Amazon Now, Amazon India’s ultra-fast delivery service, has expanded to more than 120 cities, doubling its footprint in two weeks. The expansion comes just before the Amazon Great Indian Festival, which begins on October 8.
From metros to the hinterland
The rollout adds cities such as Amritsar, Abohar, Jalandhar, Ambala, Mangalore, Manipal, Visakhapatnam, Kochi, Changanassery, Bhubaneswar and Karwar. That list matters because it moves Amazon Now well beyond India’s largest metros and into smaller markets where demand for quick delivery is still forming.
The service covers groceries, fruits and vegetables, frozen food, personal care, fashion and beauty, small appliances, and home and kitchen products. Customers can check availability through the “Now” banner on the Amazon shopping app.
Why the speed push matters
Harsh Goyal, Vice President – Everyday Essentials at Amazon India, said the company is taking ultra-fast deliveries to “India’s hinterland – from Amritsar & Abohar in the north to Kochi & Changanassery in the south” ahead of the festive event. Amazon describes the unit as the fastest-growing e-commerce business in Amazon India’s history, with order volumes doubling every quarter.
In September, Amazon said Amazon Now had crossed $1 billion in annualised gross sales in India based on the preceding three-month period. The company now plans to take the service to more than 300 cities, with the aim of building India’s largest delivery-in-minutes network.
Festival deals start October 8
During the Great Indian Festival, Amazon Now will run deals across smartphones, electronics, fashion, beauty and home essentials. SBI credit and debit card customers can get a 10% instant discount on eligible transactions, while Prime members can receive additional savings of up to 10%.
Amazon’s wider fulfilment network supports several delivery speeds. It can deliver tens of thousands of products within minutes or a few hours, more than one million products on the same day, and more than four million products the next day. Millions of additional products are available through Prime delivery.
What this means for marketers
For brand and performance marketers, the expansion is a signal that festive demand is no longer a metro-only event. Quick-commerce listings are becoming default storefronts for everyday purchases, and the decision-to-delivery window is shrinking. The practical checklist:
- Verify that your products and festive offers are visible on Amazon Now, not just on the main marketplace.
- Align campaign messaging with bank and Prime incentives such as the SBI discount and Prime savings.
- Track tier-2 and tier-3 demand signals instead of assuming metro trends represent all intent.
- Use availability and delivery speed as a creative hook rather than an afterthought.
Amazon’s 300-city ambition suggests the quick-commerce race is moving from customer acquisition to network coverage. Brands that treat smaller cities as a distinct growth channel during the festive window are likely to be better placed than those that wait for the trend to fully mature.
Source: Storyboard18
