Amazon Fashion’s Next Gen Store, a digital hub designed exclusively for Gen Z fashion enthusiasts, has sparked significant growth for the e-commerce giant. Since its launch in 2023, the platform has witnessed a three-fold increase in Gen Z shoppers and a four-fold surge in demand from tier-two cities, according to a company press release.
Bridging the Fashion Gap for Gen Z
Recognizing the rising influence of young consumers, Amazon created the Next Gen Store to offer a carefully curated collection of fashion that blends global trends with local tastes. The platform currently boasts a diverse catalog featuring over 340 domestic and international brands and more than 2 million products.
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To keep the momentum going, Amazon Fashion has announced the Next Gen Online Shopping Event from March 20 to 24, offering discounts of up to 60% on collections specifically designed to resonate with youth fashion preferences.
Fashion Without Boundaries
“The rapid growth of our Next Gen Store highlights a major shift in how fashion is consumed in India,” said Siddharth Bhagat, Director of Amazon Fashion and Beauty India. “Gen Z shoppers are redefining style and using fashion as a means of self-expression. What’s exciting is that this shift isn’t limited to metros — we’re seeing an incredible surge from smaller cities and towns.”
Bhagat added that cities like Chandigarh, Jaipur, and Surat have emerged as significant contributors to this growth. The success in these regions shows how e-commerce is breaking barriers and making trendy, affordable fashion accessible across India.
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Amazon’s Expanding Reach
Since entering the Indian market in June 2013, Amazon has established itself as a major player in the country’s e-commerce space. The company now serves 100% of India’s serviceable pin codes, with 97% of orders eligible for two-day delivery.
As Amazon Fashion continues to scale, the Next Gen Store is positioned to further influence how young India shops, blending the latest trends with the convenience of online shopping. With the upcoming sale event, the brand aims to make fashion-forward choices even more accessible to its rapidly expanding customer base.
