Amazon’s Choice programme comes to India

Amazon’s Choice recommends specific products based on the needs of a buyer; currently, it is available for laptops


Amazon India says the programme will simplify product discovery for items on which customers end up spending a lot of time researching. Photo: Reuters
Amazon India says the programme will simplify product discovery for items on which customers end up spending a lot of time researching. Photo: Reuters

New Delhi: In an attempt to make product discovery easy for consumers, Amazon on Thursday extended the Amazon’s Choice programme to India. Amazon’s Choice will recommend a specific product based on the needs of a buyer.

The move will simplify product discovery for items on which customers end up spending a lot of time researching, the company claimed.

“With the festive season just round the corner, this is an opportune time to launch Amazon’s Choice to make the shopping experience for customers simple, hassle-free and enjoyable,” said Noor Patel, director category management, Amazon India.

With a focus on improving consumer experience as well as actually closing a sale, Amazon’s Choice is currently available for laptops. For instance, consumers will have to specify a laptop category based on their need, whether it is for home use, work, travel or gaming. On the basis of intended usage, Amazon will make a recommendation.

The service will be extended to some other product categories in the next few months. The other categories will include phones and televisions, where a consumer spends a lot of time researching about similar products available in the market, features and price points.

A user can access Amazon’s Choice feature through the home page of Amazon’s website or by searching for generic keywords like laptop or television.

In August, Mint reported that Amazon’s gross sales for July exceeded that of Flipkart. Amazon’s Choice programme could not only increase sale conversions when a consumer is browsing but also strengthen Amazon India’s position vis a vis Flipkart.

India’s largest e-commerce company launched Flipkart Assured a few weeks ago to improve customer experience.

Products bearing the label “Flipkart Assured” would imply a six-level quality check process of the product and that it will be delivered within two to four days across India.

Prior to Amazon’s Choice, Amazon India launched its Prime service in July, offering fast product deliveries, early access to discounted deals and exclusive products for an initial annual fee of Rs.499.

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