- For premium Smart TV buyers, AI-powered picture enhancement is the most desired feature (51%); while in the mass premium segment, voice assistants top the list (39%)
- Nearly half of AC buyers say transparent installation is their top need; for 7 in 10 refrigerator buyers, delivery experience is their top expectation
- The inverter motor is the top feature for washing machine buyers (40%), valued for energy efficiency and durability, while AI-powered wash programs are a fast-emerging second (18%); No-Cost EMI (51%) is the top pricing lever
- The Best in Tech Survey is Amazon.in’s initiative to understand what customers want from their tech purchases
- Insights from the survey set the agenda for selection on Amazon.in and the Best in Tech Awards, which returns on September 18, 2026
BENGALURU | 15th SEPTEMBER 2026 | Amazon India has released the third set of findings from the inaugural Best in Tech Survey. Across Smart TVs and home appliances, the findings reveal how India chooses within the brands it trusts. Picture quality is the leading feature consideration for Smart TV buyers, while energy star rating is the top priority for air conditioner and refrigerator buyers. Flexible financing is equally decisive, with 47% of large appliance buyers saying No-Cost EMI is the pricing lever that matters most. The findings are drawn from more than 40,000 responses across all major consumer electronics categories and feed into selection on Amazon.in. They will also set the agenda for the Best in Tech Awards, which returns for their second edition on September 18, 2026.
“The first two sets of findings told us that Indian buyers are increasingly technology-led in how they choose their personal devices. This third set confirms the pattern holds across home appliances too. Whether it is a Smart TV, an air conditioner or a washing machine, brand trust remains foundational. Customers are doing their own research and holding the entire experience, from the product page to the installation, to the same high standard. What is striking is how quickly AI is entering the home appliance conversation. It is no longer a smartphone or laptop feature alone. The Best in Tech Awards will recognise the brands that understand this shift and are delivering on it.” – Zeba Khan, Director, Consumer Electronics, Amazon India.
Smart TVs
Picture quality is the deciding factor
66% of Smart TV buyers surveyed say picture quality is the single most important feature in their purchase decision. At price segments upwards of ₹60,000, buyers move towards OLED and Mini LED/Neo QLED, with Mini LED emerging as a serious contender at the premium end. The pattern points to customers making technology-led choices driven by picture quality, and a willingness to pay for it. 2 in 3 Smart TV buyers say EMI or BNPL influences their purchase decision. The more telling finding is in the breakdown: EMI is a deciding factor for 36% of buyers under ₹25,000, 40% in the ₹25,000–₹60,000 range, and 38% above ₹60,000.
Nearly 8 in 10 buyers now prefer premium display technology
Buyers prefer premium display panels, QLED, OLED and Mini LED/Neo QLED, and the preference is now consistent across metros, Tier 2 and Tier 3. The appetite for larger screens and the expectation of a smooth installation experience follow the same pattern, holding steady across geographies, with basic LED now a small minority everywhere.
Buyers are excited by AI-powered features
60% of Smart TV buyers say they are excited by AI-powered features. What customers want from AI shifts with their budget: at price segments upwards of ₹60,000, the interest is in AI-powered picture enhancement, while in the segment under ₹25,000, it leans towards voice assistants. Alongside AI, Movies and OTT content remain the leading reason to buy a Smart TV, followed by family entertainment, while gaming is strongest in Tier 2 cities.
Installation directly shapes their purchase decision
36% of Smart TV buyers say the installation experience directly impacts their purchase decision. In televisions, the purchase does not end at checkout, and a smooth, on-time installation is now part of the product, with the expectation consistent across metros and smaller cities alike.
Air Conditioners
High energy star rating is the most important feature
For AC buyers, a high energy star rating (35%) is the single most important feature, ahead of inverter technology (24%) and convertible cooling (21%). The takeaway: energy efficiency is now the primary purchase filter, not the technology powering it.
Free installation with no hidden charges is important
49% of AC buyers say free installation with no hidden charges is their most important service expectation, followed by trained, certified technicians (20%) and combined delivery and installation in a single visit (17%). As with Smart TVs, the AC purchase decision extends well beyond checkout: the installation experience is a core part of the product promise.
Refrigerators
Damage-free delivery is the top-most expectation
The purchase decision does not end at checkout: delivery experience is now a core part of the product promise. Seven in ten refrigerator buyers say damage-free delivery with full packaging inspection is their top delivery expectation, ahead of old refrigerator exchange or removal (16%) and exact placement in the kitchen (9%).
Customers are willing to pay more when the value is tangible and provable.
As with ACs, energy star rating (30%) is the most important feature for refrigerator buyers, followed by convertible modes (25%) and inverter compressor (22%). When asked what would make them spend beyond their planned budget, 28% say a significantly higher energy rating with provable long-term savings, and another 28% say convertible technology that adds genuine utility. Longer warranty periods justify the premium for 18%.
Washing Machines
Energy efficiency and durability are most important aspects, AI-powered wash programs are going mainstream;
The inverter motor is the top feature for 40% of washing machine buyers, valued for its combination of silent operation, energy savings, and longevity. The emerging second-most-wanted feature is AI-powered wash programs that auto-detect fabric type and load size (18%), a signal that smart laundry is moving from premium positioning to mainstream expectation.
Delivery and installation must happen in a single visit
46% of buyers say delivery and installation must happen in a single visit, with professional plumbing setup the second most cited need (20%). Consistent with Smart TVs and ACs, the installation experience is a decisive factor in the appliance purchase.
The first set of findings from the Best in Tech Survey had revealed that AI features now shape the purchase decision for 82% of smartphone buyers on Amazon.in. The second showed that processor performance is the number-one driver for laptop buyers (87%), with AI enthusiasm the highest in computing. This third set reveals that for home entertainment and appliances, the Indian buyer evaluates products on specs, prioritises energy efficiency, and expects the post-purchase experience, from installation to setup, to match the quality of the product itself.
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