Amazon is expanding its 10-minute delivery service, Amazon Now, to challenge market leader Blinkit. Reports from May 12, 2026, indicate the service is achieving 25% month-on-month order growth. Amazon Now currently processes between 450,000 and 500,000 orders per day. This strategic push targets urban, high-frequency shoppers in India’s quick commerce market.
The expansion leverages Amazon’s existing Prime subscriber base. Prime members triple their shopping frequency within 90 days of a local dark store launch. Amazon is building micro-warehouses in areas with high Prime member density to maximize efficiency.
Blinkit’s founder noted during a recent earnings call that competition is pressuring pricing and delivery fees. Marketing spend is also increasing as players vie for market dominance. This intensified competition will likely lead to margin compression and industry consolidation.