Amazon enters quick commerce market with competing Zepto, Blinkit, Swiggy Instamart others

Amazon is set to dive into India's burgeoning $6-billion quick commerce market, offering 15-minute deliveries. This marks the first major initiative under the leadership of Samir Kumar, who recently took over as Country Manager for Amazon India from Manish Tiwary.

Samir Kumar, a veteran at Amazon since 1999 and a key figure in launching Amazon India in 2013, announced the new service during Amazon's flagship event, Smbhav, in Delhi. The pilot phase will kick off in Bengaluru later this month. Although initial reports suggested the quick commerce service might be branded as "Tez," Amazon has yet to finalize the name.

“We are starting a pilot to offer our customers the option to receive their everyday essentials in 15 minutes or less,” Kumar stated. He emphasized that Amazon's strategy remains focused on "selection, value, and convenience," aiming to establish a large, profitable business in India. “Our vision is to offer the largest selection at the fastest speeds and greatest value to customers in every single pin-code across the country,” Kumar added.

The entry into quick commerce comes as a response to changing consumer preferences in India, where there's a growing shift towards rapid delivery services. Competitors like Zomato’s Blinkit, Swiggy Instamart, Zepto, Flipkart Minutes, and BigBasket have already made significant inroads into this market, prompting Amazon to join the race.

Analysts note that as more customers opt for quicker delivery options over traditional 1-2 day deliveries, e-commerce giants like Amazon and Flipkart are compelled to adapt. Kumar pointed out that Amazon plans to leverage its existing customer base, including millions of Prime Members, who will benefit from this added convenience.