Amazon.com Inc. has introduced deliveries in as little as 10 minutes in New Delhi, marking its entry into the quick commerce segment in the capital.
The move brings the global retailer in direct competition with Indian platforms such as Blinkit, Instamart, and Zepto.
Expanding ‘Now’ to new markets
The service, branded ‘Now’, was first launched in Bangaluru in December. Delhi is the second city where Amazon has made the service available. The company said in a statement on Thursday: “We’re excited with the initial customer response and positive feedback. Based on this, we’re now expanding the service over the next few months.”
Unlike its one- to two-day standard delivery model, Amazon’s new offering aims to meet a growing demand for faster deliveries. Local players now supply products ranging from groceries to electronics in a matter of minutes, influencing buying behaviour among consumers seeking shorter turnaround times.
Investments and infrastructure
Since entering India in 2013, Amazon has committed over $11 billion to the market. In June, it announced an additional investment of $233 million to strengthen its delivery network and infrastructure. It has also opened five fulfillment centres to support faster deliveries in smaller towns and cities.