In a major push to capture more market share in India's fast-growing quick commerce space, Amazon Now is launching 100 large fulfilment centres across key metros, enabling deliveries of a wider product range including electronics within 10-20 minutes ahead of its annual Prime Day sale.
- 100 large fulfilment centres launched in top Indian cities
- Expanded product range with faster 10-20 minute deliveries
- Part of Amazon's $15 billion India investment plan
What happened
Amazon Now is introducing 100 new large fulfilment centres of approximately 20,000 sq ft each across major Indian urban markets including Bengaluru, Chennai, Delhi-NCR, Hyderabad, and Mumbai. These centres will carry around 60,000 to 100,000 SKUs, significantly more than the current average of 15,000 to 20,000 in existing stores. This enables an expanded product assortment beyond groceries to electronics, fans, humidifiers, and other everyday items.
This rollout comes in preparation for Amazon's upcoming Prime Day event in July, strengthening its quick commerce capabilities in India. The company aims to deliver many products in 10 minutes or less, while items requiring longer delivery times will be fulfilled within 20 minutes, depending on proximity. This launch follows earlier announcements about adding 1,000 dark stores across 100 cities and is aligned with Amazon’s commitment to invest $15 billion in India by 2030.
Why it matters
The move signals Amazon’s intent to take a dominant position in the rapidly evolving Indian quick commerce landscape, which has attracted fierce competition from local players like Blinkit, Instamart, and Zepto. Expanding the product mix into non-grocery categories—now representing roughly 25-30% of sales in the sector—addresses growing consumer demand for a wider variety of fast-delivered goods.
Amazon’s investment in larger, more technologically advanced fulfilment centres aims at improving supply chain efficiency and lowering operational costs. This strategic expansion aligns with rising order volumes reported by Amazon Now, which is experiencing 25% month-on-month growth. It also positions Amazon competitively against Flipkart, which is aggressively expanding its own rapid delivery network, Flipkart Minutes.
What to watch next
Amazon Now’s execution of these large fulfilment centres will be critical in determining its competitiveness and ability to scale delivery times reliably, especially during high-demand periods like Prime Day. The company plans to continue adding dark stores—approximately two per day—indicating rapid network growth.
Market observers will monitor how Amazon’s technology-driven supply chain optimization impacts cost structures and customer experience. Additionally, the response from competitors such as Flipkart, which aims to operate over 1,100 stores by July 2026, will shape the dynamics of quick commerce competition and consumer choice in India.