Amazon Now, as the company announced on April 27, will grow to reach 100 cities using a network of more than 1,000 micro-fulfillment centers. They will include more than 16,000 farmers in their chain for getting fresh foods, and they will invest over 2,800 crore rupees to improve how things work as competition gets stronger.
Amazon doubles down on ultra-fast delivery
Amazon Now delivers in just minutes things you need every day, groceries, fresh fruits and vegetables, personal care products, beauty items, small kitchen appliances, supplies for babies and pets, and health care products. This is in addition to Amazon’s general delivery network, which offers over a million items for delivery the same day and roughly 4 million for delivery the next day.
Harsh Goyal, Vice President for Everyday Essentials at Amazon India, says customers really like Amazon Now because of how quickly things arrive, how good the prices are, and how much you can choose from, and specifically the good quality of the fresh produce which comes straight from the farmers. He says Amazon Now will be available in 100 cities because of the more than 1,000 micro-fulfillment centers.
Here are the key developments announced by the company:
– Service scaling to 100 cities nationwide
– Over 1,000 micro-fulfilment centres planned
– Integration of 16,000 farmers into supply
– Investment of more than Rs 2,800 crore
– Prime users get unlimited free deliveries
Rollout plan across metros and emerging markets
Right now, Amazon Now is operating in Mumbai, Delhi-NCR and Bangalore. It will gradually become available in a mixture of big cities and smaller ones, to be able to reach people very quickly in their area and to make delivery times even shorter.
Cities that are being planned for the service include Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, Chandigarh, Ahmedabad, Kochi, Amritsar, Mangalore and Visakhapatnam. Amazon has also said it will expand even more to other tier-2 and tier-3 cities in the coming months.
Fresh produce focus and farmer integration
Getting fresh produce is a very important part of this expansion. Amazon says over 16,000 farmers will be linked up with customers through sellers on Amazon Now, so you can get things delivered directly from the farm to your home.
Amazon believes this will make the quality of produce better and the supply of it more efficient, and will also open up new markets for farmers. They want their fresh produce to be a reason people choose the quick delivery service.
Investment and operational scale
This expansion is following Amazon’s plan to invest over 2,800 crore rupees in India to make their systems work better. The money will be used for warehouses, sorting centers, delivery places, building the micro-fulfillment centers, and also for the safety, health and finances of their employees.
Amazon says they will more than double the area Amazon Now covers in the cities where it already exists, and they will also start in new cities. They hope that having a lot of locations will mean they can deliver things even faster and offer a wider range of items with this super-fast delivery.
Rising competition and user behaviour
The quick delivery market in India is getting very competitive as companies try to reduce delivery times and create a lot of local delivery points. Amazon’s move shows they are trying to compete with companies like Blinkit, Zepto and Swiggy Instamart by being bigger and offering more to choose from.
Amazon says that people who are Prime members are shopping three times as often since they started using Amazon Now, and Prime members get free, unlimited deliveries on orders that are fulfilled by the service. In some cities last year, the number of orders each day was growing by 25 percent every month, Amazon says.
What comes next
Amazon launched Amazon Now in 2025 and has been slowly adding more areas since then. After starting in Mumbai in September, this next step is to make the service available to more people more quickly, and to improve the fresh produce supply chain by working with farmers.
Amazon has over a million items for same-day delivery and four million for next-day delivery, and these are in addition to the very fast Amazon Now deliveries. Amazon thinks that being fast and having a huge selection is the best way to succeed in the quick delivery market.
