Why Amazon seems so calm about being awfully late to quick commerce

Amazon Now launched in September 2025. It was already two years behind Flipkart, and well behind Blinkit and Zepto. 

Nine months later, it's doing 450,000 to 500,000 orders a day, expanding to 100 cities, and a Blinkit executive is walking through Colaba market, stopping in front of an Amazon dark store in a location Blinkit's expansion head could only dream of.

Amazon has something its rivals don't: 150 million Prime members who already shop five times more frequently. And since bundling quick commerce with Prime, their order frequency has tripled.

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