Amazon Launches 10-Minute Delivery In Delhi As Q-Commerce Race Heats Up

Amazon has started delivering daily essentials in Delhi, as the e-commerce giant plans to widen its quick commerce ambit to compete with the likes of Eternal Ltd.'s Blinkit, Swiggy Ltd.'s Instamart and Zepto.

"We are running our 10 mins delivery service Amazon Now in select pin-codes in Bengaluru and Delhi, and are excited with the initial customer response and positive feedback, especially from Prime members," an Amazon spokesperson said in a statement on Thursday.

"Based on this, we're now expanding the service over the next few months. Through Amazon Now, we offer a curated selection of everyday essentials delivered within minutes, addressing immediate customer needs while maintaining Amazon's standards for safety, quality and reliability," the spokesperson said.

With the move, Amazon has also formally entered one of the fastest-growing segments of online retail in two cities. While competition has rapidly expanded to cover a large part of urban India and Tier-2 cities, Amazon's move is set to ruffle feathers in the space.