Amazon Now targets 300-city expansion as quick-commerce push accelerates

Amazon Now, the e-commerce giant's dedicated quick-commerce unit, is charting an ambitious expansion roadmap across India as it capitalises on robust early performance. Currently operating in around 30 cities, the service intends to reach 300 urban centres in the coming months, according to Nishant Sardana, Director of Amazon Now.

"We are quadrupling our efforts to expand as fast as we can," Sardana said, though the company has not publicly specified a definitive timeline for the nationwide rollout. Since its debut in January this year, Amazon Now has demonstrated strong market traction, with monthly growth rates ranging between 20-25 per cent, signalling healthy consumer demand for its quick-delivery model.

The aggressive scaling reflects Amazon's determination to capture market share in India's fast-growing quick-commerce segment, estimated at approximately USD 20 billion annually. To support this expansion, Amazon has deployed Rs 2,800 crores in capital investment, primarily directed towards building logistics infrastructure and enhancing worker welfare and safety programmes.

Amazon Now currently operates 650 micro-fulfillment centres, a network designed to enable rapid order processing and same-day or next-day delivery across metropolitan and tier-2 cities. The infrastructure-heavy approach underscores the company's commitment to competing intensely in a sector dominated by players like Zepto, Blinkit, and Instamart.