'A lot of our efforts is now on raising awareness'

VIKAS BANSAL, CEO, AMAZON PAY

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As Amazon Pay doubles down on becoming more than just a checkout option inside its shopping app, its India arm is ready with a full-stack payments ecosystem, one that spans UPI, credit cards, pay-later, wallet, travel bookings, and bill payments.

Vikas Bansal, CEO of Amazon Pay India, tells Ayanti Bera how the firm is breaking out of the “in-app feature” perception, a growing user base beyond metros, and innovations such as biometric UPI and voice-enabled payments. Excerpts:

Consumers still largely view Amazon Pay as something embedded within the main Amazon app. How do you want to position it today? Amazon Pay, today, is all that you need. Payments span various aspects of life, including shopping, bills, transit, daily expenses, travel, and EMIs. For that, customers need different payment methods such as UPI, credit cards, pay-later, and wallets, and here we unify them seamlessly. This proposition saw strong traction during the festive season, when Tier 2 and Tier 3 cities contributed 85% of Amazon Pay’s new customer acquisition.