Amazon’s Great Indian Festival 2026 is helping small businesses across India reach major sales milestones, with the number of new sellers crossing ₹10 lakh in sales increasing more than 4.6 times during the first week. Amazon also reported that the number of small and medium businesses (SMBs) reaching the ₹10 lakh sales mark grew by more than 350% compared with the corresponding business-as-usual benchmark.
The festive shopping event has generated strong demand across product categories, benefiting emerging brands, women-led businesses, artisans and sellers operating outside India’s largest metropolitan areas. Amazon said overall seller sales increased up to 3.5 times compared with normal business levels during the first week, while products were sold more than twice as quickly.
Key Takeaways
- The number of new sellers crossing ₹10 lakh in sales grew more than 4.6 times during the festival’s first week.
- The number of SMBs reaching the ₹10 lakh sales milestone increased by more than 350%.
- Overall seller sales rose up to 3.5 times compared with business-as-usual levels.
- Amazon recorded its highest-ever seller participation for the event, with participation up nearly 30% year-on-year.
- More than 70% of participating businesses came from Tier 2 and Tier 3 cities.
- Jewellery, shoes, automotive products, major appliances and wireless devices were among the leading sales categories.
Amazon Great Indian Festival 2026 Delivers Strong Seller Growth
The early results from the Great Indian Festival point to the growing importance of large online shopping events for small businesses. Festive promotions can introduce sellers to customers across the country, increase product visibility and generate sales volumes that may be difficult to achieve through local retail channels alone.
Amazon reported that new sellers also recorded more than 2.5 times growth in units sold during the first week. Meanwhile, the number of sellers crossing ₹1 crore in sales increased by more than 1.5 times, indicating that the momentum extended beyond businesses reaching the ₹10 lakh milestone.
The figures reflect different levels of seller performance. The 4.6-times increase specifically concerns new sellers crossing ₹10 lakh in sales, while the broader SMB figure measures the increase in businesses reaching that milestone. These figures should not be interpreted as a 4.6-times increase in every seller’s revenue.
The company has not disclosed the absolute number of sellers in each milestone category or the total revenue generated by SMBs during the period.
Tier 2 and Tier 3 Cities Become Important Growth Markets
One of the notable trends in this year’s festival is the contribution of sellers based outside major metropolitan areas. Amazon said more than 70% of participating businesses came from Tier 2 and Tier 3 cities, reflecting the expanding role of smaller cities in India’s digital commerce ecosystem.
For small businesses, online marketplaces can provide access to customers beyond their immediate geographic markets. A regional brand can potentially sell products nationwide without establishing physical stores in every city it wants to reach.
This is particularly relevant for traditional craftspeople, home-grown brands and first-generation entrepreneurs. However, reaching customers at scale still depends on factors such as product quality, pricing, inventory availability, delivery performance and customer reviews.
Women entrepreneurs and traditional artisans benefit
Amazon reported strong festive momentum among women entrepreneurs associated with its Amazon Saheli programme. Sellers in locations including Churu, Bhopal, Jaipur and Kota recorded substantial growth, with several businesses experiencing sales spikes of up to 10 times.
Artisans and traditional craftspeople associated with Amazon Karigar also reported higher sales. Amazon said this group recorded more than 1.5 times sales growth, with activity across locations including Jodhpur, Nagaur, Saharanpur, Ajmer and Nadia.
These programmes are designed to help women-led businesses and artisans reach a wider customer base. Their performance during the festival illustrates how online marketplaces can create additional routes to market for products that might otherwise have limited geographic reach.
Individual Small Brands Report Significant Sales Gains
The overall numbers are accompanied by examples of businesses that experienced substantial increases in demand.
KAILESTA, a tote bag brand, reported selling more than 11,000 units during the first week of the festival. Its owner said unit sales increased more than 50 times compared with the same period a year earlier. The brand attributed its performance partly to competitive pricing and the launch of new designs.
MoonlitDreams, a festive lighting brand, reported a 454% increase in units sold and a 530% increase in revenue during the first 12 hours compared with the same period last year. Its founder also cited savings on selling costs following Amazon’s referral-fee changes.
