E-commerce giant Amazon India has launched a new feature where customers can make their credit card bill payments through Amazon Pay. With the new feature, Amazon will join the likes of Paytm, PhonePe and others which offer credit card bill payment option on their app.
Confirming the development to Entrackr, an Amazon spokesperson said, “As part of our commitment to our customers, we are constantly innovating and creating new experiences to make digital payments seamless across a variety of use cases. This has led us to launch the credit card bill payment facility with which customers can complete a cumbersome process in a single click, using a variety of payment options.”
When asked whether customers will be offered rewards for paying credit card bills, the spokesperson didn’t offer any comment.
We checked the feature and it allows making payments for any credit card bill via UPI or internet banking. Amazon Pay balance was not available as an option.
It’s worth noting that Amazon also offers co-branded credit cards in partnership with ICICI Bank in India. According to the company, it offers rewards ranging from 1% to 5% as cashback to its Prime as well as non-Prime customers.
CRED is the only app in this space which offers just the feature of paying credit card bills and for rewards. The gamification of this process for encashable points is a big draw though the business model for this remains a mystery.
With Amazon now throwing its hat in the ring and CRED unleashing an ad blitzkrieg on digital and social media in what appears to be in anticipation of this move, the space has now a serious deep pocket player to change the playing field.