Quick commerce in India just got a fresh reminder of how fast money can move when convenience is on the line. Amazon Now, the company’s rapid-delivery arm, has blown past $1 billion in annualised gross sales — and it’s managed that in under two years flat, a timeline that says a lot about how hungry Indian shoppers are for speed.
According to Amazon, orders on the platform have doubled each quarter since launch — a pace that’s made Amazon Now the company’s fastest-growing e-commerce venture in the country, and it isn’t particularly close.
More than 60 cities and towns now have access to the service, which handles somewhere around 700,000 orders daily. That said, Amazon isn’t operating in a vacuum — Flipkart Minutes has been scaling up its own footprint, so the rivalry shows no signs of cooling off.
Being a late arrival to quick commerce hasn’t slowed Amazon down much. Diwali is the target date for taking Amazon Now into 100 cities across India, up from its current base.
There’s an obvious logic to the timing. Grocery runs, household top-ups, everyday essentials — all of it tends to spike during the festive months, and that’s precisely the window Amazon’s looking to cash in on. Its broad catalogue and delivery network already in place could be the edge it needs as the fight for India’s quick-commerce market gets more crowded by the month.
None of this guarantees Amazon a runaway win, though. Quick commerce in India is shaping up to be a slugfest, not a coronation, with deep-pocketed rivals refusing to cede ground easily. But if the last two years are any indication, Amazon Now isn’t just playing catch-up anymore — it’s setting a pace of its own, and the coming festive season looks set to be its biggest test yet.