Amazon has announced plans to expand its fast-delivery service Amazon Now to more than 300 Indian cities. The company says the goal is to build the country's largest delivery-in-minutes network. The move comes as CEO Andy Jassy tours India, and it sharpens competition in the country's rapidly growing quick-commerce market.
According to the company, Amazon Now is its fastest-growing business in India, with order volumes doubling every quarter since launch. The service currently reaches over 50 million customers and operates in more than 15 metro and non-metro cities, including Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Amritsar and Kochi.
A tour that began in Mumbai
Andy Jassy visited an Amazon Now micro-fulfilment centre in Mumbai early Wednesday. The company now wants to scale the service from its current base of over 15 cities to cross 300 cities across India. Jassy is also expected to travel to Delhi this week, with the Mumbai visit serving as the first stop of his India tour.
To support the expansion, Amazon plans to add more micro and urban fulfilment centres across its network. These sites will stock a wider range of daily essentials, including groceries, fruits, vegetables and frozen food, along with personal care, fashion, beauty, small appliances and home items.
From minutes to next-day delivery
Amazon says it will expand specialised fulfilment infrastructure across India, aiming to offer tens of thousands of products in minutes or a few hours. On top of that, it expects to deliver over one million products within the same day and more than four million the next day, in addition to Prime deliveries.
Quick commerce has become a fast-growing part of India's digital economy. Amazon links this growth to demand for ultra-fast delivery and shifting consumer habits. Services that began with groceries and basics have spread into electronics, beauty products, home needs and fashion accessories.
A crowded battlefield
Amazon has entered a field where several firms are already scaling up. The competition includes Blinkit, IPO-bound Zepto, Swiggy Instamart, Flipkart and Amazon itself. These companies have been investing to widen their networks and improve supply chains, while adding more products to attract younger buyers.
Talks on AI and business
Andy Jassy also met Indian business leaders to discuss AI, innovation and India's role as a builder. The talks focused on moving AI from trials to real outcomes, and on building for customers in India and abroad. The group included executives from consumer goods, telecom, banking and technology.
Attendees included Sunil D'Souza, MD and CEO of Tata Consumer Products; Baskar Subramanian, Co-Founder and CEO of Amagi; and Sandeep Dutta, President of AWS India and South Asia. Also present were Abhijeet Kishore, CEO of Vodafone Idea; V Vaidyanathan, MD and CEO of IDFC FIRST Bank; and Anchit Nayar, CEO of Beauty and E-commerce at Nykaa.
Jassy also met Maharashtra Chief Minister Devendra Fadnavis, with the discussion covering Amazon's commitment to the state. The company believes India has the scale, talent and ambition for AI-led business change, and Jassy pointed to the country's engineering talent and pace of digital adoption.
Investment and Jassy's message
The company recently announced a USD 35 billion investment commitment by 2030, on top of the USD 40 billion already invested. Amazon links the spending to expansion, AI-driven digitisation, exports and jobs.
Writing on X, Jassy said, "Great to be in India and visit an Amazon Now micro-fulfilment centre in one of the busiest areas of Mumbai." He called it Amazon's fastest-growing e-commerce business in India and said the company is expanding to 300-plus cities as part of a plan to build the country's largest delivery-in-minutes network.
"And what we've learned building it here is now helping us scale it across the US and around the world," he wrote. Jassy added, "Things needed quickly, like groceries, shampoo, baby products, get picked and delivered just minutes after being ordered," noting that customers are loving it.
Sammaan for delivery partners
Amazon also launched Sammaan, a programme for the welfare of tens of thousands of delivery associates. These workers support both e-commerce and quick-commerce deliveries. Part of Amazon India's USD 300 million investment will go toward this effort to strengthen and scale Sammaan.
Samir Kumar, Country Manager at Amazon India, said Prime members use Amazon Now more often once they start, tripling their shopping frequency. "We have further accelerated our expansion and will offer ultra-fast deliveries to customers in over 300 cities in India. None of this is possible without our delivery associates who are at the heart of our e-commerce and quick commerce business, and I am excited as we launch Sammaan, a dedicated programme focused on delivery associate welfare," he said.
The company says the expansion of Amazon Now will rely on more fulfilment capacity and a broader product range, as demand for faster delivery grows across categories. During Jassy's tour, Amazon positioned India as a key market and said it would combine investment, logistics build-out and associate support in its plans.
