Amazon plans to scale back its Amazon Fresh grocery delivery service in 10-15 major Indian cities, focusing instead on faster deliveries through its AmazonNow platform, according to reports.
For years, Amazon Fresh acted as a middle layer in the company’s grocery delivery network, providing same-day or next-day deliveries and supporting larger orders. This model is now facing challenges from both slower scheduled deliveries and the growing popularity of quick commerce.
As a response to this challenge, Amazon is shifting its focus to AmazonNow, that is part of the company’s quick commerce strategy and operates in some Indian cities. The AmazonNow service is expected to expand to 10–15 cities, gradually taking over from Amazon Fresh, focusing on smaller, frequent orders in urban areas. Under this approach, Amazon’s national shipping network will continue to manage planned orders, offering scale and variety, while AmazonNow will focus on faster, convenience-oriented deliveries.
