Amazon Now is adopting an aggressive strategy to compete with Blinkit and Zepto. It is offering ₹100 cashback on groceries worth ₹200 and is rapidly expanding its dark store network.
Amazon is betting big on its grocery delivery app, Amazon Now. The company has come out with a new offer: ₹100 cashback on grocery orders worth just ₹200, which will be available in the form of Amazon Pay points. This deal is clearly meant to compete with quick commerce giants like Blinkit and Zepto. This is a big challenge for Amazon, because till now it has lagged behind in the race for India’s fast commerce. Other apps have made both market share and their place among the people. Blinkit and Zepto have now become popular among the people. But now this digital giant is taking big steps to utilize its advantages.
On April 30, Amazon’s CEO emphasized this while speaking at the company’s quarterly results. He also told how fast Amazon Now is growing in India. Andy said, “Amazon Now, which delivers thousands of items in 30 minutes or less, launched in India last year. Orders here are growing 25 percent per month and Prime members are doing three times as much shopping after they started using it.”
Another indication of this big plan of the company is the rapid expansion of the network of dark stores. These are those places from where delivery is done immediately. According to reports, despite launching in December 2024, Amazon Now won’t appear in users’ Amazon apps until summer 2026. This is because now Amazon has enough dark stores.
It is being said that now the company has 750 to 800 dark stores, while Blinkit has 2200 stores. Even though this number is only one-third of the market leader, Amazon is confident that it can provide full service at least in big cities and specific areas.
Why will the cashback formula work for Amazon Now?
When a company’s product and service are good, the cashback formula often proves beneficial. For companies that entered the market late, this is the biggest way to attract customers. In a way, it tells customers that the company is now in the game and invites them to try the service. Whether customers will stay after receiving cashback will depend on their experience. The best example of this comes from the digital payments industry, where Google Pay overcame early players like Paytm and MobiKwik with its jaw-dropping offers, while Amazon Pay has built a small but loyal user base.