Amazon Now, built in India, is live in nine countries

Amazon Now, the quick commerce service Amazon first launched in Bengaluru in 2025, is now running in nine countries and more than 250 cities and towns, chief executive Andy Jassy said on the company’s latest earnings call.

Gross sales and units sold on the service each grew about 80% quarter on quarter, and the customer base grew more than 60% over the same period. Jassy said orders in India are rising about 25% month on month, and that Prime members triple their shopping frequency once they start using it. The service delivers everyday essentials in 30 minutes or less. International markets now include the UAE and Egypt.

The India origin is the part worth sitting with. Amazon Now was built here, under direct pressure from Blinkit, Zepto and Swiggy Instamart, in the most contested 10-minute market anywhere. It is now being exported as a template rather than adapted from a Western one.

For sellers that changes what a quick commerce listing is worth. Assortment decisions, pack sizes and pricing logic proven on Amazon Now in India are the same ones Amazon category teams will carry into nine other markets. Getting the everyday essentials range right here builds an internal case study that travels.

The near-term read is simpler. Tripled Prime frequency means the same customer is buying more often across the wider Amazon catalogue, not only in the 30-minute basket. If your category sits anywhere near daily essentials, expect a growing share of your Amazon demand to arrive through Now rather than the main storefront, and place inventory accordingly.