Amazon Fashion Delivers Convenience & Selection Through Their Gen Z Store ‘SERVE’, Says Nikhil Sinha, Director, Amazon Fashion

Online store democratizes trend-forward fashion across India with 4X growth in Tier II and III cities.

Amazon Fashion has officially rebranded its Gen Z storefront, and it’s more than just a new name. The ‘Next Gen Store’ has now evolved into something bolder, edgier, and very on-the-pulse. And we’re here to tell you everything you need to know about this latest rebrand. 

Let’s be honest, shopping for fashion in 2025 is a whole different game. We want our carts to look like Pinterest boards and stay under budget. We scroll fast, we trend-hop faster, and we want pieces that feel personal, wearable, and yes, worthy of that Instagram dump.

That’s exactly where SERVE comes in: Amazon’s way of giving the fashion experience a fresh, drip-worthy upgrade for us mobile-first, budget-conscious generation. And yes, it’s SERVING in every sense of the word.

Amazon

“After pioneering India’s first dedicated Gen Z store in 2023, we are elevating our commitment with ‘SERVE’,” says Nikhil Sinha, Director, Amazon Fashion India. “Our research consistently reveals that this demographic values individuality and trend-alignment alongside affordability. The ‘SERVE’  online storefront has also seen a 3X increase in Gen Z customers, making it not just a shopping destination, but also a cultural platform”

Okay but what is SERVE?

Amazon

If you’re wondering what “SERVE” means, think of it like your fashion BFF who’s always ahead of the trend curve, never gatekeeps, and knows exactly what’s in your wishlist. 

We’re talking over 350 brands, 2 million+ products, and enough lookbooks, curated edits, and creator collabs to keep your wishlist updated all year. From budget co-ords to Korean skincare to that one Y2K bag everyone’s reposting—it’s all here, updated constantly, and sorted by vibe. Literally.

What makes SERVE actually cool:

• Trend edits that move at your speed: monthly drops, seasonal lookbooks, and creator-led curations so you never miss a moment.
• Over 350 brands: from Barcino and Tokyo Talkies to Casio, Mokobara, and even Diljit x Levi’s (no, seriously).
• Affordable AF: fashion that hits without hurting your bank account? A rare win.
• Fresh new design: the whole platform looks like it belongs on your moodboard—scroll-friendly, aesthetic, and super easy to discover.
• Beyond the metros: cities like Jaipur, Surat, Kochi, and Patna are showing up and showing out. It’s not just Delhi and Mumbai anymore.

This isn’t just Amazon giving us more options—it’s Amazon speaking our language. Fashion that’s expressive, inclusive, quick to ship, and made for the feed. Whether you’re in your Clean Girl era or going full softcore baddie, SERVE is where you’ll find it.

So if your fashion mood board is constantly changing and you need a platform that gets it, SERVE’s officially open, and it’s already filling carts like crazy.

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