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Amazon has rolled out its 10-minute delivery service, Amazon Now, in New Delhi—marking a major step forward in its quick commerce ambitions.
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The launch comes after a successful pilot in three Bengaluru pin codes last month, according to a report by sources.
With this move, Amazon enters direct competition with India’s leading quick commerce players—Zomato-owned Blinkit, Swiggy’s Instamart, and Zepto—who currently dominate the sub-15-minute delivery market.
These platforms offer a wide range of essentials, from groceries and fresh produce to gadgets and cosmetics.
Traditionally known for same-day or next-day deliveries, Amazon’s foray into 10-minute logistics reflects a larger pivot to meet shifting consumer expectations and tap into the growing demand for near-instant service among urban shoppers.
The company officially launched Amazon Now in Bengaluru in June and is now expanding it to a large section of western Delhi. A full-scale launch across the capital is expected soon.
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