New Delhi, June 3 -- Amazon has introduced a flat Rs.5 marketplace/platform fee on all customer orders in India, including those from Prime members. The move aligns it with competitors like Blinkit, Zepto, and Swiggy Instamart, all of which have added similar fees in recent months. Flipkart had rolled out a Rs.3 fee in mid-2024.

This marks Amazon's entry into a broader pricing strategy increasingly adopted across Indian e-commerce and quick-commerce platforms. What began as pilot surcharges has gradually become standard practice.

"It's a behavioural pricing play- Rs.2- Rs.5 is too low to trigger user churn but enough to anchor future hikes. It normalises the idea of paying per order, giving platforms room to raise it later without sudde...