Amazon India has officially gone live with its quick commerce offering 'Amazon Now' in select pin codes of Bengaluru. This marks the e-commerce giant's foray into the rapidly growing and highly competitive space.
The company told CNBC-TV18 that the initial response — particularly from Prime members — has been encouraging. Amazon plans to scale up the offering in the coming months.
"Through Amazon Now, we're offering a curated selection of everyday essentials delivered within 10 minutes, addressing immediate customer needs while maintaining Amazon's standards for quality and reliability," a company spokesperson said.
Amazon’s entry is likely to intensify competition in the already crowded quick commerce market, which is currently led by Zomato's Blinkit, Swiggy’s Instamart and Zepto. These platforms have aggressively expanded dark store networks and are doubling down on customer retention.
Both Blinkit and Swiggy saw losses expand significantly in the last quarter, which they alluded to expansion amid heightened competition.
Blinkit's adjusted EBITDA loss in Q4 2025 expanded by 381% YoY to ₹ 178 crore vs ₹ 37 crore. The company said at the time that it will aggressively look to grow market share amid heightened competition, and will not let short-term profitability goals get in the way.
Instamart, on the other hand, saw its adjusted EBITDA loss in Q4 2025 go up by over 1.5 times to ₹ 840 crore vs ₹ 307 crore. The company said that competitive intensity is likely to remain high in the near term, and so the company has ramped up investments for market expansion amid heightened competition. Given all this, it pushed its contribution margin break-even timelines to between Q3FY26 to Q1FY27.
Zepto, on the other hand, also recently disclosed that its monthly gross order value came in at ₹ 2,400 crore in May 2025, up from ₹ 750 crore in May 2024, and that its EBITDA improved by 20%, while cash burn was down by 65% in Jan-May 2025. The company's CEO Aadit Palicha said that he expects a vast majority of dark stores to be fully EBITDA positive by next quarter, and the overall company EBITDA and operating cash flow to be a few 100 basis points away from break-even by next quarter.
(Edited by : Vipal Durge)
