Amazon comes up with another new concept in the Indian market. Amazon city-specific platform helps small sellers to go online. Considering the push towards digitization in the Indian economy, Amazon is focusing more on startups in India. The new city-specific platform is now live in Bengaluru provides a marketplace to small entrepreneurs.

Amazon city-specific platform allows the small scale ethnic apparel and fashion jewelry makers to display their products within the city. A similar program namely ‘Etsy and Handmade’ is available at Amazon in the US. Sellers can register them self to register through a smartphone. The city-specific platform also includes the sale of pre-owned products with the sell as an individual’ option.

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“We have opened up the program for individual sellers as well as home entrepreneurs in the fashion accessories and ethnic apparel categories. We have seen 600 sellers and home entrepreneurs registered with us over the period of one-and-half months,” says Mahendra Nerurkar, director of new initiatives, Amazon India.

He also mentioned that Amazon city-specific platform would also include home décor and other categories soon. The new service works on a city-based model where only a buyer registered with a Bengaluru address has visibility to the products. Amazon India’s logistics network fulfills the orders which pick and packages the product.

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The city-based service influences small entrepreneurs’ discoverability on the Amazon. The fee structure is fixed and charges Rs 10 as a commission for transaction below Rs 1,000.

Snapdeal’s Shopo is also a kind of small sellers platform. Amazon city-specific platform is building a business model to increase repeat transactions and push its Prime membership service. Reports say Amazon Seller Services received an infusion of Rs 2,010 crore in in December to take on domestic competitors like Flipkart.