Quick Take
- Amazon Now has crossed $1 Bn in annualised gross sales in India in three months.
- The service reached over 60 cities in under 10 weeks and handles about 700,000 orders a day.
- Amazon plans 100 cities by Diwali and about 1,000 dark stores by the end of 2026.
Amazon Now, the company’s quick-commerce service in India, has crossed $1 billion in annualised gross sales over the past three months.
Amazon said orders on Now have doubled every quarter since launch. That makes it the fastest-growing e-commerce unit in Amazon India’s history, the company said.
Samir Kumar, country manager at Amazon India, tied the growth to Prime customers. “Amazon Now has crossed $1 billion in annualized gross sales in India, making it the fastest-growing e-commerce business unit in Amazon India’s history,” Kumar said.
How fast is Amazon Now growing?
Amazon Now has expanded to more than 60 cities in less than 10 weeks. That is four times as many cities as before, ahead of the festive season.
The reach now goes well past the metros. Newer markets include Tirupati, Guntur, Gurdaspur, Vellore and Warangal.
The pace is a sharp change from where the service started. Amazon began testing Now in Bengaluru in late 2024. It launched in selected Bengaluru pin codes in June 2025.
By then Blinkit, Zepto and Swiggy Instamart already led the market. Amazon was a late entrant.
The infrastructure has grown with the orders. Amazon said Now runs through more than 750 micro-fulfilment and urban fulfilment centres.
How big is Amazon Now’s market share?
Amazon Now handles about 700,000 orders a day, according to people familiar with the business. Its average order value is around Rs 540.
The service holds about 10% of the quick-commerce market by orders and 14% by value, the same people said. It ranks among the top three players in Delhi and Bengaluru.
About 70% of Amazon Now customers come from smaller cities. That is the tier-2 and tier-3 demand the whole sector is now chasing.
The milestone matters because Amazon started behind. A $1 billion run rate in months shows quick commerce is no longer a three-horse race.
What are Amazon Now’s expansion plans?
Amazon plans to take Now to 100 cities by Diwali. The company has also set a target of about 1,000 dark stores by the end of 2026.
The longer-term ambition is larger still. Amazon has said it wants Now in more than 300 cities over time.
The timing is deliberate. The festive season is when Indian shoppers spend the most, and every quick-commerce platform is fighting for the same carts.
Kumar named the next wave of towns himself. “We are on track to expand to 100 cities by Diwali, taking delivery-in-minutes from Gurdaspur and Hoshiarpur in the north to Vembayam and Alamcode in the south,” he said.
StartupFeed Insight
The number that should worry rivals is not the $1 billion. It is the 70% of orders from smaller cities. Blinkit, Zepto and Swiggy Instamart built their volumes in the metros, where growth is slowing. Amazon Now is buying share where the map is still open, and it has Prime’s logistics and cash behind it. Watch the 1,000 dark-store target. If Amazon hits it by December 2026, the sector stops being a three-horse race and the discount war gets more expensive for everyone. The 10% order share is a floor, not a ceiling.
— Harshvardhan Kothari, Technology and Policy Correspondent
What this means for you: If you sell groceries, D2C food or small appliances, add Amazon Now to your quick-commerce channel plan now, because 70% of its demand is coming from tier-2 and tier-3 towns you may not be serving yet.
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