Amazon is set to intensify its presence in India’s flourishing fashion e-commerce sector with the launch of Bazaar, a “special store” focusing on affordable and trendy unbranded fashion and lifestyle products. The move positions Amazon to compete with established players like Flipkart, Ajio by Reliance, and the SoftBank-backed Meesho.
The Bazaar platform is designed to provide a curated space for products priced under 600 Indian rupees ($7.2). Amazon aims to offer sellers hassle-free delivery, access to a vast customer base, and zero referral fees for products featured on Bazaar. The company is strategically positioning itself to tap into the growing demand for value-centric fashion inspired by global fast-fashion pioneers like Zara, H&M, and Uniqlo.
According to a communication sent to partners, Bazaar will not impose extra charges on sellers, fostering an environment where unbranded and affordable fashion products can thrive. The platform is expected to offer two to three days of delivery, enhancing the overall shopping experience for customers.
Competing with Flipkart, which leads the category, and Ambani’s Ajio with its 30% market share, Amazon aims to make a significant impact in the fast-fashion segment. Ajio, in particular, has gained momentum with offerings like Ajio Street, boasting the “lowest price” guarantee, waived delivery charges, and a straightforward returns process.
As the Indian fashion market continues to evolve with players like Nykaa Fashion and Urbanic entering the scene, Amazon’s Bazaar emerges as a key initiative to capture the fragmented offline market and establish a strong online presence.
Bazaar is among Amazon’s strategic initiatives following the closure of three businesses in India in 2022. Despite shuttering wholesale distribution, food delivery, and online learning ventures, Amazon remains committed to investing over $2.3 billion in its e-commerce operations in India by 2030.
This move underscores Amazon’s determination to stake its claim in the competitive Indian e-commerce landscape, particularly in the flourishing fashion and lifestyle segment.
