Company Overview: Amazon India

Amazon India, a subsidiary of US-based Amazon Inc, started in India in 2013. Through its amazon.in website and shopping app, Amazon India now sells over 30 categories online including apparel, grocery, beauty, electronics, home appliances and furniture. It is one of the fastest growing e-commerce marketplaces in India. According to 2017 data from eCommerceDB.com, Amazon India had revenues of $561.4 million, ahead of its closest competitors Flipkart and Myntra, with revenues of $553.5 million and $342.7 million, respectively.

Amazon’s Marketing Strategy in India

Amazon is leveraging its scale, logistics capacity and strong cloud platform to create a localized online market for India.

Amazon is working to create brand affinity through heavy promotional activities. Its focus is providing genuine products with flexible delivery options at competitive prices, but Amazon India creates buzz through promotional sales on occasions such as festivals, new year and other holidays.

Amazon brought its annual Prime Day sale to India in 2017, and this year, the event occurred on July 15 and 16. During Prime Day, Amazon India sought to engage local consumers through campaigns such as online quizzes, pop-up shops in shopping malls, social media hashtags and selfie contests.

Amazon’s App-Only Quiz Campaign

In 2017, Amazon India launched online quiz contests, making it a daily event that runs from 8 AM to noon, with different prizes each day.

Customers see the quiz banner on the home page as soon as they sign in. Once they click on the quiz page, they see a series of five questions. Users have to answer all five correctly to be entered into a draw to win.

The major advantages of the quiz campaign are:

[caption id="attachment_94502" align="aligncenter" width="700"] Source: Coresight Research[/caption]   [caption id="attachment_94501" align="aligncenter" width="700"] Screenshots of the campaign
Source: Amazon app [/caption]  

Apart from offering discounts, coupons, cashbacks, interest-free easy monthly instalments on purchases, and making huge investments on conventional advertising, Amazon has been using app-only quizzes as a part of its marketing strategy in India. With 483 million Internet users in India, about 36% of the population, there is room for growth. Since prizes are sponsored by sellers, Amazon invests minimally to make it happen – but still reaps the benefits.