How Tech, Training, and Partnerships Drove Amazon’s Prime Day Operations

Amazon India just concluded its biggest Prime Day yet—a 72-hour long event occurring between July 12 and 14—that caused its logistic network to work very hard. More than just a sale, the nationwide rollout of deals, launches, and streaming content required some serious operational muscle. 

In an interview with FE Retail, Dr. Karuna Shankar Pande, VP-Operation, Amazon India, shared how the company prepped up—from new fulfillment centres and delivery stations to safety initiatives and real-time technology upgrades. Here are the edited excerpts.

Prime Day is expanding to four days this year (12-14 July), doubling the shopping window. How is Amazon India prepared its operations and logistics network to handle this surge in demand while maintaining delivery speed and quality? 

This year, for the first time ever in India, Prime Day was a 72-hour celebration starting at 12:00 AM on July 12. Prime members across the country got the access to thousands of new product launches from over 400 leading brands, exclusive bank offers, and 17 exciting Prime Video premieres. The extended event also offered Prime members an additional 24 hours to shop across top brands and small businesses, making this the longest and most expansive Prime Day yet.

Recently, Amazon announced an investment of INR 2000 crore (~USD 233M) in 2025 as part of its commitment to building and operating India’s fastest, safest, and most reliable operations network. The investment is being used to expand and upgrade operations infrastructure, enhance delivery speed and network reliability, strengthen associate safety and well-being programs, and develop new tools and technologies across its new fulfilment centers (FCs), adding to its robust operations network in India. 

Additionally, five new Fulfilment Centers are now fully operational to brace up the Prime Day, adding over 1.8 million cubic feet of space, equivalent to about 10 cricket grounds, and further extending reach across 100% of serviceable pin codes in India. We also scaled our delivery station network by adding 30+ new stations in cities including Hubli, Mohali, and Howrah. This enabled faster Same-Day and Next-Day deliveries, especially in high-growth urban areas, reinforcing Amazon’s commitment to delivering speed and reliability at scale across the country. 

By integrating cutting-edge technology, deep local partnerships, and a culture of operational excellence, we continued to raise the bar for fast, safe, and reliable deliveries, ensuring a world-class experience for every customer, every time.

With last-mile delivery being critical during peak events like Prime Day, what innovative technologies or process improvements did Amazon implement to enhance delivery speed without compromising safety? How does Amazon balance the pressure of fast deliveries with the need to ensure the physical and mental health of its delivery workforce, especially during high-demand periods? 

At Amazon, the health, well-being, and safety of our delivery associates are our highest priority, especially during high-demand periods such as Prime Day, when last-mile delivery is critical to fulfilling our customer promise. Behind every fast delivery is a dedicated associate navigating real-world roads, weather, and challenges. Our commitment remains unwavering: to deliver speed without ever compromising safety or well-being.

At Amazon, road safety begins well before the first package is delivered. We've implemented a comprehensive Vehicle Health Check mechanism that includes app-based Vehicle Safety Audits by Amazon auditors to ensure vehicles meet our Roadworthy Guidelines (RWG) and mandatory pre- and post-trip inspections by Delivery Associates to proactively identify mechanical or safety issues. We have a real-time compliance tracking system for helmet adherence. Delivery Associates are now required to take a selfie wearing their helmet before starting each delivery. This tech-driven solution ensures that helmet usage is monitored, making sure drivers adhere to safety protocols while on the job. 

To promote safer driving behaviour, our Safeguard Speeding feature sends immediate alerts when speed limits are exceeded, reducing risk on the road. Every Delivery Associate completes mandatory Road Safety Driver Training before starting deliveries, with regular refresher sessions to reinforce best practices. We also deliver ongoing Safety Pulse notifications, bite-sized, timely tips that help associates stay alert and informed. By embedding safety into every step of the last-mile journey, Amazon is building a delivery ecosystem where technology, training, and real-time monitoring work together to protect our associates and the communities we serve.

Supporting our workforce beyond technology, we are expanding Ashray rest centers to 100 locations by 2025. These centers provide clean water, refreshments, charging points, first-aid kits, and air-conditioned seating, which are visited thousands of times by associates across the country. For emergencies, our partnership with Dial 4242 offers free ambulance services in over 730 cities, targeting rapid response times under 24 minutes.

