Two weeks ago, online retail giant Amazon kicked off food delivery pilot for its employees in select localities of Bengaluru, to grab a piece of the pie in India’s food-tech market, which will soon be worth more than USD 17 billion. The popular perception is that Amazon is gearing towards becoming India’s first super app, leaving behind payment services such as SoftBank-backed Paytm and Walmart-owned PhonePe. But when you look closely, not all Amazon services are bundled together, which is the core principle of a super app.
With the new addition in its portfolio of services, Amazon is now present across e-commerce, e-grocery, food-delivery, payments, credit card, travel, movie ticket bookings, insurance, education, e-books, on-demand video, music streaming, and cloud computing in the world’s second-most populous country.
It has a separate e-grocery app, Prime Now; subscription video-on-demand app, Prime Video; on-demand music streaming app, Amazon Music; and educational app, JEE Ready that it launched just last year for students who are preparing for the entrance exam of the country’s premier engineering college, Indian Institute of Technology.
Prabhu Ram, Head – Industry Intelligence Group at CyberMedia Research, noted, by building “an array of services around its core business,” and integrating high-frequency use cases such as education and entertainment, “Amazon can leverage its users digital footprint to provide targeted services and bring more value and loyalty amongst its user base.”