Amazon Joins Quick Commerce Battle with 'Amazon Now' Launch in Bengaluru

Amazon has officially stepped into India’s fast-growing quick commerce market with the launch of its hyperlocal delivery service, Amazon Now, in select areas of Bengaluru. Following a successful pilot test in December 2024, the e-commerce giant has introduced the service across three key pincodes in the city and is planning a phased expansion in the coming weeks before rolling out to other major Indian metros.

Amazon Now Targets 10–30 Minute Deliveries

The move marks Amazon’s formal entry into the 10-30 minute grocery and essentials delivery segment, a space currently dominated by Blinkit, Zepto, and Swiggy Instamart. With Indian consumers rapidly shifting preferences towards ultra-fast delivery, Amazon is aiming to regain lost ground from traditional e-commerce delivery windows.

According to insiders, Amazon plans to aggressively scale its presence in Bengaluru, using the city as a testing ground before launching in cities like Mumbai, Delhi, and Hyderabad. This entry comes at a time when the quick commerce sector is gaining massive traction while also experiencing increased competition and operational losses.

India’s Quick Commerce Boom: Growth Amidst Burn

Despite its growing popularity, quick commerce remains a high-burn industry. A Bain & Company and Flipkart report found that over 66% of online grocery orders and nearly 10% of total e-retail spending in India during 2024 took place through quick commerce apps.

However, the competition comes at a cost. Eternal (formerly Zomato) founder Deepinder Goyal revealed earlier this year that quick commerce players were collectively burning over ₹5,000 crore every quarter. Zepto alone is responsible for more than half of that burn, indicating the heavy costs associated with market dominance.

Eternal’s CFO Akshant Goyal echoed this sentiment, saying:

“We expect competition to intensify further. We’re focused on gaining market share, and short-term profitability will not stand in the way.”

$57 Billion Market Potential by 2030

Despite short-term profitability concerns, the long-term growth potential remains immense. Bain & Company estimates the gross order value (GOV) of India’s quick commerce sector touched $7 billion in 2024, a huge leap from $1.6 billion in 2022. The industry is projected to grow at over 40% CAGR through 2030, as demand expands into Tier II and Tier III cities.

Backing this optimism, Morgan Stanley recently revised its estimate of India’s total addressable market (TAM) for quick commerce to $57 billion by 2030, up from the earlier $42 billion forecast, citing accelerated user adoption and regional expansion.

According to a recent Motilal Oswal report, the current market leaders in India’s quick commerce space are:

Blinkit – 46% market share
Zepto – 29%
Swiggy Instamart – 25%

Amazon’s late entry may intensify competition but also brings validation to the quick commerce model. With deep pockets, established logistics infrastructure, and a massive existing customer base, Amazon is well-positioned to shake up the current market hierarchy.

Why Financial Literacy is Vital Amidst Fast-Growing Markets

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Key Takeaways

Amazon Now officially launched in Bengaluru in June 2025 after December 2024 pilot.
Targets the 10–30 minute delivery segment in quick commerce.
Competing with Blinkit, Zepto, and Swiggy Instamart.
India’s quick commerce market projected to hit $57 billion by 2030.
Supported by reports from Bain & Co., Morgan Stanley, and Motilal Oswal.