Over 70 per cent of shoppers hailed from tier 2 and 3 cities as Amazon India enabled Rs 1,000 crore in customer savings and recorded unprecedented seller growth
The Amazon Great Indian Festival 2025 has set a new benchmark in India’s festive retail landscape, recording a staggering 276 crore customer visits — the highest ever since the event began. The festival, which has now become synonymous with India’s biggest annual shopping celebration, saw over 70 per cent of customers coming from tier 2 and 3 cities, underscoring the deepening digital and e-commerce participation from Bharat. With just five days remaining in the 30-day celebration, Amazon India has announced record-breaking engagement across every metric, from customer visits and sales to delivery performance and seller participation.
This year’s festival also marked a massive win for customer savings, enabling over Rs 1,000 crore in value through a mix of bank offers, GST benefits, and cashback rewards. Initiatives such as the Great Savings Celebration and #GSTBachatUtsav storefront allowed sellers to pass on hundreds of crores in GST benefits across major categories like appliances, fashion, essentials, and electronics. These initiatives have not only boosted sales but also helped consumers save significantly while shopping during the festive period.
Commenting on the success, Saurabh Srivastava, Vice President at Amazon India, said, “The Amazon Great Indian Festival 2025 has once again set new benchmarks with a record-breaking 276 crore customer visits, reaffirming Amazon’s position as India’s most loved and trusted online shopping destination. We are particularly proud that our services reached every serviceable pin code in India, with more than 70 per cent of our customers coming from tier 2 and 3 cities. Our sellers and brand partners have seen multi-fold growth across categories, reflecting the trust and confidence customers continue to place in us.”
Prime membership and delivery performance also reached unprecedented levels this year. Over four crore products were delivered the same day or the next day, marking a 60 per cent year-on-year increase in same-day deliveries. Prime membership continued to expand beyond metros, with 70 per cent of new members coming from smaller towns and cities. The company’s logistics infrastructure grew significantly, enabling faster and more reliable service in both metro and non-metro regions.
Seller participation during the 2025 festival reached new heights. The event recorded the highest-ever number of small and medium businesses (SMBs) achieving sales, with two-thirds of these sellers coming from tier 2 and 3 cities. Sellers from diverse regions such as Kangra, Haridwar, Muzaffarpur, Jamnagar, Darjeeling, Shimoga, and Salem reported their best-ever performance. Amazon Bazaar, the company’s store for ultra-affordable products, saw 2X growth in seller participation, and a 15X increase in sellers crossing Rs 1 lakh in single-day sales compared to last year. Meanwhile, 18 states and Union Territories recorded their highest-ever number of sellers surpassing Rs 1 lakh in festive sales, reflecting the growing entrepreneurial opportunity Amazon continues to enable across India.
The festival also highlighted India’s growing digital payment and shopping maturity. One in four customers used Amazon Pay, while UPI transactions grew by 23 per cent compared to 2024. The use of No-Cost EMI continued to dominate high-value purchases, accounting for 80 per cent of EMI-based transactions across electronics, fashion, and lifestyle categories. Amazon Pay Later issuances grew 84 per cent, and digital gift card use increased by 42 per cent, underlining the growing acceptance of flexible, cashless payment solutions across all consumer segments.
Across categories, consumption trends reflected both premiumisation and inclusivity. Premium smartphones priced above Rs 30,000 grew by 30 per cent, with 65 per cent of sales coming from tier 2 and 3 cities, while QLED TVs jumped 105 per cent and Mini-LED models saw a 500-fold increase in demand. In fashion and beauty, lab-grown diamond jewellery surged 390 per cent, premium apparel grew 150 per cent, and Korean beauty products rose 75 per cent, illustrating consumers’ growing appetite for global trends and aspirational purchases.
The mobility segment too witnessed remarkable momentum. Two-wheeler sales surged 105 per cent year-on-year, driven by over 550 models from 18 OEMs now available across 4,000 pin codes and 2,000+ towns. Both petrol and electric vehicles recorded robust growth, with popular models including the Xtreme 125R, Ather Rizta, and Royal Enfield’s latest launches.
In grocery and essentials, Amazon Fresh saw 60 per cent growth from tier 2 and 3 cities, with fresh produce and premium groceries leading the way. Festive gifting and organic product categories doubled, highlighting a growing shift toward healthier, premium, and sustainable consumption. Home, kitchen, and outdoor categories also witnessed strong momentum, with festive décor sales soaring 500 per cent and Made-in-India brands such as Atomberg, Borosil, and Pexpo recording their highest-ever festive sales, up 38 per cent year-on-year.
With participation from millions of customers, lakhs of sellers, and rapid adoption across Bharat, the Amazon Great Indian Festival 2025 stands as a testament to how India now shops, saves, and celebrates. It has reaffirmed Amazon’s growing role not just as a marketplace, but as a catalyst for India’s digital and retail transformation — one where affordability, accessibility, and aspiration come together at scale.
