Amazon is accelerating its presence in India’s quick commerce segment, announcing plans to scale its ultra-fast delivery service, Amazon Now, to 100 cities nationwide, backed by more than 1,000 micro-fulfilment centres (MFCs).
The rollout will extend beyond major urban hubs into a broader mix of cities, including Kochi, Amritsar, Mangalore, Visakhapatnam, Lucknow, Jaipur and Chandigarh. Amazon Now is already operational in key markets such as Mumbai, Delhi-NCR and Bengaluru.
The expansion reflects Amazon’s most assertive move yet into the fast-growing quick commerce space, where delivery timelines of minutes have become a major competitive factor. By building a dense network of MFCs, the company aims to strengthen last-mile delivery capabilities and reduce fulfilment times across diverse geographies.
Farm-To-Consumer Model Strengthens Supply Chain
A central element of the strategy is deeper integration with agricultural producers. Amazon said it plans to onboard over 16,000 farmers into its supply chain, enabling direct sourcing of fresh produce.
This farm-to-consumer approach is expected to improve product quality, enhance supply efficiency, and expand market access for farmers. The integration will operate through sellers on Amazon Now, reinforcing the platform’s fresh grocery offerings while supporting rural participation in digital commerce.
Prime Adoption And Investment Push
Amazon reported strong early traction for the service, noting that users of Amazon Prime have tripled their shopping frequency after adopting Amazon Now. Prime members will continue to benefit from unlimited free deliveries on eligible ultra-fast orders.
The expansion is part of Amazon’s broader investment commitment of over ?2,800 crore in India. The company said the funds will be used to scale infrastructure, including MFCs, while also improving workforce safety, health, and financial well-being.
Intensifying Competition In Quick Commerce
Amazon’s aggressive push comes as competition intensifies in India’s quick commerce market. Industry players are racing to build dense logistics networks and optimise delivery speeds to capture consumer demand for convenience.
With its scale, logistics expertise, and growing seller ecosystem, Amazon’s expansion signals a heightened battle for dominance in one of India’s fastest-evolving retail segments.