It’s a wrap! The Amazon Great Indian Festival 2024 (AGIF ’24)—live between September 27 and October 29—has been the best-ever shopping celebration for Amazon’s customers, sellers and brand partners across the country. The over-a-month-long shopping extravaganza witnessed a staggering 140 crore customer visits—the highest ever. Over 85% of customers were from non-metro cities. Underpinning its commitment to delivering an unparalleled shopping experience, Amazon delivered over 3 crore products the same day or next day (to Prime members), and had the largest ever showcase of 25,000 new product launches from top brands across categories.
When selection, unmatched value and fast delivery converge
The shopping event set new milestones for seller success: there was over 70% increase in sellers surpassing ₹1 crore in sales compared to Great Indian Festival 2023. Over 42,000 sellers experienced their highest-ever single-day sales during this period. The 34-day festival also saw B2B customers gravitating towards Amazon Business; there was 50% growth in Amazon Business customers who made their first purchase as compared to AGIF 2023.
"The Amazon Great Indian Festival 2024 has truly become India's greatest shopping phenomenon, smashing all previous records," says Saurabh Srivastava, Vice President - Categories at Amazon India.
"This overwhelming response from across the country, for everything from daily essentials to high-value purchases, underscores customers' deepening trust with Amazon India. AGIF exemplifies our obsession with providing an unparalleled shopping experience through wide selection, unmatched value, fast delivery, and relentless innovation. We are committed to creating more opportunities that unlock greater value for our entire ecosystem of customers, sellers, and partners," says Srivastava.
It’s a sellerbration like no other
- Over 70% increase in sellers surpassing ₹1 crore in sales compared to last year.
- Small and medium businesses, including women entrepreneurs, weavers, and artisans sold over 1,000 units every minute during the event.
- More than 42,000 sellers experienced their highest-ever single-day sales.
- Sellers from India's heartland took center stage, with over about 70% of participating sellers hailing from tier 2 and below cities.
- Amazon witnessed the highest-ever number of sellers from tier 2, 3 cities receiving a sale this year, compared to all editions of the event.
- Sellers from the highest-ever number of pin codes received a sale across all editions of the Great Indian Festival (first started in 2015). Over 4,500 sellers experienced a 10X spike, over 7,000 sellers saw a 5X spike, and over 13,000 enjoyed a 2X spike in sales as compared to last year’s event.
Pay, scan, book and save with Amazon Pay
- The usage of Amazon Pay ICICI Bank credit card surged 50% over last year as customers cashed in on bumper rewards with every purchase.
- 1 in 3 customers embraced Amazon Pay UPI during AGIF 2024 - a staggering 20% yearly jump, with 80% users from tier 2/3 cities.
- Amazon India reported over 20% growth in flight bookings and a remarkable 60% increase in hotel bookings year-on-year, with 50% increase in new customers booking flights.
- There was a frenzy for gift cards with overall sales up 40%, and value of branded gift card doubling from 2023.
- Bill payments surged 30% this festive season, propelled by 50% more mobile recharges and 40% spike in subscription payments. Prime members led the charge.
- EMIs fueled big-ticket purchases at AGIF 2024—1 in 4 electronics sales, from mobiles to large appliances, leveraged EMI options. A staggering 4 out of 5 of these were No Cost EMIs, registering 45% year-over-year growth. Overall EMI adoption surged 25% compared to 2023.
Amazon Prime: Your must-have subscription
- Amazon Great Indian Festival 2024 received the highest single day of Prime sign-ups in the first 48 hours.
- ~70% of Prime members who shopped during the festive season were from tier 2 and 3 cities (vs 60% last year).
- Prime members loved shopping for beauty, apparel, and home products this festive season with 1 in every 3 Prime shoppers buying skincare, traditional wear and décor and lighting for their home.
- Prime members across more than 9,000 pin codes in India, received their deliveries within 48 hours of placing their orders.
India leverages various payment options
Shopping was made more affordable and convenient for customers with exciting bank discounts and unique rewards helping them save more. Facilitating easy access to credit, 1 in 4 customers leveraged attractive EMI offers to make their purchase, with 80% of them being No Cost EMI. Amazon Pay witnessed more than 25% growth in EMI and 45% growth in No Cost EMI transactions (YoY), respectively.
India shops across categories
- 5G smartphones saw a massive boost in the budget segment (<₹10,000) with more than 1/3rd volume share driven by a wide range of affordable selection from top brands like Realme, iQOO, Xiaomi, and others.
- Customers enjoyed shopping large-screen TVs contributing to 1/3rd of the total units with Samsung, Xiaomi, and Sony emerging as the most preferred TV brands.
- Fire TV Stick became one of the best-selling Amazon devices and Redmi Smart Fire TV 32'' was the no.1 best-selling TV on Amazon.in.
- The overall demand for both non-gaming and gaming laptops increased by up to 30% YoY. Among non-gaming laptops, demand for the latest 13th Gen i3, i5 and i7 Intel powered laptops grew by up to 10X YoY. In gaming laptops, Amazon saw strong demand for premium Intel i7 series laptops with 55% YoY growth.
