Amazon Now says it hit $1B annualised sales, targets 100 Indian cities by Diwali

Amazon’s quick-commerce service has expanded to more than 60 cities in under 10 weeks and operates 750-plus micro-fulfilment and urban fulfilment centres. The push takes the battle with Blinkit, Zepto and Swiggy Instamart beyond major metros.

— Source publishedTue, 15 Sept, 2026, 12:58 IST·First seen Tue, 15 Sept, 2026, 13:07 IST·Source YourStory · Capital

What happened

Amazon Now reached $1 billion in annualised Indian gross sales, expanded to over 60 cities and operates 750-plus fulfilment centres. Amazon targets 100 cities

Key facts

  • $1 billion annualised gross sales over the past three-month period
  • Orders doubled every quarter since launch
  • Expanded to more than 60 cities in less than 10 weeks
  • Targeting 100 cities by Diwali
  • More than 750 micro-fulfilment and urban fulfilment centres
  • More than 100 larger urban fulfilment centres planned
  • India quick-commerce GMV estimated at Rs 1.1 lakh crore in 2025
  • India quick-commerce GMV projected at roughly Rs 2 lakh crore in 2026
  • Quick commerce accounted for about 17% of India online retail in FY26
  • Swiggy Instamart reached 100 cities in 2025, adding 32 cities

Why this matters

Amazon’s plan to reach 100 cities broadens competitive pressure beyond metros, increasing the strategic value of local merchant, logistics and dark-store partnerships for rivals seeking faster geographic coverage.

What to watch

  • Whether Amazon reaches 100 cities by Diwali without material service-level deterioration.
  • Order frequency, average basket value and delivery-fee intensity in newly added tier-2 and tier-3 cities.
  • Amazon Now's integration with Prime, Fresh, Pantry and the main Amazon shopping app.
  • Dark-store and micro-fulfilment additions by Blinkit, Zepto and Swiggy Instamart outside major metros.
  • Rider incentives, platform take rates and reported quick-commerce losses or contribution-margin commentary.
  • FMCG brand allocation of launch inventory and advertising budgets to Amazon Now versus incumbent platforms.
  • Increase Amazon Now visibility across the Amazon India app, Prime membership flows and grocery search results.
  • Use Diwali-led discounts, delivery-fee waivers and exclusive assortment to acquire households in new cities.
  • Add local dark stores, urban fulfilment capacity and rider partnerships near high-density residential catchments.
  • Competitors selectively defend cities with high order density rather than match Amazon market-by-market.
  • Consumer brands and FMCG distributors shift incremental trade spending toward quick-commerce-specific packs, inventory and sponsored placement.

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