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Launch · Commerce & Consumer Brands

Amazon India winds down Fresh, expands AmazonNow

By ·

Date
Company
Amazon
What it does
E-commerce and quick commerce
Kind
Launch
Sector
Commerce & Consumer Brands

What they do

Amazon India operates an e-commerce marketplace and quick commerce service

What happened

It is winding down Amazon Fresh in 10–15 cities and expanding AmazonNow to cover 80% of quick commerce demand

Why it matters

The shift aims to compete with Flipkart, Zepto, Blinkit, BigBasket and Swiggy Instamart on rapid delivery

The details

  • Amazon India is winding down its Amazon Fresh service in 10–15 major Indian cities.
  • The company is shifting focus to its quick commerce service AmazonNow.
  • AmazonNow is currently live in about 6 cities and will likely expand to 10–15 cities.
  • The expansion will cover nearly 80% of quick commerce demand in India.
  • Amazon Fresh is being scaled down in cities where AmazonNow launches.
  • Amazon operates over 22 large warehouses across India.
  • It plans to increase warehouses to 28–32 facilities by mid-2026.

The bigger picture

  • The shift is to compete with Flipkart, Zepto, Blinkit, BigBasket and Swiggy Instamart on rapid delivery.
  • The report was published by UBS Global Research.

About the business

  • Amazon India runs an e-commerce marketplace selling a wide range of products.
  • It also operates Amazon Fresh, a grocery delivery service with scheduled slots.
  • Its quick commerce service AmazonNow delivers items in minutes.
  • The company has a network of over 22 large warehouses across India.
  • It plans to expand its warehouse network to 28–32 facilities by mid-2026.

What happens next

  • Amazon will expand AmazonNow to 10–15 cities.
  • It will increase its warehouse count to 28–32 facilities by mid-2026.

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