Amazon Fashion Rebrands Gen Z Storefront as 'Serve' Amid Rapid Growth

Amazon Fashion has rebranded its Gen Z-focused storefront from "Next Gen Store" to "Serve," highlighting its commitment to engaging India’s youth demographic. This shift follows a period of strong growth, with the Gen Z customer base tripling since April 2023. Notably, there’s been a 40% year-on-year rise in shoppers from Tier II and III cities like Jaipur, Kochi, Surat, and Patna.

"Serve" now offers over 350 brands and 2 million products, curated to reflect Gen Z’s diverse tastes—ranging from fast fashion and affordable picks to sustainable options. The revamped platform also introduces advanced tech features, including virtual try-ons, image-based Style Snap discovery, and AI-driven personalization via Rufus. This evolution underscores Amazon Fashion’s aim to be a top destination for India’s digitally savvy Gen Z consumers.

22-05-2025