Amazon India enters apparel retail with women's ethnic wear store

E-commerce major Amazon made its entry into apparels in India, with the launch of ethnic and Indo-western wear for women on its platform. The move pits Amazon directly against online retailers like Myntra, Jabong and Flipkart.

It also announced the launch of a dedicated sunglasses store with the selection of more than 2,800 styles catering to men, women and kids, across all ages, occasions and price ranges.

With over 12,000 contemporary and traditional styles from over 90 apparel brands offered by private labels and national and regional retailers, there's a lot in store for the quintessential Indian women of today, Amazon in a release said.

With a vast selection of fashion jewellery, watches, beauty products, handbags, clutches, shoes and now ethnic wear and sunglasses, Amazon.in offers a compelling fashion and lifestyle shopping destination for women, the release added.

"With the launch of women's ethnic apparel and sunglasses, we now offer our women customers, the season's hottest fashion picks on their fingertips," Amazon India Category Leader- Fashion Vikas Purohit said.

Amazon on Wednesday also announced two new initiatives for sellers, with the aim of increasing its seller base in India, and promising an accelerated and friction-free experience for selling products on its platform.

The US-based firm launched the Self Service Registration (SSR) and Amazon Easy Ship for sellers in India.

Amazon SSR enables sellers irrespective of their size, location and size of catalogue, to self-register on the Amazon marketplace and start selling within a day without any third party intervention, making the process quick, easy and transparent.

With Amazon Easy Ship, the seller has to pack the shipment and confirm to Amazon that they are ready to ship. Amazon Logistics collects the shipment and ensures that the product is delivered to customers in 2-4 days.

Edited by NDTV staff from original story by PTI