Revamped platform now offers 350+ brands and 2 million products, targeting India’s next-gen shoppers.
Amazon Fashion has rebranded its Gen Z-focused storefront, previously known as the ‘Next Gen Store,’ under a bold new identity: Serve.
The move comes as part of Amazon’s strategy to deepen its engagement with Gen Z consumers, a segment that has driven significant growth for the platform. Since April 2023, the Gen Z customer base has tripled, while Tier II and III cities such as Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat have contributed to a 40% year-on-year increase in overall shoppers, according to the company.
The refreshed Serve storefront now boasts a selection of over 350 brands and more than 2 million products, offering a curated blend of fast fashion, budget-friendly picks, and sustainable alternatives tailored to Gen Z tastes.
To elevate the shopping experience, Amazon has introduced advanced features such as:
- Virtual Try-On for select categories
- Style Snap, an image-based product search tool
- Rufus, Amazon’s AI-powered personal shopping assistant
This rebrand reflects Amazon Fashion’s continued focus on personalization, innovation, and accessibility, aiming to serve the evolving preferences of India’s digitally savvy youth.
