In an effort to boost its fashion business, Amazon India on Wednesday launched its fashion imaging studio in Gurgaon. This is the third such studio, with a size of over 44,000 sq feet, launched by Amazon after New York and London. When contacted, Amazon declined to comment on investment figures. According to the e-tailer, the new studio will help in creating a better digital catalogue, especially in the case of brands with which Amazon has inked exclusive deals, right before the festive season. “We have more than 2 million stock-keeping units (SKUs) kept at our warehouses across the country, that is twice the inventory we had during the last festive season. Additionally, we have signed exclusive deals with 100 brands. The idea is to tell a great visual story, which we will be now able to do with the new studio,” said Arun Sirdeshmukh, head, Amazon Fashion India.
Also, with the launch of the studio, the e-tailer has forayed into content marketing. Amazon, which is creating content around fashion brands and products via photographs etc is charging sellers as well as manufacturers for the service. This way, the e-commerce company has created a new revenue stream.
While refusing to comment on how much Amazon charges its sellers and brands for the service, Sirdeshmukh added, “While we do charge sellers/brands when we create their digital catalogue, the service is not provided with an aim to earn extra revenue, rather to create digital stories.”
Amazon India, which claims to have faced issues in terms of supply during June and July — right after the roll out of the goods and services tax (GST) — said that at present, it is business as usual with manufacturers supplying products regularly as shoppers continue to buy on the platform.