Amazon Fashion has given its Gen Z-focused storefront a bold new identity. What was once called the ‘Next Gen Store’ has now been rebranded to a sleeker, punchier name — Serve.
The move comes as the platform rides a wave of growing popularity among younger shoppers. Since April 2023, the store has seen a threefold jump in Gen Z users, and a 40% rise in buyers from Tier II and III cities like Patna, Jaipur, Kochi, Surat, Chandigarh, and Nagpur — a sign that fashion inspiration is no longer limited to the metros.
Under the new banner, Serve is anything but basic. It houses over 2 million fashion items across 350+ homegrown and international labels. Alongside familiar favorites, new names like Diljit x Levi’s, Mokobara, Chumbak, Highlander, Cosrx, The Bear House, and Tokyo Talkies have joined the lineup — catering to every niche, mood, and vibe.
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But it’s not just about products. Serve is wired into the pulse of Gen Z style — with monthly drops, trend-forward lookbooks, and curated edits by creators. Expect nods to everything from Y2K nostalgia and gender-fluid fits, to dopamine dressing, clean K-beauty, and eco-conscious picks.
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Serve lives inside the Amazon app as part of its broader fashion category — now with a sharper identity and a clearer mission: keep up with what Gen Z is wearing, wherever they are in the country.
