Not reaching to OTP page. Using Axis Bank Rupay debit card

I received my new Axis bank Rupay platinum debit card few days ago. I have already set the Card PIN and also, enabled online transactions on it.

But when I am trying to use it on any site like Amazon, paytm, flipkart etc. They are not redirecting me to OTP page, after putting the debit card number, expiry and cvv and then clicking on submit. It just shows processing for few seconds and shows that payment unsuccessful. No particular error message is displayed.

I have checked card number, expiry and cvv many times already. I am entering the right details. But none of time I am being redirected to OTP page.

What could be the reason for this. Is there any way to fix it. Just to make it clear, it has nothing to do with Amazon Rupay friday offer, because it is happening with every merchant.

I am trying to do first online transaction with this card.