Amazon India has consolidated its PR work among four agencies now. While MSL India has been awarded the corporate arm of the work, Avian WE has bagged the consumer vertical.

Weber Shandwick India retains the mandate for Prime Video. The PRactice had won the  Amazon Devices account which includes the Echo range of Alexa enabled devices in April this year.

The e-commerce major is a dominating force in the Indian etailer market adding offerings such as Prime Video and the Echo range of devices and the Kindle firestick.

The firm has also recently expanded its packaging free shipment initiative to 9 cities in India which aims to reduce secondary packaging. This is an India first initiative and part of Amazon's global aim to deliver negative net carbons by 2030.

In February 2019, the draft National E-Commerce Policy was released which will look at major issues for e-commerce marketplace including the scope and reach of data privacy provisions. With the new Modi government in place, movement on this policy will be on top of the mind for all e-commerce firms in India.