Amazon India has recently rolled out a new shopping segment called “Bazaar” in its Android app, featuring budget-friendly, unbranded fashion and lifestyle products. The move is seen as a strategic one by the e-commerce giant to target a new customer base in the Indian market.
The Bazaar section currently caters to a selected group of users, offering products such as apparel, watches, shoes, jewellery, and luggage priced below Rs 600. Delivery estimates for Prime subscribers are around 4-5 days, acknowledging the nature of low-cost items where rapid delivery may not be a top priority.
This launch puts Amazon in direct competition with other players like Meesho and Flipkart’s Shopsy, who cater to the budget e-commerce segment. By introducing Bazaar, Amazon aims to tap into new customer segments in India, beyond its traditional urban consumer base.
A recent report by Bernstein highlighted Amazon India’s modest user growth, partly due to its focus on premium offerings compared to competitors. In 2022, Amazon made a foray into social commerce with the acquisition of Glowroad, a startup specializing in reseller networks.
The introduction of Bazaar marks Amazon’s continued efforts to evolve and expand its presence in the Indian e-commerce market, offering customers more choices and strengthening its position in the competitive landscape. With the launch of this new segment, Amazon looks set to attract a broader range of consumers looking for affordable yet quality products.
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