Amazon India’s Great Indian Festival 2026 has recorded a more than 50% year-on-year increase in shopping volumes, with customers increasingly purchasing premium products across smartphones, electronics, home appliances, fashion and beauty. The festive sale has also seen a 40% increase in spending through equated monthly instalments (EMIs), suggesting that flexible payment options are helping shoppers afford higher-priced purchases.
The growth is extending beyond India’s major metropolitan markets. More than 70% of customer visits have come from outside the top metros, while tier 2 and tier 3 cities have contributed a substantial share of sales growth. Amazon says customers have saved more than ₹2,800 crore through deals, discounts and other offers during the shopping event, highlighting the scale of festive demand on its platform.
Amazon Great Indian Festival 2026 Records More Than 50% Growth
Amazon’s Great Indian Festival has recorded its highest-ever shopping volume, with purchases increasing by more than 50% compared with the previous year, according to the company’s latest announcement.
The event has also attracted more than 393 crore customer visits, or approximately 3.93 billion visits, according to Amazon’s November 3 update. The company said customers collectively saved more than ₹2,800 crore through discounts, bank offers, coupons, cashback, exchange benefits and other promotional programmes.
The shopping event initially recorded an especially strong opening. Amazon reported a 100% year-on-year increase in shopping volume on the opening day, reflecting strong customer interest in festive offers.
The latest figures suggest that demand continued beyond the initial sale period, although the mix of products purchased changed as the festive season progressed.
Electronics and large appliances attracted customers during the earlier phase, while demand increasingly shifted towards ethnic clothing, festive decorations, sweets and gifting products closer to Diwali.
Premium Products Drive Consumer Spending
One of the most notable trends during this year’s sale is the growing demand for premium products. Customers are increasingly choosing higher-priced smartphones, smartwatches, televisions and household appliances rather than limiting purchases to entry-level products.
Amazon reported strong growth across several categories.
| Product category | Reported year-on-year growth or trend |
|---|---|
| Premium Android smartphones above ₹30,000 | 50% growth |
| Premium smartwatches | Around 4–5 times demand |
| Televisions larger than 55 inches | More than 60% of TV sales |
| Coffee makers | 80% growth |
| Air fryers | 55% growth |
| Solar panels | Around 7 times demand |
| Luxury beauty products | 30–35% growth |
The smartphone category is particularly important because premium devices typically carry higher selling prices than entry-level models. Demand for Android smartphones priced above ₹30,000 increased 50% year on year, according to Amazon’s category leadership.
Smartwatches also recorded significant growth, with products from brands including Apple, Garmin and Whoop seeing several times the demand recorded during the previous year’s event.
In home entertainment, more than 60% of televisions sold during the sale had screens larger than 55 inches. The trend indicates growing interest in larger-screen products, although the figures represent purchases on Amazon’s platform rather than the entire Indian television market.
Home and kitchen products also performed strongly. Coffee makers grew 80%, while air fryers recorded 55% growth. Solar panels saw demand increase approximately sevenfold, reflecting interest in residential energy products.
EMI Spending Rises 40% as Customers Upgrade
Flexible payment options have played an important role in supporting purchases during the sale.
Amazon reported a 40% year-on-year increase in EMI spending during the Great Indian Festival. The company also said that nine out of every 10 rupees spent through EMI went towards interest-free No-Cost EMI purchases.
This suggests that shoppers are using instalment-based payments to manage the cost of expensive products rather than paying the full amount upfront.
Amazon has partnered with banks including State Bank of India, ICICI Bank and HDFC Bank to offer instant discounts and No-Cost EMI options on eligible purchases.
The company’s latest update also highlighted growing adoption of other payment services, including Amazon Pay Later.
EMI options are particularly relevant for smartphones, televisions and large appliances, where purchase values can be relatively high. By dividing payments into instalments, customers can access more expensive products while spreading payments over an agreed period.
