Amazon has announced an ambitious expansion of its quick commerce business in India, revealing plans to scale its ultra-fast delivery service, Amazon Now, to more than 300 cities across the country. The company also unveiled ‘Sammaan’, a dedicated welfare programme aimed at improving the well-being, safety and financial security of thousands of delivery associates who form the backbone of its logistics network.
The announcement marks a significant step in Amazon India’s efforts to strengthen its position in the rapidly growing quick-commerce sector while simultaneously investing in the workforce that supports its operations.
Amazon Now Emerges as Fastest-Growing Business Unit
According to Amazon, Amazon Now has become the fastest-growing business unit in the company’s history in India. Since its launch, order volumes have doubled every quarter, reflecting strong customer demand for faster delivery services.
The company stated that Prime members have shown particularly high engagement with the service, with shopping frequency reportedly tripling after they begin using Amazon Now.
Currently available to more than 50 million customers across over 15 metro and non-metro cities, including Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Kochi and Amritsar, the service is set for a major nationwide expansion.
Deliveries in Minutes Across India
As part of the expansion strategy, Amazon plans to significantly increase its network of micro-fulfilment centres and urban fulfilment centres. These facilities will enable faster order processing and delivery while supporting a much broader product catalogue.
Customers will be able to access tens of thousands of products delivered within minutes or a few hours. The service will cover a wide range of categories including:
- Groceries and fresh produce
- Fruits and vegetables
- Frozen foods
- Personal care products
- Fashion and beauty items
- Home and kitchen essentials
- Small appliances
- Daily household necessities
Beyond ultra-fast delivery, Amazon said customers will also have access to over one million products through same-day delivery, more than four million products through next-day delivery, and millions of additional items through Prime’s free and fast shipping network.
Major Investment in Operations and Infrastructure
The expansion is backed by Amazon India’s recently announced investment of $300 million (approximately ₹2,500 crore) focused on strengthening operations, improving logistics capabilities and enhancing workforce welfare.
The company aims to build what it describes as India’s largest “delivery-in-minutes” network, positioning itself to compete more aggressively in the country’s fast-growing quick-commerce market.
‘Sammaan’ Programme Focuses on Delivery Associate Welfare
Alongside its business expansion, Amazon introduced ‘Sammaan’, a comprehensive welfare initiative dedicated to supporting delivery associates across its logistics ecosystem.
The programme includes a range of benefits designed to improve the quality of life for delivery personnel and their families. Key initiatives include:
- Scholarships for children’s education
- Access to government welfare schemes
- Financial inclusion and support programmes
- Comprehensive insurance coverage
- Enhanced road safety measures
- Health and wellness support services
Amazon stated that a portion of its recently announced investment will be allocated towards expanding and strengthening these welfare initiatives.
Expansion of Ashray Rest Centres
As part of the Sammaan initiative, Amazon also announced plans to increase the number of its Ashray rest centres to 250 locations across India this year.
These facilities provide delivery associates with access to clean drinking water, rest areas, mobile charging points, washrooms and other basic amenities. Notably, the centres will remain accessible to delivery personnel from across the logistics industry and will not be restricted to Amazon associates alone.
Amazon Bets Big on India’s Quick Commerce Market
Commenting on the announcement, Samir Kumar, Country Manager of Amazon India, said the company’s rapid growth is driven by increasing customer demand for convenience and speed.
He emphasised that Amazon’s expansion strategy goes beyond technology and infrastructure, highlighting the company’s commitment to ensuring that delivery associates benefit from the growth of the business through improved welfare, education support, healthcare access and safer working conditions.
With the expansion of Amazon Now and the launch of Sammaan, Amazon is signalling a dual strategy of strengthening its quick-commerce footprint while investing in the long-term welfare of the workforce that powers its delivery ecosystem.
As competition intensifies in India’s quick-commerce sector, the move is expected to further accelerate the race among major players to provide faster deliveries, broader product selections and enhanced customer experiences across urban and emerging markets.
