E-commerce giant Amazon India has launched a new segment called Bazaar that sells unbranded fashion and lifestyle products at low prices. This segment was published on his Android app on Amazon India.
As e-commerce becomes more popular in the country, the company will use Bazaar to attract customers who spend less than Rs 600. The platform will mainly sell unbranded products such as apparel, watches, shoes, jewelery and luggage priced under Rs 600, the company had earlier told merchants.
So far, Amazon India has been popular among urban users who also have Prime membership, which offers faster shipping along with video and music streaming. Amazon is using this demographic to expand its reach.
With Bazaar, Amazon is trying to capture a valuable customer base in India as demand for mass-market products slows.
“We continue to invest and innovate on behalf of our customers and third-party sellers, making Amazon the ultimate place for customers to discover and buy ultra-affordable fashion and home products from sellers, especially manufacturers. We are pleased to introduce the Amazon Bazaar storefront in 'a pan-India hub,''' an Amazon India spokesperson said in response to a business-related question.
The latest move to launch Amazon Bazaar will put it in direct conflict with SoftBank-backed Meesho, which is gaining ground in the low-cost e-commerce space. Flipkart runs another app under Shopsy that offers similar services. Bazaar could pave the way for Amazon to acquire new customers in India.
According to analysts at Bernstein, this value customer group is currently dominated by Meesho. Bernstein said Amazon India's user growth rate in December 2023 was only 13%. This is mainly due to the company offering more premium services than its competitors.
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