Amazon Joins 10-Minute Delivery Race, Shakes Up Quick Commerce Game in India

Amazon has officially stepped into the quick commerce market with a promise to deliver essentials in just 10 minutes, directly challenging platforms like Zepto, Blinkit, Swiggy Instamart, and Flipkart. The service has quietly launched in parts of Delhi and is expected to expand across major and Tier 2 cities soon. This move marks a major shift in how consumers will access daily groceries, household items, and more.

Amazon’s New Strategy: Speed Over Size

Known for its wide product range and efficient logistics, Amazon’s entry into 10-minute delivery shows a pivot in strategy—from bulk buying to ultra-fast fulfilment. Unlike its traditional model where orders arrive in a day or two, the new approach focuses on micro-warehouses and hyperlocal delivery systems.

This could significantly change user expectations, especially in cities like Jaipur, Bhopal, and Nagpur, where quick commerce is gaining momentum but still lacks uniform service.

What Sets Amazon Apart in This Space?

While Blinkit and Zepto have captured the urban youth market with lightning-fast service, Amazon brings deep experience in supply chain management and last-mile delivery. If executed well, it could quickly dominate in Tier 2 cities where logistics remains a challenge for other platforms.

Additionally, Amazon already has a trust factor with millions of Indian users, which might help them scale faster in this new vertical.

Quick Commerce Boom—and Its Challenges

India’s quick commerce sector has exploded in the last two years. Convenience, time pressure, and changing lifestyle patterns have driven demand. But the competition is intense, margins are thin, and delivery partners often face pressure to meet unrealistic deadlines.

Adding Amazon to the mix raises questions about sustainability. Can all players survive in a market where customer retention depends on both speed and safety?

Impact on Tier 2 Cities

For residents of Tier 2 cities, where delivery timelines still vary widely, Amazon’s 10-minute promise could raise the bar. It may also boost local employment, as the company would require more delivery partners and micro-fulfilment centres in smaller towns.

However, it also brings concerns—whether quick delivery will come at the cost of labour rights, road safety, and increased urban congestion.

Conclusion

Amazon’s leap into the 10-minute delivery space is a game-changer for India’s e-commerce ecosystem. While it promises unmatched convenience for users, especially in growing Tier 2 cities, it also intensifies the competition and scrutiny on how such fast services are delivered. As more companies rush to win the speed race, the focus must stay on reliability, fairness, and long-term sustainability.