Amazon, in its growing desire to become a super app in India, is testing a new category to persuade users to spend more time on a shopping service: Feature Articles.
The US e-commerce giant has quietly launched “featured articles” on its shopping app and website in India that feature feature articles, commentary and analysis on a range of topics including politics, governance, entertainment, sports, business, finance, health. , Fitness, books, and food. The articles are sourced from several large local media houses and magazines.
Some of these articles are “exclusively” available on Amazon, the company says on the website. Amazon is also sending notifications to some Kindle users to increase engagement.
The latest addition, viewed and shared by ClearTips Himanshu Gupta, Comes just days after Amazon launched a free video streaming service within the shopping app in the South Asian nation.
An Amazon spokesperson confirmed the new feature to ClearTips, saying, “We are focused on creating new and engaging experiences for our customers and as part of this effort, we are testing a new service Which brings articles on various topics like current affairs, books, business, entertainment, sports and lifestyle among others for readers. “
This is not the first time Amazon has discovered integrating some reading material into its shopping service in India. In 2018, Amazon India began displaying some gadget reviews and lists received from local media houses.