Amazon CEO Andy Jassy on Wednesday, 24 June declared Amazon Now the company's fastest-growing ecommerce business in India, citing order volumes that have been doubling every quarter since the quick-commerce service launched in the country. Jassy made the remarks after visiting an Amazon Now micro-fulfillment centre in one of Mumbai's busiest neighbourhoods.

What Jassy Saw on the Ground

The visit took Jassy inside a micro-fulfillment centre designed to pick and dispatch everyday essentials — groceries, shampoo, baby products, and household items — within minutes of an order being placed. 'Great to be in India and visit an Amazon Now micro-fulfillment center in one of the busiest areas of Mumbai,' Jassy said. 'The things you need quickly — groceries, shampoo, baby products, and more — get picked and delivered just minutes after ordered,' he added.

The Growth Numbers Behind the Claim

Jassy pointed to two headline metrics that underpin Amazon's confidence in the segment. First, Prime members who begin using Amazon Now triple their shopping frequency after adoption. Second, overall order volumes have doubled every quarter since the service's India launch. 'Customers are loving it… Prime members triple their shopping frequency once they start using it, and we've seen orders double every quarter since launch,' he said.

Expansion Plans: 300-Plus Cities

Amazon plans to extend the service to more than 300 cities across India as part of a broader ambition to build the country's largest delivery-in-minutes network. The scale of that target puts the company in direct competition with established quick-commerce players such as Blinkit, Swiggy Instamart, and Zepto, which have been aggressively expanding their own dark-store footprints.

India as a Global Innovation Lab

Notably, Jassy said the operational lessons and innovations developed while building the quick-commerce model in India are now being applied to scale similar services in the United States and other international markets. This positions India not merely as a growth market but as a product-development engine for Amazon's global logistics strategy — a rare designation for any single country operation.

What Comes Next

Jassy expressed confidence that the company is 'still at the beginning of what is possible' in India, crediting the teams, associates, and partners who have built the business. With quarterly order-doubling as the baseline and a 300-city expansion on the horizon, the quick-commerce race in India is set to intensify sharply in the months ahead.