Global retail giant Amazon has formally entered the quick commerce (Q/C) segment in India, with a soft launch in select parts of Bengaluru. The service is being made available through a dedicated tab in Amazon’s main app, marking a significant move into a high-growth, high-competition delivery space.
According to a note by Jefferies, Amazon’s quick commerce offering appears to have a broad category spread, extending well beyond groceries, though it currently lags established players in depth and presence.
The brokerage notes that Amazon’s pricing is sharply competitive, especially for Prime members, who are seeing deeper discounts than many existing players in the Q/C space. However, despite this aggressive pricing, Jefferies highlights that the entry is still late, and the quick commerce landscape is already intensely competitive, dominated by players such as Swiggy Instamart and Zepto.
Jefferies believes the competitive intensity will further increase, with Amazon’s arrival putting pressure on incumbents like Swiggy and new player Eternal, which are already battling for market share in an evolving segment where scale, supply chain efficiency, and retention economics are critical.
While Amazon’s foray into Q/C could disrupt the space, Jefferies cautions that execution, delivery reliability, and geographic expansion will be key if it hopes to catch up with rivals who have already invested heavily in last-mile infrastructure and customer loyalty.
Disclaimer: The views expressed are those of the brokerage firm and do not constitute investment advice by Business Upturn. Investors are advised to consult financial experts before making investment decisions.
