Amazon India rolls out Bazaar to sell low-cost, unbranded products

Amazon India has launched its new vertical called Bazaar, featuring low-priced, unbranded fashion and lifestyle products. The segment went live on Amazon India’s Android app.

To a select cohort of users, Bazaar is being placed prominently on the app, people aware of the plan said.

ET was the first to report on February 21 that the ecommerce major was onboarding sellers to list unbranded products such as apparel, watches, shoes, jewellery and luggage, priced below Rs 600.

A quick review of Bazaar on Amazon by ET showed delivery estimates for Prime users as 4-5 days. This is longer than the typical two-day delivery timeline as users typically do not prioritise fast deliveries for low cost items.

A spokesperson for Amazon India confirmed the launch of Bazaar. The firm said customers can discover and shop affordable fashion and home products listed by sellers, especially from manufacturing hubs across India.

New rival

Amazon Bazaar pits it directly against SoftBank-backed Meesho which has been gaining ground in the low-cost ecommerce space. Flipkart runs a separate app for similar offerings under Shopsy.

Bazaar will potentially open an avenue for Amazon to acquire new customers in India.

Amazon India is more popular among urban users, who are also Prime subscribers, which offers faster deliveries along with video and music streaming.

A January report from research firm Bernstein said Amazon India clocked only 13% user growth in December 2023 — primarily due to more premium offerings than peers. In 2022, Amazon acquired a social commerce startup Glowroad, which focuses on resellers.

Like other online marketplaces, the etailer has also been experimenting and scaling its live commerce vertical in India to shore up consumer engagement.