Amazon has officially joined India’s ultra-fast delivery race by launching its 10-minute service, Amazon Now, in select areas of Mumbai. The move comes after successful rollouts in Bengaluru and Delhi, where customer response has been overwhelming.

The company has already built over 100 micro-fulfilment centres across these three cities and plans to add several hundred more by the end of the year. According to Samir Kumar, VP and Country Manager at Amazon India, daily orders for Amazon Now are growing by 25% month after month, showcasing huge demand for instant deliveries.

With this, Amazon is directly competing against Zepto, Swiggy Instamart, Blinkit, and Flipkart Minutes, brands that have popularized the 10–15 minute delivery model across metro cities. Zepto and Blinkit specialize in groceries and daily essentials, while Swiggy Instamart and Flipkart Minutes are expanding into household items and even small electronics.

For customers, the competition means faster deliveries, more product variety, and possibly better discounts. But for companies, it’s a high-stakes battle requiring heavy investment in logistics and infrastructure.

The big question now: Can Amazon’s scale and brand trust disrupt the quick-commerce space, or will homegrown players continue to dominate?