Amazon looks to expand its q-commerce service to 10-15 cities

Amazon is preparing to pull back from a key layer of its grocery delivery stack in India, as the company leans harder into speed. It is planning to wind down its 4–24 hour delivery service, Amazon Fresh, in 10–15 major Indian cities as it shifts focus to its quick commerce offering, AmazonNow, according to a UBS Global Research report.  

The move signals a broader recalibration underway inside Amazon’s India business, where the middle ground between scheduled and instant delivery is rapidly disappearing.

For years, Amazon Fresh occupied that middle layer, offering same-day or next-day grocery deliveries while encouraging larger baskets to offset logistics costs. But that model is now being squeezed from both ends.

On one side, Amazon continues to expand its national fulfillment network, built around large warehouses designed for scale and selection. On the other, it is accelerating its push into AmazonNow, a rapid-delivery service built for immediacy.

The shift comes as quick commerce has moved from the fringes of Indian ecommerce to its fastest-growing battleground.

What began as a convenience layer for groceries has evolved into a high-frequency consumption model, led by companies such as Blinkit, Zepto, and Swiggy Instamart. These platforms have built dense networks of neighborhood warehouses, enabling deliveries in as little as 10–20 minutes.

The result has been a fundamental shift in consumer behaviour. Instead of planning weekly purchases, urban users are increasingly placing multiple small orders throughout the week. Nearly 40% of online grocery sales in India now come from quick commerce, up sharply over the past few years, underscoring how quickly the model has scaled.  

For incumbents, the implications are structural. Traditional ecommerce, dominated by players like Amazon and Flipkart, was built on centralised warehousing, wide selection and larger order values. Quick commerce flips that equation, prioritising proximity, speed and frequency over assortment.

That inversion has intensified competition. UBS notes that large platforms, including Amazon, Flipkart, and Reliance Retail are now aggressively expanding their quick commerce infrastructure, with plans to scale dark store networks rapidly over the next 12 to 18 months.  

The competitive response has already triggered a price war. Discounts across quick commerce platforms have climbed, with Amazon and its rivals increasing promotions and lowering delivery charges to capture market share. The battle is no longer just about logistics, it is being fought on pricing, assortment expansion and customer retention.

AmazonNow sits at the center of that push. Currently operational in a handful of cities, the service is expected to expand to 10–15 cities, covering a large share of India’s quick commerce demand. In those markets, Amazon Fresh is likely to recede.

What emerges is a more polarized strategy. Amazon’s national shipping network will continue to handle planned purchases, optimized for scale and selection. AmazonNow, by contrast, is designed for speed for dense urban clusters, smaller baskets and repeat usage.

The casualty is the middle layer Amazon once relied on. In India’s largest cities, the question is no longer whether a product can be delivered the same day. Increasingly, it is whether it can arrive within minutes. For Amazon, the answer appears to be a decisive pivot toward the latter.