NEW DELHI: Amazon's quick-commerce service, Amazon Now, has crossed $1 billion in annualised gross sales in India over the past three months, marking a significant milestone for the company's rapidly expanding delivery-in-minutes business.

Amazon said orders on the platform have doubled every quarter since its launch, making Amazon Now the fastest-growing e-commerce business unit in Amazon India's history. The company is now accelerating its expansion beyond major metropolitan markets as competition in India's quick-commerce sector intensifies.

Amazon Now expands to more than 60 cities

Amazon Now has expanded to more than 60 cities and towns in less than 10 weeks, including several non-metro markets such as Tirupati, Guntur, Gurdaspur, Vellore and Warangal.

The company is targeting 100 cities by Diwali, signalling an aggressive push to capture a larger share of India's rapidly growing quick-commerce market. Amazon is also expanding its fulfilment infrastructure to support faster deliveries and wider product availability.

Samir Kumar, Country Manager, Amazon India, said the company was encouraged by the response from customers, noting that orders on Amazon Now have continued to double every quarter.

Around 7 lakh orders a day

According to people familiar with the business, Amazon Now is currently handling approximately 700,000 orders a day, with an average order value of around ?540. The service is estimated to account for around 10% of quick-commerce orders and 14% by value, according to reported figures.

Amazon Now operates through a network of more than 750 micro-fulfilment and urban fulfilment centres, allowing customers to receive a broad range of products within minutes.

Competition intensifies

Amazon's rapid expansion comes as India's quick-commerce sector witnesses an increasingly intense battle between Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes, alongside Amazon Now.

The sector has expanded beyond groceries and daily essentials, with platforms increasingly offering categories such as beauty, fashion and home products through rapid-delivery networks.

Amazon's push into smaller cities could further intensify competition and accelerate the adoption of quick commerce beyond India's largest urban centres.

With the festive season approaching, the company's target of reaching 100 cities by Diwali could make Amazon Now an increasingly significant player in India's fast-growing e-commerce ecosystem.