More than a decade after entering India, Amazon continues to face significant competitive pressure in the country’s e-commerce market, according to reporting from outlets including The Economic Times and Bloomberg. The company operates in a space dominated by well-established competitors and has had to contend with intensified competition from Walmart-backed Flipkart and other incumbent players. Sources describe Amazon’s ongoing struggle to gain or sustain a stronger position against local rivals that have built extensive customer reach and fulfillment capabilities over time. While Amazon has been present in India for years, the competitive landscape has evolved, with rivals expanding in categories and services that appeal to different customer segments. The reports frame Amazon’s challenge as part of a broader pattern in which market incumbents leverage scale and logistics networks to compete aggressively on pricing, delivery, and product availability. Overall, the outlets converge on the view that Amazon’s long tenure has not eliminated the hurdles it faces, and that competition remains a central factor shaping its performance and strategy in India.