Amazon races to 300 cities with Now, launches welfare push for delivery staff

BENGALURU: Amazon India is accelerating its quick commerce ambitions, announcing plans to expand Amazon Now to more than 300 cities and build what it describes as India’s largest “delivery in minutes” network, while simultaneously rolling out a new welfare initiative for delivery associates.

The move comes as competition intensifies in India’s fast-growing quick commerce market, where major players are racing to offer faster deliveries and broader product selections to consumers increasingly accustomed to near-instant gratification.

According to Amazon, Amazon Now has become the fastest-growing business unit in the company’s India operations, with order volumes doubling every quarter since launch. The service is currently available to more than 50 million customers across over 15 metro and non-metro cities, including Mumbai, Bengaluru, Delhi-NCR, Pune, Hyderabad, Amritsar and Kochi.

As part of the expansion, Amazon plans to significantly increase its network of micro-fulfilment and urban fulfilment centres. The company aims to offer customers access to tens of thousands of products delivered within minutes or a few hours, while maintaining broader same-day and next-day delivery options across millions of products.

The assortment available through Amazon Now spans groceries, including fresh fruits and vegetables, frozen foods, personal care products, fashion and beauty items, home essentials, kitchen products and small appliances.

“Amazon Now is the fastest-growing ecommerce business unit in Amazon India’s history with orders having doubled every quarter since launch,” said Amazon India country manager Samir Kumar. “We are seeing a great response from customers, especially Prime members who triple their shopping frequency once they start using Amazon Now.”

Alongside the growth announcement, Amazon unveiled Sammaan, a dedicated programme focused on improving the welfare of thousands of delivery associates across its ecommerce and quick commerce network.

The initiative will receive funding from a portion of Amazon India’s previously announced US$300 million investment earmarked for operations and associate wellbeing.

Under the programme, delivery associates will gain access to education scholarships for their children, expanded health and life insurance coverage, financial inclusion initiatives, assistance in accessing government welfare schemes and enhanced road safety measures.

Amazon will also expand its Ashray rest-centre network to 250 locations this year. The facilities, which provide rest and refreshment spaces for delivery workers, will remain open to delivery associates from across the industry rather than being restricted to Amazon personnel.

The company says the dual focus on infrastructure growth and workforce welfare reflects its long-term approach to scaling quick commerce operations sustainably.

With Amazon Now preparing to enter hundreds of additional cities, the ecommerce giant is betting that speed alone will not be enough to win the quick commerce race. Supporting the people making those rapid deliveries possible may prove just as important as shaving minutes off the clock.