July 1, 2026. Two titans of global retail — Amazon and Flipkart (owned by Walmart) — have officially announced the launch of large-scale 15-minute delivery services, challenging local players such as Zepto, Blinkit and Swiggy Instamart.

The Battle for Speed
For a long time, the "quick commerce" segment in India remained the fiefdom of startups that quickly gained popularity among urban residents, offering grocery and essential goods delivery in a matter of minutes. However, starting today, the e-commerce giants are going on the offensive with their colossal logistics networks.

 Amazon has launched the “Amazon Sprint” project, while Flipkart has introduced the “Flipkart Flash” service. Both companies have announced that their customers in India’s largest metropolises—Delhi, Mumbai, Bangalore, and Hyderabad—can place orders for thousands of items starting today, from electronics and household chemicals to fresh produce, which will be delivered by courier to their doorstep in less than a quarter of an hour.

 Technology vs. tradition
Analysts note that Amazon and Flipkart's entry into this market was made possible by the creation of thousands of micro-warehouses (dark stores) across the country.

 “It's not just about delivering goods, it's about demonstrating digital supremacy,” comments Anita Sharma, a leading retail market expert. “By using AI-powered demand forecasting algorithms, Amazon and Flipkart know exactly what a resident of a particular area will need even before they realize the need for a purchase.”

A threat to unicorns?
The aggressive exit of the giants is putting the business models of specialized fast delivery services at risk. Investors fear that Zepto and Blinkit will face a catastrophic loss of users, as Amazon and Flipkart offer a much wider range of products, including branded electronics and clothing, which were previously unavailable in the express segment.

 For consumers, this "speed war" means unprecedented discounts and aggressive marketing. Today, Amazon has offered free shipping for all "Sprint" orders during the first week of operation.

 Social Aspects and Challenges
Despite consumer enthusiasm, experts express concerns. The growing demands for faster delivery times place a heavy burden on couriers. Delivery workers' unions have already announced planned protests, demanding safety guarantees and adequate wages, arguing that the "15-minute race" creates unbearable conditions on the roads of Indian megacities.

"The market is changing forever," Sharma concludes. "The only question is how long companies can subsidize this ultra-fast logistics before the delivery economy becomes truly profitable."

 At the close of trading, the shares of Amazon and Walmart's parent companies showed moderate growth, reflecting investor confidence in expanding into the Indian market, which remains one of the most promising in the world.