The Amazon Great Indian Festival 2024 has seen the biggest ever opening for sellers and brand partners on Amazon.in, bringing happiness to lakhs of customers across the country. The first 48 hours have been the best ever: nearly 11 crore customer visits were recorded and over 8,000 sellers surpassed ₹1 lakh in sales within the first two days of the event. Customers got access to more than 25,000 new product launches across categories such as smartphones, laptops, TVs, fashion and beauty, home décor, appliances, furniture, and groceries from top brands. With attractive offers from SBI Debit and Credit cards, customers saved ₹240 crore on their shopping in the first 48 hours of the sale.
Amazon Prime - sach mein too much!
The highest ever number of Prime members shopped during first 24 hours of Prime Early Access (PEA). More than 140% members shopped during this time than an average daily shopping day. Also, members purchased 8x more in the first 24 hours of PEA versus average daily purchases. More than 3 lakh unique products including smartphones, beauty products, apparel, everyday essentials and more, were delivered within the same-day or next-day.
Amazon Great Indian Festival 2024 witnessed encouraging demand from tier 2 and tier 3 cities across key categories including smartphones, appliances, fashion, and furniture from popular brands such as Apple, Samsung, OnePlus, LG, Sony, Xiaomi, Daikin, BIBA, Safari, American Tourister, Crompton, IFB, Ariel, Eureka Forbes, and many more. Facilitating affordability and easy access to credit, 1 in 3 customers leveraged the attractive SBI Bank EMI offers to make their purchase. Amazon also saw more than 40% growth in No Cost EMI transactions with 90% of all EMI purchases recorded for mobiles, washing machines, TVs, refrigerators, ACs, and video games (including PS5) being through No Cost EMIs.
The first 48 hours of Amazon Great Indian Festival 2024 have been historic and the best ever for Amazon.in! We are thrilled to witness the biggest ever opening with a record 11 crore customer visits, and highest number of Prime members shopping during PEA.
"We also witnessed an overwhelming participation of sellers across India, including, small and medium businesses, and thousands of sellers became lakhpatis during the first 48 hrs of AGIF ‘24. We are excited with this encouraging start to our month-long Amazon Great Indian Festival and a big thank you to our sellers, brand partners, delivery associates, and teams who brought the festive cheer early for our customers across India," he adds.
It’s a seller-bration
- Great Indian Festival 2024 has kicked off to a phenomenal start for sellers, showcasing the incredible growth of small and medium businesses (SMBs) across India.
- An all-time high number of sellers recorded sales within the initial 48 hours of the festive event as compared to previous editions.
- SMBs, including women entrepreneurs, weavers, and artisans, sold over 1,500 units every minute during the first 48 hours.
- Over 8,000 SMBs received their highest-ever single day sales.
- Over 20,000 SMBs doubled their sales as compared to an average day.
- Over 8,000 sellers surpassed ₹1 lakh in sales within the first two days of the event.
- More than 65% of sellers who received an order were from tier 2 and 3 cities, such as Moradabad, Saharanpur, Churu, Tiruvallur, Haridwar, Bikaner, Jodhpur, Jaipur, Surat, and Pune.
Pay, scan and do more with Amazon Pay
- 1 in 11 orders were on Amazon Pay ICICI Bank credit card this year.
- Amazon Pay UPI usage grew the highest ever at 16% YoY, reflective of the increased comfort Indians have with digital payments today.
- More than 1 in 4 customers used Amazon Pay instruments to shop.
- India is making big travel plans this festive season with Amazon Pay. Customers booked 2x more flight tickets and 1.6x more hotel bookings compared to last year. Almost 50% of these bookings came from new customers.
Amazon is India ki apni dukaan
- More than 75% of all smartphone sales came from tier 2-3 towns with almost 70% of all premium smartphone sales (over ₹30,000) coming from tier 2 and beyond cities.
- Nearly 80% of all television orders came from tier 2-3 cities with 50% customers opting for EMI.
- Laptops saw 5x growth from tier 2-3 cities (vs tier 1), while headphones and cameras saw double digit growth in tier 2 and 3 cities.
- For appliances such as washing machines, refrigerators and air conditioners, tier 2 and 3 customers registered 1.4x growth compared to tier 1 cities.
- Amazon Fashion and Beauty saw more than 60% of new customers from tier 2 and below cities, contributing to over 55% of total orders placed within the first 48 hours.
- Amazon Fresh continues to make a significant impact across 130+ cities. Tier 2 and tier 3 cities saw 1.6x increase.
- Amazon saw more than 30% growth in categories such as water purifiers, large furniture, air-fryers and robotic vacuum cleaners across tier 2 and below cities.
- Amazon India witnessed a 2.5x YoY increase in the purchase of daily needs with 50% of all new shoppers coming from tier 2 cities and below.
