In a strategic expansion of its marketplace, Amazon India has introduced ‘Bazaar’, a novel shopping segment dedicated to budget-friendly, unbranded fashion and lifestyle items. This initiative, now part of the Amazon India Android app, aims to cater to a broader audience by offering affordable options directly from manufacturing hubs across the nation.
An Amazon India spokesperson conveyed to Business Today the company’s commitment to innovation and customer service, 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.”
Initially, Bazaar will be accessible to a select group of users within the app, featuring a range of products, including apparel, watches, shoes, jewellery, and luggage, all priced below Rs 600. This carefully curated selection aims to meet the demand for cost-effective shopping options, reflecting Amazon India’s adaptive strategy in a competitive market.
For Amazon Prime subscribers, the estimated delivery time for products under the Bazaar vertical is approximately 4-5 days. This adjustment in delivery expectations acknowledges the nature of budget shopping, where the emphasis might not necessarily be on rapid delivery but on accessibility and affordability.
The launch of Amazon Bazaar positions Amazon India in direct competition with other major players in the budget e-commerce space, such as SoftBank-backed Meesho and Flipkart’s dedicated app, Shopsy. Both competitors have established a foothold in this segment, attracting customers looking for economical shopping alternatives.
Amazon’s foray into this segment with Bazaar is seen as a strategic move to diversify its customer base in India. Traditionally popular among urban and Prime subscribers for its premium offerings, including expedited deliveries and access to entertainment services, Amazon India is now poised to attract a new segment of customers seeking budget-friendly shopping options.
A report by Bernstein in January highlighted Amazon India’s modest user growth of 13% in December 2023, attributing it partly to its emphasis on more premium offerings compared to its competitors. The acquisition of Glowroad in 2022, a startup specializing in reseller networks, marked Amazon’s initial steps towards embracing the social commerce model, further broadening its approach to include more affordable and accessible shopping options through Bazaar.
The introduction of the Bazaar vertical signifies Amazon India’s ongoing efforts to innovate and expand its marketplace to meet the diverse needs of Indian consumers, reinforcing its position as a leading e-commerce platform in the region.
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