Amazon India has scaled up the Amazon Now app, its two-hour doorstep delivery service of daily essentials with over 10,000 products, and re-branded it ‘Prime Now.’
The e-tailer has launched exclusive express two-hour delivery for Prime members any time between 6 am and midnight. Orders can be placed as late as 10 pm for midnight delivery.
The app-only service available on Android and iOS devices, which was launched in Bengaluru in February 2016, followed by Delhi, Mumbai and Hyderabad the same year, is available only to customers in these four cities. The expanded selection across categories like fruits and vegetables, groceries, staples, meats, home and kitchen, electronics, and soft furnishings are fulfilled by Amazon through the Now Store, as well as by supermarkets such as BigBazaar, and local speciality sellers like Licious and Pescafresh.
“On Prime Now customers can shop for products from our Now Store which is fulfilled by Amazon. We have invested in 15 customised Fulfilment Centres (FCs) for faster deliveries and chill chains in Bengaluru, Mumbai, Delhi and Hyderabad, for leafy products and dairy products... quantities ordered have grown by 90 per cent monthly since the launch of the Now Store” said Siddharth Nambiar, Head of Prime Now, Amazon India.
The online grocery market is one of the fastest growing categories in e-commerce, and is expected to touch $4-5 billion in 2020 growing at a CAGR of 60 per cent, as per estimates by RedSeer Consulting.