Gen Z Fuels Explosive Growth for Amazon Fashion's Next Gen Store

A Fashion Revolution: Reaching Gen Z Across India

Amazon Fashion's Next Gen Store, launched in 2023 as a digital fashion haven for Gen Z, has witnessed an astounding threefold increase in Gen Z shoppers. Even more impressively, the platform has seen a fourfold surge in customers hailing from Tier-II cities, signaling a significant shift in India's fashion landscape.

"The remarkable growth of our Next Gen Store reflects a fundamental shift in India’s fashion ecosystem," stated Siddharth Bhagat, director of Amazon Fashion and Beauty India. This growth comes as a welcome change of pace following a period of sluggish demand and negative same-store sales growth in FY25. The fashion and apparel industry is now poised for a remarkable rebound in FY26, according to India Ratings and Research (Ind-Ra).

Tapping into the Gen Z Powerhouse

With over two million products from 340+ brands, the Next Gen Store is perfectly positioned to capitalize on the booming fast fashion and premium segments. This focus on Gen Z is strategically sound, considering the massive potential of this demographic. Over 200 million Gen Z individuals reside in urban India alone, with over 60 million already embracing online shopping for lifestyle products.

“What we are witnessing is an emergence of a new fashion paradigm where Gen Z consumers from across India’s diverse geography are embracing self-expression through style," explained Bhagat. "The Next Gen store’s success in tier-two cities like Chandigarh, Jaipur, and Surat more particularly highlights how digital platforms are reshaping fashion accessibility, allowing trend-forward selections to reach beyond metropolitan boundaries.”

This sentiment is echoed by Myntra’s chief marketing officer, Sunder Balasubramanian, who highlighted the reciprocal nature of brand loyalty among Gen Z. Brands that cater to their unique tastes and values will, in turn, earn their unwavering loyalty.

Riding the Wave of Quick Commerce and D2C

The rise of quick commerce and direct-to-consumer (D2C) brands is playing a crucial role in shaping Gen Z consumption trends. A report by Bernstein in September highlighted these "big shifts," emphasizing the growing demand for instant gratification and personalized brand experiences.

Amazon's foray into the quick commerce arena with its 10-minute delivery service, Amazon Now, further underscores this trend. Expanding beyond its initial pilot program in Bengaluru, "Tez," as it's known internally, is actively engaging with brands in beauty, home, and kitchen categories to scale its quick commerce offerings.