Amazon has announced plans to step into India’s fast-growing instant commerce sector with a pilot project offering delivery of daily essentials in 15 minutes or less. The program, scheduled to roll out in Bengaluru later this month, aims to compete with established players like Blinkit, Swiggy Instamart, BigBasket, and Zepto.

Samir Kumar, Amazon India's Country Manager, confirmed the development during the company’s flagship event, Smbhav, held in Delhi on December 10. Highlighting Amazon’s long-term commitment to India, Kumar stated, “Our focus has always been on providing selection, value, and convenience. With this pilot, we intend to deliver the largest selection at the fastest speeds across the nation.”

This initiative marks a significant shift under Kumar's leadership, who took charge just two months ago. By leveraging its extensive customer base, including millions of Prime Members, Amazon is poised to make a strong entry into the competitive instant commerce market. Kumar emphasized that the initiative is driven by customer-centricity, with a focus on convenience and service quality.

He also reiterated Amazon founder Jeff Bezos' vision of fostering growth for small and medium-sized businesses, aligning the program with the company's broader commitment to inclusive growth. "Our responsibility is to ensure that SMEs thrive alongside us," Kumar added.

As the competition intensifies, Amazon’s move could reshape the dynamics of instant commerce in India, offering customers another compelling option for quick delivery.