Amazon will now offer deliveries in as little as 10 minutes. It will face competition with players such as Blinkit (owned by Zomato), Swiggy Instamart and Zepto.

According to Bloomberg, Amazon expanded its "Now" service to the national capital, New Delhi, making it only the second city in India to get access to the ultra-fast delivery feature after Bengaluru.

There are already competitors who dominate the quick delivery space by delivering groceries, daily essentials and gadgets in minutes. Especially in large cities, firms have shaped a market where speed is a key factor for Indian shoppers. Amazon will bump heads with its competitors.

In a statement on Thursday, Amazon said it was “excited with the initial customer response and positive feedback” for its Now service in Bengaluru. “Based on this, we’re now expanding the service over the next few months,” it added.

Blinkit, Zepto and Swiggy Instamart have attracted strong demand and investor interest. It has forced larger players like Amazon and Walmart-owned Flipkart to rethink their delivery models.

Until recently, Amazon’s strength was in one-day or two-day deliveries. But the growing popularity of 10-minute or 15-minute services, especially among younger users and working professionals, has made it necessary for global e-commerce giants to join the quick delivery trend.

The company has also opened five new fulfilment centres across India, designed to improve delivery speeds in smaller towns and Tier 2 and Tier 3 cities. This expansion is expected to support Amazon’s broader plans, including faster deliveries and greater reach during high-demand periods like festive sales.

Amazon has been steadily increasing its investment in India, a key growth market for the company. It has already committed over $11 billion in the country since 2013. Last month, Amazon announced another Rs 1,943 crore (about $233 million) investment aimed at expanding its delivery network and building infrastructure.