India’s Quick Commerce War - Amazon Now, Flipkart Minutes, Blinkit Offer Huge Discounts To Win Customers

From strolling through local markets and bargaining over groceries to sitting in the comfort of their homes and ordering essentials with a few taps, quick commerce has transformed the lifestyle of Indian consumers. The e-commerce story in India continues to grow, driven by rising demand, increasing smartphone penetration, and the lure of deep discounts. However, competition in the sector has intensified significantly. With e-commerce giants such as Amazon and Flipkart entering the quick commerce space, the fear of survival has risen sharply for the existing players, making the market more competitive than ever.

Last week, Blinkit, one of India's largest instant delivery platforms, quietly removed delivery charges in select micro-markets across cities, including Gurgaon, Bengaluru, and Mumbai, according to multiple media reports citing industry sources familiar with the matter. The move comes amid intensifying competition from Amazon Now and Flipkart Minutes, both of which are rapidly expanding their dark store networks while offering low or zero delivery fees in key urban markets.

Industry executives noted that delivery fee waivers often accelerate consumer adoption, especially when new players enter a market. Amazon Now's zero-delivery-fee strategy, in particular, has emerged as a key catalyst in cities where it has launched operations. Meanwhile, Flipkart Minutes has begun rolling out its bulk ordering service XtraSaver, which offers groceries and other essential items at substantial rates.

Over the past three to four months, rival platforms Zepto and Swiggy Instamart have already begun easing cost pressures on consumers. Following its $450 million fundraising round in October, Zepto scrapped handling and surge fees and reduced the minimum cart value for free delivery to Rs 99. Soon after, Swiggy Instamart rolled out similar incentives. However, until recently, Blinkit had largely maintained its existing pricing structure.

According to a recent research note by UBS, overall discounts on quick commerce platforms increased to 55 per cent in January, up from 53 per cent in November, reflecting intensifying competition across the sector. The sharpest jump was seen at Amazon Now, where discounts surged from 26 per cent to 57 per cent over the same period, highlighting the company's aggressive push to gain market share.

During the period, other players also stepped up their discounting game, though at a more measured pace. Flipkart's average discounts edged up to 55 per cent from 54 per cent between November and January, while Zepto raised discounts to 57 per cent from 55 per cent. Swiggy Instamart saw discounts climb to 56 per cent from 52 per cent, and Blinkit recorded a modest increase to 53 per cent from 52 per cent.

This inch-to-inch discount competition shows how intense the fight for market share has become in India's quick commerce space. It also suggests that quick commerce companies are still focusing more on winning customers and expanding their footprint over profitability, raising questions about how long they can afford to offer deliveries at a low cost or for free.