Amazon’s quick-commerce service Amazon Now has expanded to nine countries, with the company reporting an 80% quarter-on-quarter (QoQ) increase in units sold during the June quarter, highlighting the rapid global adoption of its ultra-fast delivery business. Chief Executive Officer Andy Jassy shared the update while discussing Amazon’s second-quarter earnings, noting that the service now reaches more than 250 cities worldwide and continues to benefit from growing customer demand for deliveries in 30 minutes or less.
The latest milestone builds on Amazon’s aggressive expansion strategy announced earlier this year. In June, during his visit to India, Jassy revealed plans to extend Amazon Now to 300 Indian cities, up from an earlier target of 100 cities, supported by a network of 1,000 dark stores. India has emerged as one of Amazon Now’s fastest-growing markets, where the company previously disclosed that order volumes were increasing 25% month-on-month following the service’s launch.
Amazon Now Expands Across Nine Countries
Amazon Now has become one of the company’s fastest-growing retail initiatives as consumers increasingly demand rapid delivery of groceries and everyday essentials.
According to Jassy, the service:
- Is available in more than 250 cities.
- Operates across nine countries.
- Added 80 new cities and towns during the June quarter.
- Recently expanded into several major cities in Egypt.
- Delivers thousands of everyday products in 30 minutes or less.
Amazon Now Expansion Snapshot
| Metric | Details |
|---|---|
| Countries | 9 |
| Cities Covered | More than 250 |
| New Cities Added in Q2 | 80 |
| Delivery Promise | 30 minutes or less |
| Focus | Groceries and everyday essentials |
80% QoQ Growth Reflects Strong Customer Demand
Amazon reported that units sold through Amazon Now increased by 80% quarter over quarter, indicating strong adoption as the company scales its quick-commerce operations internationally.
The rapid growth has been driven by:
- Expansion into new markets.
- Greater availability of everyday essentials.
- Faster fulfillment capabilities.
- Increasing adoption among Prime members.
- Investments in localized logistics infrastructure.
Unlike traditional e-commerce deliveries, Amazon Now focuses on immediate consumer needs, competing directly with regional quick-commerce platforms through significantly shorter delivery times.
India Emerges as a Key Growth Market
India continues to play a central role in Amazon’s quick-commerce strategy.
Earlier this year, Jassy said:
- Amazon Now orders in India were growing 25% month-on-month.
- Prime members significantly increased shopping frequency after adopting the service.
- The company plans to expand the service to 300 Indian cities.
- Amazon intends to establish a network of 1,000 dark stores to support the rollout.
The aggressive expansion reflects Amazon’s efforts to compete with India’s rapidly growing quick-commerce market, where companies are racing to offer faster delivery times and broader product selections.
India Expansion Plans
| Initiative | Target |
|---|---|
| Cities | 300 |
| Dark Stores | 1,000 |
| Delivery Time | Around 30 minutes |
| Product Range | Everyday essentials and groceries |
AI and Logistics Continue to Drive Retail Growth
During the earnings discussion, Jassy also highlighted Amazon’s broader retail strategy, including:
- Continued investments in artificial intelligence.
- Faster delivery speeds.
- Expansion of grocery and pharmacy services.
- AI-powered shopping experiences to simplify product discovery and purchasing.
Amazon has increasingly integrated generative AI across its retail platform to improve product recommendations, search functionality, and customer engagement while optimizing logistics operations.
Intensifying Competition in Quick Commerce
Amazon’s expansion comes amid intense global competition in ultra-fast delivery.
Major competitors across different markets include:
- Blinkit.
- Zepto.
- Swiggy Instamart.
- Walmart-owned Flipkart Minutes.
- Regional grocery delivery platforms.
As consumers increasingly prioritize convenience and speed, companies are investing heavily in dark stores, fulfillment technology, and AI-driven inventory management to reduce delivery times and improve operational efficiency.
Looking Ahead
Amazon Now’s expansion to nine countries and its reported 80% quarter-on-quarter growth in units sold underscore the company’s accelerating push into the global quick-commerce market. With operations now spanning more than 250 cities and continued investment in logistics infrastructure, Amazon is positioning ultra-fast delivery as a key pillar of its broader retail strategy. The company’s focus on AI-powered shopping, faster fulfillment, and localized operations is expected to strengthen customer engagement while expanding its competitive position in the rapidly evolving e-commerce landscape.
Looking ahead, India is likely to remain one of Amazon Now’s most important growth markets as the company pursues its ambitious plan to reach 300 cities and build a network of 1,000 dark stores. Combined with ongoing international expansion and AI-driven retail innovation, Amazon’s quick-commerce business could become an increasingly significant contributor to the company’s long-term global retail growth.
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