India, July 1 -- Is Now the time for Amazon? Only time will tell.

After three earlier attempts, Amazon took off yet again to hit India's rapidly growing quick commerce turf with Amazon Now, after a months-long pilot phase. The Seattle-headquartered ecommerce giant has just announced its entry into the 10-minute delivery format in parts of Bengaluru.

"The initial idea is to set up 10-20 dark stores in three or more pin codes and eventually scale it to a few more cities as the festive season sales come closer," an Amazon insider said, refusing to be identified.

In a report titled, Quick Commerce: Another Month, Another Player & This Time It's Amazon Now, US investment bank Jefferies noted that as a late entrant into India's $5 Bn quick c...