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Amazon adds featured articles section on its mobile app, available to some Kindle users

The American e-commerce giant has rolled out a new Featured Articles section on its website and app in a bid to retain customers for longer on its shopping platform.

Story highlights
  • Amazon India website and app now show the Featured Articles section under the Kindle tab.
  • It is aimed at persuading users to spend more time on the Amazon platform and in the process, end up buying something.
  • The feature is available on its web-based platform and on its Android and iOS-based apps but not for all users yet.

US e-commerce giant Amazon has introduced a new idea to try and keep users in India glued to its app a bit longer. The latest addition is Featured Articles that users will get to read and will range in topics from politics, governance, and business to entertainment, health & fitness, sports, books, and food to almost everything in between.

These articles are going to be news articles, commentary, and analysis pieces that will be picked up from local reputable media houses and magazines. The articles will be available both on the Amazon app as well as the website. The section is under the Kindle Store part of the app.

The initiative, routed through a soft launch, is aimed at persuading users to stay longer on its shopping platforms, according to a TechCrunch report.

An Amazon spokesperson said, "We remain focused on creating new and engaging experiences for our customers and as part of this endeavour, we have been testing a new service that brings articles on different topics like current affairs, books, business, entertainment, sports, and lifestyle amongst others for readers."

The move is directed towards convincing people to spend a greater proportion of their time browsing through the app and, in the process, end up buying something. The articles have a usual reading time of under five minutes.

According to Amazon, some of the articles are 'exclusively' available on Amazon. Kindle users have also been receiving notifications on the article available. However, it is important to note here that not all users find this section yet.

This is not the first time Amazon has explored integrating some reading material into its shopping portal and app in India. Back in 2018, Amazon India started to feature gadgets and tech reviews from reputable local media houses.

Only a few days ago, another feature was added to the Amazon app allowing Indian users to stream video while browsing the products available on the platform. This feature known as Mini TV lets users stream videos for free from an ad-advertised interface. Players now come with videos about food, fashion, beauty, news, web series, and comedy shows. 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 biggest online retail platform in India, but it is up against the formidable domestic competition in the form of the Reliance Jio-Mart. The Tata group too has announced its intention to join the e-commerce space soon with a super app which it is in the process of developing. Currently, Amazon and Flipkart are locked in a fierce battle for dominating India's online retail market.