- Amazon discreetly launches Bazaar, a “special store” targeting India’s affordable fashion market.
- The e-commerce giant offers enticing deals to sellers to populate the new store.
- Amazon faces fierce competition from local players like Flipkart and Ajio.
Amazon has discreetly introduced Bazaar, a “special store” on its India Android app, targeting the country’s thriving affordable and trendy fashion market.
The move comes as the e-commerce giant ramps up efforts against competitors like Walmart-owned Flipkart and Reliance’s Ajio, which have already made significant inroads in the Indian fast-fashion market.
Attracting sellers with enticing offers
To populate the new store, Amazon began recruiting sellers in February, offering them “hassle-free” delivery, zero referral fees, and access to a vast customer base.
Bazaar’s offerings include a wide array of clothing, accessories, jewelry, handbags, shoes, traditional and western wear, and home goods like kitchenware, towels, bed linens, and décor items, catering to the growing demand for affordable fast fashion in India.
Investing billions in India’s e-commerce market
India remains a key overseas market for Amazon, which has invested over $11 billion in the country to date. Despite the company’s cloud unit, AWS, maintaining its market-leading position, Amazon’s e-commerce arm holds the second spot behind Flipkart.
CEO Andy Jassy has announced plans to invest $12.7 billion in AWS and over $2 billion in the e-commerce division in India by 2030.
Facing fierce competition from local players
The fast-fashion e-commerce market in India has witnessed significant growth in recent years, with local startups like Flipkart’s Myntra and Reliance’s Ajio capturing substantial market share.
Ajio launched its own fast-fashion platform, Ajio Street, last year, offering clothing and accessories at competitive prices.
Additionally, global fast-fashion giant Shein is preparing to re-enter the Indian market through a joint venture with Reliance, the nation’s most valuable company.
