Fashion boosts Amazon’s sales, will remain key focus

Amazon.in hopes to emerge as India's largest fashion e-commerce player. And to achieve this, the etailer has built its own selection of brands during the six-day festive sale in October first week, with standalone e-commerce players such as Abof and Bluestone selling their wares on its platform. Fashion was one of the three verticals that did extremely well on Amazon during its ‘Great Indian Festival Sale’ and accounted for almost a third of the total 15 million units that the company shipped during the five-day sale.

The company is also working on fashion content and apparel specific stores, such as denim store, lingerie store, and a sunglasses guide. It is trying to increase the engagement time of its customers in the fashion vertical and has automated the way customers exchange apparel on the platform. Compared to last year, Amazon has doubled its selection of products in India with a collection of over 15,000 brands and two million designs. It also is looking to bring international brands sold on its US and European platforms to India. During festive sales it grew its business in the fashion space fourfold.

Fashion is among the largest businesses for the online marketplace. Fashion and apparel are among the top sold items for Indian e-commerce players.