As part of the ongoing Amazon Great Indian Festival, the Great Savings Celebration #GSTBachatUtsav storefront allowed sellers to pass on over ₹100 crore in GST savings across various categories, including appliances, fashion, and everyday essentials. The shopping festival showcased Amazon.in’s extensive reach and delivery capabilities, with 40% of customer orders placed in the first 24 hours being delivered the same or next day nationwide. In just three days, customers from all serviceable PIN codes in India placed orders on Amazon.in, bringing festive cheer to households across the country. “To support sellers and assist them in complying with governmental reforms, we facilitated a smooth transition to the new GST rates effective September 22.
Through various tools, automatic tax code updates, and educational masterclasses, we empowered countless sellers to effectively implement GST benefits for customers. In the initial days of the Amazon Great Indian Festival, we enabled sellers to provide over ₹100 crore in GST benefits to customers. Shoppers can continue to benefit from these savings alongside fantastic deals, as the festival runs until Diwali,” stated Saurabh Srivastava, Vice President of Amazon India. Gufran Alam, VP and Head of Digital Appliances at Samsung, expressed satisfaction with the strong response to Samsung Bespoke AI Appliances during the festival, noting that 1 in 2 Samsung appliances sold on Amazon is from this range.
Notably, the Bespoke AI portfolio’s growth was driven by unique offerings and effective marketing, with popular products including Side-by-Side refrigerators, Front-Load washing machines, and WindFree air conditioners. Nipun Maurya, CEO of iQOO India, shared that iQOO has consistently ranked among the top smartphone brands on Amazon and expressed gratitude for the overwhelming response during the festival’s first 48 hours. The early momentum in the Amazon Great Indian Festival indicates that GST savings, affordability, and accessibility are influencing customer preferences across various categories. Customers are enhancing their lifestyles while making value-driven purchases, ranging from large appliances to premium fashion and wellness products. The recent GST reductions have significantly influenced customer demand this festive season.
Many customers upgraded to large appliances, with air conditioner sales increasing year-over-year, while inverter batteries and dishwashers saw substantial growth. Eco-friendly kitchen appliances experienced a 50% surge, reflecting a balance between sustainability and affordability. Everyday essentials benefitted from GST savings, leading to over 100% growth in beverages, oils, and cereals compared to business-as-usual figures. High-protein foods and spreads from direct-to-consumer brands grew over 150%. The demand for holistic wellness products surged, with whey protein sales rising 180% and vitamins and supplements increasing 250%. Family care categories also saw significant growth, with diaper sales up 160% following the GST rate reduction from 12% to 5%, and premium baby skincare products increasing 150%.
Premiumization emerged as a key trend during the festival, with sales of smartphones priced above ₹20,000 rising 50% year-over-year, contributing to a 30% increase in overall category average selling prices. Premium TVs, including QLEDs and Mini-LEDs, also performed well, while demand for laptops and smart home products soared. Notably, the iPad Air M3 experienced a 300X increase in sales, and luxury items like lab diamonds and Korean beauty products grew significantly. This demand was not limited to metropolitan areas, as smaller towns and Tier 2/3 cities played a vital role in the accessibility of premium products across Bharat. The festive shopping trends reflected a shift towards health-conscious choices, with premium fruits and nuts experiencing significant growth.
Home fitness continued to gain traction, evidenced by a 66% year-over-year increase in treadmill sales. The shopping trends underscored Amazon’s extensive reach and rapid delivery capabilities, with over 65% of Amazon Bazaar customers coming from Tier 2 and smaller cities. New customers increased tenfold, while daily shopper numbers rose 500% compared to averages. Two-wheeler sales also rose 150% year-over-year, alongside growth in accessories and electric vehicle adoption. Amazon Now provided rapid deliveries in select pin codes in Bengaluru, Delhi, and Mumbai, while Amazon Fresh expanded to over 270 cities. Prime members benefitted from record-fast deliveries, with millions of products delivered within two days.
Customers engaged with Amazon Live, which streamed over 40 hours of content featuring influencers, leading to a sixfold increase in views, with 70% of viewers from Tier 2 and smaller cities. The Amazon Influencer Program mobilized over 100,000 creators across various categories, enhancing regional content in multiple languages. Customers displayed a strong preference for smart home solutions, with Fire TV built-in smart TVs emerging as top sellers. The Kindle Paperwhite became the most purchased e-reader, and many customers bundled their Echo smart speakers with complementary smart products. As the Amazon Great Indian Festival continues, customers across Bharat can anticipate more savings, faster deliveries, and a broad range of products.
With GST benefits reaching thousands and record growth for small and medium businesses, the festival exemplifies how Amazon’s scale and operational strength are enhancing the shopping experience for customers and sellers alike.