India, Dec. 12 -- Amazon.com Inc.'s plan to invest an additional $35 billion in India by 2030 is expected to intensify competition in the online commerce and prompt rivals to increase their spending on infrastructure, supply chains, and consumer acquisition. The US tech giant, which has already deployed $40 billion in the country, will invest money in all of its businesses-its core e-commerce operations, cloud computing division Amazon Web Services, entertainment businesses including Prime Video and MX Player, and its devices segment. "Other players will be pushed to accelerate investments of their own, spurring faster innovation, deeper regional penetration, and more nuanced strategies for tier-II and tier-III markets," said Naveen Malpani, partner and retail and e-commerce industry leader, consulting firm Grant Thornton Bharat. Amazon, which has millions of Prime subscribers in the country, has been stepping up its promise of quicker deliveries. For instance, this festive season, Prime members drove demand from tier-II and tier-III cities across key categories, including appliances, fashion and beauty, smartphones, and furniture. Prime members experienced faster deliveries, with over 3 million products delivered in metro cities within the same day or the next day, and more than 5 million products reaching customers in tier-II and -III cities within two days. Although a late entrant in the quick-commerce play, it is expanding its presence through Amazon Now, its 10-minute delivery service operating in three cities with more than 300 micro-fulfilment centres. The company is adding two centres a day as it scales its shorter delivery-window model. Udit Madan, senior vice-president, worldwide operations at Amazon, said speed remains a central focus for the business. "We're going to get to faster speeds-not just our fastest speeds with Amazon Now, but by expanding into more and more areas. This is a significant area of investment for us and one that will shape the business and demand patterns in India. A large part of our investment this year went towards speeding up and improving reliability in tier II-III markets, something we are now doing in parts of the US and Europe." India's online commerce ecosystem has expanded significantly over the last decade, dominated by companies such as Walmart-backed Flipkart, Amazon, Meesho, Nykaa, Swiggy, and Eternal. While the overall retail market is expected to grow from $1 lakh crore in 2024 to $1.7 lakh crore by 2030, according to estimates from consulting firm Deloitte, online retail is projected to grow much faster-from $75 billion in 2024 to $260 billion by 2030-doubling its share of total retail to 14%. Young shoppers are increasingly comfortable buying everything from cosmetics to apparel on their smartphones. This is especially true post-covid with the entry of new quick-commerce players such as Swiggy Instamart, Blinkit, Zepto, etc. Food aggregator and quick-commerce platform Swiggy plans to raise about $1.3 billion (roughly Rs.10,000 crore) to expand its Instamart (quick commerce) network of dark stores and warehouses, and invest in cloud and technology infrastructure, Mint reported on 10 December. In October, Zepto raised $450 million at a valuation of $7 billion, following its $665-million pre-IPO round in 2024. Tata group-backed BigBasket raised fresh capital, while Blinkit leads the quick-commerce category. In June, Amazon announced investments of Rs.2,000 crore in 2025 to expand and upgrade its operational infrastructure, including the construction of new fulfilment and sortation centres and enhancements to existing facilities, aimed at improving speed, safety, and efficiency....