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Amazon scales fashion on Now, eyes 300-city expansion

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Amazon scales fashion on Now, eyes 300-city expansion

Amazon plans to expand Amazon Now to 300 cities, as it looks to cater to occasions where consumers need fashion and lifestyle products immediately.

New Delhi: Amazon is taking quick commerce deeper into fashion, betting that faster delivery can unlock a new pool of time-sensitive fashion demand even as most fashion purchases remain considered buys. Orders on Amazon Now have doubled every quarter since launch, while Prime members are tripling their shopping frequency once they start using the service, Nikhil Sinha, Director, Amazon Fashion India, said in a conversation with ET Retail. Amazon plans to expand Amazon Now to 300 cities, as it looks to cater to occasions where consumers need fashion and lifestyle products immediately. “Speed matters when the moment has a clock on it,” Sinha said. Advt

The T20 World Cup offered a glimpse of that opportunity. Jersey demand on Amazon spiked 2.5X ahead of match days and up to 8X on match days, according to Sinha. The company, however, does not expect quick commerce to replace traditional fashion shopping. A customer buying a special-occasion outfit may still browse for days, while Amazon Now creates a second lane for urgent purchases. That is part of a wider shift Amazon Fashion is seeing—from intent-led shopping to inspiration-led discovery. “Five years ago, our job was largely to answer a search. Today, it often begins before the customer knows what to search for,” Sinha said.

Customers are increasingly arriving with screenshots, creator recommendations, occasions or simply a “vibe” rather than a specific product.


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