Amazon Fresh is Amazon.in’s comprehensive grocery service that enables sellers to offer an extensive selection from farm-fresh fruits and vegetables to household essentials, with convenient two-hour delivery slots. Amazon Fresh sellers offer a comprehensive selection of over 40,000 products, a tenfold increase from just 4,000 in 2023. This includes fresh fruits and vegetables, staples, dairy, packaged foods, frozen items, beauty, baby and personal care, pet supplies, and a growing portfolio of regional products. With 3,000+ regionally loved favorites from Rajdhani atta and Eastern masalas to GRB sweets and Sri Bhagyalaxmi staples – customers can shop for daily needs while savouring their preferred tastes, preferences, and traditions.

“Amazon Fresh has grown 4.5X in reach and 10X in selection in just two years, transforming how families across India shop for groceries online,” said Srikant Sree Ram, Director, Amazon Fresh India. “By expanding to over 270 cities, we are making household essentials and festive favourites available to more households than ever before. This has been possible because of the expansion in Amazon Fresh seller’s network and presence across cities, combined with Amazon’s advanced delivery capabilities, establishing one of India’s largest omnichannel grocery networks. This Amazon Great Indian Festival, our focus is on delivering freshness, savings, and convenience, enabling customers to have everything they need while spending more time celebrating with their loved ones.”

Vinod Nambiar, Managing Director, More Retail Limited (MRL), a seller on Amazon Fresh, said, “We are delighted with the growth on Amazon Fresh. We have converted more than 370 of our More offline stores to also serve Amazon Fresh customers. This has enabled our business on Amazon Fresh to grow at 65% year-on-year in 2024, and it continues to grow significantly.”

Amazon Fresh sellers have established a robust farm-to-doorstep network, partnering directly with more than 13,000 registered farmers across India. Every item delivered to the customers undergoes a rigorous four-step quality process: inspection at local collection points, grading & sorting, temperature-controlled storage, and final quality checks.

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To ensure freshness and quality, Amazon Fresh sellers source fruits and vegetables from over 11,000 farmers. All products undergo a rigorous ‘4-step quality check’ process before reaching customers’ doorsteps. This commitment to quality has contributed to the increasing customer preference for Amazon Fresh, driven by its savings, vast selection, and reliable deliveries.

Srikant Sree Ram, Director, Amazon Fresh India, said, “Our expansion to 170+ cities/towns allow Amazon Fresh to extend its reach into India’s tier-2, tier-3 cities/towns and beyond, offering consumers access to high-quality groceries at competitive prices, delivered conveniently to their doorstep. With 50% growth in the second half of 24’ vs 23’, we have seen consumers have appreciated Amazon Fresh for savings, vast selection, and reliable slotted deliveries. Our goal is to revolutionize online grocery shopping in India and make every purchase a seamless and rewarding experience for our customers.”

The expansion of Amazon Fresh to cities/towns like Gorakhpur, Chitoor, Ambala, Vijaywada and many more means more customers can now enjoy great savings and exciting deals from Amazon Fresh sellers and bank partners while building their weekly and monthly grocery baskets. This expansion is set to transform the online grocery shopping experience for customers across India.

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Commenting on the expansion, Srikant Sree Ram, Director, Amazon Fresh IN, said ‘‘Amazon Fresh is reshaping grocery shopping in India. We bring fresh produce and daily essentials right to our customers’ doorsteps across 130 cities in India. Our expansion and focus on quality products demonstrate our commitment to serving customers and offering them the best online shopping experience for fresh produce and daily essentials. Additionally, customers can benefit from cashback, offers, and bank discounts, adding value to every purchase.’’

Amazon Fresh provides a streamlined shopping experience through an app-in-app for groceries on Amazon.in, featuring convenient options like personalized widgets, a buy again option, and reminders to ensure frequently shopped items are not forgotten during checkout. Recently, the brand has launched various thematic stores and events, such as the mango store, summer store, and IPL store, offering the best value across a wide selection of high-quality groceries.

