’s assisted shopping service formally transitions into Amazon Easy

India-specific, unique assisted online shopping service aimed at introducing more customers to the ease of e-commerce

Hyderabad, August 28, 2018: In line with its vision to transform the way India buys and sells, today officially rolled out its assisted online shopping service, internally codenamed Project Udaan till now, under the brand name Amazon Easy. The India-specific innovation is aimed at enabling customers in smaller markets to get access to the convenience of online shopping. Under the Amazon Easy umbrella, Amazon India aims to help break down various transaction barriers for first-time online shoppers like trust, lack of Internet access , language and as well as digital payments, to embrace e-commerce.

Talking about the initiative, Kishore Thota, Director, Customer Experience & Marketing, Amazon India, said, “Amazon Easy is going to be transformational as it uses technology and empowers local entrepreneurs to break down complexities and barriers for new-to-ecommerce shoppers using assisted shopping. As the program scales and strengthens we will look to add many more services under Amazon Easy to enhance the shopping experience for all customers.” He adds “Amazon Easy will play a significant role in enabling the next 100 million customers in India to enjoy shopping on starting with this upcoming festive season.”

Amazon has added a visual identity for Amazon Easy with a special logo and branding to help customers identify the stores and understand the offering. The name ‘Amazon Easy’ was chosen primarily because it connotes the value proposition of Amazon’s shopping experience – EASE & CONVENIENCE. In addition, internal research found the word ‘Easy’ as being extensively used across India and by all language groups.

Starting with 200+ stores across the Krishna, West Godavari, East Godavari, Warangal, Nalgonda and Guntur districts in Andhra Pradesh and Telangana, Amazon Easy will be rolled out nationally across thousands of existing stores over the next few months.

Partnering with the offline retail ecosystem to bridge the trust gap, Amazon Easy trains offline stores and local entrepreneurs across tier II and III markets to help aspiring customers join the digital ecosystem through assisted online shopping. appoints associates across logistics and retail startups like kirana stores, medical stores and mobile shopping outlets and small business and provides them a PC-based website. The store owners are trained to help customers find and buy products of their choice, while earning a commission in the process. kicked off the assisted shopping project, internally code-named Project Udaan as a pilot in 2015 and has since expanded to 14000+ stores in 21 states with large network partners like Storeking, Vakrangee to smaller partners like Linq, Indiabuys as well as individual entrepreneurs. equips these offline stores with training materials that include skills like searching, browsing, and navigation on, helping customers set up Amazon accounts, check outs, payments, answering status and delivery queries, and refunds and returns if required. Amazon Easy is not only helping more people join the digital ecosystem but also opening up self-employment and other job opportunities for semi-skilled and partially-skilled people etc.

Customers can walk in to the neighborhood Amazon Easy store for assistance while shopping on Amazon Easy store owners help customers browse the selection, identify and select a product they like, create their Amazon accounts, place orders and checkout to buy. Customers can choose to pay with cash on delivery when the product is delivered to their homes or swipe their cards at the stores while placing the orders. delivers the products to customers at their chosen addresses. Customers can also reach out to the stores if they need help with their order status and returns.

The marketplace is operated by Amazon Seller Services Private Ltd, an affiliate of, Inc. (NASDAQ: AMZN). seeks to build the most customer-centric online destination for customers to find and discover virtually anything they want to buy online by giving them more of what they want – vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience; and provide sellers with a world-class e-commerce marketplace.
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For more information contact:
Neeti Dhawan
Weber Shandwick India

Madhavi Kochar
Amazon India