Amazon is contemplating a shift of its payments offering, Amazon Pay, into a standalone app in India to enhance its visibility and usage.
Some Amazon executives believe that by creating a separate payments app, they can help Amazon Pay gain the attention and recognition it deserves within the competitive Indian market.
Currently, Amazon Pay is integrated into the main e-commerce app, but significant challenges and competition from other platforms like PhonePe and Google Pay have led to this re-evaluation.
Despite the plan to potentially separate its payments platform, Amazon is still facing numerous challenges in India, leading to the possibility of changing or abandoning this initiative.
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