Flipkart Minutes and Amazon Now: What the New Quick Commerce Players Mean for Brands
Blinkit, Zepto and Instamart built quick commerce in India. But the two biggest marketplaces, Flipkart and Amazon, have now built their own networks fast. For brands already selling on Flipkart or Amazon, that's a new channel close to home. Here's what has been reported.
Timeline
| Date | What happened |
|---|---|
| August 2024 | Flipkart Minutes launches (TechCrunch) |
| February 2025 | Amazon Now begins as a pilot in select areas of Bengaluru, with about 10-minute delivery, starting with groceries and daily essentials (afaqs!) |
| 2025 | Amazon Now expands to Delhi, then Mumbai in September 2025, with over 100 micro-fulfilment hubs across the three cities (Storyboard18) |
| June 2026 | Flipkart Minutes reports 1,000+ micro-fulfilment centres in 130+ cities and 8,000 pincodes, targeting 1,500 by end-2026; Amazon Now reports 500+ centres in 15+ cities, targeting 100 cities and 1,000+ centres (TechCrunch) |
At a glance
| Flipkart Minutes | Amazon Now | |
|---|---|---|
| Network (June 2026) | 1,000+ centres, 130+ cities | 500+ centres, 15+ cities |
| Stated target | 1,500 centres by end-2026 | 100 cities, 1,000+ centres |
| Growth claimed by the company | Orders up about 400% year on year (company figure, not verified by TechCrunch) | Orders growing 25% month on month (Apparel Resources) |
| What's sold | Not detailed in the sources reviewed | 10-minute tier: groceries, essentials, personal care, beauty, pet supplies, small appliances, electronic accessories (Storyboard18, September 2025) |
| Built on | Flipkart's user base: 250 million active users (Apparel Resources) | Prime membership base (Apparel Resources) |
Flipkart has highlighted growth in smaller cities such as Patna, Guwahati, Siliguri and Lucknow, and Amazon says it is expanding Amazon Now beyond groceries into apparel, electronics and home products (TechCrunch, June 2026).
What it means for brands
- Ask your account manager. If you already sell on Flipkart or Amazon, ask whether and how your products can be stocked for Minutes or Now, and on what terms.
- Wider city reach. Flipkart Minutes reports more cities than the older quick commerce platforms, including smaller cities. That may suit brands with demand outside the metros.
- Same disciplines apply: availability in each micro-fulfilment centre, compact pack sizes, shelf life and content. See our guides to shelf life and compliance.
- Keep prices consistent across your marketplace listings and quick commerce, to avoid undercutting yourself.
- Model margins separately. Don't assume quick commerce terms match your marketplace terms. See quick commerce margins and fees.
Comparing all five platforms? See Blinkit, Zepto, Instamart, Flipkart Minutes or Amazon Now: where to launch first.
Frequently asked questions
When did Flipkart Minutes launch?+
In August 2024. By June 2026 it reported more than 1,000 micro-fulfilment centres in over 130 cities.
Which cities is Amazon Now available in?+
Amazon Now started in Bengaluru in February 2025, then Delhi and Mumbai. By June 2026 it reported more than 15 cities, with a target of 100.
Can I sell my products on Amazon Now or Flipkart Minutes?+
The sources we reviewed don't describe a public seller sign-up process. If you already sell on Amazon or Flipkart, ask your account manager about eligibility and terms.
What does Amazon Now deliver in 10 minutes?+
As of September 2025: groceries, daily essentials, personal care, beauty, pet supplies, small appliances and electronic accessories, with larger assortments delivered in hours or the next day.
Sources
We manage purchase orders, dark-store operations and ads on quick-commerce apps for brands, so you grow without losing margin.