Amazon Now tops $1bn annualised sales, targets 100 Indian cities by Diwali
Amazon’s quick-commerce unit has expanded to more than 60 cities and towns, with a network of 750-plus micro-fulfilment and urban fulfilment centres. While it is Amazon India’s fastest-growing business, UBS flags store-productivity gaps versus larger rivals.
What happened
Amazon India (Amazon Now) · Amazon Now crossed $1 billion in annualised India gross sales and expanded to over 60 cities, making it Amazon India’s
Key facts
- Amazon Now crossed $1 billion in annualised gross sales
- Available in more than 60 cities and towns
- Network exceeds 750 micro-fulfilment and urban fulfilment centres
- Target: 100 cities by Diwali
- Amazon Now averages 700-850 orders per store per day
What changed
Amazon Now crossed $1 billion in annualised India gross sales and expanded to over 60 cities, making it Amazon India’s fastest-growing unit. It targets 100 cities by Diwali, while UBS flags operational and store-productivity gaps against Flipkart Minutes and incumbents.
Why this matters
Amazon Now’s push toward 100 Indian cities by Diwali creates a major rapid-delivery footprint, but improving orders per micro-fulfilment centre is now critical to closing the profitability gap with denser rivals.
What to watch
- Orders per micro-fulfilment centre per day and evidence of utilisation gains versus profitability thresholds.
- Whether the 100-city target is reached by Diwali without a proportional increase in discounting or delivery losses.
- Dark-store/micro-fulfilment centre count growth relative to gross merchandise value and annualised sales growth.
- Repeat-order rates, Prime linkage, basket size and share of higher-margin categories.
- Competitor responses from Blinkit, Zepto and Swiggy Instamart, especially new-store openings, delivery-time cuts and funding activity.