Amazon India Launches ‘Bazaar’ Vertical for Affordable Unbranded Fashion and Lifestyle Products

• ByStartupStory     |    April 8, 2024

E-commerce giant Amazon India has unveiled its latest endeavor, ‘Bazaar’, a dedicated vertical aimed at providing customers with access to affordable unbranded fashion and lifestyle products. The new segment, which has been integrated into Amazon India’s Android app, is poised to cater to the burgeoning demand for budget-friendly offerings in the country’s evolving e-commerce landscape.

The Bazaar segment targets consumers seeking quality products at a wallet-friendly price point, with a focus on items priced below Rs 600. This includes a wide array of merchandise such as apparel, watches, shoes, jewelry, and luggage, among others.

In a statement provided to merchants, Amazon India highlighted its strategic intent to tap into the growing e-commerce market in India, particularly among consumers looking for economical choices. The move also reflects Amazon’s commitment to expanding its customer base beyond its traditional urban and Prime subscriber demographics.

An Amazon India spokesperson elaborated on the company’s vision for Bazaar, stating, “We continue to invest and innovate on behalf of our customers and third-party sellers and are excited to introduce the Amazon Bazaar storefront on Amazon.in where customers can discover and shop ultra-affordable fashion and home products listed by sellers, especially from manufacturing hubs across India.”

The introduction of Amazon Bazaar places the e-commerce giant in direct competition with established players in the affordable e-commerce segment, notably SoftBank-backed Meesho and Flipkart’s Shopsy app. By entering this space, Amazon aims to gain traction among value-conscious consumers and reinforce its position in the Indian market.

Analysts at Bernstein have noted the dominance of Meesho in the value customer segment, citing Amazon India’s relatively modest user growth compared to its competitors. However, with the launch of Bazaar, Amazon is poised to carve out a significant share of this market, offering consumers an extensive range of budget-friendly options.

With the Bazaar vertical now live on its platform, Amazon India is set to embark on a new chapter in its quest to cater to the diverse needs and preferences of Indian consumers, while simultaneously fostering growth and innovation in the country’s e-commerce ecosystem.

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