Amazon India is set to discontinue its Amazon Fresh service in 10-15 top cities as it doubles down on the quick commerce platform Amazon Now. The shift prioritizes ultra-fast deliveries amid fierce competition in India’s burgeoning quick commerce sector.
Amazon Now, launched in Bengaluru in mid-2025, now operates in key markets including Mumbai, Delhi-NCR, Chennai, Hyderabad, and Pune. The service targets 10-minute deliveries for groceries, essentials, electronics, and more through a network of dark stores—currently numbering around 450, with ambitions to scale to 1,000-1,200 by the end of 2026. Amazon Fresh, which offered 4-24 hour deliveries across 120 cities, will wind down in these high-priority urban areas to eliminate service overlap.
The platform already processes 300,000-350,000 daily orders, positioning it against rivals like Blinkit, Zepto, Instamart, and Flipkart Minutes. Amazon Now relies on Shadowfax for last-mile logistics and Loadshare for dark store technology, bolstered by its 49% stake in More Retail for supply chain support. Expansion plans target additional cities such as Kolkata, Ahmedabad, Jaipur, and Lucknow.
This strategic realignment reflects Amazon’s broader focus on rapid e-commerce growth in India. No direct ties exist between Amazon Now and Qualcomm; references to “Qcomm” align with industry shorthand for quick commerce, not the semiconductor firm. Separate Qualcomm collaborations with Amazon center on automotive AI and cloud services.
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