“With Amazon Fresh, customers can experience the convenience and speed of ordering daily essentials on Amazon.in. Now, customers can order the most fresh fruits and vegetables as well as everyday grocery and get it within 2 hours," said Siddharth Nambiar, director of category management at Amazon India.
I think it is sourced from other local stores. Last time I ordered cat food on Prime Now app it was delivered by More MegaStore. And they delivered a different cat food of same brand which my cat does not like.
I can understand if BigBasket or FlipKart goofs up the order, but Amazon has so much resources and profits they can do much better. It's not surprising why consumers are preferring to order from local stores directly. With just a phone call we can get medicines, chicken/fish, groceries/vegetables, bottled water and whole lot of other products delivered home within an hour or two max.