- More than 70% of Bazaar shoppers came from tier 2 and below cities.
Customers shopped for everything big and small
- Gaming laptops saw 19x growth in sales vs pre-festive sale period. The premium gaming laptop category grew by 35x while Intel Core Ultra AI laptops sales grew by 36x.
- 60% of the tablet sales were in the ₹30,000-50,000 price segment; 50% higher versus last year.
- For the first time, premium cameras were available with 18 month No Cost EMI option. GoPro, Sony, Insta360 were the top brands.
- There was an increased demand for fitness focused premium smartwatches: Amazfit and Samsung grew by 90% and 60% respectively YoY.
- Customers availing exchange offers grew by 1.7x while those opting for No Cost EMI grew by 1.6x when it came to shopping for large appliances. The most loved appliances were high capacity washing machines which grew by 50% and side by side refrigerators which grew by 25% over last year.
- Customers took advantage of deals on Fire TV products making Fire TV Stick and Redmi Smart Fire TV 32 among the bestsellers.
- Customers purchased over 35% more watches; premium watches witnessed over 2x spike YoY.
- Luxury fragrances and women’s ethnic wear witnessed a 1.5x spike YoY from brands like Guess, Davidoff, Calvin Klein, Janasya, Biba, and more.
- Luggage witnessed over 6.5x spike and trolley sets witnessed 23x spike led by brands such as Safari, Samsonite, American Tourister, and VIP.
- Shoes, makeup and bath and shower categories saw a 4x spike.
- Gold and diamond jewelry saw over 5x YoY spike in demand.
- The strong selection of GenZ and D2C brands witnessed a spike of up to 2.5x YoY, led by brands like Bewakoof, Juneberry, Lacoste, Pant Project, and Snitch.
- There were also more than 700 electric 2-wheelers and petrol bikes/scooters to choose from with most demand seen towards Chetak 2903, and the OLA S1 Pro.
- Kitchen essentials have seen a growing demand with kitchen storage growing by over 60% YoY, followed by mixer grinders and pressure cookers growing by 30%.
- Amazon emerged as the preferred destination for furniture and mattress shopping with the category growing 1.4x YoY.
- The Subscribe and Save program saw the biggest spike of 3x.
- In the first 48 hours customer savings grew by 1.5x and 2.5x through cashbacks and bank offers on groceries.
- Categories like books, toys, grooming, and gaming saw over 150% new customer growth within the first 48 hours.
- Hair styling devices witnessed more than 5x spike with Dyson Airwrap and Ikonic being the most popular.
- Customers have shown inclination to upgrade premium appliances like air fryers (+35% YoY), smart fans (+30% YoY), garment steamers (+30% YoY) etc. Customers are also adding new home security products like smart door locks (+60% YoY), home security systems (+100% YoY) like security camera, video door bells and lockers (+40% YoY) aided by door-step installation and No Cost EMI support.
B2B customers prefer buying with Amazon Business
- Within 24 hours of the Amazon Great Indian Festival going live, new business registrations on Amazon Business surged 4.5x above business as usual days.
- Paid Prime adoptions increased 11x compared to average business days.
- Bulk orders too witnessed a spike, growing 12x higher than usual.
Ultra-low cost shopping with Amazon Bazaar
- Amazon Bazaar daily shoppers grew 10x as compared to pre-event daily averages.
- More than 50% of Bazaar shoppers shopped for the very first time or after 12+ months of their previous purchase.
- Bazaar received 11x units/day as compared to pre-event averages: almost 50% growth in daily unit volumes for sellers.
Convenience delivered
- Customers availed attractive exchange discounts on old smartphones and opted for free installation services on TVs, and appliances across 400+ cities.
- Every customer who purchased appliances on Amazon.in, got a free extended warranty on their purchase.
- Amazon has built 8000-strong workforce of authorised experts to offer in-home installation, setup and product diagnosis support.
- At Amazon Fashion, with features like ‘Wear it with’ suggestions to access the best of fashion and the latest trending styles.
- On the beauty front, tools like Virtual Try-On (VTO) and SkinCare Advisor (SKCA) empowered customers to make informed purchase decisions. VTO allowed users to experiment with colour cosmetics such as lipstick, eyeshadow, and hair colour, while SKCA offers personalised skincare recommendations tailored to individual skin concerns and preferences.
Preparation for India’s biggest shopping festival
Amazon India recently announced the launch of three new fulfillment centres (FCs) in Delhi NCR, Guwahati, and Patna to bolster its pan-India logistics network ahead of the festive season. Amazon also declared that it has created more than 110,000 seasonal job opportunities ahead of the festive season across its operations network in the country. The new seasonal positions will help elevate its delivery experience and boost the company’s fulfilment and delivery capabilities to meet the surge in customer demand this festive season.
Click here to check out exciting deals and offers during the Amazon Great Indian Festival.
