The Observation Engine

Amazon has officially launched its ultra-fast delivery service, Amazon Now , in select parts of Mumbai, after successful pilots in Bengaluru and Delhi. This move places Amazon head-to-head with major rivals like Blinkit, Zepto, and Swiggy Instamart in India's rapidly growing $7 billion quick commerce market. What Is Amazon Now? 10-Minute Deliveries: Amazon Now promises to deliver essentials, groceries, personal care, electronics accessories, baby and pet supplies, festive items, and more, in just 10 minutes. Extensive Micro-Fulfillment Network: Over 100 dark stores (tech-enabled mini warehouses) are already set up in Mumbai, Delhi, and Bengaluru, with plans to add hundreds more by year-end to support fast delivery in various neighborhoods. Robust Growth: In Bengaluru and Delhi, daily orders grew by 25% month-over-month, and Prime members tripled their shopping frequency using Amazon Now. Amazon’s Strategy and Market Impact Competitive Push: Amazon’s quick commer...

India’s booming quick service and food delivery sector—dominated by apps like Zomato, Swiggy, Zepto, Blinkit, and others—has revolutionized convenience for millions. However, these platforms also rely heavily on a range of “dark patterns”, deceptive and confusing practices that trick and manipulate customers , often at the expense of transparency and consumer trust. Below, we highlight some of the most common dark practices, the apps involved, and how they impact users: 1. Hidden Charges and Drip Pricing Apps Involved: Zomato, Swiggy, Zepto, Blinkit, others. How it works: Extra platform fees, packaging charges, delivery fees, and other add-ons are hidden until the final stage of checkout—a practice called “drip pricing.” Impact: Customers are lured by low menu prices but end up paying significantly more. A recent survey found that 68% of food delivery users experienced hidden charges . 2. False Urgency and Countdown Timers Apps Involved: Zomato, Swiggy, Zepto, many...