Amazon Now
Amazon Now has rapidly become one of India’s fastest-growing quick-commerce services, competing directly with Blinkit, Zepto, and Swiggy Instamart. In 2020–21, Amazon began phasing out Pantry and merging it into the main Amazon Fresh channel. Pantry’s “next‑day” model was considered too slow compared to the rising demand for instant grocery delivery. Table shows popular e-grocers in 2021. Grofers was rebranded as Blinkit in December 2021 Amazon Fresh became the umbrella for groceries, while Amazon Now was introduced in 2025 as the ultra‑fast delivery arm, promising delivery in minutes instead of hours or days. By combining micro‑fulfillment centres (speed) with urban centres (selection), Amazon aims to dominate both daily essentials and high‑value categories. Fast facts: Now live in 120+ cities including metros and tier‑2/3 towns (Amritsar, Kochi, Bhubaneswar, Vizag, etc.). ~800 micro‑fulfillment centres, up from ~100 a year ago. Crossed $1 billion annualised gross sales in ...