Amazon Fashion rebrands its Gen Z online store as ‘SERVE’

The SERVE storefront showcases over two million products from more than 350 Indian and global brands, including Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi’s, Mokobara, Casio, Chumbak, Cosrx, and Moxie.
| Photo Credit:
MOORTHY M

Amazon Fashion is doubling down on its commitment to Gen Z with the relaunch of its dedicated online storefront, formerly known as Next Gen Store, now named ‘SERVE’.

With the rebrand, Amazon is tapping into popular Gen-Z slang and aiming to capture the growing spending power of younger consumers entering the workforce.

The platform has seen strong traction from Gen Z customers clocking a 3X growth. The storefront also witnessed a 4X growth in shoppers from Tier-2 and -3 cities, including Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat, shared the company in a statement

Cultural platform

After launching India’s first dedicated Gen Z store in 2023, Amazon Fashion is doubling down on its commitment to the country’s youngest shoppers with the launch of SERVE.

“After pioneering India’s first dedicated Gen Z store in 2023, we are elevating our commitment with ‘SERVE’,” said Nikhil Sinha, Director, Amazon Fashion India.

“Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With ‘SERVE’, we are democratising trend-forward fashion — bringing inclusive, accessible style to all of India, particularly Tier-2 and -3 cities where we have seen over 40 per cent year-on-year growth. We have created not just a shopping destination, but a cultural platform that empowers authentic self-expression through affordable style, making fashion a tool for confidence and creativity accessible to everyone.”

Capitalising on the young

The SERVE storefront showcases over two million products from more than 350 Indian and global brands, including Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi’s, Mokobara, Casio, Chumbak, Cosrx, and Moxie.

Amazon isn’t alone in chasing Gen Z’s fashion wallet. Flipkart’s Myntra operates its own Gen Z-focused platform, FWD. Homegrown startups like Newme, Urbanic’s Savana, and Littlebox are also active players, while Reliance recently inked a partnership with global fast fashion major Shein to tap into this fast-evolving market.

Published on May 20, 2025