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Amazon Takes On Alibaba in India Payments Market

Amazon has made inroads in India’s e-commerce market, taking share from rivals like Flipkart and Snapdeal. But future growth relies on Amazon succeeding in the highly competitive digital payments business—where it faces competition from the likes of Alibaba, SoftBank and even Google.

The company in the last year ramped up Amazon Pay in India, for the first time allowing people to add money from their bank accounts and use that balance to shop on Amazon, or on about 30 other merchants’ websites by logging in with Amazon credentials.

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“Paytm is something which is now everywhere in India. Amazon Pay is very limited as of now. …They have to increase the merchant base,” Mr. Meena said. “Payment is a platform Amazon can’t skip.”

—Juro Osawa contributed to this article.

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'Customers default to cash, especially for low-priced higher-frequency items. We see this customer pain and behavior on the Amazon marketplace.'