Amazon's quick-commerce service, Amazon Now, has reported a 25% month-over-month increase in orders, as stated by CEO Andy Jassy during the company's Q1 2026 earnings call. This service, which provides delivery in 30 minutes or less, has gained popularity among Prime members, who reportedly triple their shopping frequency once they start using it. Currently available to tens of millions of customers across nine countries, Amazon Now is set to expand its reach to 100 cities in India, including Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, and Ahmedabad. To support this growth, Amazon is investing over ₹2,800 crore ($300 million) to enhance its logistics and fulfilment infrastructure, including the establishment of more than 1,000 micro-fulfilment centres. The rapid growth of quick commerce in India is reflected in the operations of over 5,700–6,000 dark stores by various players, catering to approximately 230 million people, or 17% of India's population.