Amazon Doubles Down on Prime Benefits and Broad Selection to Crack India's Q-Commerce Race

Positioning itself for long-term leadership in India's rapidly expanding quick commerce segment, Amazon believes its rise in the space is only a matter of time, according to Samir Kumar, Country Head, Amazon India. The e-commerce major is banking on its Prime programme and extensive product assortment to strengthen its competitive edge in one of the country's most fiercely contested consumer internet categories.

Kumar described quick commerce as a 'speed equation' within the broader online retail ecosystem, asserting that the growing popularity of rapid deliveries is complementing rather than cannibalising traditional e-commerce growth in India.

Emphasising Amazon's customer-centric approach, Kumar said the company remains "customer-obsessed" rather than "competitor-obsessed." He added that Amazon's more than 13 years of experience in building a wide product selection and scalable e-commerce infrastructure in India provides a strong foundation that competitors may find difficult to replicate.

"Overall, it took us 13-plus years to get to where we are at, and we continue to believe that bringing the speed with that selection is something that cannot be matched by others, and we'll definitely be one of the big players in this segment (quick commerce)," informs Kumar.

Amazon's quick commerce offering, Amazon Now, has already expanded to more than 12 cities with the company targeting a presence in over 100 cities supported by 1,000 micro-fulfilment centres in the coming years.

India's quick commerce sector has rapidly evolved into one of the fastest-growing segments of the country's digital economy, fuelled by increasing demand for ultra-fast deliveries and shifting consumer expectations. Initially centred around groceries and daily essentials, the category has expanded significantly to include electronics, beauty products, home essentials and fashion accessories, as consumers increasingly prioritise convenience and speed.

Leading players such as Blinkit, Zepto, Swiggy Instamart, Flipkart, and Amazon are aggressively investing in expanding their delivery networks, strengthening supply chain capabilities and broadening product assortments to capture a larger share of this fast-growing market.

Despite intense competition, Amazon remains confident about its prospects in the segment. Kumar expressed optimism about the company's trajectory, stating that Amazon expects to emerge as a market leader in quick commerce in the near future.

"It's not a question of if, but when. We believe we will become the market leader in the near future," Kumar said.

To support its growth ambitions, Amazon is accelerating the expansion of its micro-fulfilment infrastructure and extending its reach to more cities across the country. The company is relying on its Prime programme and extensive product assortment as key differentiators. Kumar noted that Amazon's combination of a robust fresh produce supply chain and a vast selection of products positions it uniquely in the market.

"Our differentiator continues to be the widest assortment we offer, the safest operations we run and the strength of our produce and supply chain capabilities. As we expand our city footprint, increase the number of micro-fulfilment centres and continue to enhance our assortment, we are confident of building a service that customers will love," he said.

Addressing concerns over the highly competitive nature of the quick commerce market and rivals' early lead, Kumar reiterated Amazon's confidence in its strategy.

"Everyone will have their own perspective, but we remain extremely bullish about our opportunity. We are already witnessing 25 percent month-on-month growth, while Prime members are shopping three times more frequently. The Prime programme is a proposition that others have not been able to replicate and we believe it will continue to be a major differentiator, even in a high-speed delivery environment. We are in it to win it," he added.

Amazon recently announced plans to invest USD 35 billion in India by 2030, focusing on business expansion, AI-led digitisation initiatives, export growth and job creation. This commitment builds on the USD 40 billion the company has already invested in the country.

Commenting on the impact of global uncertainties and geopolitical developments on sellers and exports, Kumar said Amazon is closely monitoring the situation and supporting stakeholders wherever possible.

"We are closely monitoring the developments and assisting sellers and customers where needed. While we are witnessing some short-term impact, including higher fuel costs and operational challenges for certain sellers, we view this as a temporary disruption," he said.