Amazon Fashion sees double digit growth

Amazon India has witnessed significant growth in its fashion category. Especially in Tier-II and III cities, Amazon Fashion has doubled its selection and grown over 150 per cent y-o-y by the middle of 2016. The categories in Amazon Fashion include watches, apparels, shoes, jewelry and luggage and this has shown over 200 per cent growth this year. It receives around 55 per cent of orders from Tier-II cities and is now among the top three categories for the Indian arm of the global e-commerce giant Amazon Fashion holds 30 per cent of the total customers of Amazon India.

However, Amazon India's daily consumables category which includes gourmet food and washing powder, has emerged as among its biggest asset driving additional growth momentum for the online retailer in India. Amazon India has started its two-hour delivery service of daily essentials called Amazon Now in Mumbai, followed by Bangalore and parts of New Delhi. In the fashion business, Amazon is competing with Flipkart that owns Myntra and Jabong, two of the largest specialty online fashion retailers in India.

Recently, Amazon launched its private fashion brand Symbol to boost sales and margins in the second largest product category in e-commerce. Amazon wanted to start selling Symbol ahead of the upcoming festive season sales to attract shoppers in the initial months of the launch. According to a report by Google, the fashion segment in India is expected to be the single largest product category in online retail by 2020 and is set to cross the Rs 2 lakh crore mark offering higher margins.