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Amazon looks to capture market base with startups, VR kiosks on prime day

Amazon India is gearing up for Prime Day. The 36-hour sale season for members of the e-commerce major’s subscription service will begin on July 17.
BY BEx Bureau
BusinessEx
Jul 10, 2018

Out of every three orders on Amazon, one comes from a Prime subscriber, Subbu Palaniappan, head, Prime member growth engagement, Amazon India, has said.

Amazon India is gearing up for Prime Day. The 36-hour sale season for members of the e-commerce majors subscription service will begin on July 17.

Speaking to TOI, Palaniappan said the sale season this year would see Indian startups fighting for buyers alongside multinational companies. Over 20% of the products would be from these startups ranging from Alexa-enabled light bulbs to theft-proof backpacks and educational kits for children.

These products are made by startups from our launch pad. Overall 18 startups are in the race, he added. Companies such as Easy Neck Spruce Shave Club, Leaf Wearables and LCare would showcase their products. On the other hand, the customers would also be exposed to international deals from Nestle, Acer,Marks and Spencer.

The subscription service, which has also seen a doubling in the user base since its debut last year, is seeing growth in tier 2 towns, and the company is setting up fulfilment and delivery centres to stick to the promise of one day or two days deliveries.

In some metros we are also having two-hour deliveries. Plus, we expect more customers to come in, now that we have introduced monthly payment options at Rs 129. Indians who are used to monthly budgets will take to the plan, added Palaniappan.

Also catering to the younger consumers who join the subscription service through the video and music offerings, the company is introducing seven films and series on its video offering.

"For younger subscribers our content on Prime Video acts as the drawing factor and for the older consumers, seamless delivery attracts numbers," he said.

For the first time, in an attempt to attract customers in retail touch points, the company has introduced virtual reality kiosks in 10 malls across the country as a run up to the prime day sale. While prime members get access to products, the experience zones are open to all customers until July 17.

For now, we plan to keep it as a curtain raiser to the sale. Depending on the feedback, we might make this a permanent feature for those who are interested in the touch and feel experience, he said.

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