Amazon Now, the company's ultra-fast delivery service in India, has crossed $1 billion in annualised gross sales over the last three-month period, Amazon said on Tuesday, as it accelerates expansion ahead of the festival season.
Rapid scale-up and reach
The service, which promises delivery of daily essentials within minutes through a dense network of micro-fulfilment centres, is now available in more than 60 cities and towns and the company plans to extend coverage to 100 cities by Diwali. Amazon said its orders have doubled every quarter since launch, a pace the firm described as making Amazon Now the company’s fastest-growing e-commerce business in India.
"orders have doubled every quarter since launch, making it the fastest-growing e-commerce business in Amazon India’s history."
Amazon Now handles roughly 700,000 orders a day with an average order value of about ₹540. By orders, the service holds around 10% market share and about 14% by value in the quick-commerce segment, the company said.
What Amazon is building
The expansion relies on a rapidly growing infrastructure footprint. Amazon Now operates a network of over 750 micro-fulfilment centres across its cities of operation, enabling rapid pick-and-pack and sub-hour fulfilment. The assortment on the platform spans groceries, fashion, beauty and home products.
| Metric | Figure |
|---|---|
| Annualised gross sales (three-month period) | $1 billion |
| Daily orders | 700,000 |
| Average order value | ₹540 |
| Cities covered | 60+ (target 100 by Diwali) |
| Micro-fulfilment centres | 750+ |
Market context and competition
The quick-commerce market in India is intensely competitive. Rivals named by Amazon include Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes, all of which have been expanding delivery footprints and fulfillment infrastructure ahead of peak season demand. Amazon’s growth to more than 60 cities in under 10 weeks — described by the company as a fourfold expansion in that period — underlines how players are racing to capture the convenience segment markets outside metro centres.
- Geographic spread: Amazon Now has reached towns beyond metropolitan areas, including Padubidri and Dharwad (Karnataka), Tirupati and Guntur (Andhra Pradesh), Gurdaspur and Jalandhar (Punjab), Vellore (Tamil Nadu), Warangal (Telangana) and Berhampur (Odisha).
- Product mix: The service covers everyday grocery essentials, personal care, fashion and home categories — aligning with quick-commerce demand patterns of frequent, low-value orders.
- Operational model: Delivery-in-minutes is enabled by dense micro-fulfilment infrastructure and local supply partnerships.
What it means for consumers and the market
For consumers, faster expansion means greater access to sub-hour delivery for everyday items in smaller towns as well as metros, potentially lowering wait times and increasing choice. The reported average order value of about ₹540 indicates Amazon Now is catering to frequent, small-basket purchases typical of quick commerce rather than high-ticket items.
For competitors and retailers, Amazon’s rapid scaling intensifies pressure to expand inventory reach and reduce delivery times. The increase in micro-fulfilment centres points to a capital-intensive push to own last-mile capabilities, which could drive consolidation or deeper discounting during festival sales.
While the $1 billion figure is an annualised run-rate based on recent months, it signals strong momentum in a segment where profitability depends on improving fulfilment density and reducing per-order costs. Consumers should watch for promotional intensity and faster delivery options in their cities through the festival season, while businesses will monitor margin and logistics trade-offs as companies race for market share.
(Anjali Nair is the AI Business Desk Editor at WE NEWS.)
