Prime Time for Speed: Amazon Now’s 10-Minute Blitz Shakes Up Delhi’s Grocery Game

Amazon has expanded its super-fast delivery platform Amazon Now to Delhi, its second big city launch after Bengaluru. The expansion is aggressive and positions Amazon directly against super-fast commerce leaders Zepto, Blinkit, and Swiggy Instamart, with 10-minute delivery of daily essentials and groceries for Prime members.

 

Key Highlights

Delhi Launch: Amazon Now has launched in Delhi following a pilot and launch in Bengaluru. The service will expand rapidly, with Amazon eyeing pan-India coverage outside city boundaries.

 

10-Minute Delivery Assurance: Amazon Now provides extremely quick delivery of daily essentials and necessities within 10 minutes, which is only comparable to the speed of Zepto and Blinkit.

 

Prime Member Priority: Prime members receive priority for the best choice and fastest shipping speeds, which enhances the value of Amazon's loyalty program.

 

Massive Infrastructure Boost: Amazon has grown in recent years by opening 30 new delivery stations and 5 new fulfillment centers in India, including one in Delhi-NCR, to enable its rapid commerce ambitions. The expansion brings Amazon's delivery network to over 2,000 stations and 28,000 partner stores in India.

 

Investment Boost: Amazon has put in another $233 million (₹2,000 crore) in 2025 to improve its delivery and fulfillment network in a bid to possess the quickest, most reliable delivery network in India.

 

Prime Day Synergy: The launch follows Amazon's record-breaking Prime Day celebration with 72 hours of exclusive deals and over 400 new product launches, which will further motivate customers to try out Amazon Now.

 

Competitive Advantage: While Zepto and Blinkit focus on individual metros and delivery in 10 minutes, Swiggy Instamart competes in a larger network with slightly longer delivery times. Amazon's size, tech, and Prime integration could disrupt the market's convention.

 

The Road Ahead Amazon is not investing in this as a pilot but as a country-wide push, which translates into tough competition in the congested quick commerce space of India. With heavy investments, Prime integration, and relentless growth, Amazon Now will transform city grocery shopping.

 

Source: Fortune India, About Amazon India, ReviewHub