Amazon’s quick commerce platform in India, Amazon Now, is experiencing robust growth with orders rising 25% month-over-month, according to CEO Andy Jassy. The service, launched in mid-2025, is accelerating Amazon’s presence in a fast-evolving sector valued at $40 billion by 2030.
- Amazon Now orders up 25% month-over-month in India
- Prime users triple shopping frequency after adopting Amazon Now
- Plans to expand to 100 cities and 1,000 micro-fulfilment centres
What happened
Amazon CEO Andy Jassy revealed during the company’s Q1 earnings call that Amazon Now, the quick commerce platform in India, is growing at 25% month-over-month in terms of order volume. Since launching in June 2025, the service has expanded to key Indian metro areas such as Delhi NCR, Mumbai, and Bengaluru and currently operates around 300 micro-fulfilment centres.
Moreover, Jassy highlighted that subscribers of Amazon Prime significantly increased their shopping frequency with the adoption of Amazon Now. The company is aggressively scaling its infrastructure to reach 100 Indian cities and increase its dark store network beyond 1,000 locations while investing approximately $300 million to bolster quick commerce and logistics capabilities.
Why it matters
India’s quick commerce sector is becoming one of the most competitive and valuable markets globally, projected to reach a $40 billion opportunity by 2030. Amazon’s substantial growth in order volume at Amazon Now signals its intent to close the gap with well-established local players like Blinkit, which operates over 2,200 dark stores, and Swiggy’s Instamart with more than 1,100 facilities.
The rapid increase in Prime user engagement and Amazon’s investment in infrastructure underscore the strategic importance of ultrafast delivery in capturing consumer loyalty in India. Expanding quick commerce services enhances Amazon’s ability to offer seamless shopping experiences in a market with growing demand for convenience and speed.
What to watch next
The key indicators to monitor will include Amazon Now’s expansion pace across the planned 100 cities, growth in its micro-fulfilment centre footprint, and how quickly it can increase order volumes to rival dominant local operators. Additionally, adoption rates among Prime users will provide insights into how effectively Amazon can leverage its subscription base to drive quick commerce demand.
Amazon’s approach to integrating AI-driven advertising tools in India and its financial performance in upcoming quarters, including continued revenue and profit growth, will also be important. These factors will reflect how Amazon balances rapid quick commerce scaling with overall operational efficiency in the highly competitive Indian ecommerce landscape.