ET originally reported on February 21 that Amazon was allowing merchants to post unbranded products priced below Rs 600, such as clothes, watches, shoes, jewelry, and bags. Amazon has secretly launched a “special store” named Bazaar in India, selling affordable and contemporary fashion and leisure products, as it cranks up efforts to compete with Walmart-owned Flipkart and Reliance Jio, which have made deeper inroads into the Indian fast-fashion market.
Amazon India has introduced a new category called Bazaar, which offers low-cost, unbranded fashion and lifestyle products. The part went live on Amazon India’s Android app.
According to those familiar with the proposal, it will be prominently displayed on the app for a restricted group of users.
ET was the first to reveal on February 21 that the e-commerce giant was allowing vendors to post unbranded things — such as clothes, watches, shoes, jewelry, and bags — for under Rs 600.
After a short check of Bazaar on Amazon, ET believes that Prime subscribers will receive their orders in 4-5 days. Amazon was predicted to have longer delivery durations in this vertical because these are low-cost items where users do not prioritize speedy delivery.
A spokesman for Amazon India confirmed the debut of Bazaar. According to the company, clients may find and purchase for affordable fashion and home products listed by merchants, particularly in manufacturing hubs across India.
The current attempt to start Amazon Bazaar positions it directly against SoftBank-backed Meesho, which has been gaining traction in the low-cost ecommerce market. Flipkart maintains a separate app for similar offerings under Shopsy.
Bazaar could provide an opportunity for Amazon to recruit new customers in India.
Amazon India is more popular with urban customers who are also Prime subscribers, who benefit from speedier deliveries as well as video and music streaming.
According to a January estimate from research firm Bernstein, Amazon India’s user growth in December 2023 was just 13%, owing to higher premium offers than competitors. In 2022, Amazon purchased Glowroad, a social commerce firm focused on resellers.
Like other online marketplaces, the etailer has been testing and developing its live commerce vertical in India to increase consumer involvement.
According to brokerage firm Bernstein, the growing popularity of affordable fast-fashion is driving purchases on various Indian shopping apps, making it critical for Amazon to have a significant presence in a category where the company has traditionally failed in the nation.
