According to the Indian Economics Times, the Amazon is officially entering the Indian Rapid Electric Power Market, introducing an instant distribution service called “Amazon Now” in Bangalore, and the Amazon is planning to launch a large-scale commercial distribution service in the coming months. The service is currently being tested and evaluated on the basis of client feedback.
“Amazon Now” is a service focused on super-fast distribution, which is committed to a 10-minute delivery in selected areas. Currently, the service is online in three mail regions in Bangalore, covering some of the daily supplies, miscellaneous goods and electronics. A pilot project in December 2024 laid the foundation for the official launch, during which Amazon tested logistics efficiency and consumer demand, optimizing supply chains and distribution networks.
Amazon plans to support the expansion of services through the establishment of self-built “dark shops” (small storage centres), with the proposed establishment of 300 dark shops throughout the country, to be extended to cities such as Delhi NCR and Mumbai. With the launch of Amazon Now, Amazon will compete directly with top-level enterprises in the field, such as Blinkit, Instamart, Zepto, BigBasket and Flipkart Minutes.
Although many companies are planning to expand in this area, some of the Amazon competitors lost in their financial statements in March. Zepto reported that its total monthly orders increased significantly from Rs. 7.5 billion in May 2024 to Rs. 24 billion in May 2025. In addition, Zepto ‘ s pre-disbursement profit (EBITA) increased by 20 per cent, while cash consumption decreased by 65 per cent between January and May 2025.
Instamart, under the Swiggy flag, experienced an increase in losses in the fourth quarter of 2025. The adjusted EBITDA loss increased from Rs.307 billion to Rs.840 billion more than 1.5 times. The company acknowledges that competition will remain high in the short term and has increased market expansion investment. As a result, the balance of its contribution profit/loss margin has been postponed to the third quarter of fiscal year 2026 to the first quarter of fiscal year 2027.
The Indian rapid powerer market has flourished in recent years, with a surge in consumer demand for immediate distribution. Blinkit, Zepto and Swigy Instamart dominate with 10-15 minutes of distribution, with market size projected at $5 billion in 2024. Bangalore, as the Indian Science and Technology Centre, with a strong consumer capacity and a well-developed logistics infrastructure, is an ideal testing ground for fast-trackers.