Flash Delivery: Amazon Now Brings 10‑Minute Service to Bengaluru
Flash Delivery: Amazon Now Brings 10‑Minute Service to Bengaluru
With Amazon entering the quick commerce scene, players like Zepto and Blinkit are ramping up their strategies. Explore the impact of rising competition and the financial struggles ahead.
The already crowded quick commerce market, currently dominated by Zepto, Instamart, and Blinkit from Zomato, is expected to become even more competitive with Amazon's entry. These platforms are focusing twice as much on retaining customers and have aggressively grown their dark store networks. The previous quarter saw a sharp increase in losses for both Blinkit and Swiggy, which they attributed to increased competition.
Blinkit, Swiggy Face Soaring Losses
In Q4 2025, Blinkit's adjusted EBITDA loss increased by 381% year over year to ₹178 crore from ₹37 crore. At the time, the business declared that it would not allow short-term profitability targets to impede its aggressive pursuit of market share growth in the face of increased competition.
Instamart Delays Profit Goals Amid Losses
In contrast, Instamart's adjusted EBITDA loss in Q4 2025 increased by more than 1.5 times, to ₹ 840 crore from ₹ 307 crore. The business has increased its investments for market expansion in the face of increased competition because it believes that the level of competition will likely stay high shortly. It moved its contribution margin break-even dates to Q3FY26–Q1FY27 in light of all of this.
Zepto Cuts Burn, Boosts Efficiency
On the other hand, Zepto recently revealed that its cash burn decreased by 65% between January and May 2025, while its EBITDA improved by 20%. The company's monthly gross order value increased from ₹750 crore in May 2024 to ₹2,400 crore in May 2025. Aadit Palicha, the company's CEO, stated that he anticipates that by the next quarter, the vast majority of dark stores will be completely EBITDA positive, and that the company's operating cash flow and EBITDA will be only a few hundred basis points short of break-even.
The Road Ahead
Amazon has made it clear that it is prepared to take on platforms that are changing the way Indians shop for daily necessities with the launch of Now. There is a reason why Bengaluru was selected to host Amazon Now's launch. Because of the city's dense urban layout, tech-savvy populace, high smartphone penetration, and readiness to embrace new consumer trends early, it has emerged as a testing ground for the majority of quick commerce companies. Bengaluru presents the perfect environment for the expansion of ultra-fast delivery services due to its large working professional population and convenience-first culture.
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