Amazon aims to capture market share in the Indian fashion category from Flipkart. Currently, Flipkart leads in fashion and smartphones while Amazon's sales are more widespread. To combat this, Amazon plans to launch Prime Wardrobe in India, which allows customers to try clothing at home before purchasing. It also plans to nurture and add its own in-house fashion brands. Additionally, Amazon will use strategies like sponsoring fashion weeks and tying up with celebrities to increase its brand recall in the fashion segment in India.