Amazon Adds Featured Articles Section to Its Mobile App, Available to Select Kindle Users

US e-commerce giant Amazon has introduced a new idea to try and keep users in India glued to its app for a bit longer. The latest addition is featured articles for users to read and cover topics ranging from politics, governance and business to entertainment, health and fitness, sports, books and food, in going through almost everything else.

These articles will be press articles, commentaries and analyzes which will be picked up from reputable local press houses and magazines. The items will be available on both the Amazon app and the website. The section is located under the Kindle Store portion of the app.

The initiative, driven by a soft launch, aims to persuade users to stay longer on its shopping platforms, according to a report from TechCrunch.

An Amazon spokesperson said, “We remain focused on creating new and engaging experiences for our customers and as part of this effort we have tested a new service that offers articles on different topics such as l news, books, business, entertainment, sports, and lifestyle, among others, for readers.

The move aims to convince people to spend more of their time browsing the app and, in doing so, buying something. Articles have a typical reading time of less than five minutes.

According to Amazon, some of the items are “exclusively” available on Amazon. Kindle users have also received notifications about the available item. However, it is important to note here that not all users find this section yet.

This is not the first time that Amazon has considered integrating reading material into its shopping portal and app in India. In 2018, Amazon India started showcasing gadgets and tech reviews from reputable local media houses.

Just a few days ago, another feature was added to the Amazon app that allows Indian users to stream videos while browsing the products available on the platform. This feature known as Mini TV allows users to stream videos for free from an advertising interface. Gamers now come with food, fashion, beauty, news, web series, and comedy videos. Most of the content currently available is old, but new content is added to the service on a regular basis.

Amazon is keen to emerge as the largest online retail platform in India, but faces tremendous domestic competition in the form of the Reliance Jio-Mart. The Tata group has also announced its intention to soon join the e-commerce space with a great application that it is developing. Currently, Amazon and Flipkart are engaged in a fierce battle to dominate the online retail market in India.


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