Amazon Enters Delhi’s 10-Minute Delivery Race, Igniting India’s Quick Commerce Frenzy

New Delhi, July 11, 2025 — Amazon has launched its ultra-fast 10-minute delivery service, Amazon Now, in select areas of Delhi, stepping directly into India’s red-hot quick commerce (QCom) battlefront, already fiercely contested by Blinkit, Zepto, and Swiggy Instamart. This follows Amazon Now’s debut in Bengaluru late last year, signaling the e-commerce giant’s growing ambitions in the quick-delivery segment.

Available through a dedicated tab on the main Amazon app, Amazon Now promises deliveries of daily essentials groceries, fruits and vegetables, personal care items, wireless accessories, and small appliances within 10 minutes. Prime users can access the service with a minimum order of ₹99, while non-Prime users must order at least ₹199 to qualify for free delivery.

India has emerged as one of the few markets globally where quick commerce isn’t just a fad but a full-blown behavioral shift. According to ICICI Securities, quick commerce is no longer limited to instant snacks or last-minute shopping. It is now building “deep-habit loops,” altering traditional retail patterns and becoming central to how consumers restock daily essentials.

India’s fertile ground for quick commerce has been fueled by high smartphone penetration, cheap mobile data, and a young, convenience-driven consumer base. A joint report by Flipkart and Bain & Company earlier this year revealed that quick commerce accounted for over two-thirds of e-grocery orders and 10% of total e-retail spending in 2024.

With Blinkit, Zepto, and Instamart dominating the market, Amazon’s late entry has raised eyebrows among analysts. A June note by Jefferies called Amazon’s push into QCom a “forced move” driven by shifting consumer wallets. Unlike vertical players like Blinkit, Amazon does not yet enjoy a strong brand recall for lightning-fast deliveries. Jefferies warned that Amazon will need to invest heavily and expand coverage to stay competitive, even suggesting a dedicated QCom app might boost traction.

The numbers back the hype. Indians ordered goods worth ₹64,000 crore via quick commerce platforms in FY25 more than double the ₹30,000 crore spent in FY24, according to CareEdge Ratings. That figure is expected to surge to ₹2 lakh crore by FY28. A separate study by Datum Intelligence estimates the quick commerce market will hit USD 40 billion by 2030, from just USD 6.1 billion in 2024.

But the sector isn’t without challenges. Regulatory scrutiny has grown, especially after the Central Consumer Protection Authority (CCPA) issued warnings to several QCom players over food safety violations and non-compliance with packaging disclosure norms. Notices were sent for failing to display key product details such as MRP, expiration dates, and manufacturer information all of which are mandatory under Indian law.

Despite these hurdles, the quick commerce boom shows no signs of slowing down. With Amazon’s entry into Delhi, the battle to dominate the Indian QCom space is only intensifying setting the stage for a showdown between established verticals and global horizontal giants.