Amazon India has gone live with the launch of portal, Junglee.com, which Amazon acquired in early 2000 from Indian entrepreneurs Rakesh Mathur and Ashish Gupta.

Junglee is an online shopping service by Amazon which enables customers to find and discover products from online and offline retailers in India and from Amazon.com. Junglee organizes massive selection and multiple buying options from hundreds of sellers, and leverages Amazon’s proven technologies and millions of customer reviews to help customers make smart purchase decisions.

Customers can discover over 1.2 crore products and 14,000 brands, and purchase items directly from hundreds of retailers including Homeshop18, UniverCell, Hidesign, Gitanjali, The Bombay Store, Fabindia, Bata India Limited, Dabur Uveda, Microsoft India Store, Reebok, and Amazon.com. Customers can buy products online by following the link to the seller’s website or find a seller’s physical store if they would rather purchase the product in person or call the seller and place an order by phone.

Amazon has taken a marketplace approach to Junglee (link: http://services.amazon.in/) – i.e. you cannot buy directly from the site and instead you will be redirected to the seller website.

At launch, you can shop more than 1.2 crore products on Junglee; the selection includes more than 90 lakh books, and 30 lakh products from more than 14,000 Indian and global brands. Junglee features more than 25 categories including mobile phones, cameras, toys & games, baby products, books, music, movies & TV, clothing, jewellery, kitchen & home products. You can discover a wide range of products from bestsellers to unique products such as a 27.12 carat diamond or a Porsche Carrera Gt – 3666 1:18 miniature model.

As a seller, you can upload your catalog, your ads will be displayed on Junglee site and the transactions will be happen from seller’s site only.

And while this is the first step to create Junglee brand, Amazon is also building its operational workforce,courier service and expect the mega ecommerce launch very soon.

Welcome Amazon. Welcome to the jungle of Indian ecommerce