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As growth in the developed markets of the US and Western Europe slowed down, it was predicted that consumers in the emerging markets will drive spending in the e-commerce market. It was to harness this potential for growth that in 2013, Amazon the world’s largest on-line retailer turned to the developing world for expansion and growth. Amazon, the on-line power house built by Jeff Bezos known for its aggressive pricing tactics grew its empire by offering just about everything faster and cheaper than anyone else. In 2013, Amazon was all geared up to capture the burgeoning e-commerce market in India. The US-based etailer entered the Indian market with its marketplace model challenging the local bigwigs such as Flipkart, Jabong and global player eBay, who also had a significant presence in the market. Experts wondered if the deep pockets of Amazon and its brand equity will help replicate its success elsewhere, in the Indian scenario. Will Amazon’s entry herald a new era in e-commerce in the country? Would the marketplace model be its greatest advantage or weakness, wondered experts.