Amazon Fashion rebrands Gen Z Storefront as ‘SERVE’

New Delhi, May 22: Amazon Fashion has rebranded its Gen Z-focused online store, formerly known as the Next Gen Store, as ‘SERVE’—a bold, trend-forward platform catering to India’s mobile-first youth. The name, inspired by Gen Z slang for showcasing confidence and style, reflects a shift toward expressive, inclusive fashion.

‘SERVE’ offers over 2 million products from 350+ brands, including Barcino, Tokyo Talkies, The Bear House, and Diljit x Levi’s. With a 3X spike in Gen Z shoppers and 4X growth from Tier II & III cities, Amazon says the platform is not just a storefront but a cultural hub featuring monthly edits, seasonal lookbooks, and creator-curated collections.

“With ‘SERVE’, we’re not just selling fashion—we’re enabling a generation to express themselves,” said Nikhil Sinha, Director, Amazon Fashion India. “This rebrand makes trend-forward, affordable fashion more accessible than ever—especially outside metro cities.”

With a refreshed design, updated tone, and focus on micro-trends like Y2K, gender-fluid styles, and sustainable fashion, ‘SERVE’ is Amazon’s answer to Gen Z’s demand for fast, expressive, and inclusive style.