Amazon's instant delivery service, Amazon Now, reached an annual sales volume of one billion dollars in India over the last three months. The company reported that orders through Amazon Now are doubling quarterly since its launch, making it the fastest-growing business in the history of Amazon India.
This growth occurs amid intensifying competition from express delivery market players such as Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes, especially ahead of the festive season.
In less than ten weeks, the company expanded Amazon Now to four times the number of cities, providing minute-delivery service in over 60 Indian cities and towns. In addition to major metropolitan areas, the service is available in locations such as Padubidri, Tirupati, Guntur, Gurdaspur, Jalandhar, Vellore, Dharwad, Warangal, and Berhampur, among others. These orders are delivered within minutes thanks to a network of over 750 micro-fulfillment centers and urban fulfillment centers.
Samir Kumar, Country Manager for Amazon India, noted: 'In a short period, Amazon Now has surpassed the threshold of one billion dollars in annual sales in India, becoming the fastest-growing business unit in the history of Amazon India. We are grateful for the customer response, as orders double every quarter.' He also added that the company plans to reach 100 cities by Diwali, ensuring minute-delivery from Gurdaspur and Hoshiarpur in the north, as well as from Vembanad and Alankodu in the south, so customers across the country can take advantage of a wide selection of goods with the fastest delivery during the festive season.
According to sources, the average order value on Amazon Now is about 540 Indian rupees, with approximately 700,000 orders processed daily. The service holds a 10% market share by order volume and 14% by value.
Previously, in June 2026, Amazon announced plans to create the largest 'minute delivery' network in India by scaling up Amazon Now to over 300 cities. The company continues to build out its specialized warehousing infrastructure to offer customers across the country the widest range of products from sellers. This assortment includes tens of thousands of products delivered in minutes or hours, over a million items in one day, over four million the next day, and millions of additional items with unlimited free Prime delivery.
Sellers on Amazon Now offer an extensive selection of daily necessities, including fruits, vegetables, frozen products, and personal hygiene items. Fashion and beauty products, small home appliances, and kitchenware are also available, all delivered within minutes.
The new achievements of Amazon Now highlight the escalating battle for scale in the country's rapidly growing instant delivery market. Flipkart Minutes, the express delivery division of e-commerce giant Flipkart, has quadrupled its business in the last year, marking two years since its launch in August 2024. Currently, this service operates in nearly 1,200 micro-fulfillment centers across more than 150 cities.
According to a recent CLSA report, Blinkit accounts for about 30% of darkstores in the country's top 10 cities and over 34% nationwide, holding the leading number of stores in six of them, while Zepto led in three of the remaining four. CLSA notes that Blinkit's presence in over 180 cities allows it to capture a significant share as popularity spreads beyond India's largest metropolises.
CLSA tracking data shows that the total expansion of express delivery services has reached 477 cities nationwide. Only the ten largest cities have registered 3,536 darkstores among the five companies tracked by the broker: Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, and BigBasket.
Within these ten largest cities, the CLSA report indicated that Flipkart Minutes has already overtaken Swiggy Instamart in both the number of darkstores and postal code coverage. CLSA data shows that Flipkart Minutes has 627 darkstores in the top 10 cities compared to 615 for Swiggy Instamart, while BigBasket lags behind the group with 497.
