E-commerce giant Amazon India has launched a new segment called ‘Bazaar’ for low-cost, non-branded fashion and lifestyle products. The segment has been rolled out on Amazon India’s Android app.
With e-commerce penetration growing in India, the e-commerce company will target customers in the sub-Rs 600 segment through Bazaar. The company had earlier told retailers that the platform will sell unbranded products such as apparel, watches, shoes, jewellery and luggage, mainly in the sub-Rs 600 price range.
So far, Amazon India has been popular among urban customers who are also Prime members, who get faster delivery and streaming video and music, a demographic Amazon is hoping to tap into and expand its base.
Amazon is looking to tap into India’s value-add customer base through Bazaar as demand for mass-market products slows.
“We continue to invest and innovate on behalf of our customers and third-party sellers and are pleased to introduce the Amazon Bazaar storefront on Amazon.in, where customers can discover and buy ultra-affordable fashion and home products, especially from fulfillment-based sellers across India,” an Amazon India spokesperson said in response to BusinessLine’s queries.
Amazon’s latest move to launch Bazaar puts it head-to-head with SoftBank-backed MeeSho, which is gaining traction in low-cost e-commerce. Flipkart runs another app that offers a similar service called Shopsy. Bazaar could pave the way for Amazon to reach new customers in India.
Currently, this valuable customer segment is monopolized by Meesho, according to analysts at Bernstein.Bernstein said Amazon India grew its user base by just 13% in December 2023, mainly because it offers more premium products than its peers.
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