E-commerce leader Amazon is gearing up to unveil ‘Bazaar’, a dedicated low-priced fashion and lifestyle store targeting India’s value-conscious masses. As per communication sent to partners accessed by TechCrunch, Bazaar aims to onboard sellers of unbranded everyday products priced under ₹600 without additional platform fees.
Zero Fees Offered for Sub-₹600 Products
The US giant has invited vendors to list “trendy” fashion merchandise and lifestyle accessories priced up to ₹600 on its new Bazaar vertical coming up in India. Amazon’s missive promises Bazaar would provide access to “tens of millions” of potential customers without charging any referral or other supplemental fees.
This positions Bazaar as a truly budget-friendly channel for small traders dealing in unbranded fast selling items like clothes, hairbands, watches etc. – beyond established value store Amazon Basics.
Growth Ambitions in Crucial Market
The planned Bazaar launch underscores Amazon’s growth ambitions in India where low average order values dominate over 70% online retail. It can complement Amazon’s premium offerings in an effort to penetrate deeper into smaller towns and cities.
Parent firm Amazon Inc. also posted record 2022 holiday quarter revenue, signaling steady consumer health in major economies like the US. An affordable Bazaar in India helps tap into similar mass demand locally.
Rival Platforms Already Target Value Segment
However, Amazon’s rivals have made deeper inroads into India’s value e-commerce space already. From Flipkart’s value stores across electronics, fashion etc to JioMart’s extreme affordability, Bazaar must craft an aggressive ecosystem including seller incentives to grab share.
Nonetheless, leveraging Amazon’s massive brand, reach and logistics scale does provide Bazaar a strong launchpad if executed well. Sellers seem bullish already given the promised value proposition’s attractiveness.
Betting on India’s Value-First Shoppers
In summary, Bazaar represents Amazon looking to back low-income Indian shoppers displaying thrift and chasing best bargains. While its premium positioning stays, capturing the next 200-300 million novice users calling for value provides the next big frontier locally.