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Srikant Sree Ram, Director, Amazon Fresh India, said, “Our customer base expanded with a 20% rise in ice cream shoppers and a 33% surge in those purchasing dairy and dairy alternative beverages. To meet the diverse preferences of our customers, we curated a comprehensive selection of products, ranging from frozen desserts to premium natural fruit-based ice creams and healthier alternatives, including sugar-free, vegan, and low-calorie options, catering to evolving consumer demands.”

He further added that among cities, Delhi emerged as the top consumer of ice creams, followed closely by Mumbai and Bengaluru, while Mumbai led in dairy beverage purchases, trailed by Delhi and Bengaluru. “Vanilla emerged as the most beloved ice cream flavor, and Buttermilk, the most preferred beverage of the season among buttermilk, lassi, flavored milk, milkshakes, smoothies, dairy alternatives such as almond and oats milk among others.”

Amazon Fresh offers free shipping, i.e., free delivery on all orders above INR 249. Through attractive offers such as “Buy More Save More,” super saver deals, and monthly/weekly cashback on basket purchases, customers are empowered to save significantly on their grocery needs.

The company also offers a simplified shopping experience, with a dedicated app-in-app for grocery, and convenient features like personalized widgets, buy-again option, and reminders to ensure that frequently shopped items aren’t forgotten during checkout. “Customers love the easy selection and navigation, and our recent launch of multiple thematic stores and events like mango store, summer store, cricket store etc. offers them the best value across our entire selection and high-quality groceries,” said Ram.

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STORE HIGHLIGHTS

Retailer/ Brand Name: Amazon Fresh
Company Headquarters: Bangalore; Has other offices in 5 different locations Chennai, Hyderabad, Delhi, Mumbai, and Pune
Parent Company: Amazon India, a subsidiary of the American e-commerce company Amazon, in Seattle
Launch Year: Aug. 2019 — for select pin codes in Bangalore; Nov. 2021 — Relaunched as a single unified store after integration of Fresh and Pantry

KEY SPECS

Retail Format: Online Supermarket
Key Executives: Srikant Sree Ram, Director, Amazon Fresh
Key Product Categories: Fruits & Vegetables; Frozen and Chilled products; Dairy and Meats; Dry Grocery; Staples; Snacks; Beverages; Packaged Food; Cooking Essentials; Household Supplies; Pet Food; Personal & Skin Care; Baby products; and lots more
Delivery Schedule: Two-hour delivery service; 1-3 day delivery Delivery Order Value: If you are a Prime member, you can schedule free delivery for your Amazon Fresh orders above Rs. 199. For Non-Prime members, a minimum order value of Rs. 199 is required to place an order and no additional charge for scheduled deliveries for orders above Rs. 600. A fl at delivery fee of Rs. 29 is charged for orders below Rs. 600 for Non-Prime members.
Geographical Area of Operations: Over 300 cities for delivery in 1-3 days; 35 dedicated sites across 14 cities in India for delivery in 2 hours — New Delhi, Gurugram, Noida, Mumbai, Thane, Vashi, Ahmedabad, Jaipur, Pune, Bengaluru, Mysore, Chennai, Hyderabad and Kolkata

PERTINENT NUMBERS

Customer Catchment: Nearly 65% of orders and over 85% of new customers on Amazon.in are from Tier II & III cities
Storage & Fulfillment: Amazon India has more than 60 fulfillment centers and more than 25 specialized sites dedicated to Amazon Fresh selection for daily essentials and grocery; ~1 million sq.ft. of dedicated space for storage and fulfillment of tens of thousands of curated items in the Amazon Fresh selection
Farmer Network: Over 4,500 farmers and Farmer Producer Organizations (FPOs); 5 Farmer Centres; Sells 120 directly farm-sourced fresh fruits and vegetables through its farmer centres
Sourcing & Procurement: Sources over 200 metric tonnes of fruits and vegetables from collection centers close to the farms daily with payment made to farmers within 4 hours Employee Base: Amazon India has over 1 lakh delivery partners and about 65,000 employees working across verticals in India
Future Plans: Be the most automated digital grocer in India; Bring more local sellers and farmers on its platform; Keep upgrading the shopping experience with new features and enhancements while continuing to expand the infrastructure and widen the coverage to more cities and towns.

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