Amazon is widening its quick commerce strategy in fashion as it prepares to expand Amazon Now, reported The Economic Times, citing Amazon Fashion India director Nikhil Sinha.

According to Sinha, Amazon Now orders have been doubling every quarter since launch, and Prime users who adopt the service go on to shop three times more frequently.

“Speed matters when the moment has a clock on it,” Sinha was quoted as saying.

The company aims to expand the quick delivery service to 300 cities. However, the timeline for expansion was not disclosed.

Amazon Now relies on compact, technology-enabled micro-fulfilment centres built to support rapid deliveries.

These facilities use inventory systems that place products nearer to customers according to local demand trends.

Amazon is positioning the service to serve immediate, occasion-driven demand rather than replace conventional fashion buying.

The company said many shoppers will still spend time researching and comparing for major or special-occasion purchases while Amazon Now is intended to meet urgent requirements through faster fulfilment.

That opportunity became visible during the T20 World Cup, when jersey sales climbed 2.5 times before match days and as much as eight times on the day of matches, according to Sinha.

The broader fashion business is also seeing a shift in how consumers shop online.

Sinha said customers are increasingly discovering products through creators, trends, screenshots and occasion-based inspiration instead of beginning with a specific search term.

He added: “Five years ago, our job was largely to answer a search. Today, it often begins before the customer knows what to search for.”

Amazon has responded by investing in curated experiences and creator-led discovery.

Its Gen Z-focused storefront, SERVE, launched in 2023 and now connects with millions of shoppers across more than 350 brands.

The company’s influencer programme has crossed 100,000 creators. Gen Z now represents more than half of Amazon Fashion’s customer base, compared with 30% two years ago, with Tier 2 and Tier 3 growth running at twice the national pace.

Amazon said premium fashion is growing twice as fast as the broader category, with nearly 20% of fashion spending on the platform now going to premium labels.

Sinha said: “People want value in some parts of their life and distinction in others—often in the same shopping session.”

The company is also deploying tools, including Rufus, virtual try-on and Wear It With to improve purchase confidence.