Amazon India rebrands Gen-Z focused fashion platform as 'Serve'

With the rebrand, Amazon is tapping into popular Gen-Z slang and aiming to capture the growing spending power of younger consumers entering the workforce.

May 20, 2025 - 15:30

Amazon India rebrands Gen-Z focused fashion platform as 'Serve'

Amazon Fashion has relaunched its GenZ-focused under the name 'Serve' to reach young consumers and expand reach in smaller cities, it said in a press note.

With the rebrand, Amazon is tapping into popular Gen-Z slang and aiming to capture the growing spending power of younger consumers entering the workforce.

According to the company, the platform has seen strong traction from Gen Z customers clocking a 3X growth. The storefront also witnessed a 4X growth in shoppers from Tier II and III cities, including Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat.

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"After pioneering India's first dedicated Gen Z store in 2023, we are elevating our commitment with 'SERVE'. Our research consistently reveals this demographic values individuality and trend alignment alongside affordability. With 'SERVE', we are democratising trend-forward fashion—bringing inclusive, accessible style to all of India, particularly Tier II and III cities where we have seen over 40% YOY growth," shared Nikhil Sinha, Director, Amazon Fashion India.

The ‘Serve’ storefront features over two million products from more than 350 domestic and international brands, including brands like Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx, and Moxie.

Flipkart, through Myntra's FWD runs a GenZ-focused digital storefront. Besides that, homegrown startups like Newme, Urbanic’s Savana and Littlebox also operate in the space. Reliance also recently partnered with global fashion giant Shein to tap into GenZ's fast fashion space.

Edited by Kanishk Singh