Amazon rival to Swiggy’s Instamart, Blinkit and BB Now starts testing in this city

Amazon has officially entered the quick commerce market in India with the launch of its 10-minute delivery service, Amazon Now, in select areas of Bengaluru. This move marks a significant expansion beyond the company’s employee-only pilot program, with plans to extend the service to more locations in the coming weeks.

Internally codenamed ‘Tez,’ Amazon Now is currently focusing on grocery and daily essentials. However, the e-commerce giant is actively partnering with brands in the beauty, home, and kitchen categories as part of its scale-up plan.