Amazon’s 2026 festive sale has recorded its highest-ever shopping volume, with customer visits crossing 393 crore
Amazon India’s Great Indian Festival 2026 has generated customer savings of more than Rs 2,800 crore, marking the highest-ever figure for the annual festive shopping event. The ongoing sale has also recorded its highest-ever shopping volume, rising over 50 per cent year-on-year, with customer visits crossing 393 crore.
The savings were enabled through instant bank discounts, cashback, Amazon Pay rewards, coupons, exchange offers and free Prime deliveries. According to the company, one in every three units purchased during the event came with cashback.
The shopping event, which continues until Bhai Dooj on November 11, has recorded the highest-ever number of Prime member sign-ups for a shopping event on Amazon.in. Prime members saved over 10 times more year-on-year through Prime-exclusive offers, while same-day deliveries to Prime customers increased 3.6 times.
Saurabh Srivastava, Vice-President, Amazon India, said the platform had recorded its highest-ever shopping volume and customer savings, alongside record growth for sellers and faster deliveries across the country.
Bharat Drives Festive Shopping Growth
More than 70 per cent of customer visits during the sale came from outside metropolitan cities, highlighting the growing contribution of smaller towns to online shopping.
Shopping volumes increased by over 50 per cent year-on-year, while categories such as premium smartphones, appliances, fashion, beauty, health and home products recorded multifold growth.
EMI spending rose 40 per cent, with nine out of every 10 rupees spent through EMI going towards interest-free No-Cost EMI options. The company said these payment options helped customers purchase higher-value products without stretching their budgets.
Customers in towns with populations below 10 lakh bought as many products per customer as those in larger mini-metros such as Coimbatore, Nagpur and Patna. Karnal also entered Amazon.in’s top 25 cities, with one in every two people in the city shopping on the platform.
Premium Products And Beauty See Strong Demand
Premium smartphones priced above Rs 30,000 recorded 50 per cent year-on-year growth, led by Samsung and OnePlus. Tier 2 and 3 cities contributed more than half of the growth in this segment.
Premium smartwatches grew five times, while pocket cameras recorded four times growth. Mini LED television sales increased 33 times, with televisions measuring 55 inches and above accounting for 60 per cent of purchases.
Fashion and beauty also witnessed strong demand. Lab-grown diamond jewellery sales grew three times, while luxury beauty recorded growth of more than 30 per cent. One in every six units purchased on Amazon.in was a beauty product.
Customers in tier 3 cities bought more than 50 per cent more beauty products year-on-year, while fashion customers in tier 2 and 3 cities grew by up to 23 per cent.
Amazon Now Sees 23 Times More First-Time Shoppers
Amazon Now, the company’s ultra-fast delivery service, attracted 23 times more first-time shoppers to Amazon.in compared with the previous year. Daily orders on the service increased 18 times, while the average order value rose 30 per cent.
The growth indicates increasing customer engagement with quick-commerce services, particularly for deals and products that can be delivered within minutes.
Across its wider fulfilment network, Amazon delivered one in every three orders on the same day. In more than 120 cities, one in every two products was delivered within minutes.
The company also doubled the number of shipments moved daily by rail through India’s Dedicated Freight Corridor, alongside air shipments.
Small Sellers And Regional Businesses Record Growth
The festive sale has also generated momentum for small and medium-sized businesses. The number of such sellers recording a 10-fold increase in sales grew by more than 30 per cent year-on-year.
New sellers recorded over 2.3 times growth in unit sales, with businesses from tier 2 and 3 cities such as Alappuzha, Guntur, Ajmer, Bhatinda and Hooghly contributing to the increase.
Sellers offering products priced below Rs 500 registered a 70 per cent rise in unit sales. Meanwhile, orders for products priced below Rs 99 grew five times year-on-year, and overall value shopping increased 20 per cent.
Amazon Bazaar, the platform’s value-commerce offering, recorded a 10-fold increase in daily shoppers.
Amazon Business also reported a 40 per cent year-on-year increase in festive-season sales, while new business customer sign-ups grew nearly 20 per cent.
Flexible Payments Support Higher-Value Purchases
Flexible payment options played a significant role in driving festive purchases. More than 20 per cent additional customers availed instant bank discounts on cards issued by SBI, Axis Bank, ICICI Bank and HDFC Bank compared with last year.
EMI spending increased 40 per cent, with half of the spending on mobiles, televisions and appliances made through EMI. Amazon Pay Later’s No-Cost EMI transactions doubled year-on-year, while the number of issuances increased 30 per cent.
Amazon Pay UPI customers grew 40 per cent, with transactions rising nearly 50 per cent. The user base of the Amazon Pay ICICI Bank Credit Card also increased 25 per cent.
With the sale continuing until November 11, Amazon expects to build on the momentum through further deals, cashback offers and Prime-exclusive benefits.
