Amazon is strengthening its bet in India with new investments in the areas of e-commerce, express commerce, artificial intelligence and exports, as the company describes the current period as the most aggressive phase of expansion in the country to date.This renewed push comes after Amazon announced plans to invest $35 billion in India by 2030, in addition to the $40 billion it has already invested in the country.“If you look at our investments, we are one of the largest investments in India… $35 billion over the next five years, $80 billion of export enablement, continuing to invest in Amazon now and agility with 100 cities and 1,000 micro fulfillment centres, so we are in the most aggressive phase of expansion in India so far, and we are here to play long term and win in India,” Sameer Kumar, Amazon India country director, told PTI.The comments come at a time of intense competition in India’s online retail and commerce sectors, as companies race to expand delivery networks and enhance product offerings.Kumar said Amazon remains focused on improving the customer experience despite increasing market complexity and competitive pressures.“I continue to focus on building the right experience for our Indian customers, and from what I know, and spending time with my senior leaders, they are very committed to that,” Kumar said.
He reiterated that Amazon views India as a long-term market and intends to continue investing heavily.“We believe we are building for the long term, and we continue to invest in India significantly, and for the long term as well,” he added.
Focus on compliance
Asked about increased regulatory scrutiny of e-commerce and digital platforms in India, Kumar said the company’s approach remains consistent with its operations in other markets.“We have regulatory compliance around the world, we operate a compliant business around the world, so the regulatory pressure or regulatory challenges in India are no different from challenges around the world, and for me, making sure that we are running a compliant business in India is extremely important, and we are doing that,” he said.Today, Amazon has a diversified presence in India that includes e-commerce, digital payments, cloud services, streaming entertainment, logistics, hardware and seller services.
Fast trade
The company has also expanded into quick commerce through Amazon Now, entering a segment that has emerged as one of the fastest growing areas of India’s digital economy.What started as a category focused on delivering groceries and essentials quickly expanded to include electronics, beauty products, home goods and fashion accessories, driven by rising consumer demand for speed and convenience.The market has attracted strong investments from players such as Blinkit, Zepto, Instamart, Flipkart and Amazon as they seek to expand networks, strengthen supply chains and expand product assortments.Kumar asserted that Amazon could emerge as a leader in express commerce over time, citing the company’s product selection, key ecosystem and logistics network.He also dismissed concerns that Express Commerce is cannibalizing traditional e-commerce, arguing that it is essentially a “speed equation” within the broader online retail market.According to Kumar, Amazon’s 13-year effort to build product selection and scale e-commerce in India provides a foundation that will be difficult for competitors to imitate.
