Amazon ramps up India bet with $35 billion investment and quick commerce push

NEW DELHI: Amazon is putting the pedal to the metal in India, unveiling what it describes as its most aggressive expansion phase yet as it prepares to invest an additional $35 billion in the country by 2030.

The fresh commitment builds on the nearly $40 billion that the company has already invested in India and will support growth across ecommerce, artificial intelligence, exports, logistics infrastructure and job creation. The move comes as competition intensifies in both traditional online retail and the fast-growing quick-commerce segment.

Speaking to PTI, Amazon country manager Samir Kumar said the company remains firmly focused on long-term growth in one of its most important global markets.

“If you look at our investments, we are one of the largest investments in India. USD 35 billion over the next five years, USD 80 billion of exports enablement, continuing to invest in Amazon Now and speed with 100 cities and 1,000 micro fulfilment centres, so we are in the most aggressive phase of expansion in India yet. We are here to play a long-term game and win in India,” Kumar said.

A key part of the strategy centres on Amazon Now, the company’s quick-commerce service. Amazon plans to expand the offering to 100 cities while building a network of 1,000 micro-fulfilment centres, significantly increasing its ability to deliver products within minutes or hours.

The push reflects the rapid evolution of India’s quick-commerce market, which has expanded well beyond groceries and essentials to include electronics, beauty products, fashion accessories and household goods. The sector has become one of the country’s most fiercely contested digital battlegrounds, with players such as Blinkit, Zepto, Instamart and Flipkart investing heavily in delivery infrastructure and dark-store networks.

Despite growing competition, Kumar said Amazon remains focused on customer experience rather than reacting to rivals.

“I continue to focus on building the right experience for our Indian consumers, and as far as I know, and I spend time with my senior leaders, they are very much committed to that,” Kumar said.

The executive reiterated that Amazon views India as a long-term opportunity and intends to continue investing aggressively across multiple business segments.

“We believe that we are building for the long run, and we continue to invest in India in a big way, and for the long run as well,” Kumar added.

Beyond ecommerce, Amazon has built a broad presence in India spanning cloud computing, digital payments, entertainment streaming, logistics, connected devices and seller services. The company believes this diversified ecosystem gives it a competitive advantage as online commerce continues to evolve.

Kumar also pushed back against suggestions that quick commerce could erode traditional ecommerce. Instead, he described it as a matter of delivery speed within the wider retail ecosystem, serving different consumer needs while complementing conventional online shopping.

The company has previously expressed confidence that it can emerge as a leader in quick commerce over time, citing its extensive product assortment, Prime membership ecosystem and nationwide logistics network as differentiators.

On regulatory issues, Kumar said Amazon’s approach in India is consistent with its operations globally and that compliance remains a core priority.

“We have regulatory compliance around the world, and we run a compliant business around the world, so regulatory challenges in India are no different from challenges around the world,” Kumar said.

As India’s digital commerce market races into its next phase of growth, Amazon is betting that deep pockets, extensive infrastructure and a long-term investment strategy will help it stay ahead in a market that is becoming increasingly crowded and increasingly important.