Amazon India is expanding its ultra-fast delivery ambitions, taking Amazon Now to more than 120 cities across the country, more than doubling its reach in just two weeks. The service, which promises deliveries within minutes, has now reached cities including Amritsar, Abohar, Jalandhar, Ambala, Mangalore, Manipal, Vizag, Kochi, Changanassery, Bhubaneswar and Karwar, extending quick-commerce access beyond major metropolitan markets. Amazon Now offers tens of thousands of everyday products, covering groceries such as fruits, vegetables and frozen foods, along with personal care, fashion and beauty products, small appliances, and home and kitchen essentials. Orders are supported by a network of nearly 800 micro-fulfilment and urban fulfilment centres, allowing Amazon to bring a broad product selection closer to customers. Harsh Goyal, vice president of everyday essentials at Amazon India, said the company was taking ultra-fast deliveries to India’s hinterland ahead of the Amazon Great Indian Festival. He described Amazon Now as the fastest-growing ecommerce business unit in Amazon India’s history, with orders doubling every quarter, and said the accelerated rollout reflected the company’s focus on making fast and reliable delivery more accessible nationwide. The expansion comes as competition intensifies among quick-commerce platforms, including Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes and Amazon Now. With consumers increasingly expecting groceries, electronics and personal care products to arrive within minutes, quick commerce is becoming a larger part of India’s festive shopping season. According to Datum Intelligence, festive online sales are projected to rise by as much as 29% this year, reaching ₹1.55 trillion, compared with ₹1.20 trillion in 2025. Quick commerce is expected to account for about 16% of festive-season sales, up from 12% last year. The sector’s order volume was already 47% above year-ago levels in August, while its gross merchandise value run rate reached $20.8 billion, a 41% increase from $14.7 billion a year earlier, according to Datum. Grocery is expected to remain a major growth driver, with sales projected to rise 41%, although that is slightly below the 45% growth recorded during the 2025 festive season. Mobile phones, meanwhile, are forecast to grow only 6%, down sharply from 26% last year, amid higher prices, declining shipments and a memory-chip supply crunch. Nevertheless, smartphones are expected to remain the largest festive category by value. Amazon’s expanded Now network positions the company to participate more deeply in this changing market, particularly as shoppers prepare for the festive period. The Amazon Great Indian Festival begins October 8, with Amazon Now customers set to access deals across everyday categories, while the wider Amazon India platform will offer discounts on smartphones, electronics, fashion, beauty and home essentials. SBI cardholders can receive a 10% instant discount on eligible transactions, while Prime members can receive additional savings of up to 10%.
Amazon Steps Up Quick-Commerce Push Ahead of Festive Season
