Amazon is expanding its quick-commerce offering in fashion as it looks to tap into demand for fashion and lifestyle products that consumers need immediately. Orders on Amazon Now have doubled every quarter since its launch, while Prime members are tripling their shopping frequency after starting to use the service. Amazon plans to expand Amazon Now to 300 cities, according to Nikhil Sinha, Director, Amazon Fashion India.
The T20 World Cup highlighted the potential for time-sensitive fashion purchases, with jersey demand rising 2.5X ahead of match days and up to 8X on match days. Amazon, however, sees quick commerce as an additional channel rather than a replacement for traditional fashion shopping.
Amazon Fashion is also seeing a shift towards inspiration-led discovery, with customers increasingly using screenshots, creator recommendations and occasions to find products. Its Gen Z storefront, SERVE, has more than 350 brands, while its Influencer Program has crossed 100,000 creators. Gen Z now accounts for more than half of Amazon Fashion’s customer base.
The company has introduced more than 50 brands this year, including WROGN, Rare Rabbit, Nike and Fabindia. Premium fashion is growing twice as fast as the overall category, while new D2C apparel brands are growing 4X, according to Amazon.
AI is another key focus, with tools such as Rufus, virtual try-on and “Wear It With” helping customers with fit, styling and product selection. Amazon is building its fashion strategy around speed, creator-led discovery, premiumisation and AI.
