Amazon Now Enters the 10-Minute Delivery War | Is It Too Late?

After three earlier attempts to crack India’s quick commerce scene, Amazon is giving it one more serious shot. This time, it’s not just about joining the trend — it’s about protecting its most valuable asset: the Prime customer base.

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Earlier this week, the global e-commerce giant launched Amazon Now, a 10-minute delivery service currently available in select parts of Bengaluru. For Amazon, it’s more than a product update. It’s a strategic move to stop losing ground to rising stars like Blinkit and Zepto — both of whom have become household names in India’s urban centers.

Amazon 10-Minute Delivery Service

So far, Amazon Now has been rolled out quietly within the existing Amazon app, with no flashy standalone branding or aggressive PR push. The company is testing the waters with 10–20 dark stores across a few Bengaluru pin codes, aiming to scale to other metros by the festive season.

What sets Amazon Now apart, at least initially, is its generous free delivery for Prime members, low order minimums (₹99), and steep cashback incentives — signaling just how hard Amazon is working to win back customer mindshare.

“Quick commerce is no longer optional — it’s the expectation,” said an Amazon insider. “We’re doing this to stay relevant, not just to compete.”

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