Indranuj Pathak, Manager, Public Policy, Primus Partners, shares his view on Amazon India’s introduction of a flat ₹5 platform fee on all customer orders. He highlights that this is a behavioural pricing strategy—designed to be too minimal to trigger user churn, yet effective in conditioning consumers to accept per-order fees. This shift aligns with a growing trend across the e-commerce and quick-commerce space. He mentions that even a small charge, when scaled across high order volumes, can significantly improve margins and contribute to profitability in a sector where net earnings are typically low.