Amazon Fashion Unveils ‘SERVE’ Store to Boost Gen Z and Tier II/III Sales

Amazon Fashion is relaunching its Gen Z–focused online storefront under a new name, “SERVE,” with the goal of offering trend-forward fashion and a tailored shopping experience. The platform, previously called Next Gen Store, has been rebuilt to deliver timely styles and support individual expression among younger shoppers.

Since its initial launch in 2023, Amazon’s Gen Z hub attracted three times more users from that demographic and saw a fourfold rise in orders from India’s Tier II and Tier III cities, including Chandigarh, Kochi, Patna, Nagpur, Jaipur and Surat. With SERVE, Amazon Fashion aims to deepen its reach by combining fast fashion, sustainable collections and budget-friendly options in one place.

SERVE showcases over 2 million items from more than 350 domestic and global labels. Key additions include Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi’s, Mokobara, Casio, Chumbak, Cosrx and Moxie. The site updates monthly trend reports, seasonal lookbooks and style selections curated by creators. It highlights emerging movements such as Y2K revival, gender-fluid cuts, dopamine dressing, K-beauty regimens, minimal glam and conscious fashion.

The redesign introduces a simplified logo and a modular design framework adaptable across web and mobile. Navigation has been restructured to spotlight discovery, community engagement and trend curation. Product imagery, site copy and user prompts now follow a voice and tone framework shaped by Gen Z preferences and subculture nuances.

“After opening India’s first Gen Z store in 2023, we’re stepping up our commitment with SERVE,” said Nikhil Sinha, director of Amazon Fashion India. “Our data shows this generation wants styles that fit their identity at prices they can afford. With SERVE, we make trend-forward fashion accessible, especially in smaller cities where we’ve seen more than 40 percent year-over-year growth. This isn’t just shopping—it’s a platform for self-expression.”

Amazon’s research segmented Gen Z shoppers into archetypes such as “The Trend-Hacker,” who chases rapid microtrends, and “The Elevated Everyday-ist,” who seeks refined basics. These profiles guide SERVE’s assortment, which includes themed sections like Clean Girl, Mob Wife Core and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops.

The platform leverages Amazon’s infrastructure to support fast loading, one-click checkout and personalized recommendations. A color-based filter system spans metallic, pastel and monochrome palettes.