Amazon, in its ever-growing desire to become a super app in India, is testing a new category to persuade users to spend more time on the shopping service: Feature articles.

The American e-commerce giant has quietly launched “Featured Articles” on its shopping app and website in India that showcases feature articles, commentary and analysis on a wide-range of topics including politics, governance, entertainment, sports, business, finance, health, fitness, books and food. The articles are sourced from several large local media houses and magazines.