Amazon Now launched in September 2025. It was already two years behind Flipkart, and well behind Blinkit and Zepto. 

Nine months later, it's doing 450,000 to 500,000 orders a day, expanding to 100 cities, and a Blinkit executive is walking through Colaba market, stopping in front of an Amazon dark store in a location Blinkit's expansion head could only dream of.

Amazon has something its rivals don't: 150 million Prime members who already shop five times more frequently. And since bundling quick commerce with Prime, their order frequency has tripled.

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