There's a 'special store' Bazaar by Amazon available to Indian shoppers, as it revs up the effort against Walmart-owned Flipkart and Reliance's Ajio, which made deeper inroads in Indian fast-fashion.".

The world's largest e-commerce firm launched the new store on its India Android app. The new store started signing up sellers in February, and according to TechCrunch, it promised them "hassle-free" delivery, zero referral fees, and access to a huge customer base.

You can get anything you want from dresses, hats, jewelry, shoes, bag, traditional and western clothes as well as furniture and almost everything in home decors; kitchenware, bedding, even towels, a notice on the support page reads.

According to Bernstein, well beyond cheap fast fashion drives most of the buys in these apps in India; so a strong play in a category where Amazon has traditionally lagged in the country becomes particularly important.

Bernstein analysts noted last month, "India e-commerce category mix is changing; Mobiles and Consumer electronics share is declining. Fashion has grown the strongest since FY19 and now has the highest category share."
Bazaar is selling "trendy" T-shirts starting at 129 Indian rupees, or $1.55, and sneakers for less than $3.

Amazon has spent over $11 billion in the country thus far. Although its cloud unit, AWS, dominates the market here, it lags Flipkart on e-commerce in the country.

Last year, chief executive Andy Jassy said he will invest $12.7 billion in AWS in India by 2030 and commit more than $2 billion to the e-commerce division over the same period.

E-commerce market for fast fashion in India has been witnessing significant traction in the last two years as local startups have started following the path of international trendsetters, such as Zara, H&M, and Uniqlo. While Flipkart's Myntra is the leader, with Bernstein suggesting that it commands close to 30% of market share within a year since Reliance's Ajio's entry into the e-commerce fray.

Fast-fashion platform Ajio Street is its latest, the company having launched last year. Be it clothing sold at cheap prices or accessories at 199 Indian rupees, or $2.4, Ajio Street gives its customers the most competitive "lowest price." The brand does not even charge for delivery. The return process is crystal clear and hassle free.

Last year, Shein, the global leader in the category that India banned earlier, said it was prepping for a return to the country through a joint venture with Reliance, the nation's most valuable company. The oil-to-telecom giant also runs Reliance Retail, which is the nation's largest retail chain.