Nappies fuel lingerie sales on Amazon

  • Toys and nappies are driving footfalls for premium lingerie on Amazon India.
  • Data-mining revealed that young moms, looking for toys or diapers for their kids, are more likely to purchase high-end underwear from online marketplace.
  • For instance, Marks & Spencer (M&S) plans to push its exhaustive range of women’s underwear to young, well-heeled working mothers, who pop into Amazon India to shop for their infants, be it a pack of Huggies or a toddler rocker.
  • As Amazon does extensive data mining, so they know who would have searched for M&S on their marketplace. So, their communication tends to be very detailed in the way that they would reach out.

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