New Delhi, Apr 8 (KNN) Amazon India has unveiled a new e-commerce vertical called Amazon Bazaar, offering unbranded fashion and lifestyle products priced below Rs 600.

The new budget-friendly segment went live recently on Amazon's Android app in India.

With Bazaar, Amazon is aiming to tap into the rapidly growing mass market customer base in India as e-commerce adoption increases.

The platform will sell low-cost unbranded items spanning apparel, watches, shoes, jewellery, luggage and more in the Rs 600-and-under price range.

Amazon's Indian operations have traditionally catered more to urban, premium customers who are Prime members.

By launching Bazaar, the e-commerce major is making an aggressive push to expand its customer base to include value-conscious buyers.

"We continue investing to enhance the experience for Indian customers and sellers," said an Amazon India spokesperson. "Amazon Bazaar lets shoppers discover ultra-affordable fashion and home products from sellers across the country", reported businessline.

Bazaar pits Amazon directly against rivals like Meesho and Flipkart's Shopsy in the hotly contested low-cost e-commerce market.

Analysts see the move allowing Amazon to acquire new customers in India's massive value segment currently dominated by Meesho.

User growth at Amazon India had slowed to just 13 per cent in December 2023, which analysts attributed to the platform's premium positioning versus competitors.

The new Bazaar vertical offers Amazon a promising avenue to drive growth by tapping India's price-sensitive masses.

(KNN Bureau)