Amazon Now, a two-hour delivery service for essential households was launched in Bengaluru back in February. With its success in the city, the service is now being extended to two major metro cities — Delhi and Mumbai. The service is accessible through the Amazon website along with Amazon Now App available for free installation on Google Play Store. Similar to its Bengaluru debut, the service would be available at selected pincodes in these cities.

Talking about Amazon Now, it is grocery delivery platform initiated by Amazon in February. The service was launched in partnership with retail grocery stores like Big Bazaar, Reliance Fresh, Godrej Nature’s Basket, BPCL In & Out, Food World and Good Food. The platform offers its users wide range of products which includes specialty foods, health and personal care, beauty, home & kitchen products, baby items alongside grocery items. The Amazon Now app is only available on Android for now but the company is making efforts to bring it on other platforms as well.

The app offers two delivery options for its users namely — Express delivery for delivery of products within two hours of order placed and scheduled delivery for delivery at a preset time and date. Customers can place the order between the time slot of 10 a.m. to 10 p.m. by ascertaining eligibility of their pincode for delivery at the home page of website or app.

Upon the extension of Amazon Now service in Delhi and Mumbai, Saurabh Srivastava,  Amazon India said,

Our aim is to delight our customers with the best selection and pricing across our platforms along with a delightful delivery experience. And one such offering – AmazonNow has witnessed an amazing uptake by customers in Bangalore. The positive response prompted us to expand to Delhi and Mumbai, to be able to service our customers in these cities too and enable them to shop for their everyday essentials or over 5000 products from the ecosystem of their local stores and get them delivered within two-four hours.

As a promotional strategy Amazon would be offering free delivery to its customers in Delhi and Mumbai on all orders. Previously Amazon had advanced a scheme of 20% cashback in Bengaluru for app’s appraisal. Still Amazon Now has a long way to go to compete against established players in the market like Grofers or BigBasket, who’ve managed to gain mass traction.

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