Amazon is set to launch a 15-minute delivery service in India, starting with a pilot in Bengaluru. This move intensifies competition with established players like Blinkit, Zepto, and Swiggy Instamart.

Quick commerce is catching up in India, with companies like Zomato's Blinkit and SoftBank-backed Swiggy's Instamart promising deliveries of goods from groceries to electronics as quickly as 10 minutes, challenging e-commerce giants. Seattle-headquartered Amazon is the latest to join the bandwagon.

Instamart's GOV growth has not translated into significant margin improvements, as higher marketing and employee expenses offset gains from reduced contribution margin losses

While Amazon is hesitating to call it quick commerce, the bet is on convenience, value and the wide range of seller networks that Amazon boasts.

The quick commerce foray has reportedly been in the works for months and is rolling out at a time when Indian consumer preferences are shifting rapidly.