Amazon is significantly scaling its quick commerce play in India, announcing the rollout of more than 100 Urban Fulfilment Centres that will offer four times more product selection delivered in minutes a major expansion of its Amazon Now platform timed ahead of Prime Day 2026.
Urban Fulfilment Centres are larger-format facilities that build on Amazon Now’s existing network of over 1,000 Micro-Fulfilment Centres across 100 cities, adding a new infrastructure layer designed to dramatically widen the range of products available for rapid delivery. While Amazon Now previously focused on groceries, personal care and daily essentials, the new centres will extend quick delivery to apparel, electronics, jewellery, shoes, luggage, watches, furniture, musical instruments and more, bringing the platform closer to a full-spectrum same-session shopping experience.
The centres will progressively launch across Bengaluru, Chennai, Delhi-NCR, Hyderabad and Mumbai.
Abhinav Singh, Vice-President of Operations at Amazon India, APAC, Middle East, Africa and Turkiye, said the expansion was the result of over a decade of infrastructure investment. “With the launch of Urban Fulfilment Centres, we are bringing inventory closer to customers, enabling faster deliveries across a wide selection offered by our sellers,” he said, adding that AI-driven inventory planning and demand forecasting were central to making the speed and scale possible.
The Urban Fulfilment Centre rollout is part of Amazon’s broader investment of over Rs 2,800 crore, approximately USD 300 million, directed at strengthening its India operations network, with a focus on associate safety, health and financial wellbeing alongside infrastructure build-out.
As part of the same investment push, Amazon has also expanded its Ashray programme — dedicated rest points for delivery associates at high-footfall locations, offering air-conditioned seating, drinking water, washrooms, charging stations and first-aid kits. The Ashray network is set to grow from 100 to 250 centres in 2026, and is open to delivery associates regardless of which company they work for.
Amazon currently offers tens of thousands of products delivered in minutes or hours, over one million available for same-day delivery, and over four million for next-day delivery across India.
The announcement positions Amazon more aggressively against Blinkit, Swiggy Instamart and Zepto, which have built dominant quick commerce operations in Indian metros over the past three years. Amazon’s differentiation play appears to be selection depth — the ability to deliver not just groceries but high-value categories like electronics and apparel at quick commerce speeds, a segment none of its rivals have cracked at scale.
