Amazon rebrands GenZ fashion platform as ‘Serve’

Ecommerce giant Amazon has rebranded its Gen Z fashion platform, formerly known as the Next Gen Store, as Serve, as it looks to target young customers, particularly in tier-II and tier-III cities.

The term 'Serve' is popular in trending fashion lexicon, and means to present oneself in a striking style.

Amazon said its online store has seen a threefold increase in Gen Z customers (those born between 1997 and 2012) and a four-time surge in shoppers from non-metro cities such as Chandigarh, Kochi, Patna and Jaipur.


The online storefront displays products from over 350 domestic and global brands. It also features monthly trend updates, lookbooks and style edits curated by creators on the platform.

"Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With 'Serve', we are democratising trend-forward fashion, particularly in Tier II and III cities where we have seen over 40% year-on-year growth," Nikhil Sinha, director, Amazon Fashion India, said in a statement.

Ecommerce platforms in India are increasingly catering to Gen Z's preferences, offering trendy apparel and a seamless digital-first experience to shoppers.

Amazon rival Flipkart has an in-app platform called Spoyl that focuses on Gen Z's fashion needs with a range of apparel, accessories and footwear. Myntra's FWD is also a segment for the same generation. Other brands such as Zudio, Newme and Urbanic are gaining popularity among younger customers.