Amazon Pay has entered into competition with Flipkart and Paytm in the Indian digital wallet market. Previously, Amazon Pay in India worked around a gift card option, but now the company has allowed customers to load money directly into the wallet. The company has said that it is now focussed on ensuring that “customers have a trusted and convenient payment experience”. It also added that it will continue to partner with the finance company Qwikcilver to offer other “digital gifting and payments solutions” on top of the new direct payment feature. Following India's announcement of the upcoming removal of 90% of bank notes from circulation, digital wallets have become a vital means of payment in the country, with overall digital transactions quadrupling since the announcement.