For more than a decade, India’s ecommerce giants Amazon and Flipkart have battled it out every festive season with their mega sale campaigns — the Great Indian Festival and the Big Billion Days — drawing in millions of shoppers.

With quick commerce now seeing record adoption, a host of platforms are now vying for a bigger slice of festive spending. Amazon, though a late entrant to the quick commerce race, isn’t ready to miss out on the festive windfall either, thanks to its 10-minute delivery offering, Amazon Now.

After pilot runs in Bengaluru (December 2024) and Delhi (July 2025), the Amazon Now service has just been rolled out in Mumbai, just ahead of the festive shopping frenzy.

According to the company, the response in the first two cities exceeded expectations, with daily orders growing 25% month-on-month and Prime members tripling their purchase frequency after adopting Amazon Now.

This makes us wonder: how exactly is Amazon positioned to cash in on the festive mania with its toe now in the quick commerce waters? Let’s find out…

Breaking Into Mumbai: A Strategic Gambit

Amazon’s decision to roll out its 10-minute delivery service, Amazon Now, in Mumbai just days ahead of the annual festive sales is far from accidental; it’s strategic.

“Launching Amazon Now during this window allows Amazon to ride the festive shopping wave while introducing the service to a large, motivated audience. It also increases the likelihood of long-term adoption — a shopper who tries quick commerce for the first time during Diwali and enjoys the........

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