Complete guide to selling on Amazon Now (Amazon Fresh quick delivery). Covers eligibility, onboarding, fee structure, and strategies to maximize sales on Amazon's Q-commerce platform in India.
Amazon Now — operating under Amazon Fresh — is Amazon India's quick commerce service offering 2-hour and same-day delivery for groceries, essentials, and daily-need products. While competitors like Blinkit and Zepto focus on 10-15 minute delivery, Amazon Now differentiates with wider assortment, Amazon's trust factor, and Prime member benefits.
Key highlights of Amazon Now in 2026:
| Feature | Amazon Now | Blinkit | Zepto | Flipkart Minutes |
|---|---|---|---|---|
| Delivery Time | 2 hours / Same-day | 10-15 min | 10-15 min | 10-30 min |
| Cities | 50+ | 30+ | 20+ | 25+ |
| Prime Benefits | Yes ✅ | No | No | No |
| SKU Count | 10,000+ | 5,000-8,000 | 4,000-6,000 | 5,000-7,000 |
| Avg Order Value | ₹500-800 | ₹350-500 | ₹300-450 | ₹350-500 |
| Commission | 3-18% | 5-25% | 5-22% | 5-20% |
| Key Advantage | Prime ecosystem + trust | Speed leader | Speed + tech | Flipkart users |
Amazon buys directly from you at wholesale prices and sells to customers. Best for established FMCG brands with high volume.
You list products on Amazon Fresh, manage pricing, and fulfill through Amazon's dark stores. More control over pricing and branding.
Local kirana stores and retailers can list their inventory for hyper-local delivery. Ideal for fresh produce, dairy, and bakery items.
If you're already an Amazon India seller, you can apply for the Amazon Fresh program from Seller Central. New sellers need to:
Once live, your products appear in Amazon Fresh and Amazon Now sections. Use Seller Central analytics to track performance.
| Category | Commission % |
|---|---|
| Grocery & Gourmet | 3-8% |
| Beverages | 5-10% |
| Personal Care | 8-15% |
| Baby Products | 6-12% |
| Health & Wellness | 8-15% |
| Home & Kitchen | 10-18% |
| Pet Supplies | 8-15% |
Fixed ₹5-25 per item depending on the order value tier.
| Component | Amount |
|---|---|
| MRP | ₹250 |
| Selling Price | ₹230 |
| Referral Fee (8%) | -₹18.40 |
| FBA Fee | -₹25 |
| Closing Fee | -₹10 |
| GST on Fees (18%) | -₹9.61 |
| Net Realization | ₹166.99 |
CPC-based ads that appear in Amazon Fresh search results. Average CPCs are ₹4-12 for grocery categories, making it more affordable than regular Amazon advertising.
Banner ads featuring your brand logo, tagline, and multiple products. Ideal for brand awareness within the Fresh/Now ecosystem.
Time-limited promotional offers that appear on the Amazon Fresh deals page. Great for clearing inventory and driving trial purchases.
Enable Subscribe & Save for repeat-purchase products like groceries and personal care. Customers get 5-15% discount and you get predictable recurring revenue.
Amazon Fresh participates in all major Amazon sale events — Prime Day, Great Indian Festival, Republic Day Sale. Stock 3-4x normal inventory during these periods.
Many Amazon Now orders come through Alexa. Optimize product titles for natural language queries like "order Amul milk" or "buy Maggi noodles."
Products with Subscribe & Save enabled see 30-40% higher repeat purchase rates. Essential for FMCG and daily-need categories.
Create a dedicated Amazon Brand Store that showcases your full product range within Fresh. Drives cross-selling and increases average order value.
Yes. Amazon Now has been rebranded as Amazon Fresh in most cities. The quick delivery service (2-hour window) operates under the Amazon Fresh umbrella. Some users still search for "Amazon Now" which redirects to Amazon Fresh.
For Amazon Now/Fresh quick delivery, FBA is mandatory. You must inward inventory to Amazon's fulfillment centers. However, you can sell via Easy Ship for standard Amazon orders simultaneously.
Amazon recommends sending at least 2-4 weeks of estimated demand per fulfillment center. There's no strict minimum, but too little inventory leads to stockout penalties.
Amazon settles payments on a 7-day cycle for sellers and 30-60 day cycle for vendors. Payments are deposited directly to your registered bank account.
Amazon Fresh operates in 50+ cities including all metros (Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Kolkata, Pune) and major Tier-2 cities. Coverage is expanding rapidly in 2026.
Yes, absolutely. In fact, this is the recommended approach. You can maintain separate inventory pools — FBA for Fresh and Easy Ship/FBA for standard Amazon. This maximizes your reach across both delivery models.
For non-perishable items, standard Amazon return policy applies. For perishable items, Amazon offers instant refunds without requiring physical return — the cost is shared between Amazon and the seller based on the fault.
Amazon Now offers higher average order values (₹500-800 vs ₹350-500), wider product assortment (10,000+ SKUs), Prime member loyalty, and Amazon's advertising ecosystem — making it ideal for brands seeking profitable Q-commerce growth over pure speed.
Need help selling on Amazon Fresh / Amazon Now? SW Cybernetics is an Amazon SPN-verified agency that has helped 500+ brands launch and scale across Amazon's ecosystem.
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Step-by-step checklist covering Amazon Fresh program application, FBA inwarding, Subscribe & Save setup, and advertising launch strategy.
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