Countdown begins: Flipkart, Amazon gear up for festive battle

With barely 10 days to go before their flagship festive season sale events begin, dominant e-commerce marketplaces Amazon India and Walmart-owned Flipkart are going all out with new category launches, reduction in seller fees, and direct engagement to woo merchants, multiple people aware of the developments told ET.

Amazon India has begun live commerce sessions on its app, starting with the fashion category, like what homegrown e-tailer Flipkart did in February.