Amazon Fresh strengthens presence in tier-2, tier-3 towns

Amazon India is expanding its full-basket grocery service, Amazon Fresh, to over 170 cities. This move will expand its reach to tier-2 and tier-3 towns. This comes at a time Amazon Fresh has emerged as one of the fastest-growing categories on Amazon.in

Srikant Sree Ram, Director of Amazon Fresh India, told businessline, “ Over the past 2-3 years we have been on an expansion mode as we want Amazon Fresh services to be as widely available as possible. In late 2021, we were in just about 30 cities which was doubled to 60 cities and then to about 130 cities. Now, we will be available across over 170 cities which will include tier-2 and tier-3 cities. In the second half of 2024, we witnessed a growth of 50 per cent year-on-year.”

He added that Amazon has also been widening the assortment available on Amazon Fresh. “ About 2-3 years back we were offering about 3000-4000 SKUs which are now north of 7000. Over the next 12-18 months we would continue to evolve our offerings based on consumer insights.”

Speedier deliveries

At a time when consumers are increasingly seeking speedier deliveries, Amazon Fresh has been focusing on improving the availability of two hour slot coverage besides stronger focus on discoverability, he added.

The e-commerce major is focusing on expansion of Amazon Fresh also comes at a time when consumers are increasingly turning to quick commerce platforms even for their planned purchases besides top-up purchases.

“ We believe there is a customer journey, where one needs something immediately and there are occasions when one wants to plan and seek the best value and savings. At Amazon Fresh, our focus is provide a seamless shopping experience with great savings, wide selection, and the convenience of slotted doorstep deliveries,” Ram added.

In February, Amazon forayed in the quick commerce space and is piloting this service in Bengaluru. Amazon Fresh offers a comprehensive range of wet and dry groceries, including fruits, vegetables, dairy including milk and bread, frozen products, beauty items, baby care essentials, personal care products, and pet supplies.