Meesho has overtaken Amazon in terms of monthly active users on mobile apps, according to Morgan Stanley. Bank of America analysts report that Flipkart boasts over 50 million daily active users on its mobile apps in India, while Amazon has fewer than 40 million.

In urban India, Amazon is facing growing competition from quick-commerce companies such as BlinkIt, Swiggy, and Zepto, which offer deliveries within 10 minutes.