Amazon’s India Innovations Adopted Globally

Seattle-based Amazon‘s innovations in India are being adopted by its teams from across the globe including its U.S. and European e-commerce arms, Terry Hanold, vice president of Amazon’s international consumer technology, said.

The Times of India reports that a successful innovation, called “seller flex,” allows a seller to make their location available for Amazon to store inventory and help them receive an additional stream of revenue. “We saw customers benefit and that idea has been scaled out to other Amazon marketplaces, allowing us to expand our footprint without having to invest a lot in physical infrastructure,” said Dale Vaz, director of software development at Amazon India.

Amazon’s seller app has tools and features to help sellers do their inventory management and logistics better. “These are India specific tools that we built for sellers to help manage the business more effectively. Now we are rolling this out to other markets including the U.S.,” said Hanold.

To win in India, Amazon shifted focus from Apple to Android mobile devices. “We looked at how we could support customers who are on smaller devices which have less computing power, and we looked backwards, we went into the app and stripped down large portions of it that we believed weren’t useful to the customers. We removed voice search and image search. From 17MB, it came down to 2MB,” Vaz said.
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 To support the sale of used items, Amazon-owned affiliate, Junglee, built a system which enables Amazon to have a product picked up from the seller’s home, vet, pack, and ship it to the buyer using the Amazon India infrastructure. It also built an escrow account, which allowed the company to hold the money until the buyer could verify the product before the money was transferred to the seller’s account.
Now, this is being implemented in other markets of the e-commerce giant.

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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.

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