Amazon has expanded its quick commerce service, Amazon Now, to select areas of Mumbai, marking its third city launch after Bengaluru and Delhi. The service promises 10-minute deliveries of essentials across categories such as groceries, personal care, electronics accessories, small appliances, baby products, and festive items.

To power this expansion, Amazon has already set up over 100 dark stores—micro-fulfilment centres—across the three metros and plans to add hundreds more by year-end. According to Samir Kumar, VP and Country Manager, Amazon India, the pilot exceeded expectations in Bengaluru, with daily orders growing 25% month-on-month and Prime members tripling their shopping frequency after adopting the service.

The move positions Amazon in direct competition with Blinkit, Swiggy Instamart, and Zepto, which together dominate India’s $7 billion quick commerce market. Blinkit leads with a 52% share, followed by Swiggy (25%) and Zepto (23%). Analysts expect Amazon’s entry to intensify competition, especially ahead of the festive season.

A recent Morgan Stanley report estimates India’s quick commerce market could reach $57 billion by 2030, underscoring Amazon’s commitment. With over ₹2,000 crore invested this year in logistics and operations, Amazon Now strengthens its broader ‘spectrum of speeds’ strategy ahead of the Great Indian Festival Sale on September 23.