Amazon has rolled out its ultra-fast delivery service, Amazon Now, across Bengaluru, Delhi, and Mumbai, and it promises to reshape how we shop daily.
Imagine ordering toothpaste, snacks, or even a phone charger and having it at your door in 10 minutes flat. With Amazon Now, the 10-minute delivery initiative from Amazon, the battle between e-commerce giants really took a turn.
Understanding Amazon Now and How it Works
Amazon Now is Amazon India’s latest thrust into quick commerce, similar to Flipkart’s Flipkart minutes, delivering everyday essentials in under 10 minutes.
To pull this off, Amazon has set up more than 100 micro‑fulfilment centres across these metropolitan cities.
These micro‑fulfilment centres are stocked with groceries, personal care items, accessories, and other essentials. Orders are processed rapidly using in‑app availability indicators and optimised routing.
Also read: Amazon Great Indian Festival 2025
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Products You can Get in Amazon Now
With Amazon Now, you can get a wide mix of essentials delivered straight to your door in under 10 minutes.
These include things from pantry staples and personal care items to baby products and festive supplies; the service is curated to cover those ‘need it now’ moments.
The variety also hints at Amazon’s bigger plan: turning spontaneous, everyday shopping into a seamless digital habit. The focus will be more towards items that are compact, high turnover, and often impulse purchases. That’s part of the business model.
Here is a look at the categories at Amazon Now:
| Category | Examples |
|---|---|
| Everyday Essentials | Soap, milk, tissue rolls |
| Groceries | Rice, vegetables, packaged snacks |
| Electronics Accessories | Chargers, cables, headphones |
| Baby Products | Diapers, baby wipes |
| Personal Care | Toothpaste, body wash, shaving accessories |
| Festive Items | Diyas, small decorations, sweets |
With Amazon’s credit card service and prime shopping experience, this initiative can pose strong competition for other instant delivery applications like Zepto and Blinkit, which operate solely on the ‘instant delivery’ forte. However, its success will hinge on pricing and execution.
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Amazon Now Available Locations
As of September 2025, Amazon Now is rolling out and performing in the three major metropolitan cities of India:
| City | Launch/Expansion Timeline | What’s Happening |
|---|---|---|
| Bengaluru | Earlier in 2025 | Orders are growing ~25% month‑on‑month; Prime members are increasing usage frequency. |
| Delhi | Mid‑2025 | Strong consumer interest, high retention. |
| Mumbai | September 2025 | Roll‑out has just begun; it is supported by over 100 micro‑fulfilment centres already. |
Suggested read: GST Reforms Slash Prices on Amazon & Flipkart
Steps to Use Amazon Now
Getting started with Amazon Now is simple and quick, as the service is integrated into the Amazon website and app, so you don’t need to download anything new.
Here are the steps on how to find the Amazon Now option in your app or website:
- Open the Amazon app on your smartphone or the website.
- Check availability: Look for the ‘10 mins’ icon on the top banner in the app to see if Amazon Now is active in your location. On the website, it will be shown in the top section, under the dropdown section ‘Fresh’.
- Browse essentials: Select from a specially curated list of groceries, personal care, baby products, electronic accessories, and more.
- Place your order: Add items to your cart and proceed to checkout for ultra-fast delivery within 10 minutes.
Amazon Now Could Impact Your Daily Spending
Let’s be honest. If you are in a metropolitan city, you will be very likely to struggle to find time for yourself, let alone find time for quick shopping. That is where instant delivery shopping makes sense.
Rapid delivery feels like a convenience win, but it shifts a lot of dynamics, some of which are good and some of which are risky.
- Impulse Buying Will Surge
Having essentials arrive in 10 minutes raises temptation. Things bought ‘just in case’ or ‘just because’ will become more common, often with products you might not have budgeted for. - Personal Finances and Budgeting
Maybe you didn’t notice, but frequent small purchases add up.
Even if individual items are inexpensive, the lack of time to compare prices, think through purchases, or delay gratification means your expenses could edge higher than before. - The Other Side: Time Saved Equals Value
There is a genuine value-adding factor.
You save time (traffic, going to stores), avoid stress in emergencies like running out of baby formula or needing health supplies, and sometimes save on transportation or opportunity costs.
For people with busy schedules, this might be worth the extra ‘convenience premium’.
The New Normal for Indian E‑Commerce
Quick commerce in India is booming. Here is some key context on it:
- India’s quick commerce sector saw gross order value around ₹59,000 crore in FY 2024‑25, up from a few hundred million in prior years.
- Platforms are shifting from burn‑rate expansion to sharpening profitability and unit economics. Efficiency, logistics cost control, and dark‑store optimisation are central.
- Urban metros are the primary battleground due to high population density, better infrastructure, and higher disposable income. This service may take longer to reach smaller towns or rural areas.
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Conclusion
Amazon’s bringing 10‑minute delivery to Bengaluru, Delhi, and Mumbai marks a turning point in Indian commerce.
For many, the allure of speed will change shopping habits, pushing convenience to the front. But that shift has financial implications: impulse buys, creeping costs, and budget leaks.
As Amazon Now expands, the best approach is to stay aware; luxury is nice, speed is tempting, but your financial health is non‑negotiable. If you are thinking of BNPL options, if available, don’t go after the numbers; do a thorough calculation with an EMI calculator.
To stay financially smart,
- Take a rain check when you get that impulsive urge to go for a ‘quick purchase’.
- Occasionally, do a credit score check, especially if you use BNPL or credit cards to manage instant purchases.
- Make a weekly essentials list to prevent frequent avoidable orders.
- Compare prices even when delivery is fast sometimes the same item may cost less elsewhere once delivery fees are included.
- Think of applying for a loan if recurring costs or emergencies are presenting bigger strains.
Think ahead, plan purchases, and decide where speed truly matters.
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