Amazon's quick-commerce service, Amazon Now, has expanded to over 120 cities in India, doubling its reach in just two weeks.

The service now runs through around 800 micro-fulfilment centres, and the company says it is targeting more than 300 cities. Amazon Now promises delivery of daily essentials within minutes.

Harsh Goyal, head of the unit, said it is the fastest-growing business in Amazon India's history, with orders doubling every quarter.

The company is targeting 1 billion dollars in annualised gross sales from the service, underlining how seriously it is betting on instant delivery.

The aggressive expansion puts Amazon in direct competition with quick-commerce leaders like Blinkit, Swiggy Instamart and Zepto, which have been racing to add dark stores across the country.

Industry watchers say quick commerce is one of the fastest-growing segments in Indian retail, driven by urban demand for instant delivery of groceries, medicines and household items. With Amazon now in the fray, analysts expect deeper discounts and faster delivery promises as the battle for the 10-minute delivery slot intensifies.