Additionally, Amazon India has launched a health and well-being initiative providing free check-ups to over 80,000 delivery associates and delivery partners by the end of this year. The initiative, underway with four camps organised across the Tamil Nadu and Delhi NCR regions, will expand nationwide, bringing essential healthcare directly to last-mile delivery stations. Associates can access comprehensive services—including eye, dental, BMI, and physician consultations—by presenting government ID at any camp. Also, the Pratidhi Scholarship program assists over 1,200 children of delivery associates with financial aid and provides increased support for students with disabilities. 

To maintain high spirits and motivation during peak periods, we run engagement programs such as the Delivery Premier League, turning deliveries into a fun, competitive game that rewards top performers, and the Mulakaat campaign, which brings leadership to the frontlines to strengthen connections. At Amazon, the health, well-being, and comfort of our delivery associates remain our highest priority, especially during high-demand periods like Prime Day. The last mile is where our customer promise is fulfilled, and we invest deeply in initiatives that ensure our associates are safe, supported, and empowered to succeed.

How does Amazon India leverage data analytics and real-time tracking to optimise delivery routes and manage the increased volume during Prime Day? 

Amazon uses artificial intelligence (AI) and real-time tracking to make shopping seamless and convenient for customers around the world, especially during high-demand events like Prime Day. AI and machine learning are embedded across operations, from address validation and pin-code accuracy to smart inventory placement and optimised routing. A box-sizing algorithm reduces waste by recommending the most efficient packaging for each order, while intelligent shipment scheduling ensures fast, precise deliveries. These systems continuously learn from every touchpoint to refine operations at scale. As e-commerce evolves, these technologies help better predict demand, personalise experiences, and deliver smarter, faster, and with trusted reliability.

What role do partnerships with local vendors and logistics providers play in scaling last-mile delivery capabilities during peak seasons?

We run a range of programs to welcome more associates and collaborators, creating thousands of job opportunities and driving economic growth in local communities. These initiatives not only generate employment but also provide additional income avenues for individuals. By leveraging a diverse, local ecosystem, we expand reach, increase agility, and deliver faster even in hard-to-reach areas. This approach enables reliable service for customers while empowering small businesses and entrepreneurs.

In the last-mile network, Amazon offers individuals a combination of roles across different programs through which it delivers packages to customers. These programs include the Delivery Service Partner (DSP), I Have Space (IHS), and Amazon Flex. This enables the company to fulfil its delivery promises, thereby improving the delivery experience for customers. We recently launched 30 new delivery stations, which will serve customers in tier-two and tier-three cities, including Nagpur, Panchkula, Hubli, Mohali, Howrah, and Indore, among others. These facilities will be operated by Delivery Service Partners, which include small and medium-sized businesses as well as established logistics companies. The expansion will substantially improve same-day delivery and next-day delivery speeds for customers in these regions. 

Amazon currently operates close to 2,000 Amazon-run and DSP delivery stations across the country. As Amazon scales and expands its delivery network across the country, it continues to enable individuals to unlock their entrepreneurial potential and create opportunities to broaden their horizons through its last-mile delivery program, 'I Have Space'. Through this program, Amazon India partners with local stores and business owners to deliver products to customers within a 2-4 kilometers radius of their store, enabling them to earn additional income. Launched in 2014, the program has more than 28,000 neighbourhood and Kirana partners in close to 456 towns and cities across its network in India. Additionally, the Amazon Flex program creates part-time opportunities for individuals to further their earning potential by delivering Amazon packages to customers in their free time. Any individual, including those whose circumstances do not fit the pattern of traditional work.

Can you share any lessons learned from previous Prime Days that have influenced the planning and execution of this year’s event? 

At Amazon, our mission is to build the fastest, most reliable, and farthest-reaching pan-India operations network, one that consistently sets the benchmark for excellence. Each Prime Day brings new insights that help us sharpen execution, enhance speed, and better serve our customers on a scale. Today, we offer Same-Day Delivery on over 10 lakh products and Next-Day Delivery on more than 40 lakh products across a vast selection ranging from eyeliners and baby products to garden tools, watches, and smartphones, among others. 

In line with our focus on building a fast, safe, and reliable operations network in India, we plan to invest over INR 2,000 crore (about USD 233 million) through 2025. These investments go towards building and maintaining a best-in-class infrastructure, safety initiatives, welfare programs, skilling and upskilling, and more. Our commitment to safety for employees, associates, and partners is unwavering. It remains the foundation of everything we build, reinforcing our pursuit of excellence and ensuring that every delivery is made not just quickly, but responsibly.