Amazon India is set to discontinue its Fresh service in 10 to 15 major cities as part of a strategic pivot towards its quick commerce platform, Amazon Now. According to a report by UBS Global Research, this decision comes as Amazon seeks to streamline operations and focus on meeting the growing demand for rapid delivery services. Currently, Amazon Fresh operates in 120 cities, but will be phased out in key urban areas where Amazon Now is expanding. Launched in June 2025 in Bengaluru, Amazon Now has since entered cities like Delhi and Mumbai, and is projected to expand to the top 10-15 cities that account for 80% of the quick commerce demand. The service is currently fulfilling 300,000-350,000 orders per day and competes with other quick commerce platforms such as Instamart, Blinkit, and Flipkart Minutes, which is also rapidly increasing its dark store network. As e-commerce companies adapt to the rising demand for quick delivery, Amazon's shift signals a significant change in its operational strategy.