Amazon CEO Andy Jassy is on a visit to India as the e-commerce giant accelerates its investments in the country and prepares for a major expansion of its quick commerce service, Amazon Now. The company announced plans to extend the service to more than 300 Indian cities, signalling a stronger push into one of the country’s most competitive retail segments.
During his visit, Jassy met government officials, business leaders, entrepreneurs, and Amazon employees, underscoring India’s growing importance within Amazon’s global strategy. He is also expected to meet Prime Minister Narendra Modi during the trip.
A key highlight of the visit was Jassy’s stop at an Amazon Now micro-fulfilment centre, where he interacted with delivery associates and observed operations powering the company’s rapid delivery network. Amazon said the service has become the fastest-growing business unit in Amazon India’s history, with order volumes reportedly doubling every quarter since launch.
Amazon Now was launched to compete in India’s booming quick commerce market, where companies promise deliveries in as little as 10 to 30 minutes. The category has witnessed explosive growth over the last two years, led by players such as Blinkit, Swiggy and Flipkart.
According to Amazon, what started as an India-focused experiment is now being studied for expansion into other global markets. The company plans to significantly scale its network of micro-fulfilment and urban fulfilment centres to support the rollout.
The expansion comes amid intensifying competition in India’s estimated $11 billion quick commerce sector. While incumbents have already established extensive dark-store networks, Amazon is betting on its logistics expertise, technology infrastructure, and growing consumer demand for ultra-fast deliveries.
Amazon’s latest expansion plans arrive at a time when India’s retail landscape is undergoing rapid transformation. Quick commerce, once viewed as a niche convenience service, has become a mainstream shopping behaviour, with consumers increasingly relying on instant delivery for groceries, essentials, and everyday purchases.
