In a major move that’s shaking up India’s quick commerce industry, Amazon India has officially stepped into the 10-minute delivery space—a bold move aimed at challenging the dominance of Zepto, Blinkit, and Swiggy Instamart.
As of July 2025, Amazon’s ultra-fast delivery pilot has started in Bengaluru, Mumbai, and Delhi NCR, promising groceries, essentials, and electronics accessories delivered within 10–15 minutes, directly from localized fulfillment hubs.
What is Amazon India’s 10-Minute Delivery Model?
Amazon has launched a hyperlocal delivery service using:
- Micro-fulfillment centers (dark stores) within a 2–3 km radius
- AI-powered route and stock prediction
- Amazon Fresh and Amazon Now infrastructure upgrades
- Local tie-ups with Kirana stores and regional suppliers
The service is available via the Amazon app, under a dedicated tab called “UltraFast”, allowing users to order:
- Fresh fruits & vegetables
- Dairy, snacks, beverages
- Personal hygiene & medicines (non-prescription)
- Mobile chargers, cables, earbuds
Delivery Time: 10–15 minutes
Launch Cities: Bengaluru, Mumbai, Delhi NCR
Warehouses per City: ~25–40 dark stores per city
Delivery Partners: On-demand fleet + existing Amazon Flex agents.
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Why Is Amazon Entering 10-Minute Delivery in 2025?
Amazon sees Quick Commerce (Q-Commerce) as the fastest-growing e-commerce vertical in India. According to a RedSeer report, India’s quick commerce market is projected to hit $5.5 billion by 2025, growing at 164% CAGR.
With Zepto raising $650M at a $3.6B valuation, and Blinkit (owned by Zomato) expanding aggressively, Amazon’s late entry is strategic:
- Protects its share in grocery and FMCG
- Enhances Prime loyalty in Tier 1 cities
- Monetizes ultra-fast last-mile logistics
Amazon vs Zepto vs Blinkit: Who Will Win?
| Feature | Amazon India | Zepto | Blinkit |
|---|---|---|---|
| Delivery Time | 10–15 mins | 7–10 mins | 10 mins |
| Cities Active | 3 (Pilot) | 25+ | 20+ |
| Product Variety | 3,000+ SKUs | 5,000+ SKUs | 4,000+ SKUs |
| Membership Needed | No | Optional Zepto Pass | Blinkit Prime |
| Integration | Prime + Amazon Pay | Standalone App | Linked with Zomato |
While Zepto and Blinkit are known for speed, Amazon brings trust, scale, and deep logistics experience—which could change the game in the long run.
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How Amazon Plans to Scale the 10-Minute Delivery
Amazon’s roadmap includes:
- Expanding to Tier 2 cities like Pune, Hyderabad, Jaipur by end of 2025
- Partnering with local FPOs (Farmer Producer Orgs) for fresh produce
- Offering Prime Ultra membership with free ultrafast deliveries
- Introducing eco-friendly e-bikes for sustainable last-mile delivery
Amazon India Country Head Manish Tiwary said:
“Fast is the future. Customers want things now, and we’re here to deliver.”
How It Affects Indian E-Commerce & Grocery Market
Consumer Benefits:
- Saves time on essentials
- No need to plan weekly grocery runs
- Reduces dependence on local Kirana
Challenges for Others:
- D-Mart Ready, BigBasket, and Flipkart Supermart may lose urban market share
- Local shops face pressure to digitize and partner with platforms
Quick Commerce in India: Facts & Stats (2025)
- Market Size: $5.5B in 2025 (RedSeer)
- CAGR: 164% from 2022–2025
- Avg Order Value: ₹400–₹600
- User Base: 90M+ urban customers
- Deliveries/day (Zepto + Blinkit): 1.2M+ combined
FAQs: Amazon India 10-Minute Delivery
Q1. Is Amazon delivering in 10 minutes in India?
Yes. In 2025, Amazon has started 10–15 minute deliveries in Bengaluru, Mumbai, and Delhi NCR under a pilot project.
Q2. What items are available in Amazon india 10-minute delivery?
Amazon offers groceries, daily essentials, mobile accessories, snacks, and hygiene products through its UltraFast service.
Q3. Is this service free for Prime members?
Currently, there is no extra fee, but Prime Ultra is expected to be introduced soon for priority deliveries.
Q4. How to use Amazon 10-minute delivery?
Open the Amazon India app → Go to “UltraFast” tab → Select items → Order → Delivered in 10–15 minutes.
Final Thoughts: Can Amazon Dominate 10-Minute Delivery?
Amazon’s entry into 10-minute delivery is not just competition—it’s disruption. While Zepto and Blinkit had a head start, Amazon’s brand power, infrastructure, and scale could rapidly shift consumer loyalty.
If the pilot succeeds, expect Amazon UltraFast in every Indian metro by 2026.
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