US-based eCommerce giant Amazon is experimenting with a new category Feature Article, to entice users to spend more time on the shopping site in India, as part of its ongoing quest to become a super app.
The eCommerce giant has quietly launched “Featured Articles” on its shopping app and website in India that showcases feature articles, commentary, and analysis on a variety of topics including politics, governance, entertainment, sports, business, finance, health, fitness, books, and food. The articles come from a variety of large local media houses and magazines.
Some of these articles are “exclusively” available on Amazon, the company said on the website. Amazon is also sending notifications to some Kindle users to increase engagement.
The move comes just a few days after Amazon introduced a free video streaming service in the South Asian country’s shopping app. According to news reports, the service delivers ‘professionally’ developed and curated content across web series, comedy shows, tech news, food, beauty, fashion, and more. The service is only available for Android users.
An Amazon spokesperson added that “we remain focused on creating new and engaging experiences for our customers and as part of this endeavor, we have been testing a new service that brings articles on different topics like current affairs, books, business, entertainment, sports, and lifestyle amongst others for readers.”
This isn’t the first time Amazon has considered integrating reading content into its Indian shopping service. Amazon India began to feature gadget reviews and listicles from local media houses in 2018.