Amazon Now has crossed $1 billion in annualised gross sales in India, with orders doubling every quarter since launch, YourStory reports. It is the fastest-growing e-commerce unit in Amazon India’s history.

The service expanded to more than 60 cities in under 10 weeks, reaching smaller markets including Tirupati, Guntur, Gurdaspur, Vellore and Warangal. Amazon is targeting 100 cities by Diwali. That is a sharp acceleration from its origins: the company tested the service in Bengaluru in late 2024 and formally launched it in selected pin codes in June 2025.

The infrastructure behind the expansion is substantial. Amazon Now runs more than 750 micro-fulfilment and urban fulfilment centres, with plans for over 100 larger urban fulfilment centres to add apparel, electronics, jewellery and furniture to its assortment.

The rivals are moving too

Swiggy Instamart reached 100 cities in 2025, adding 32 in a year as demand spread into tier II and III markets. RedSeer estimates quick commerce hit roughly Rs 1.1 lakh crore in gross merchandise value in 2025, projecting Rs 2 lakh crore in 2026. Amazon’s 750-plus centres, built ahead of profitability, signal a bet on scale over near-term margins.

Regulatory scrutiny is building alongside the growth. Amendments to India’s e-commerce rules have tightened requirements on price transparency and deceptive interface practices, and food-safety inspections of quick-commerce storage facilities in Bengaluru are underway. Neither has slowed Amazon’s rollout so far.

Sources

  • YourStory: Amazon Now’s $1B annualised sales, quarterly doubling, 60-city expansion in 10 weeks, 750+ fulfillment centres, RedSeer market estimates, Swiggy Instamart’s competitive progress, regulatory context
  • Business Standard: Amazon Now’s $1B milestone and competitive positioning
  • Entrepreneur India: Amazon Now’s expansion trajectory to 100 cities by Diwali

Reporting compiled and contextualised by TechScoop India. Figures reconciled across the sources above.

Originally reported by Your Story.