Seller participation increased nearly 30 per cent year-on-year, with more than 70 per cent of participating small businesses based in tier 2 and tier 3 cities.
The number of small and medium businesses (SMBs) crossing Rs 10 lakh in sales during Amazon India’s Great Indian Festival 2026 increased more than 4.6 times in the first week, according to the ecommerce company. Overall seller sales rose 3.5 times compared with business-as-usual levels, while participating SMBs increased nearly 30 per cent year-on-year.
More than 70 per cent of the participating businesses came from tier 2 and tier 3 cities, Amazon said.
The number of new sellers crossing Rs 10 lakh in sales grew more than fourfold, while those crossing Rs 1 lakh increased 2.4 times. The number of sellers crossing Rs 1 crore in sales rose more than 1.5 times. New sellers sold more than 2.5 times the number of units recorded during business-as-usual periods, the company said.
Fee Cuts And Seller Performance
The festival’s performance comes amid changes to Amazon’s selling fees. The company has introduced zero referral fees on products priced below Rs 1,000. It also reported that the number of sellers offering products below Rs 500 who recorded a tenfold spike in sales during the first 24 hours increased more than twofold year-on-year.
Individual sellers reported sharp gains during the sale. Tote bag brand KAILESTA sold more than 11,000 units in the first week, over 50 times its unit sales in the year-ago period, according to owner Gopinath. The brand reduced prices and introduced new designs ahead of the event, he said.
Decorative lighting seller MoonlitDreams reported a 454 per cent increase in units sold and 530 per cent growth in revenue during the first 12 hours compared with the same period last year. Founder Sanjay Rathore said Amazon’s referral fee reductions had lowered the business’s selling costs by approximately 12-15 per cent. The company did not provide data establishing how much fee reductions contributed to the marketplace’s overall sales growth.
Women-Led Businesses And Top-Selling Categories
Women entrepreneurs associated with Amazon Saheli recorded a tenfold spike in sales in some cases, while sellers associated with Amazon Karigar, which supports artisans and handcrafted products, reported sales growth of more than 1.5 times, Amazon said.
Jewellery, shoes, automotive products, major appliances and wireless products were the five leading categories by seller sales during the first week. Ahead of the festival, Amazon also ran a seller-acquisition campaign across more than 150 cities and towns and conducted 10 sessions through its Festive Readiness Seller Academy.