- India loved to shop for audio products with truly wireless earphones (>₹1,500) and Bluetooth speakers growing more than ~50% YoY.
- Customers enjoyed big savings on Alexa smart home combos with 1 out of every 5 customers buying a smart product such as a smart plug, bulb, or camera bundled with an Echo Smart Speaker.
- Amazon saw high customer demand for festive products with 1.8X more string lights, 2.5X more urli bowls and 3X more garlands compared to last year.
- Homegrown D2C brands witnessed up to 700% YoY spike in categories such as beauty, shoes, apparel, luggage and more.
- Fashion & Beauty Gen Z portfolio grew 175% YoY.
- Precious jewelry and lab grown diamonds saw 300%+ growth vs the business as usual period.
- Customers shopped 4X more for homecare products and there was a 3X spike in gift packs, sweets, skincare and dietary supplements (YoY).
- Cleaning supplies, paints and wallpapers grew more than 50% as customers prepped for the festivities. Customers drove 500% YoY growth in sanitaryware and 300% growth in sinks, as they renovated their homes
- Amazon Fresh customers embraced significant cashbacks and bank offers, leading to a 1.5X increase in average customer savings YoY and in overall customer orders.
- Amazon Bazaar daily shoppers grew 4X as compared to pre-event daily averages with daily units growing 4.4X. About 60% units were sold under the #CrazyDeals program.
- About 45% of Bazaar shoppers shopped for the very first time or after 12+ months of their previous purchase.
- Books were a popular gifting choice this festive season with overall growth of more than 10%.
Customers embrace premium products
- The premium smartphone segment (>₹30,000) saw the highest YoY growth (among all price segments, in volume) driven by wide range of selection, great deals and payment options.
- There was encouraging demand for premium tablets. Tablets from Apple and Samsung grew 10X and 5X respectively YoY.
- Sales for premium soundbars grew by up to 40% YoY.
- Amazon sold its highest number of PS5 SLIM Consoles during AGIF'24 for legacy Consoles (+17% YoY). Controllers portfolio spiked 60% YoY led by new launches in controllers and hand-held mobile gaming devices.
- Demand for premium large appliances (front load washing machines, side by side refrigerators, 1.5 ton+ AC) grew by +30% YoY. Customers preferred high capacity washing machines and refrigerators to upgrade their home.
- Fashion and Beauty premium portfolio saw 400%+ spike vs. BAU in categories like watches, fragrance, K-beauty, jewelry, handbags, sportswear, luggage, and kids wear.
- 4.5X YoY growth in two wheeler sales across 500+ cities, with surging demand for electric (115 models) and new petrol models.
- Luxe Home sales doubled, with 20% contribution from premium cohorts (clocks 2X, décor 1.5X, furnishings 2X).
- Amazon Fresh customers from 130+ cities made healthier choices this festive season with a 6X increase in herbs and salads, seeds, muesli, etc.
- Strong growth was witnessed in premium toys led by 3X spike on Lego products.
Non-metros drive growth across segments
- Tier 2 and beyond cities contributed to more than 70% of the premium smartphone sales.
- More than 50% of TV purchases came from tier 2 and 3 cities.
- Demand for large appliances from tier 2 cities grew by 25% with customers preferring air conditioners and refrigerators.
- More than 60% of new Amazon customers from tier 2 cities and below shopped for Fashion & Beauty products while more than 50% of Fashion and Beauty orders came from tier 2 and 3 cities.
- The Home and Kitchen category saw more than 60% new customer demand coming from tier 2-3 cities fueled by benefits like free delivery, coupons, and easy returns.
- ~70% of new customers purchasing daily needs items came from tier 2 cities and below while 45% of orders for daily needs products came from tier 2, tier 3 and smaller cities.
- Amazon Fresh saw 1.8X increase in customer orders from Tier 2/3 cities.
- Almost 70% of Bazaar shoppers are from Tier2+ cities and towns, reaching India’s heartland.
Amazon makes your purchase journey seamless
- A record 3.3X YoY growth was seen in customers who opted for Amazon Home, Kitchen and Outdoor installations, showcasing trust in end-to-end solutions.
- Customers enjoyed 60% higher exchange discounts versus last season, with discounts as high as ₹80,000.
- Customers availed installation and extended warranties across 50+ product types, the highest-ever service selection on Amazon.in.
- Customers availed free installation on televisions, furniture and appliances across 400+cities, along with free extended warranties on appliances for the first 4 days of the event.
- Customers benefited from the instant installation at delivery service on TVs and appliances across 55 cities.
B2B customers prefer buying with Amazon Business
This season is equally important for businesses as they geared up for the festivities with their employees and partners. During AGIF 2024, the number of customers who made their first purchase on Amazon Business grew by over 50%. There was a 70% increase in ‘paid Prime sign-ups’ as businesses enrolled to take advantage of early deals, free and fast shipping. Businesses also appreciated the quantity discounts offered by sellers and bulk orders grew ~70%. None of this would have been possible without Amazon’s trusted seller partners with more than 40% YoY increase in sellers clocking in more than₹1 crore of sale during AGIF 2024.
