E-commerce Giant Amazon Debuts ‘Bazaar’ with a Range of Unbranded Fashion and Home Products

Amazon is a multinational technology company established in India in 2013,, that specializes in e-commerce cloud computing, digital streaming, and artificial intelligence. It is headquartered in Seattle, Washington, and has been in operation since 1995. Amazon is one of the world’s largest online retailers, with a market capitalization of over $1.5 trillion. In addition to its e-commerce platform, Amazon also operates a variety of other businesses, including its own digital streaming service (Amazon Prime Video), its cloud computing platform (Amazon Web Services), and its AI assistant (Alexa).

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Amazon, the prominent player in e-commerce, has stepped into the realm of unbranded goods by introducing a new section named ‘Bazaar’.

This fresh addition is already up and running on the Amazon India app for Android, showcasing a diverse array of unbranded items at wallet-friendly prices, including clothing, watches, footwear, jewelry, and luggage, all falling below the INR 600 mark.

It seems that the primary goal behind this move is to cater to the needs of budget-conscious shoppers across Tier-II, III, and other lesser-known cities in India, aiming for a larger share of the market. Amazon has stated that the Bazaar section will feature products sourced from various sellers, particularly those based in manufacturing hubs scattered throughout the country.

“We’re thrilled to announce the launch of the Amazon Bazaar storefront on Amazon.in! It’s all about bringing our customers and third-party sellers closer together. Here, you’ll find a delightful range of ultra-affordable fashion and home products, carefully curated from sellers across India’s manufacturing hubs. This exciting addition follows reports that emerged two months ago hinting at the arrival of Bazaar. We’re always investing and innovating to enhance your shopping experience!”

According to sources interviewed by the Economic Times, the new service will be exclusively offered to a specific group of users. It was also mentioned that Bazaar will be prominently featured on the app.

Typically, the company ensures a swift delivery within two days. However, the products showcased on Amazon Bazaar may take a bit longer to reach you, with an estimated delivery time ranging from four to five days.

This strategic move is anticipated to pave the way for Amazon to connect with fresh customers while broadening its range of offerings, enriching the shopping experience. This introduction of the new service closely follows Amazon’s foray into the logistics sector in India, alongside the unveiling of a new arm known as Amazon Shipping. Furthermore, Amazon’s marketplace division in India, Amazon Seller Services, has been bolstered with a significant infusion of INR 830 Cr from its parent company based in the United States.

According to sources interviewed by the Economic Times, the new service will be exclusively offered to a specific group of users. It was also mentioned that Bazaar will be prominently featured on the app.

Amazon’s recent expansion into a new sector has set the stage for a direct showdown with Meesho, backed by SoftBank, and Flipkart’s Shopsy. Both competitors specialize in providing budget-friendly options to shoppers and boast significant influence in the realm of affordable online shopping.

This move by Amazon arrives amidst a burgeoning ecommerce landscape nationwide, fueled by accessible internet services and increasing smartphone usage. According to a fresh report from AllianceBernstein, ecommerce activity remains robust, particularly in Tier II and beyond markets.

Isn’t it fascinating how the online shopping scene keeps evolving, making it easier for folks to find great deals while browsing from the comfort of their own homes?

According to the report, based on data from December 2023, Meesho experienced substantial growth in markets beyond Tier-II, achieving a remarkable 32% year-on-year (YoY) increase. In contrast, its competitor Flipkart witnessed a slightly lower uptick of 21% YoY.

Meanwhile, Amazon encountered a slower user growth rate of 13% during the same period. This was attributed to the marketplace’s focus on relatively premium offerings compared to its rivals. Central to these trends is the burgeoning domestic ecommerce sector, expected to burgeon to a $400 billion industry by 2030.

Amazon’s expansion into unbranded goods with the Bazaar section on its Indian app marks a strategic move to attract budget-conscious shoppers in Tier-II and III cities. The commitment to enhancing the shopping experience through curated products sourced from manufacturing hubs demonstrates Amazon’s innovation. The estimated delivery time of four to five days for Bazaar items compromises swift delivery for affordability. This expansion sets the stage for direct competition with established players like Meesho and Flipkart’s Shopsy, amid a burgeoning e-commerce landscape. With industry projections expecting a $400 billion domestic e-commerce sector by 2030, Amazon’s foray into this sector promises to enrich the shopping experience for a broader audience.