Amazon India bets on editorial content to draw buyers

Company believes content would not only help increase the time customers spend on its site but attract new users as well

From articles on lifestyle, fashion, fitness and gadget reviews to product videos, online marketplace major Amazon India is investing heavily on content to further draw buyers.

The company believes editorial content would not only help in increasing the time customers spend on its site but gain new users. The company has already posted a lot of textual content on its site. According to senior executives, they are spending a lot of time and resources in churning out relevant content for the e-commerce portal.

"Many times, people are so consumed with just selling that they heavily optimise on that particular front. We are