Overview
- The 10-minute service is live in select Mumbai pin codes after earlier launches in Bengaluru and Delhi, offering thousands of everyday items including groceries, personal care, electronic accessories and small appliances.
- Amazon reports daily orders growing about 25% month on month and says Prime members triple their shopping frequency after adopting the service.
- The company is expanding coverage to more neighbourhoods in the three cities and signals launches in additional metros in the coming months as festive-season demand builds.
- Dark stores located near residential areas and tech-driven inventory systems underpin the rapid deliveries, with more than 100 sites already operating across Bengaluru, Delhi and Mumbai.
- Amazon Now enters a market led by homegrown rivals Blinkit, Swiggy Instamart and Zepto, with industry reporting placing Blinkit at roughly 40–45% share, and customers can check local availability via a ‘10 mins’ icon in the Amazon app.