The Amazon Great Indian Festival commenced for Prime members on September 22 and for all customers on September 23, achieving an all-time high opening for sellers and brand partners on Amazon.in. The festival recorded over 38 crore customer visits, with more than 70% of traffic originating from areas outside the top 9 metros. Shoppers were able to take advantage of savings through GST benefits, access to over 1 lakh products at the lowest prices, and the introduction of over 30,000 new items across various categories, including smartphones, laptops, TVs, fashion, beauty, home décor, appliances, furniture, and groceries from leading brands such as Apple, Samsung, OnePlus, and Levi’s.
Saurabh Srivastava, Vice President of Amazon India, stated, “The Amazon Great Indian Festival 2025 is witnessing a record-breaking start. The first 48 hours have been our largest ever, with an extraordinary 38 crore customer visits and the highest number of Prime members participating during Prime Early Access.” He added that the #GSTBachatUtsav initiative was highly successful, enabling sellers to pass on GST benefits worth crores within just 48 hours through a dedicated storefront highlighting home appliances, electronics, daily essentials, healthcare, and fashion. Srivastava expressed gratitude for the strong business growth experienced by numerous sellers, including small businesses and local artisans, and encouraged customers to anticipate exciting deals as the festival continues until Diwali.
Demand from Prime members was notably strong in tier 2 and tier 3 cities, particularly in key categories like appliances, fashion, smartphones, and furniture. Prime members also benefited from faster deliveries, with over 30 lakh products reaching metro customers within the same or next day, and more than 50 lakh products delivered to tier 2 and 3 cities within 2 days. Amazon Business saw remarkable engagement as new business customer sign-ups in the first 24 hours increased sixfold compared to an average business day, with bulk orders growing 4.4 times. Customers enjoyed GST benefits across a range of products, with air conditioners and dishwashers experiencing double-digit year-over-year growth, and inverter batteries doubling in growth.
Kitchen appliances saw a 50% increase in eco-friendly units sold year-over-year, as consumers balanced sustainability with cost savings. Grocery essentials like beverages, oils, and cereals grew 15% year-over-year, while high-protein foods surged by 27%. The health and wellness category thrived, with whey protein sales up 28% year-over-year and vitamins and supplements growing by 39%, with tier 2 and 3 cities experiencing a 21% increase. Sales of family essentials were also strong, with diaper sales rising 10% and premium baby skincare products increasing by 18%. Customers across the nation displayed a noticeable preference for premium products, including side-by-side refrigerators, advanced washing machines, and energy-efficient air conditioners.
Smartphone sales showed robust double-digit growth, particularly in the segment priced above ₹20,000, which grew 50% year-over-year. Premium TVs also saw significant demand, with QLED models increasing by 23% and Mini-LED TVs by 27%. Laptop sales surged, with the MacBook Air M4 performing at 94 times typical levels, while the Sony Home Theatre System sold at 196 times regular volumes. Lab diamonds experienced a tenfold increase, Korean beauty products more than tripled, and premium watches saw 1.5 to 2 times growth. The professional beauty and haircare sector grew 2.5 times, premium luggage categories rose 94%, and premium apparel brands experienced a 2.5 times increase.
Precious jewelry and silver coins surged 4.5 times compared to the previous year, driven by demand from cities beyond the top tier, with many smaller towns observing significant increases. The initial 48 hours of the festival saw the highest-ever participation from small and medium-sized business sellers across India, with over two-thirds of sellers from tier 2 and 3 cities, including Vishakhapatnam, Lucknow, and Indore. These sellers experienced record customer engagement, drawing in crores of shoppers, the highest in any edition of the event. More than 16,000 SMBs tripled their sales compared to an average day, with home, kitchen, apparel, toys, and jewelry being popular categories.
Local shops also achieved record sales, with a significant number of sellers surpassing the ₹10 lakh milestone. Shoppers showed strong interest in furniture, beauty tools, and festive items like Baklava boxes and Diwali hampers. Abhishek Dhanwani from Rajasthan Kraft India remarked, “The first 48 hours of the Amazon Great Indian Festival 2025 have been transformative for my business. As a seller specializing in Festive Decor, we saw a sevenfold increase in daily sales and received orders from customers nationwide.
Amazon’s visibility during the festival has allowed us to connect with more customers than ever, and their operational support helped us manage this surge in orders efficiently.” Gurinder Sukhija, Senior Vice President- Head of Sales and Ownership Management at Ather, noted, “Our partnership with Amazon has had a strong start. The reach and convenience Amazon offers have helped us connect with a broader customer base, and the early sales momentum during the Great Indian Festival has been encouraging.” Customers also benefited significantly from Amazon Pay, with attractive offers from SBI Debit and Credit Cards resulting in savings of over ₹260 crore.
One in four customers utilized Amazon Pay for their purchases during the event, reflecting a growing comfort with digital payments in India. Travel plans for the festive season are on the rise, with international flight bookings increasing by 45% compared to last year, with fares ranging from ₹1,403 to ₹4.5 lakh. UPI usage grew by 18% year-over-year, and one in three customers took advantage of attractive SBI credit card EMI offers. Additionally, Amazon noted that one out of every five purchases was made through EMI, with 80% of these being no-cost EMI, mainly in mobile, appliance, and electronics categories. One in nine orders during the first 48 hours were made using the Amazon Pay ICICI Bank Credit Card.
The Amazon Great Indian Festival will continue until Diwali, offering attractive deals and promotions every day.