Amazon is joining the likes of Blinkit, Zepto, and Swiggy Instamart in India with its new quick commerce offering that promises to deliver everyday essentials in 15 minutes or less. The pilot program will begin in Bengaluru later this month, rumored to launch under the name “Tez” — which is a Hindi word that means “fast” or “quick.”
Amazon already operates Amazon Fresh in the country, which offers a two-hour delivery service, and the 15-minute service could help the company attract more grocery and everyday essential customers.
Amazon plans to use dark stores, which are small warehouses used to exclusively fulfil online orders, to support its quick commerce operations, but the company hasn't revealed how many dark stores it will set up or which cities will follow Bengaluru. Business Today sources suggest that further expansion will depend on the pilot’s success.
Quick commerce is rapidly gaining traction in India, with 91% of consumers aware of quick commerce platforms, and more than half already using them. A report from Meta shows that 57% of users are spending more on quick commerce platforms in the categories of grocery and personal care.
Amazon is entering the quick commerce market later than its rivals, who have already captured significant market share. When asked why Amazon took so long to launch, Samir Kumar, Amazon India's country manager, said, “We take our time to make decisions, but when we do, we aim to build a fine product. Our goal is to ensure safety standards for our associates and customers.”
The quick commerce sector in India is estimated to be worth $6B and growing rapidly.