India’s quick commerce space is on fire and Amazon wants back in. After an earlier exit from its Amazon Fresh express delivery pilot, the e-commerce giant is reportedly working on a fresh strategy to compete with Blinkit, Zepto, and Swiggy Instamart.

With Blinkit delivering in 10 minutes and Zepto’s IPO buzz making headlines, the quick commerce space is heating up like never before. But Amazon’s challenge is massive it has the scale, logistics, and money, but lacks speed and hyperlocal execution, which its rivals have aced.

While Zepto focuses on Tier-1 cities with high-frequency SKUs and Blinkit leverages Zomato’s ecosystem, Amazon’s model still leans toward scheduled delivery. It hasn’t yet built a dense dark-store network or cracked the instant gratification code that Gen Z shoppers crave.

The question now is: Can Amazon pivot fast enough? Or will it remain a slow-moving giant in a market that thrives on speed?

This battle isn’t just about groceries it’s about who controls the front door of Indian households in the next digital commerce wave.