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Amazon quietly launches Bazaar to sell fast fashion and lifestyle products in India

Amazon has quietly launched a “specialty store” called Bazaar in India, featuring affordable and trendy fashion and lifestyle products, as it ramps up its efforts to compete with Walmart-owned Flipkart and Reliance-owned Ajio, which have made further inroads. Indian fast fashion market.

The world’s largest e-commerce company has launched a new store on its Android app in India. As TechCrunch previously reported, Amazon began recruiting sellers for the new store in February, promising them “worry-free” shipping, zero referral fees, and a huge customer base.

“You can find everything from clothing, accessories, and jewelry to handbags, shoes, traditional and western clothing, and a variety of homewares including kitchenware, towels, linens, and decor,” the company writes on its support page.

Brokerage firm Bernstein said the growing popularity of affordable fast fashion is increasingly driving purchases on many Indian shopping apps, making it crucial for Amazon to carve out a presence in categories where India has traditionally struggled.

“India’s e-commerce category mix is ​​changing; mobile and consumer electronics are losing share. Fashion experienced its strongest growth since FY19,” Bernstein analysts wrote in a report last month , currently occupies the highest category share. “

Bazaar’s products include “stylish” T-shirts starting at 129 Indian rupees ($1.55) and sneakers priced under $3.

India is an important overseas market for Amazon, and Amazon has invested more than $11 billion in the country so far. While the company’s cloud arm AWS maintains its market leadership in India, Amazon’s e-commerce unit ranks second behind Flipkart.

Last year, CEO Andy Jassy announced plans to invest $12.7 billion in AWS in India by 2030, while also pledging to invest more than $2 billion in the e-commerce unit over the same period.

Screenshot of the Amazon India Android app. (Image source: TechCrunch)

The fast fashion e-commerce market has gained significant traction in India in recent years, with local startups taking inspiration from global pioneers such as Zara, H&M and Uniqlo. Bernstein said that while Flipkart, which owns fashion e-commerce platform Myntra, currently leads the category, it faces increasing competition from Reliance-owned Ajio, which has captured about 30% in about a year. market share.

Ajio launched its own fast-fashion platform Ajio Street last year, offering a variety of clothing and accessories for as low as 199 Indian rupees ($2.40). The platform guarantees “lowest prices” on its products, waives delivery fees, and offers a simple returns process.

Shein, a global pioneer in the field, had previously been banned in India. Last year, Shein said the company was preparing to return to India through a joint venture with Reliance, India’s most valuable company. The oil-to-telecom giant also operates Reliance Retail, the largest retail chain in the United States.

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