Amazon Pushes EMI Scheme to Sell More Kindle Devices

Online retailer Amazon is trying to push Kindle sales in India using a tried and tested method: Equated Monthly Installments.
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Online retailer Amazon is trying to push Kindle sales in India using a tried and tested method: Equated Monthly Installments.

The Kindle can be bought for as little as Rs 500 every month, and a Kindle Paperwhite by paying Rs 900, Amazon announced today.

Kindle EMI

For Amazon, which launched an online marketplace in India last year and opened up its app store to Indian customers, increasing the penetration of Kindle devices plays an important role. The online retailer is counting on Kindle sales to boost its App Store sales.

Easier financing options for costlier products have always worked in India, a market where buyers are extremely price and quality conscious.

In a recent survey, most respondents said they haven’t bought an e-reader because they are expensive. Although these aren’t 0% interest EMIs, the lower upfront cost of ownership should make it easier for people to buy the device.

Apple’s Indian distributors Redington and Ingram Micro, had launched buyback schemes and EMIs to sell iPhones. That seems to have worked well for iPhone sales in India.

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