Amazon has ramped up its quick-commerce ambitions by expanding the Amazon Now ultra-fast delivery offering to Mumbai, joining Bengaluru and Delhi in its metro footprint. With this launch, customers in select areas of Mumbai can get groceries, personal care essentials, electronics accessories, baby products, and even festive needs delivered in just 10 minutes.
Demand for Amazon Now is surging, with monthly order volume rising 25% month-on-month in operating cities.
“We launched Amazon Now in Bengaluru earlier this year, delivering essentials in just 10 minutes. The response has exceeded our most optimistic expectations, with daily orders growing at 25% month over month and Prime members tripling their shopping frequency after they begin using Amazon Now,” said VP and Country Manager Samir Kumar of Amazon India.
Network Expansion: 100+ Micro-Fulfilment Centres and Growing
The backbone of Amazon Now’s speed is a network of over 100 micro-fulfilment centres strategically placed in Bengaluru, Delhi, and Mumbai—with plans to add hundreds more by year end. These centres use smart inventory systems to keep high-demand items close to customers, enabling rapid delivery and streamlining the supply chain. During the ongoing festive season, Amazon is adding 12 new large fulfilment centers nationwide (Delhi NCR, Bengaluru, Kolkata, Nagpur, Thane, and beyond), plus delivery hubs and sort centers that collectively add 8.6 million cubic feet of local storage—powering India’s biggest faster-delivery infrastructure yet.
Project Ashray: Supporting Delivery Partners Across India
Alongside expansion, Amazon is focused on supporting delivery partners through Project Ashray—an initiative launched in August 2024 in partnership with HPCL. Now at 65 rest centres in 13 cities (with a target of 100 by year-end), Ashray provides air-conditioned seating, water, washrooms, charging stations, and first-aid for delivery associates. Open to all logistics partners, these rest points help drivers cope with heavy traffic and turbulent weather, with upcoming upgrades for women’s safety and wellness amenities.
Big Moves in Fintech: Axio Acquisition
In a strategic fintech play, Amazon announced the completion of its $200 million acquisition of Axio (formerly Capital Float), its long-term digital lending and BNPL partner. Axio brings Amazon an RBI-registered NBFC license and deepens the company’s lending, credit, and payments proposition for its 10+ million BNPL users in India. This marks one of Amazon’s largest India deals to date, with potential to expand BNPL, personal loans, and embedded lending across the e-commerce and Prime ecosystem.
Flipkart’s Big Billion Days Vs Amazon’s Great Indian Festival: What to Expect
Mega Hiring Drive for Festive Rush
To support its massive new fulfillment footprint and ongoing festive events like Diwali, Amazon is undertaking large-scale hiring of delivery, warehouse, and logistics partner staff alongside Flipkart. The boost in hiring and facilities is designed to deliver millions of same-day/next-day orders, meeting India’s growing appetite for instant convenience and festival shopping surges.
Read this: Amazon and Flipkart to Create Over 3.7 Lakh Seasonal Jobs Ahead of Festive Season Sale
With Mumbai now online, Amazon is intensifying competition in India’s high-stakes quick commerce sector, taking on Blinkit, Zepto, and Instamart—not just with speed but with investment in partner welfare, fintech, and logistics innovation. The next phase of India’s retail evolution is being written in real time, with Amazon ensuring it’s at the center of the story.
