Five days after Flipkart’s 9-day fashion sale, arch rival Amazon.in is all set to launch its biggest 3-day Fashion End-of-Season sale from June 23 to 25.

Customers can choose from three lakh styles from 1,500 Indian/international fashion brands across apparel, watches, fashion & precious jewellery, shoes, handbags, luggage, sunglasses.

For the first time since the launch of Amazon Fashion in September 2013, whopper discounts of 50-80 per cent are being doled out compared to 40-70 per cent offered in previous editions. Cash backs of 10-20 per cent for shoppers using HDFC credit card and Amazon Pay for a minimum transaction value of ₹1,500 and ₹750, respectively, are on offer.

Prime shoppers will get an exclusive 3-hour early access prior to commencement of the sales starting at 9 pm on June 22 till midnight and access to never-before-discounted brands such as GAP, Under Armour and M&S.

The next battle in the Indian e-commerce market is expected to be fought fiercely in the fashion category. According to RedSeer Consulting, the Indian e-tailing market is expected to reach $80-100 billion in 2020 growing at 50-60 per cent YoY, with the strongest growth in online penetration expected to be recorded by the fashion category.

“This sale will offer the widest selection of styles from premium brands across categories, deepest discounts, attractive cash backs and prizes for not just a lucky few but also for everyone who shops. We have exclusive tie-ups with 25 brands across our fashion categories,” Arun Sirdeshmukh, Head – Amazon Fashion India, told BusinessLine.

Customer sweepstakes ranging from a mega prize of ₹1 lakh as Amazon Pay Balance for one lucky customer; ₹ 2 lakh each, home makeover from Urban Ladder for 5 lucky customers, ₹20,000 worth of Amazon Pay Balance each for 10 lucky customers and ₹1,000 voucher from Urban Ladder for every shopper irrespective of the purchase value, are the highlights of the sale.

Last year Amazon launched 150 international fashion brands on its marketplace and has already launched 25 iconic international brands since the start of 2017, such as Under Armour, Marks & Spencer, Mothercare and Michael Kors and its selection also includes Aeropostale, Emporio Armani, Swarovski, Calvin Klein, Furla, Levi’s, Replay, Fitflop etc. The company has already launched a 360-degree marketing campaign across TV, print, outdoor, digital and radio.

Asked if this sale would put Amazon Fashion in pole position ahead of its competitors, Sirdeshmukh said, “one out of every three visitors to Amazon checks out a fashion item. During the Amazon Great Indian Sale last month, apparel was the largest selling item and fashion was the second largest category for new customer acquisition. With over two million fashion products, Amazon Fashion is amongst the largest fashion stores in India.”