SynopsisAmazon is boosting its value commerce segment in India. Amazon Bazaar, its low-cost marketplace, saw 5x growth in 2026. The company is integrating Bazaar into the main Amazon app. This move aims to attract shoppers seeking affordable products. Bazaar offers items priced below Rs 300, with a Rs 600 cap. The platform leverages Amazon's existing infrastructure for an edge.Listen to this article in summarized formatReutersHyderabad: Amazon is stepping up its push into India’s fast-growing value commerce segment as Amazon Bazaar, its low-cost shopping marketplace, recorded 5x year-on-year growth in 2026, according to a senior company executive.“Value-first” shoppers are now among the fastest-growing consumer cohorts online, Sameer Lalwani, head of Amazon Bazaar, Amazon India, told ET on the sidelines of an event in Hyderabad, adding that the company is increasingly integrating Bazaar into the main Amazon app as it looks to capture shoppers who have flocked to platforms such as Meesho over the past few years.Also Read: Indian consumers balancing aspiration with prudence, driving purposeful spending trends: ReportAmazon has begun surfacing Bazaar listings directly within the core Amazon shopping experience. Products on the main app now increasingly display tags such as “also available on Bazaar” where sellers offer lower prices for the same product through the value commerce platform.Bazaar is Amazon's dedicated value commerce offering globally, and India was the e-commerce major's first market where it launched in April 2024, preceding the launch of Haul in the US and similar offerings in other markets. Seventy percent of the catalogue on Amazon Bazaar is priced below Rs 300, with the maximum product price capped at Rs 600.Bazaar operates within Amazon’s existing ecosystem, and Lalwani says leveraging Amazon's existing delivery network, seller base and payments infrastructure gives Bazaar an edge over existing players instead of having to build a separate platform from scratch.Also Read: Retail chains like Reliance Retail, DMart go on store expansion spree as demand recoversAs part of its push to grow Bazaar into a serious player in the value commerce space, Amazon India is also aggressively working on expanding its seller base and product offerings to bring more consumers shop on its value commerce offering. The marketplace currently has 30,000 sellers and over 3 crore products, and the company aims to grow the seller base by 1.5-2X over the next year. It is also working with existing sellers on Amazon to sell their low ASP products on Bazaar as well. Like Meesho, Amazon Bazaar also charges no commission fees for sellers, and only charges shipping charges, which have reduced rates on Bazaar. The company has also doesn't allow returns for products priced below Rs 99.More than 65% of Bazaar’s orders come from tier-II and tier-III markets, according to Lalwani, with a significant share comprising first-time ecommerce shoppers.Amazon is also seeing behavioural patterns similar to offline wholesale and local markets emerge on the platform. Around 25% of Bazaar orders now contain two or more items as shoppers increasingly bundle low-cost purchases to maximise discounts and cashback offers.Read More News on...moreless