Amazon to take ‘Now’ quick-commerce service to 100 cities at Rs 2,800 Cr investment

Amazon is expanding its quick-commerce ambition in India. It plans to scale its ultra-fast delivery service, Amazon Now, to 100 cities and build a network of over 1,000 micro-fulfillment centres, at an investment of over Rs 2,800 crore.

This marks one of the company’s most aggressive bets yet in India’s fast-growing instant delivery segment—where groceries and daily essentials are delivered within minutes, a category increasingly dominated by local players.

Amazon Now will be rolled out into many cities including Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, Kochi, Amritsar, Mangaluru, and Visakhapatnam, besides expanding in existing markets such as Mumbai, Delhi-NCR, and Bengaluru.

Amazon said the service offers thousands of products, from fresh produce and frozen foods to personal care items, beauty products, small appliances, and pet supplies, delivered within minutes.

The expansion will see an investment of over Rs 2,800 crore (around $300 million), aimed at strengthening Amazon's logistics network as well as improving worker safety, health, and financial well-being.

“Customers continue to enjoy Amazon Now, appreciating our delivery speed, value and selection,” said Harsh Goyal, Vice President for Everyday Essentials at Amazon India. He added that the company is accelerating its rollout, supported by a dense network of micro-fulfillment centres.

As part of its strategy, Amazon will source fresh produce directly from farmers. The company said more than 16,000 farmers will be integrated into its supply chain, enabling them to sell directly to consumers through sellers on the platform.

The company also highlighted rising user engagement, noting that Prime members have tripled their shopping frequency after adopting Amazon Now.

A late but forceful push into quick commerce

Amazon’s expansion comes as India’s quick-commerce sector heats up, driven by changing consumer expectations around speed and convenience. While the company has traditionally focused on same-day and next-day deliveries, Amazon Now represents a strategic shift towards competing in the 'minutes' category.

The latest development suggests that Amazon is willing to deploy significant capital and infrastructure to catch up in a segment where hyperlocal networks, dense warehousing, and last-mile efficiency are critical.

The company said its broader logistics stack will continue to support delivery of thousands of essentials within minutes. Over a million items are available for same-day delivery, and more than 4 million products are deliverable the next day on its marketplace, it added.