Amazon CEO Andy Jasy on Wednesday announced plans to expand Amazon Now to over 300+ cities across India aimed at building the country’s largest delivery-in-minutes network.
During his India tour, Jassy
visited an Amazon Now micro-fulfilment. He met delivery associates and partners who serve hundreds of thousands of customers each day.
The company said Amazon Now has become the fastest-growing ecommerce business unit in Amazon India’s history, with orders doubling every quarter since its launch.
Amazon also introduced ‘Sammaan’ — a program designed to support delivery associates through upgraded health and life insurance, education scholarships for their children, and more.
Amazon’s aggressive push comes as competition intensifies in India’s quick commerce market. Industry players such as Eternal’s Zomato, Swiggy Instamart, Zepto, Flikpart Minute, etc. are racing to build dense logistics networks and optimise delivery speeds to capture consumer demand for convenience.
The expansion is part of Amazon’s broader investment commitment of over Rs 2,800 crore in India. The company said the funds will be used to scale infrastructure, including MFCs, while also improving workforce safety, health, and financial well-being.
Amazon reported strong early traction for the service, noting that users of Amazon Prime have tripled their shopping frequency after adopting Amazon Now. Prime members will continue to benefit from unlimited free deliveries on eligible ultra-fast orders.
Farm-To-Consumer Model Strengthens Supply Chain
A central element of the strategy is deeper integration with agricultural producers. Amazon said it plans to onboard over 16,000 farmers into its supply chain, enabling direct sourcing of fresh produce.
This farm-to-consumer approach is expected to improve product quality, enhance supply efficiency, and expand market access for farmers. The integration will operate through sellers on Amazon Now, reinforcing the platform’s fresh grocery offerings while supporting rural participation in digital commerce.
