Kishore Biyani's Future Group and e-commerce giant Amazon have decided to partner each other in building on synergies in their respective businesses. The alliance aims to leverage strong product knowledge, extensive brand portfolio and sourcing of Future Group, and the e-commerce platform, customer base and reach of Amazon.in.

The partnership deal will initially focus on Future’s fashion brands and will later extend to other categories. Future's current portfolio of over 40 brands will be sold exclusively online on the Amazon platform. The two will also explore synergies in distribution network, customer acquisition and cross-promotions.