What: Amazon announces trials for 15-minute grocery delivery service in India, joining the competitive quick commerce market dominated by established players like Zomato's Blinkit and Swiggy's Instamart, amid projections of the sector reaching USD 6 billion in annual sales.

Why it is important: The expansion demonstrates how rapid delivery has become a critical battleground for e-commerce players, with Amazon's entry potentially reshaping market dynamics and setting new standards for delivery speed and service. Amazon's entry into India's quick commerce sector marks a significant expansion of its delivery capabilities in the region. The company's commitment to offering grocery deliveries in 15 minutes or less puts it in direct competition with established players like Blinkit and Instamart, who already promise 10-minute deliveries.

According to Samir Kumar, Amazon India's country manager, the strategy focuses on providing the largest selection at the fastest speeds across every pin-code in the country. The quick commerce industry in India has seen explosive growth, projected to reach USD 6 billion in annual sales this year from just USD 100 million in 2020. This move follows similar initiatives by competitors, including Walmart-backed Flipkart's 10-minute delivery pilot and Reliance's 10-30 minute delivery service near Mumbai.

IADS Notes: Following its successful AI-driven delivery improvements and amid growing competition from local players like Blinkit and Swiggy Instamart, this 15-minute delivery trial demonstrates Amazon's commitment to capturing market share in India's rapidly growing quick commerce industry. The move comes as traditional retailers increasingly partner with delivery platforms to enhance their last-mile capabilities.

Amazon joins India's quick commerce race with trials for 15-minute grocery delivery