Amazon India’s ultra-fast delivery service Amazon Now has crossed $1 billion in annualised gross sales, marking a major milestone as competition in the country’s rapidly expanding quick-commerce market intensifies. The company said orders on Amazon Now have doubled every quarter since its launch, making it the fastest-growing e-commerce business in Amazon India’s history. The service has expanded to more than 60 Indian cities and towns in less than 10 weeks, with Amazon planning to reach 100 cities by Diwali. Deliveries are supported by a network of more than 750 micro-fulfilment and urban fulfilment centres, offering customers groceries, personal care products, fashion, beauty items, small appliances and home essentials within minutes. According to people familiar with the business, Amazon Now handles around 700,000 orders a day, with an average order value of approximately ₹540. The company’s rapid expansion comes as it faces strong competition from established quick-commerce players such as Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes. Flipkart Minutes, which launched in August 2024, now operates nearly 1,200 micro-fulfilment centres across more than 150 cities after quadrupling its business over the past year. Meanwhile, a recent CLSA report indicated that Blinkit has the largest dark-store footprint nationally, while Zepto leads in several major cities. Amazon has previously outlined plans to expand Amazon Now to more than 300 cities, signalling its ambition to become a major player in India’s instant-delivery market. The latest sales milestone and aggressive expansion highlight the growing race among e-commerce companies to gain scale, reach new markets beyond major metros and capture India’s rising demand for rapid deliveries.
