Amazon is set to launch a 15-minute delivery service in India, starting with a pilot in Bengaluru. This move intensifies competition with established players like Blinkit, Zepto, and Swiggy Instamart.

Instamart's GOV growth has not translated into significant margin improvements, as higher marketing and employee expenses offset gains from reduced contribution margin losses

Amazon will begin trials for quick commerce operations in India that would see the U.S. e-commerce giant deliver grocery items in 15 minutes or less, it said on Tuesday.

The quick commerce foray has reportedly been in the works for months and is rolling out at a time when Indian consumer preferences are shifting rapidly.