According to three sources familiar with the matter, Amazon is contemplating the idea of creating a separate app for its payment offerings in India. The e-commerce giant hopes that this move will help increase the usage of Amazon Pay in the country.
Amazon Pay services
Amazon Pay is currently integrated into the company’s main e-commerce app in India. It offers a wide range of services, including money transfers, bill payments, insurance and travel ticket purchases, mutual fund investments, digital gold purchases, and travel ticket bookings.
According to two sources, the U.S. tech giant has been considering separating its payments service from the e-commerce app for approximately a year. It is now planning to move forward with this plan in the upcoming months. According to another individual familiar with the matter, it has already approached the NPCI for approval. 
According to a source, there are concerns among certain executives at Amazon regarding the lack of attention given to Amazon Pay on the e-commerce app. They suggest that creating a separate app solely dedicated to the payments platform could potentially enhance its recognition in the country.
The sources preferred to remain anonymous due to the confidential and ongoing nature of the discussions. They warned that Amazon, facing numerous challenges in India, might change its plans and potentially abandon the idea.
A spokesperson from Amazon chose not to provide a comment, stating that the news is merely speculation.
Amazon Pay is currently ranked sixth among the top apps on the Unified Payments Interface, which is the preferred online payment network for many Indians. According to official data, Amazon Pay processed approximately 72.4 million transactions in July, making up approximately 0.5% of all transactions on the network. In contrast, Google Pay handled an impressive 5.3 billion transactions, while Walmart’s PhonePe service processed a staggering 6.9 billion.
Other companies in India are also considering similar options, but the superapp strategies that worked in China haven’t been as successful here. Flipkart’s chief Indian competitor, Flipkart, recently streamlined its fintech services into a single division, following its separation from PhonePe two years ago.