However, No-Cost EMI offers are subject to eligibility, product and bank-specific conditions. Customers should check the final payable amount, applicable fees and repayment terms before selecting an instalment option.
Tier 2 and Tier 3 Cities Drive a Large Share of Growth
The expansion of online shopping beyond major metropolitan areas is another important feature of this year’s festive sale.
Amazon reported that more than 70% of customer visits came from outside the top metropolitan markets. According to the company’s retail leadership, tier 2 and tier 3 cities accounted for approximately 60–65% of sales growth.
This reflects the growing importance of smaller cities to India’s online retail market.
Customers in these locations are purchasing products across smartphones, home appliances, fashion, beauty and other categories. The trend also indicates that demand for premium products is not limited to consumers in large urban centres.
The sale has also supported smaller businesses selling through Amazon’s marketplace. The number of small and medium business sellers recording a tenfold increase in sales was more than 30% higher than last year.
New sellers recorded more than 2.3 times growth in unit sales, according to Amazon. Sellers from cities including Guntur, Ajmer, Bathinda and Hooghly contributed to the reported growth.
These figures highlight how online marketplaces can provide smaller businesses with access to customers beyond their immediate geographical markets.
Amazon Now Expands Its Role in Festive Shopping
Amazon’s quick-commerce service, Amazon Now, has also contributed to the shopping event.
The service was available in around 120 cities during the festive sale, supported by more than 800 micro-fulfilment centres. Amazon said one in every two products in the cities where the service operates was being delivered within minutes.
The platform also attracted 23 times more first-time shoppers to Amazon than during the corresponding period last year.
Amazon Now is increasingly being used for more than everyday essentials. Customers are purchasing products such as small appliances, home and kitchen items, festive decorations, beauty products and clothing through the service.
The company also reported that more than 10 million products were available for same-day delivery across India during the event.
This expansion reflects Amazon’s effort to combine its traditional e-commerce marketplace with faster delivery options. The strategy could help the company serve customers who want both a wide product selection and shorter delivery times.
What the Festive Sale Signals for India’s E-commerce Market
Amazon’s latest figures point to several developments in India’s online retail market.
First, demand is extending beyond metropolitan areas. Smaller cities are contributing a large share of platform visits and sales growth, creating opportunities for online retailers and marketplace sellers.
Second, premiumisation is becoming more visible across multiple product categories. Higher demand for premium smartphones, smartwatches and larger televisions suggests that some consumers are willing to spend more when discounts and financing options make purchases accessible.
Third, payment flexibility is becoming an important part of online shopping. The 40% increase in EMI spending indicates that instalment-based payment options are playing a significant role in high-value purchases.
These figures should be interpreted in the context of Amazon’s own platform. They do not independently establish growth across India’s entire e-commerce industry, nor do they reveal the profitability of the festive sale for Amazon or its sellers.
The Bigger Picture
Amazon’s Great Indian Festival 2026 highlights the changing nature of festive consumption in India. Shopping growth is coming from beyond the largest cities, while customers are showing increased interest in premium electronics, appliances and lifestyle products. Flexible payments are helping support this shift, with EMI spending rising 40% year on year.
For Amazon, the event also demonstrates the importance of combining product selection, seller participation, payment partnerships and delivery infrastructure. The longer-term opportunity will depend on whether the company can retain these customers after the festive season, maintain seller participation and manage the costs of faster deliveries and promotional offers.
Looking Ahead
Amazon’s festive sale is scheduled to continue through the Diwali period, with some offers expected to remain available until November 10. The company has also said that the Great Indian Festival will continue through Bhai Dooj on November 11. The final performance of the event will provide a clearer picture of how much festive demand translated into purchases across categories and regions.
The next phase of competition in Indian e-commerce will likely focus on attracting customers beyond major cities, offering premium products at accessible prices and improving delivery speed. Amazon’s ability to sustain customer engagement after the sale will be an important indicator of whether this year’s growth represents a longer-term change in online shopping behaviour.
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