Summary of this article
Amazon expands Now service to 300 Indian cities
Swiggy and Eternal stock prices dipped in early trade.
Global ecommerce giant challenges dominant local quick commerce players.
Shares of quick commerce players Swiggy and Eternal are set to be in focus today on June 25 following Amazon India’s announcement regarding the expansion of its ultra fast delivery business, Amazon Now.
As the announcement came close towards the end of June 24’s trading session, the stocks are expected to be in focus today as investors factor in the potential impact of the announcement. In early trade Swiggy shares slipped nearly 2 per cent to a low of Rs 240.15 apiece on the NSE. On the other hand, Eternal shares slipped 1.5 per cent to a low of Rs 252.5 apiece on the NSE.
Amazon's Quick Commerce Bid
Amazon India has announced on June 24 that it plans to build the largest delivery in minutes network in the country by scaling its Amazon Now service. The global ecommerce giant’s Indian arm seeks to expand its quick commerce across 300 cities in India.
To support the ramp up of its geographical expansion, Amazon is building a network of micro fulfillment centers to deliver a wide array of products in minutes. Along with the announcement of the expansion, the company also announced a welfare initiative called Sammaan to support its expanding fleet of gig workers.
According to the official About Amazon India news portal, a portion of a $300 million investment will fund the Sammaan program to provide scholarships, upgraded insurance, and rest centers for delivery associates.
Samir Kumar, the Country Manager for Amazon India, claimed in a release that Amazon Now is the fastest growing ecommerce business in Amazon India’s history with orders doubling every quarter since its launch in June, 2025.
"Amazon Now is the fastest-growing ecommerce business unit in Amazon India's history with orders having doubled every quarter since launch. We are seeing a great response from customers, especially Prime members who triple their shopping frequency once they start using Amazon Now," Kumar said.
How Amazon's Quick Commcerce Bid Affects Eternal and Swiggy
To understand why the development is set to affect Eternal and Swiggy one needs to understand the timeline of quick commerce’s entry into India. The Indian quick commerce ecosystem evolved from traditional, slot-based e-grocery services into ultra-fast 10-to-30 minute delivery networks. Early players like Dunzo and Grofers (later rebranded as Blinkit) delivered products on the same day till Zepto’s entry which shifted the paradigm to ten-minute delivery in 2021.
Thus the market became fragmented between a few dominant players and now the entry of a global behemoth like Amazon threatens the dominance of existing players like Eternal and Swiggy. Notably, the top three platforms control 95 per cent of the market, Blinkit , Zepto and Swiggy Instamart.
Eternal, the parent entity of Blinkit, currently holds a 46 per cent share of the Indian quick commerce market based on 2026 data from market research and data analytics firm Datum Intelligence. The firm operates through an infrastructure comprising 2,243 dark stores and 27 million monthly users. While its exact city count remains unspecified in recent public filings, the network covers dozens of key urban centers.
Amazon's ambition to reach 300 cities poses a challenge to Eternal by pushing the quick commerce battleground deep into tier two and tier three regions. On the other hand, Swiggy is also set to face competition from the entry of a new player. According to Datum’s Q4 FY26 sector analysis, Swiggy Instamart holds an estimated 18 to 22 percent market share. The platform currently operates 1,143 dark stores spread across 129 cities. While Swiggy has actively targeted smaller cities, Amazon's established logistics network for its ecommerce platform is likely to give it an edge in achieving a bigger geographic footprint.
Amazon Now’s 300 city expansion is also expected to affect the IPO bound Zepto. Zepto currently commands a 20 to 30 per cent market share and operates 1,139 dark stores across 66 cities according to the DRHP.
Beyond market share, the quick commerce race is also defined by the company’s ability to provide a diversified offering within minutes. Swiggy Instamart offers an average of 15,000 to 20,000 SKUs according to a report by Mark24, a marketing intelligence platform. Eternal's Blinkit provides a catalog ranging from 30,000 plus Stock Keeping Units according to a case study on the company on FounderPin, a startup consulting firm.
Meanwhile, IPO bound Zepto has expanded its assortment to offer 46,623 SKUs at a dark store geography level during Fiscal 2026 according to its draft papers. Amazon Now aims to rival this by leveraging its massive existing retail inventory.
Additionally, Amazon is likely to benefit from its existing user base, providing an acquisition advantage. According to 2025 statistics from Couponsly, a digital coupon and deals platform, Amazon India has an active user base of over 150 million customers.
