Amazon India has announced an ambitious expansion plan for its quick-commerce service, Amazon Now, aiming to extend the platform’s reach to more than 300 cities nationwide. The move marks a significant step in Amazon’s efforts to strengthen its presence in India’s rapidly growing ultra-fast delivery market and compete more aggressively in the quick-commerce segment.

The announcement comes just a month after the company revealed that Amazon Now had expanded to 100 cities. With customer adoption accelerating rapidly, Amazon now plans to build what it describes as India’s largest ultra-fast delivery network, supported by a major investment in fulfillment infrastructure and delivery operations.

Amazon Now Emerges as Amazon India’s Fastest-Growing Business

According to Amazon India, Amazon Now has become the fastest-growing e-commerce business unit in the company’s history within the country. Since its launch, order volumes have reportedly doubled every quarter, highlighting the increasing demand for instant delivery services among Indian consumers.

The company says customers are embracing the convenience of receiving daily essentials and household products within minutes or hours rather than waiting for traditional next-day deliveries.

Amazon also noted that Prime members who begin using Amazon Now tend to increase their shopping frequency significantly, demonstrating strong customer engagement with the service.

Expansion to More Than 300 Cities Planned

Currently, Amazon Now serves approximately 50 million customers across 15 metro and non-metro cities, including Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Amritsar, and Kochi.

With the next phase of expansion, Amazon aims to make ultra-fast delivery available in over 300 cities across India. Although the company has not shared an exact timeline for reaching this target, it has confirmed that the rollout process is already being accelerated.

The expansion is expected to bring quick-commerce services to a much larger customer base, including consumers in Tier-2 and Tier-3 cities where demand for fast delivery continues to rise.

Advanced Fulfillment Network to Power Faster Deliveries

To support its aggressive growth plans, Amazon is significantly expanding its specialized fulfillment infrastructure.

The company is investing in a network of:

Micro-fulfillment centers

Urban fulfillment centers

Localized inventory hubs

Last-mile delivery networks

These facilities are designed to store products closer to customers, allowing Amazon to reduce delivery times while maintaining operational efficiency.

The infrastructure will support a multi-tiered delivery model tailored to different customer needs and urgency levels.

Multiple Delivery Speed Options for Customers

Amazon Now’s growing logistics network will enable a range of delivery options depending on the product category and customer requirements.

Minutes to a Few Hours

Customers can receive tens of thousands of products within minutes or a few hours, including:

Groceries

Fresh fruits and vegetables

Frozen foods

Personal care products

Beauty items

Fashion essentials

Small appliances

Home and kitchen products

Same-Day Delivery

Amazon plans to offer same-day delivery for more than one million products across multiple categories.

Next-Day Delivery

More than four million products will be available with next-day delivery options.

Standard Prime Delivery

Millions of additional products will continue to be delivered through Amazon’s standard Prime and regular shipping network.

This layered approach allows Amazon to serve both urgent and planned shopping needs through a single platform.

Global Attention on India’s Quick-Commerce Model

Amazon President and CEO Andy Jassy recently visited India and toured one of the company’s micro-fulfillment centers to better understand the operational framework supporting Amazon Now.

According to the company, the quick-commerce model developed in India has attracted significant attention internally and is now being adapted for expansion into other global markets.

During his visit, Jassy interacted with delivery partners and fulfillment associates while reviewing the systems that enable rapid order processing and delivery.

The development highlights India’s growing importance as a strategic innovation hub for Amazon’s global operations.

Amazon Launches ‘Sammaan’ Welfare Program for Delivery Associates

Alongside the expansion announcement, Amazon India introduced a new welfare initiative called “Sammaan”, designed specifically for delivery associates working across its logistics network.

The company emphasized that delivery partners play a crucial role in enabling ultra-fast commerce and that their well-being will remain a key priority as operations continue to expand.

The initiative is supported by Amazon India’s recently announced $300 million investment, which focuses on operational improvements and workforce welfare.

Key Benefits Under the Sammaan Program

The welfare program includes several support measures aimed at improving the quality of life for delivery associates and their families.

Educational Support

Amazon will provide scholarship opportunities for the children of delivery associates, helping support long-term educational goals.

Financial Inclusion Assistance

The company plans to assist workers in accessing government welfare programs and financial inclusion schemes.

Health and Life Insurance

Comprehensive health and life insurance coverage will be offered to provide greater financial security.

Road Safety Initiatives

Amazon will introduce additional safety programs aimed at improving on-road protection and awareness for delivery personnel.

Expansion of Ashray Rest Centres

The company also announced plans to increase the number of Ashray rest centers to 250 locations this year.

These facilities provide delivery associates with access to drinking water, mobile charging points, seating areas, restrooms, and other essential amenities. Notably, the centers will remain open to delivery workers across the broader e-commerce industry, not just Amazon personnel.

How Customers Can Access Amazon Now

Consumers can check whether Amazon Now is available in their locality through the standard Amazon mobile application.

The service can be accessed by selecting the “Now” lightning icon displayed on the app’s home screen. Availability depends on the customer’s location and service coverage area.

As the network expands, more users across India are expected to gain access to ultra-fast delivery options.

Amazon’s Vision for the Future of Quick Commerce

The rapid growth of Amazon Now reflects changing consumer expectations in India, where convenience, speed, and reliability are becoming increasingly important factors in online shopping.

By expanding to more than 300 cities, investing heavily in fulfillment infrastructure, and introducing welfare initiatives for delivery associates, Amazon is positioning itself for long-term leadership in India’s evolving quick-commerce landscape.

The combination of ultra-fast delivery capabilities, extensive product selection, and workforce-focused programs demonstrates Amazon’s broader strategy of balancing operational growth with customer satisfaction and employee well-being.

Conclusion

Amazon India’s plan to expand Amazon Now to over 300 cities represents one of the company’s most significant investments in the country’s quick-commerce sector. With order volumes doubling every quarter, a rapidly growing customer base, and substantial infrastructure investments underway, the service is becoming a central pillar of Amazon’s India strategy.

At the same time, the launch of the Sammaan welfare program highlights the company’s commitment to supporting the delivery associates who power its logistics operations. As competition in the quick-commerce space intensifies, Amazon’s dual focus on speed and workforce welfare could play a crucial role in shaping its future success in India.

What is Amazon Now and how does it work?
Amazon Now is Amazon India’s quick-commerce service that delivers groceries, daily essentials, personal care products, home items, and other products within minutes or a few hours, depending on the customer’s location and product availability.

How many cities will Amazon Now be available in?
Amazon has announced plans to expand Amazon Now to more than 300 cities across India. The company is rapidly scaling its fulfillment infrastructure to support this nationwide expansion.

What is Amazon India’s Sammaan program?
Sammaan is a welfare initiative launched by Amazon India for delivery associates. The program includes educational scholarships for children, health and life insurance coverage, financial inclusion support, road safety initiatives, and expanded access to Ashray rest centers across India.

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