US ecommerce giant Amazon plans to enter the quick commerce service in India, probably by the first quarter of next year, reports the Economic Times.

It has vested the task of shaping its quick commerce strategy with a senior executive on the leadership team. “The action in quick commerce just can’t be ignored anymore,” said a person aware of the matter.

People aware of the matter told ET, Nishant Sardana, who was heading PC, audio, camera, and large appliances business at Amazon India, has been given the mandate of quick commerce business.

Former Cloudtail chief executive Ranjit Babu, who was heading the wireless and home entertainment businesses at Amazon India, will now manage consumer electronics, large appliances, and wireless and other verticals.

Flipkart, Amazon’s largest rival in the online shopping space, recently launched its Q-comm offering ‘Minutes’. The other leading quick commerce players in the fray in India include Zepto, Swiggy Instamart, Blinkit, and BigBasket.

“The work on the quick commerce vertical has been going on for a while, but now, there is clarity as well as a timeline,” the above-cited executive said.

The approvals from headquarters would be required for quick service that Amazon has never launched globally and whose India head Manish Tiwary is on notice, said the first person.

The report added that Amazon’s negotiations were very much on to buy stake in food delivery application Swiggy, especially Instamart-its quick commerce vertical.