Archive · 23 Dec 2025
Quick Commerce Price War: Amazon and Flipkart's 23% Discounts Challenge Blinkit, Zepto
A recent study by Jefferies shows that in the online grocery market, price is becoming more important than speed.
Amazon Now and Flipkart Minutes are offering the lowest prices, with discounts of around 23%.
This is putting pressure on other platforms like Blinkit and Zepto, which are not able to match these prices.
The price war is especially intense in personal care products, where discounts are as high as 35%.
Despite these discounts, user growth is slowing down for most platforms.
The study suggests that companies are caught in a cycle of increasing discounts to keep users, while large technology companies are pushing prices even lower.
Amazon Now and Flipkart Minutes offer the lowest grocery prices with an average discount of 23%, challenging quick-commerce platforms like Blinkit and Zepto.
Blinkit does not lead on price in any category, with overall basket discounts of around 16-17%, creating pressure to cut prices further.
The price war is most intense in personal care products, with average discounts of about 35%, while dairy products see only about 5% discounts.
Blinkit and BB Now charge platform or handling fees, while most other platforms have removed these charges.
User growth is slowing despite heavy discounting, with most major platforms seeing a decline in monthly active users in November 2025.
- Who
- Amazon Now, Flipkart Minutes, Blinkit, Zepto, Swiggy Instamart, BB Now, DMart Ready
- What
- A price war in the quick commerce sector, with Amazon and Flipkart offering significant discounts
- When
- December 2025
- Where
- Bengaluru, India
- Why
- To attract and retain customers in the competitive online grocery market
- Platforms Compared
- Amazon Now, Flipkart Minutes, Blinkit, Zepto, Swiggy Instamart, BB Now, DMart Ready
- Average Discount
- Amazon Now: 23%, Flipkart Minutes: Similar, Blinkit: 16-17%
- Basket Value
- Rs 12,000 (35 products)
- Highest Discount Category
- Personal Care (35%)
- Lowest Discount Category
- Dairy (5%)
- Free Delivery Threshold
- Amazon Now, Zepto, Flipkart Minutes: Rs 99; Blinkit, Swiggy Instamart: Rs 199
- Platform Fees
- Blinkit and BB Now charge fees; others do not