Amazon quietly launches online marketplace in India

The site will allow third-party users to list and sell their merchandise to customers, but the retail giant is prohibited from selling its own inventory.

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Amazon on Tuesday quietly launched an online marketplace in India that allows users to list and sell their products directly to consumers.

The site, Amazon.in, lists more than 7 million print books, as well as 12,000 movies and TV shows on DVD and Blu-ray. It plans to introduce mobile phones and cameras in the coming weeks, the company said in a statement.

"Our vision, at Amazon, is to be Earth's most customer centric company; to build a place where people can come to find and discover virtually anything they want to buy online," Greg Greeley, vice president of International Expansion at Amazon.com, said in a statement. "With Amazon.in, we endeavor to build that same destination in India by giving customers more of what they want - vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience."

Unlike Amazon sites in other countries, this site is strictly for third-party sellers. Amazon.in will not be selling its own inventory due to Indian regulations prohibiting multibrand retailers from selling their own products online.

However, Amazon will act as a fulfillment agent for hundreds of sellers across India. Sellers send their merchandise to a fulfillment center on the outskirts of Mumbia, from where Amazon packages and and ships the order to customers.

While Amazon has not previously had a branded presence in India, the online retail giant relaunched Junglee.com last year. The shopping site connects buyers with online and offline retailers but does not conduct the sales transactions.