Amazon has discreetly launched a new “special store” named Bazaar on its India Android app. This initiative comes as Amazon intensifies its competition against major players like Walmart-owned Flipkart and Reliance’s Ajio, which have gained significant traction in the Indian fashion e-commerce sector.
Bazaar features a curated selection of affordable and trendy fashion and lifestyle products, catering to the evolving preferences of Indian consumers. The store encompasses a wide range of items, including clothing, accessories, jewelry, handbags, shoes, traditional and western wear, along with home goods like kitchenware, towels, bed linens, and décor items. This diverse offering underscores Amazon’s strategic focus on capturing a larger share of India’s burgeoning fast-fashion market.
According to a support page on Amazon’s platform, Bazaar promises sellers “hassle-free” delivery, zero referral fees, and access to a vast customer base. The initiative was first reported in February when Amazon began recruiting sellers for the new store, aiming to provide them with a conducive platform to showcase their products to a discerning audience.
The decision to launch Bazaar reflects Amazon’s recognition of the evolving dynamics in India’s e-commerce landscape. Fashion has emerged as a pivotal category, driving substantial growth in online shopping activities. In a recent note, analysts from brokerage firm Bernstein highlighted the shifting e-commerce category mix in India, with a notable decline in mobiles and consumer electronics share, while fashion has witnessed remarkable growth since FY19, now holding the highest category share.
Notably, Bazaar’s offerings include attractively priced items such as “trendy” t-shirts starting at just 129 Indian rupees ($1.55) and sneakers priced under $3, catering to budget-conscious consumers without compromising on style and quality.
India remains a strategic market for Amazon, which has invested over $11 billion in the country to date. While Amazon’s cloud unit, AWS, maintains a market-leading position, the e-commerce arm continues to compete closely with Flipkart for market dominance.
Last year, Amazon’s CEO Andy Jassy unveiled ambitious investment plans, earmarking $12.7 billion for AWS in India by 2030 and pledging over $2 billion towards bolstering the e-commerce division during the same period. The launch of Bazaar underscores Amazon’s commitment to innovatively adapt to local market trends and consumer preferences, leveraging its vast resources and global expertise to solidify its position in India’s fiercely competitive e-commerce arena.
