Overview

• The ultra-fast service, already live in Bengaluru and Delhi, is rolling out to select Mumbai neighbourhoods with deliveries of everyday essentials in about 10 minutes.
• Amazon says it has opened more than 100 micro-fulfilment centres across the three cities and plans to add hundreds more by year-end.
• Daily orders are growing about 25% month on month, and Prime members are shopping more frequently after using the service, according to the company.
• Availability appears in the Amazon app for eligible pincodes via a visible '10 mins' icon as the rollout widens.
• The move heightens rivalry with Blinkit, Zepto and Swiggy Instamart, while Swiggy and Eternal Ltd shares posted modest gains on the launch day.