Amazon India to get more Prime offerings

Amazon may look to integrate some of its products on its ecommerce platforms for in-app purchases through secondary screens on its video content, apart from having already integrated it with its voice assistant Alexa.

 

A spokesperson for Prime Video in India also said there is a possibility of generating revenue from advertisements in the future. “You will be able to buy clothes a character is wearing on the show from Amazon India’s store,” a person in the knowledge of the development confirmed.

 

Vijay Subramanian, head of content for Amazon Prime Video India, did not deny this and said it could be a possibility.

 

“Long term these are possibilities. Amazon’s goal is to make it as easy for the customer to get what she wants,” he said “We are always looking to innovate. For example, the new show Comicstaan has a skill built into Alexa, where you can ask for a joke from a comedian,” he said.

 

Amazon is also looking to push its secondary screen feature, called ‘X-Ray’, wherein the viewer gets details about the content and other background details. “We are completely focused on XRay. We want to populate that as much as we can to give customers a good customer experience to make their engagement deeper,” Subramanian said.

 

“We will constantly keep adding to the X-Ray feature. It is as much a content focus for us as creating content,” he said.

 

As part of its Prime video offering Amazon is ready to launch 10 new original shows in 2019, after picking the pace this year with a plan to launch six by the end of the year. According to Subramanian, Amazon is fighting of global player Netflix, which is also pushing originals, as well as domestic player Hotstar, which has a larger focus on regional content.

 

Amazon, which claims to have around 10 million Prime subscribers in India, also offers content in five regional languages by the Amazon Prime Video. “I can’t comment, since these are possibilities,” Subramanian said about advertisements.

 

Amazon recently roped in Gaurav Gandhi, formerly head of Voot, as the country head for Prime Video.