Amazon Prime launched in India; In time to get a headstart on Flipkart’s F-assured?
By Editor 
The battle of the titans continues with Amazon taking things to a new level with Amazon Prime. The US based ecommerce major has introduced Amazon Prime in India. The exclusive club grants members several benefits including: free shipping at no minimum purchase, free one day or two day delivery, and a 30 minute edge on non-members at lighting deals. However, these benefits are available only on select products. Quite like Fulfilled by Amazon, Prime has a defined area in terms of the products available.
A shopper can sign up for a 60 day free trial, post which she or he can opt to pay for the service. The annual fee for Prime will be Rs 499 for those who opt for the free trial available now, and Rs. 999 for those who don’t choose to sign up for the trial. Mumbai, Hyderabad, Delhi, and Bangalore get a reduced price on same day, morning and scheduled delivery.
Source: Amazon.com
Lacking sheen
Mohul Ghosh of Trak.in feels that the company has not offered incentives that are attractive enough. He says,
“However, considering the fact that Amazon is planning to invest Rs 2000 crore for creating original videos under Prime services; it is indeed shocking that they have not mentioned anything regarding Prime Videos and Prime Music, the two unique differentiators for their US customers.”
“Unless Prime promises some cool, exclusive content and Amazon Music ensures top of the class songs, at faster streaming, there isn’t much attraction in choosing Amazon Prime. If we compare with Flipkart’s just launched ‘F-Secured’ services, then there isn’t much differences as of now.”
Prime – the story so far
Amazon Prime was launched in 2005 in its home country, with Instant Video making its appearance in 2011. Today, the membership costs about $99 annually. The features offered were quicker delivery and unlimited features with the annual fee.
Experts feel that getting a membership makes sense for a frequent shopper. This Fortune article concludes that Prime goads its members to shop (three times) more than they normally would.
It definitely looks like Indian shoppers will warm up to the concept. With millions of dollars put in the bucket, Amazon has no problem in whipping up an etail storm. Will the others be able to catch up?
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