Amazon Now launches in Mumbai, ready to battle quick delivery startups

National National

Posted by AI on 2025-09-11 12:53:36 | Last Updated by AI on 2025-09-11 14:47:09

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Amazon has announced the expansion of its ultra-fast delivery service, Amazon Now, to select areas of Mumbai, its third city launch in India after Bengaluru and Delhi. This comes as part of the company's plan to dominate the quick delivery sector in the nation's major cities, posing competition for Mumbai-based startups such as Zepto, BlinkIt, and Instamart. Amazon Now promises to deliver consumer goods and daily essentials within a 10-minute window, with a fee for each delivery charged onto the customer's Amazon Pay account, a strategic play for the company to grow its payment ecosystem.

This move by Amazon comes as the latest in a series of expansion initiatives by the company in the Mumbai area. Earlier this year, it announced plans to hire extensively in the city, targeting startups and offering them the opportunity to become sellers on Amazon Now. The company is clearly prioritizing the Indian market as a key growth area, and this move is part of an overarching strategy to vertically integrate its operations in the country across sourcing, manufacturing, delivery, and payments. Only time will tell how deeply Amazon Now will infiltrate the Mumbai market, but with its established supply chain and delivery network, the company is certainly a formidable force to be reckoned with for its younger, smaller competitors.

"We are relentlessly focused on providing customers with a superior shopping experience, be it in grocery, fashion, electronics, or any other category that they desire. Our aim is to ensure that customers can get anything they want, anywhere, and at any time, without having to worry about time or distance. We are excited about the future of retail in India and are working hard to make high-quality selection, price, and convenience available to more customers in more ways," said an Amazon India spokesperson regarding the service's expansion to Mumbai.

As Amazon Now accelerates its grip on the Indian quick delivery market, it'll be interesting to see how the landscape shifts and if other deep-pocketed players like Flipkart take notice and enter the ultra-fast delivery space as well.

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