While striving to capture seller attention, US-based etailer, Amazon, is also looking to secure customer appreciation in the form of sales. The online marketplace ran a Denim Fest sale event recently and the response it received has inspired the etailer to make category-focused events a regular feature. These events will be held on a monthly basis. Amazon has lined up a few categories like kid’s apparel, sneakers, T-shirts and precious jewellery so far.
Shopper response to category based sales
The Denim Fest was a 5-day sale from 20th March to 29th March, with top brands from Amazon Fashion contributing to around 70% of the total denim sales on the platform. The sales in this category rose 3.5 times more than usual.
- Men’s Jeans saw a 3.2x sales increase
- Women’s Jeans witnesses a 4x sales increase
- Kid’s jeans incurred a 4x sales increase
The head of Amazon Fashion, Arun Sirdeshmukh said, “We will continue to host category-focused events on our platform like the way we did Denim Fest. This too is going to be a recurring property for us. The other categories that we will be focusing on includes kids fashion, sneakers, T-shirts, formals, etc. to showcase our strength in selection, our strong collaboration with the brands and overall superior customer shopping experience.”
Amazon Fashion is one of the 3 top stores on the platform. It has shown speedy growth since its inception a little while after Amazon India, as per Sirdeshmukh. This is mainly due to the increasing demand for fashion commodities.
“Almost 30% new customers for Amazon.in come from Amazon Fashion,” he further shared.
This vertical on the platform is the ideal attraction for online shoppers. People prefer shopping for fashion online due to the variety available and the easy means of making a purchase.
What makes Amazon sales special?
On Amazon Fashion 1 in 4 purchases is done by Prime members. This allows fast delivery of not more than 2 days, early access to sales and more benefits to buyers.
Sirdeshmukh claimed, “This is the biggest differentiator for us that enable unlimited one-day guaranteed delivery to customers – especially for a category like fashion which is also driven by impulse shopping as customers continuously look for instant gratification.”
Amazon Fashion competes against, Flipkart’s fashion arm Myntra, which also happens to own Jabong. To turn profitable soon, the online fashion major is focusing on brands instead of discounts. It is also looking to reduce logistic inefficiencies through its new acquihier, InLogg. The etailer has taken its business offline as well to improve its scope when it comes to sales.
For a more relevant fashion segment, the ecommerce company introduced Fresh New Look, a campaign held during the period from 15th March-16th April. This prompted a 12% spike in sales and 13% more visits, explained the company.
To match its fashion rival, Amazon may need to experiment with more techniques to attract customers. The etailer already offers private labels and is trying to diversify its fashion offerings. But what else can the etailer do to pick up the sales pace for its ecommerce fashion category?