Dueling Amazon, Target October sales events return

Amazon's quick-commerce service, Amazon Now, has hit a milestone of $1 billion in annualized gross sales in India over the past three months, according to the company's recent report. This rapid growth is primarily driven by the service's doubling of orders each quarter since its launch. Amazon Now has also rapidly expanded its reach to over 60 cities in just under ten weeks, including smaller markets such as Tirupati, Guntur, Gurdaspur, Vellore, and Warangal. The company aims to extend its operations to 100 cities by Diwali.

This swift expansion marks a significant shift from Amazon Now's initial focus in select areas of Bengaluru. The company began testing the service in Bengaluru in late 2024 and officially launched it in select Bengaluru pin codes in June 2025, entering a market already dominated by players like Blinkit, Zepto, and Swiggy Instamart. Samir Kumar, Amazon India's Country Manager, credited this rapid growth to strong customer adoption, stating that the orders have doubled every quarter since the service began.

The infrastructure supporting this growth is expanding significantly. Amazon Now currently operates through over 750 micro-fulfilment and urban fulfilment centres, strategically located to ensure quick dispatch of products. In June, Amazon announced plans to add more than 100 larger urban fulfilment centres, aiming to offer a broader range of products beyond everyday groceries, including apparel, electronics, jewelry, and furniture.

This strategy reflects a broader trend in Indian retail, with RedSeer estimating quick commerce's gross merchandise value (GMV) at around Rs 1.1 lakh crore in 2025, with projections of Rs 2 lakh crore by 2026. Quick commerce currently accounts for about 17% of India's online retail, and is increasingly branching out beyond groceries.

As the sector continues to evolve, competitors like Swiggy Instamart, which has reached 100 cities in 2025, are also expanding their operations into tier II and III markets. The focus is shifting from simply delivering faster to building enough local density, selection, and operational efficiency to sustain speed economically. Additionally, regulatory developments are gaining prominence as the sector scales.

Recent amendments to India's e-commerce rules have emphasized price transparency, sponsored listings, and deceptive interface practices, while food-safety inspections at quick-commerce storage facilities in Bengaluru highlight the operational scrutiny that comes with managing large volumes of consumer goods.