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September 2025
Remember when same-day delivery was something special? Well, that feels old now. Amazon India is now expanding its super-fast 10-minute delivery service, called “Amazon Now,” to more neighborhoods in Mumbai. After launching earlier this year in Bengaluru and Delhi, this service is changing the way people shop online.
With more than 100 small warehouses already working in big cities, Amazon is pushing a new era of online shopping where speed is the most important thing.
What Is Amazon Now?
“Amazon Now” targets India’s booming quick-commerce market. It lets customers order everyday essentials like groceries, snacks, household items, and personal care products — and get them delivered in just 10 minutes.
How? By using smart technology like AI, local warehouses nearby, and delivery partners who know the area well. This combination makes those lightning-fast deliveries possible.
Why Mumbai?
Mumbai is the perfect city for this speedy service because it is crowded and fast-moving. The city has many Amazon Prime members and a high demand for online groceries. Amazon said the test runs in some parts of the city went better than expected, which is why they’re adding more areas now.
Competition Is Getting Fierce
The quick-delivery market in India is already crowded with players like Blinkit, Zepto, and Swiggy Instamart, all trying to beat each other by cutting delivery times to less than 15 minutes. Amazon’s entry with 10-minute delivery raises the stakes further.
Experts say Amazon has an edge due to its strong infrastructure, wide supply network, and trusted brand name.
How Does It Work?
- Tiny Warehouses: Small storage centers near busy residential areas stocked with popular products.
- AI Smart Routes: Algorithms pick the fastest delivery person depending on traffic and distance.
- Data Prediction: Amazon’s system guesses what items will sell in each neighborhood, so they keep those ready to avoid delays.
A delivery person in Mumbai said, “We get assigned small areas and receive orders instantly. Most packages reach the customer before 10 minutes are up.”
Why This Matters
For customers, 10-minute delivery is like a huge convenience boost. Forgot to buy milk? Need snacks for an unexpected party? Amazon promises help is just 10 minutes away.
For the industry, this fast service changes the game speed isn’t just a bonus anymore, it’s becoming the standard people expect.
Bigger Picture
Online shopping in India has moved from a festival treat to part of daily life. Thanks to smartphones and easy payment methods, quick-commerce could soon be how urban Indians shop most of the time.
But there are challenges:
- Can 10-minute delivery be profitable without charging high fees?
- How to make sure delivery workers aren’t pushed too hard?
- Growing this service beyond big cities to smaller towns may take a lot of time and effort.
Parting Thoughts
Amazon expanding its 10-minute delivery in Mumbai is not just about faster shopping it shows how technology is rewriting how Indians buy everyday things. With many companies fighting to be the fastest, the big question remains: who will win this race against the clock? For now, Mumbaikars are the real winners with their groceries, snacks, and essentials arriving almost as quickly as they remember needing them.