These are individual company examples rather than representative results for every small seller. Performance can vary significantly depending on category demand, pricing decisions, advertising expenditure, stock availability and a brand’s starting sales volume.
Lower Selling Fees and Seller Tools Support Growth
Amazon has been adjusting its seller proposition to reduce costs and make online selling more accessible. The company said it introduced zero referral fees for eligible products priced below ₹1,000, helping sellers reduce one component of their marketplace expenses.
Lower fees can give businesses greater flexibility to offer competitive prices or reinvest in advertising, inventory and product development. However, referral fees are only one part of the total cost of selling online. Sellers must also consider fulfilment, shipping, returns, advertising, packaging and other applicable expenses.
Amazon has also expanded its seller education and technology initiatives. Ahead of the festival, the company introduced a Festive Readiness Seller Academy with expert-led sessions covering festive preparation, advertising and business growth.
Its training included guidance on using artificial intelligence for festive planning, alongside other resources intended to help sellers improve their listings and marketing activities.
Which Product Categories Are Leading Sales?
Amazon identified five leading categories by seller sales during the festival’s first week.
| Category | What the trend indicates |
|---|---|
| Jewellery | Demand for festive purchases and gifting |
| Shoes | Seasonal fashion and footwear spending |
| Automotive | Purchases linked to vehicles and accessories |
| Major appliances | Household upgrades and large-ticket purchases |
| Wireless | Demand for connected devices and related products |
The category rankings show that the event is not limited to smartphones and consumer electronics. Fashion, home products and automotive-related purchases are also contributing to marketplace activity.
The available figures do not provide a complete revenue breakdown for each category, so the rankings should not be taken as a measure of their respective growth rates or profit margins.
The Bigger Picture
The Great Indian Festival results highlight the growing role of online marketplaces in connecting smaller Indian businesses with a national customer base. Strong festive demand, broad seller participation and improved access to digital tools can help emerging brands find new customers and test products across different regions.
At the same time, higher sales do not automatically translate into higher profits. Businesses must manage discounts, marketing expenses, inventory, returns and fulfilment costs to ensure that increased order volumes create sustainable returns. A temporary festival sales surge is most valuable when it also helps sellers build repeat customers and strengthen brand recognition.
For India’s small-business ecosystem, the longer-term opportunity lies in combining marketplace reach with better business management. Sellers that use festive demand to improve their product offerings, customer experience and operational efficiency may be better positioned to grow after the shopping event ends.
FAQs
1. How much did small-business sales milestones grow during Amazon Great Indian Festival 2026?
Amazon reported that the number of SMBs crossing ₹10 lakh in sales grew by more than 350% during the first week. The number of new sellers crossing the same threshold increased more than 4.6 times.
2. How much did overall seller sales increase?
Amazon said seller sales rose up to 3.5 times compared with business-as-usual levels during the festival’s first week. This is an overall sales comparison, not a guarantee that every seller achieved the same growth.
3. Which cities are benefiting from the festival?
Amazon highlighted seller activity in cities including Jaipur, Kota, Churu, Bhopal, Jodhpur, Nagaur, Saharanpur and Ajmer. More than 70% of participating businesses came from Tier 2 and Tier 3 cities.
4. Which product categories recorded the highest seller sales?
Jewellery, shoes, automotive products, major appliances and wireless devices were among the five leading categories by seller sales during the first week.
5. Does higher sales volume mean higher profits for small businesses?
Not necessarily. Profitability depends on product costs, discounts, advertising, fulfilment, returns and other expenses. Sellers need to assess their margins alongside sales growth.
Looking Ahead
The early results from Amazon Great Indian Festival 2026 suggest that festive e-commerce demand can help small businesses achieve important sales milestones and reach customers beyond their local markets. The increase in sellers crossing ₹10 lakh in sales also points to opportunities for emerging brands to build visibility during high-demand shopping periods.
The next challenge will be turning festival-driven demand into sustained business growth. Sellers that manage inventory carefully, maintain competitive pricing, deliver a positive customer experience and control operating costs will be better placed to retain customers and build on their festive-season performance.
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