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.

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.

Amazon will begin trials for quick commerce operations in India that would see the U.S. e-commerce giant deliver grocery items in 15 minutes or less, it said on Tuesday. Quick commerce is catching up in India,

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.

Amazon India is set to foray in the quick commerce segment. The e-commerce major said it will launch a pilot likely in Bengaluru this month to offer consumers everyday essentials in 15 minutes. Speaking at the sidelines of Amazon Smbhav Summit,

Amazon India on Tuesday confirmed that it will soon launch 15-minute deliveries to take on quick commerce companies like Blinkit and Zepto. The announcement was made at Amazon event called Smbhav Summit in New Delhi.

This initiative marks Amazon's first venture into offering a 15-minute delivery service globally; the initial rollout will include 1,000-2,000 products

This is the first major launch under Samir Kumar’s tenure who took over from former head Manish Tiwary only two months ago.