Amazon India has launched its Amazon Now app and service, which provides two-hour delivery in Bengaluru for essential household items. Customers can also opt for any two-hour scheduled delivery time slot of their choice on the app between 10am and 10pm.

The Amazon now program is an app-only service, currently available only on Android platform on Google Play. The service delivers to over 70 pin codes in Bengaluru. To use the app, users must first enter their pin code, for Amazon to ascertain whether the customer is eligible for delivery.

Amazon Now accepts a wide variety of payment methods, including cash on delivery, and in the initial roll out, ties up with retail chains like Big Bazaar, Reliance Fresh, Godrej Nature's Basket, BPCL In & Out, Food World, and Good Food, and covers items like grocery, specialty foods, health and personal care, beauty, home and kitchen and baby items available in stores around the neighbourhood. Depending on the success of the Amazon Now service in the city, more retail partners, applicable pin codes, and cities are expected to be announced at a later stage.

Amazon is offering a 20 percent cash back on all orders above Rs. 250, with a ceiling limit of up to Rs. 100 per order.

Other comparables in India's startup ecosystem who do grocery delivery include Flipkart Nearby, Grofers, Peppertap, Ola Store, and Terraa.

Notably, the Amazon Now service is similar to the Amazon Prime Now delivery service in the US and select other regions, also featuring its own app. Of course, the Amazon Prime subscription is not available in India, and the company's move appears to be a way to bring 2-hour deliveries to non-Amazon Prime regions.