Amazon Enters In India’s 10-Min Delivery Market With ‘Amazon Now’; Service Available in Bangalore

Amazon has officially entered into India's 10-min delivery market with 'Amazon Now' services which is currently live across selected pincodes in Bangalore. The e-commerce giant has launched the service as a pilot project and is available for selected customers, reported Economic Times citing sources.

The company is planning to launch the quick commerce delivery service on a larger scale in the coming months. As of now the service is being tested and reviewed based on customers' feedback. The development parallels with reports about Rapido launching its food delivery service in Bangalore. Here are all the details about Amazon Now.

Amazon Now: Is It Available Across Bangalore?

The service is not available across Bangalore as only limited users of selected pincodes can use it. The company may expand the services in coming months. With Amazon Now's launch, Amazon is in direct competition with top players in the segment like Blinkit, Instamart, Zepto, BigBasket, Flipkart Minutes, etc.

Amazon Now: Key Features

The company is offering services like groceries, vegetables, beauty and personal care, home care, snacks and beverages, meat, etc, according to ET report. People can get exclusive discounts, offers and other privileges while using the service. As per ET report, the platform is also waiving off handing surge fee and late-night charges.

Several customers have shared positive feedback about 'Amazon Now'. The quick commerce segment, especially in Bangalore and other metro cities, is currently dominated by Zomato's Blinkit, Swiggy's Instamart, and Zepto. These platforms have been rapidly expanding their dark store networks and focusing on retaining customers.

Blinkit has seen its adjusted EBITDA loss increase significantly. In Q4 2025, it rose by 381% year-on-year to ₹178 crore compared to ₹37 crore previously. Despite these losses, Blinkit aims to grow its market share aggressively amidst rising competition without letting short-term profitability goals hinder their progress.

Quick Commerce Expansion Challenges

While several companies are aiming for their expansion in the segment, existing players reported loss during the March quarter. Zepto reported a significant rise in its monthly gross order value to Rs 2,400 crore in May 2025 from Rs 750 crore in May 2024. Additionally, Zepto improved its EBITDA by 20%, while reducing cash burn by 65% between January and May 2025.

Swiggy's Instamart witnessed widening of losses during Q4 2025. Its adjusted EBITDA loss grew over 1.5 times to ₹840 crore from ₹307 crore. The company acknowledges that competitive intensity will remain high shortly and has increased investments for market expansion. As a result, it has delayed its contribution margin break-even timelines to between Q3FY26 and Q1FY27.

The quick commerce market is witnessing significant competition in the present times. Despite competition, companies are planning to improve their performance in the segment. Flipkart Minutes aims to expand its 800 dark stores across the country by the end of 2025. Meanwhile, the total retail market of the country declined by 10-12% in 2024 from over 20% in 2023, according to Bain & Company and Flipkart report.