Amazon is positioning itself to become a leading player in India’s rapidly expanding quick commerce market, betting on its Prime membership ecosystem, extensive product assortment and growing fulfilment network to compete with established rivals.
Samir Kumar, Country Head of Amazon India, said the company views quick commerce as an extension of the broader e-commerce market rather than a threat to conventional online retail. He argued that rising adoption of rapid delivery services is not cannibalising e-commerce growth but instead represents a shift in consumer expectations around speed and convenience.
Amazon’s long-standing investments in selection, scale and customer experience provide a strong foundation for growth in the segment. Kumar stated that the company’s more than 13 years of building a large-scale e-commerce business in India, combined with its ability to offer faster delivery, would position it among the leading players in quick commerce.
Amazon’s quick commerce offering, Amazon Now, has already been launched in more than 12 cities and the company plans to expand the service to over 100 cities through a network of 1,000 micro-fulfilment centres.
India’s quick commerce sector has emerged as one of the fastest-growing segments of the digital economy, driven by increasing demand for ultra-fast deliveries and evolving consumer preferences. While the category initially focused on groceries and daily essentials, it has rapidly expanded into sectors like fashion.
The segment has attracted significant investment from major players including Blinkit, Zepto, Swiggy and Flipkart, all of which are expanding fulfilment networks and product offerings to capture market share.
To support its ambitions, Amazon is expanding its network of micro-fulfilment centres and increasing city coverage. Kumar said the company’s key differentiators would be its extensive assortment, supply chain capabilities and operational reliability.
He further stated that Amazon aims to combine a broad selection of products and an efficient supply chain, creating a service proposition designed to attract and retain customers as the company scales its quick commerce operations.
The expansion comes as Amazon deepens its commitment to India through a recently announced investment plan of US $35 billion by 2030. The investment will support business expansion, artificial intelligence-driven digitisation, exports and job creation, and builds on the approximately US $40 billion the company has already invested in the country.
Bharat Tex Special Report 2026 
