’s history. The development comes ahead of the festive season as the company faces increasing competition from fast-commerce rivals including Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes.
The company has expanded Amazon Now to four times more cities in less than 10 weeks, enabling delivery in minutes to over 60 Indian cities ahead of the festive season. Apart from the metro, this service is available to customers in cities like Padubidri, Tirupati, Guntur, Gurdaspur, Jalandhar, Vellore, Dharwad, Warangal and Berhampur among others. These orders are delivered within minutes through a network of more than 750 micro and urban fulfillment centers.
“In a short period of time, Amazon Now’s annual gross sales in India have crossed $1 billion, making it the fastest-growing e-commerce business unit in Amazon India’s history. We are overwhelmed by the customer response with orders doubling every quarter,” said Sameer Kumar, Country Manager, Amazon India. “We are on track to expand to 100 cities by Diwali, delivering in minutes from Gurdaspur and Hoshiarpur in the north to Vembayam and Alamkod in the south. Customers across the country can expect the widest selection delivered at the fastest speed this festive season,” Kumar said.
People familiar with the developments said the average Amazon Now order costs around £540, with the company processing around 700,000 orders a day. Amazon Now has a market share of 10 percent in orders and 14 percent in value, they said.
In June 2026, Amazon announced plans to build India’s largest “delivery in minutes” network by scaling Amazon Now to customers in over 300 cities across the country. The firm said it continues to expand its dedicated order fulfillment infrastructure to offer the largest selection of merchandise from stockists to customers across the country. These include tens of thousands of products delivered in minutes or hours, a wider selection – more than one million same-day, more than four million next day, and millions more with unlimited free Prime shipping.
Sellers on Amazon Now offer a wide variety of grocery essentials, from groceries including fruits and vegetables to frozen foods and personal care products. It also includes fashion, beauty, small appliances, and home and kitchen items, all delivered within minutes.
The new Amazon Now developments highlight the intensifying battle for scale in the country’s rapidly expanding instant delivery market. Flipkart Minutes, the fast commerce arm of e-commerce giant Flipkart, has quadrupled its business in the last one year as it completes two years of its launch in August 2024. The service currently operates nearly 1,200 micro-fulfillment centers in more than 150 cities.
According to a recent CLSA report, Blinkit accounted for about 30 percent of the dark stores in the country’s 10 largest cities and more than 34 percent nationally, and led the number of stores in six of them, while Zepto led in three of the remaining four. CLSA said Blinkit’s presence in over 180 cities has enabled it to capture a huge share as adoption spreads beyond India’s largest metros.
According to CLSA, the flash commerce zone has expanded to 477 cities across the country, with the top 10 cities alone accounting for 3,536 dark stores among the five players controlled by the brokerage: Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes and BigBasket.
In the top 10 cities, Flipkart Minutes has already surpassed Instamart’s Swiggy in both the number of dark stores and PIN code coverage, the report said. Flipkart Minutes counted 627 dark stores in the top 10 cities compared to Swiggy Instamart’s 615, according to CLSA data, while BigBasket trailed the group with 497.
