Bengaluru: Amazon is accelerating its quick-commerce push in India, planning to expand Amazon Now from 12 cities to 100 cities and build 1,000 micro-fulfilment centres in the coming months. The expansion marks a significant scale-up for the ecommerce giant in a market dominated by Blinkit, Zepto and Instamart.The e-commerce giant is launching three to four stores every day and is banking on its Prime subscriber base, logistics network and wide product selection to grow the business.“We are launching three to four stores every day,” Amazon India country manager Samir Kumar told TOI. “We have a very aggressive plan and are really happy with where we are with Amazon Now.”The push comes as Amazon marks 13 years in India, during which it has invested $40 billion in the country. The company has committed an additional $35 billion over the next five years across ecommerce, cloud infrastructure, logistics and seller enablement.“For sellers, we have enabled $20 billion in exports and we’re going to get to $80 billion in exports by 2030. We have also created over 2 million jobs in India and plan to add another 1 million in the next five years,” Kumar said.Amazon entered quick commerce later than rivals, but Kumar said the company is beginning to see strong traction. Prime customers are shopping on Amazon Now three times more frequently than before, while the business has been growing about 25% month-on-month over the past several months.The company, however, still trails the market leaders on scale. As TOI reported earlier, a UBS note based on channel checks for the December quarter of FY26 estimated Amazon Now’s daily order volumes at 300,000-400,000 across about 450 dark stores. That translates to roughly 700-900 orders per store per day, compared with around 1,400 for Blinkit and 1,034 for Swiggy Instamart during the same period.Unlike rivals that are increasingly expanding into electronics, appliances and other higher-value categories, Amazon believes its key differentiator will be the breadth of its assortment.“We want to carry the largest assortment in minutes delivery for customers anywhere in India,” Kumar said. “Our experience in managing large catalogues and inventory systems gives us an advantage as we scale.”The company is also witnessing a shift in customer behaviour. While grocery and perishables continue to drive demand, purchases in home, kitchen and other non-grocery categories are increasing, lifting average order values.Amazon’s quick-commerce expansion is also tied to growing demand beyond major metropolitan markets. According to Kumar, 70% of new Prime customers are now coming from tier-2 and tier-3 cities, highlighting the next phase of ecommerce growth in India.To support the expansion, Amazon has built a dedicated Amazon Now team of about 100 employees operating with what Kumar described as a startup mindset. The unit has developed technology and operational systems that allow the company to rapidly roll out stores and expand operations. Kumar said innovations developed by the India team have already been adopted by Amazon’s quick-commerce operations in markets including the US, UK, Japan and Brazil.While quick commerce remains a highly competitive and capital-intensive segment, Kumar said Amazon is focused on building a sustainable business rather than pursuing growth at any cost.“It’s not just about growth, it’s also about profitability,” he said, adding that several of the company’s earliest stores are already meeting internal benchmarks on order density, delivery efficiency and basket sizes.