Amazon's Great Indian Festival 2026 has delivered more than ₹2,800 crore in customer savings and drawn 393 crore customer visits, with cashback on one in every three units purchased, as reported by FoneArena citing the company. The company also recorded its highest-ever Prime sign-ups for a shopping event, with Prime members saving more than 10 times more year-on-year through Prime-only offers and same-day deliveries to Prime members rising 3.6 times, including deliveries within minutes or hours.
Savings, visits and shopping volume
The festival, which continues through Bhai Dooj on November 11, has recorded 393 crore customer visits, or 3.93 billion visits, and shopping volume is up 50% year-on-year. Amazon's Aman Deep Lohan told Fortune India that opening day volumes doubled compared with last year, marking its strongest opening, with momentum sustained through the event.
Amazon said more than 70% of customer visits came from beyond the metros, with sharp growth in premium segments including smartphones, appliances, fashion, beauty, health and home products.
Shopping growth across Bharat
Amazon said shoppers in towns with fewer than 10 lakh residents bought at levels similar to mini-metros including Coimbatore, Nagpur and Patna. Karnal moved into the top 25 cities on Amazon.in, with about one in two residents shopping during the festival, and its per-customer purchases were close to those in Bengaluru.
The highest-value purchases came from Delhi and the National Capital Region, followed by Bihar, Jharkhand and Chhattisgarh, Amazon said.
Growth across product categories
Demand for Android smartphones priced above ₹30,000 rose 50%, led by Samsung and OnePlus, with more than half of that increase coming from tier 2 and tier 3 cities. Sales of premium smartwatches rose four to five times, including Apple Watch 11, Garmin and Whoop models, while pocket cameras rose fourfold led by DJI. Premium tablets priced above ₹30,000 grew by more than 30%.
Among televisions, models of 55 inches and above made up 60% of units sold, while Mini LED TV sales increased 33-fold, including models from TCL, Sony and Xiaomi. More than two-thirds of home entertainment demand came from tier 2 cities and smaller locations.
In fashion, beauty and jewellery, purchases of lab-grown diamond jewellery tripled, including brands such as Keemti, Beyon from House of Titan and Lucira, while automatic watch sales rose 60%. Beauty accounted for one in six units bought, and Luxury Beauty rose by more than 30%, the fastest growth within fashion and beauty.
Fashion buying by tier 2 and tier 3 customers rose by up to 23%, while beauty buying in tier 3 cities rose by more than 50%. Brands popular with Gen Z made up more than one-third of fashion and beauty spending, which was up 25%, and Amazon.in's SERVE Gen Z style store carries more than 350 brands. Palmonas saw statement jewellery sales rise 2.6 times, Nike shoe sales rose by more than 75%, and BlissClub athleisure sales rose by more than 80%.
For home and everyday essentials, Wakefit sales grew 3.7 times for desks, 2.3 times for sofas and 2.2 times for wardrobes. Sales of coffee makers rose by nearly 80% and air fryers by 55%, while high-efficiency solar panels rose by nearly seven times. Plant protein sales more than doubled, sweets rose 70%, and pet health products and supplements rose by more than 40%.
Growth in essentials in tier 2 and tier 3 cities was three times faster than in metros. Two-wheelers were ordered from nearly 4,500 pin codes, including the Triumph Speed 400 and KTM 390 Adventure. Nuuk sales grew 2.4 times, Nestasia sales doubled, and Native by UC grew by more than 80%.
Amazon Now and delivery growth
| Metric | Growth or figure |
|---|---|
| First-time Amazon.in shoppers through Amazon Now | 23X year-on-year |
| Daily Amazon Now orders | 18X |
| Amazon Now average order value | 30% increase |
| Products delivered within minutes in more than 120 cities | 1 in 2 |
| Orders delivered on the same day nationally | 1 in 3 |
| Products delivered on the same day or faster | Nearly 5X year-on-year |
| Daily shipments moved by rail through India’s Dedicated Freight Corridor | 2X year-on-year |
Payment options and travel bookings
| Payment or booking metric | Growth or figure |
|---|---|
| Customers using instant bank discounts on SBI, Axis Bank, ICICI Bank and HDFC Bank cards | More than 20% increase |
| EMI spending | 40% increase |
| EMI spending through No-Cost EMI | 9 out of 10 rupees |
| Customers using No-Cost EMI | 25% increase |
| EMI share of spending on mobiles, TVs and appliances | Half |
| Amazon Pay Later No-Cost EMI usage | 2X |
| Amazon Pay Later issuances | 30% increase |
| Amazon Pay Later spending through EMI | 3 in 4 transactions |
| Amazon Pay Later Pay in 3 usage | 2X |
| Amazon Pay UPI customers | 40% increase |
| Amazon Pay UPI transactions | Nearly 50% increase |
| Customers choosing UPI | 2 in 5 |
| Amazon Pay Balance users | More than 2X |
| Amazon Pay Balance transactions | Nearly 2.5X |
| Amazon Pay ICICI Bank Credit Card user base | 25% increase |
| Credit card EMI tenures of 12 months or more | 3X |
| Gift card purchases | 75% increase |
| Flights’ share of travel bookings | Around 70% |
| Hotel bookings | 45% increase |
| Bus bookings | 40% increase |
Seller and value-commerce growth
The count of small and medium business sellers who saw sales rise tenfold increased by more than 30% year-on-year. Units sold by new sellers grew more than 2.3 times, led by tier 2 and tier 3 cities such as Alappuzha, Guntur, Ajmer, Bhatinda and Hooghly.
For sellers offering products below ₹500, units sold rose 70%, and the number of sellers in this price segment with tenfold sales growth rose by more than 35%, led by Surat, Jaipur and Coimbatore. Sellers from artisan hubs including Ajmer, Jodhpur and Saharanpur saw units sold rise by more than 30%, and the number of artisans with tenfold sales growth more than doubled.
Amazon Business sales grew 40%, while new business customer sign-ups rose by nearly 20%. Orders below ₹99 rose fivefold and overall value shopping grew 20%, while Amazon Bazaar saw daily shoppers increase tenfold. The festival continues through Bhai Dooj on November 11, which Amazon said has made this one of its biggest-ever editions.