Amazon enters quick commerce with ‘Amazon Now’ pilot in Bengaluru

E-commerce major Amazon India has entered the quick commerce segment in India with the launch of its ‘Amazon Now’ service in Bengaluru.

The service will be available to customers through a dedicated section on the Amazon app which currently operates in three Bengaluru pin codes offering deliveries within 10 minutes.

“We are running our 10-minute delivery service Amazon Now in select pin codes in Bangalore and are super excited with the initial customer response and positive feedback, especially from Prime members,” an Amazon spokesperson said in a statement.

“Through Amazon Now, we’re offering a curated selection of everyday essentials delivered within 10 minutes, addressing immediate customer needs while maintaining Amazon’s standards for quality and reliability. We will expand the service over the next few months,” the spokesperson added.

With its entry into quick commerce, Amazon will compete with some of the established players in the segment which includes Eternal-owned Blinkit, Swiggy’s Instamart, Zepto, and Tata Digital-backed Bigbasket. Amazon’s rival Flipkart is also piloting its own quick commerce platform, Flipkart Minutes.