Amazon’s quick commerce service Amazon Now has expanded to more than 120 cities in India, doubling its reach in just two weeks.

The service, which delivers groceries and daily essentials in minutes, now operates around 800 micro-fulfilment centres. Amazon said it is targeting 300 cities.

Harsh Goyal, who heads the business, said the rapid expansion reflects strong customer demand. Quick commerce has become one of the fastest-growing segments of Indian retail.

Amazon Now competes with Blinkit, Swiggy Instamart and Zepto in the crowded 10-minute delivery space. The company is betting that its logistics network and Prime membership base will give it an edge.

The expansion comes as Amazon pushes deeper into Indian retail. Analysts said the quick commerce battle will be decided by execution in smaller cities, where unit economics are tougher. Amazon’s aggressive rollout signals it intends to be a serious player rather than a niche entrant in the segment.