Amazon Enters India's 15-Minute Quick Commerce Race with Tez

Amazon has launched a quick commerce pilot service in Bengaluru, offering grocery and essential deliveries within 15 minutes. This bold move pits the U.S. tech giant against competitors like Zepto, Instamart, and Blinkit in India’s rapidly expanding quick commerce market.

The announcement came from Samir Kumar, Amazon India's new country manager, during the Amazon Smbhav summit. Kumar, who took over from Manish Tiwary just two months ago, described the initiative as a cornerstone of his leadership.

Although Amazon has not officially named the service, it is rumored to be called Amazon Tez. The pilot is set to launch later this month, aiming for a debut before 2024 ends.

“Our strategy revolves around ‘Selection, Value, and Convenience,’ and our vision is to build a large, profitable business in India,” stated Kumar. “We are excited to pilot a service that delivers everyday essentials in 15 minutes or less, providing unmatched convenience to customers across India’s pin codes.”

Market Context and Competition

India’s quick commerce space is a hotbed of competition, with players like Zepto and Blinkit already established. Even Myntra, a leading fashion e-commerce platform, recently began its own quick commerce pilot in Bengaluru. This trend signals growing demand for fast, hyper-local deliveries, and Amazon’s entry into the space further intensifies the race.

Amazon’s Focus Areas:

• Expanding selection and delivering faster than competitors.
• Building a profitable, scalable model to penetrate more Indian markets.

With the quick commerce market poised for growth, Amazon’s initiative underscores its ambition to dominate yet another segment of Indian e-commerce.