No-cost EMI accounted for 90 per cent of EMI spending, while smartphones priced above Rs 30,000 recorded 50 per cent growth during the festive sale
Amazon India’s Great Indian Festival 2026 has seen a shift towards higher-value purchases, with spending through equated monthly instalments (EMIs) increasing 40 per cent year-on-year, as consumers bought more premium smartphones, televisions and other appliances during the festive shopping period.
According to data released by the company on Tuesday, nine out of every 10 rupees spent through EMI during the sale went towards no-cost EMI transactions. EMI payments accounted for half of the spending on mobiles, televisions and appliances, indicating the role of financing options in facilitating purchases of higher-priced products.
Demand for smartphones priced above Rs 30,000 increased 50 per cent year-on-year, while premium smartwatches recorded fivefold growth. Sales of televisions measuring 55 inches and above accounted for 60 per cent of television purchases on the platform. Mini LED television sales also increased 33 times, according to Amazon.
The increase in premium purchases comes alongside a broader expansion in shopping activity beyond metropolitan markets. Amazon reported a 50 per cent year-on-year increase in shopping volume, with more than 70 per cent of customer visits originating from outside metros.
However, the company has not disclosed the absolute sales volume or gross merchandise value generated during the event, making it difficult to assess the extent of the increase in overall festive spending.
The platform also reported a rise in demand across fashion and beauty categories. Lab-grown diamond jewellery sales increased threefold, while luxury beauty grew more than 30 per cent year-on-year. Beauty products accounted for one in every six units purchased during the sale.
On the seller side, new sellers recorded more than 2.3 times growth in units sold compared with the previous year. Sellers offering products priced below Rs 500 reported a 70 per cent increase in unit sales, while the number of small and medium businesses recording a tenfold spike in sales grew more than 30 per cent.
Amazon’s quick-commerce service, Amazon Now, also recorded increased activity, with daily orders growing 18 times year-on-year. The service attracted 23 times more first-time shoppers to Amazon.in, while average order value increased 30 per cent.
The Amazon Great Indian Festival, which began ahead of the festive season, will continue until 11 November, covering Bhai Dooj.
