- Bharat drives India: Customers from every pin code in India placed orders, with visits from beyond the top nine metros accounting for over 72% of traffic
- Digital and flexible payments boost online purchases: 1 in 4 customers transacted using UPI, reflecting the growing comfort customers have with digital payments. EMI transactions increased 2X with over one-third customers choosing EMIs to make their purchases more affordable
- New customers & orders double: Amazon recorded 100% YoY growth on shopping volume on Day 1 and close to 100% increase in new customers
- Massive start for sellers: Sellers recorded over 2X units ordered in the first 24 hours YoY
- Faster festive deliveries: Millions of deals delivered within hours; in over 120 cities served by Amazon Now, one in two products was delivered within minutes
BENGALURU | 20th OCTOBER 2026 | Amazon today announced that the Amazon Great Indian Festival 2026 has had a historic opening, the biggest ever for the shopping event. India is shopping on Amazon.in, with customers ordering over 100% more products YoY. The event has already recorded over 440 million visits in its early phase, the highest ever in the history of Amazon.in as customers across India shop for festive favourites, everyday essentials and aspirational upgrades across smartphones, consumer electronics, fashion, beauty, home, kitchen and more.
The strong opening reflects growing engagement across the country, with customers from every pin code in India placing orders. Over 72% of visits came from beyond the top nine metros, highlighting the growing reach of online shopping across Bharat. First-time shoppers on Amazon.in increased by close to 100%, while the Amazon shopping app recorded its highest-ever single-day downloads, at five times the volume of a regular business day.
“Pre-weekend response to the Amazon Great Indian Festival 2026 has beaten our most optimistic expectations. We are already seeing new benchmarks across customer engagement, digital payments uptake, order volumes and delivery speed. We’ve seen a record 100% increase in products ordered and are humbled to see aspirations becoming affordable with extra savings for Prime members, instant bank discounts, exchange, no-cost EMI, Amazon Pay Later and a host of value-driving programs. In sync with India’s beyond-the-metros growth story, Bharat is choosing to shop on Amazon.in accounting for 72% of traffic. The response over the initial couple of days points towards a healthy festive season for the industry and we are committed to making each customer’s festive season great,” said Saurabh Srivastava, Vice President – Amazon India.
Sellers across India see strong festive momentum
The Amazon Great Indian Festival is delivering strong momentum for sellers on Amazon.in, with units ordered in the first 24 hours growing more than 2X year-on-year, highlighting the opportunity the festive season creates for businesses of different sizes.
Blockbuster demand across categories:
Smartphones and electronics: Upgrades were the flavour of the season, with premium Android smartphones growing 70% year-on-year. The Apple iPhone 16, Samsung Galaxy S25 Ultra, OnePlus Nord 6, Xiaomi 17 and iQOO 15R were the most popular picks as customers moved to flagship cameras, faster chips and bigger displays. In laptops, MacBook Neo sales were 65X higher than on a regular day. Premium wearables ran at 80X a regular day, led by Garmin, Apple, Samsung and Amazfit.
Home entertainment and appliances: Customers went big on screens and sound, with home entertainment sales jumping 77X over a regular day. TVs of 55 inches and above made up 65% of all TVs sold. High-end home theatre systems from Sony, JBL and Samsung did even better, selling 100X over a regular day in the first 12 hours. Customers upgraded their homes, with large appliances selling 50X a regular day. Premium front-load washing machines of 9 kg and above ran at 80X, while dryers and dishwashers reached 60X. Refrigerators hit 60X a regular day, led by frost-free and side-by-side models from Samsung, LG, Haier and Bosch, while Panasonic, Hitachi and Daikin led air conditioners.
Fashion: Fashion sales hit 7X a regular day. Shoes flew off the shelves at seven pairs every second, 7X a normal day’s pace. Nike raced ahead at 16X its usual daily sales, with Skechers and New Balance close behind at 15X, Woodland at 12X, Hush Puppies at 11X and Adidas at 10X. Denim had its own festival: men’s bottomwear jumped to 7X a typical day, Levi’s soared to 30X and WROGN to 13X, with over 1,500 pairs of jeans sold every hour. Ethnic wear set the festive mood, with women’s ethnic wear at 4X its everyday sales, BIBA at 14X, Libas at 11X and over 100 kurtas sold every minute. Men’s shirts and T-shirts ran at 5X a regular day, led by Allen Solly at 12X and Louis Philippe and Peter England at 10X.
Beauty: One in every four products bought on Amazon.in in the first 12 hours was a beauty product. Premium skin and hair care sold over 150 products every minute, 5X a normal day, led by Clinique, La Roche-Posay, CeraVe, Kérastase and Forest Essentials. K-Beauty ran at 4X its everyday sales, with over 1,000 products sold every hour, led by Celimax, Medicube and Biodance. Luxury fragrances sold 12 every minute, 4X a typical day, led by Chopard, Carolina Herrera and Ralph Lauren. Even everyday self-care took off, with soaps and shower gels at 19X their usual daily sales and over 800 sold every minute.
Health takes centrestage: Premium wearables grew 80X over a regular business day led by Garmin, Apple, Samsung and Amazfit.. The trend extended into kitchen and home categories Air fryers and air purifiers ran at 30X a regular day, juicers at 23X and espresso machines at 16X, with brands like Solara growing at 35X, De’Longhi at 20X and Philips at 9X over a regular day.
Brands celebrate their record starts at Amazon Great Indian Festival 2026
“Hero MotoCorp has seen 30X sales versus a regular day in the first 48 hours of Amazon Great Indian Festival 2026, led by the Destini 125 in scooters and the Xtreme 125R in 125cc bikes. Customers across 400+ pincodes bought their Hero 2W from Amazon, with >70% coming from T2, T3 cities and towns.” Ashutosh Varma, Chief Business Officer (CBO), India Business Unit (IBU).
“Thrilled to see Philips clock a 10x surge in demand vs our regular day, bringing our trusted kitchen innovations to hundreds of thousands of customers across Air Fryers, Mixers and more. A special highlight this season was watching customers warmly embrace OneChef, our newest cooking category, signalling real appetite for where we are headed next.” Gulbahar Taurani, MD & CEO, Versuni India (Philips Domestic Appliances).
“The Great Indian Festival has started on a very encouraging note with sales more than doubling compared to the same period last year. We remain committed to offering a diverse product assortment at compelling price points and look forward to building on this strong start through the remainder of the festive season.” Arjun Ramamoorthy, Brand Head, Reebok India.
“At Eureka Forbes, we had the largest ever opening day on the Amazon Great Indian festival. Growth was broad based across segments with our Premium Water Purifiers such as Aquaguard Ritz Pro series and Robotic Vacuum Cleaners such as Eureka Forbes Smartclean Blitz exceeding all expectations,” Anurag Kumar, Chief Growth Officer, Eureka Forbes.
“Congratulations to the team on fantastic execution for AGIF. Glad that we were able to take a part in this and grow 35x vs regular day, delight tens of thousands of customers with our Air Fryers and Cold Press Juicers among other kitchen products.” Gopal Kolli, Founder & CEO, Solara.
“We’ve had a fantastic start to Amazon’s Great Indian Festival, with day-one sales doubling over last year and reaching three times our usual daily levels. This strong customer response sets an exciting tone for the festive season ahead.” Jitendra Rawal, E-commerce Head, Renee.
“Amazon Great India festival is off to a phenomenal start and we have seen our business spike 10X vs BAU and 3X vs Prime Day. These results underscore strong and sustained customer demand for our brand on Amazon.” Anjana Reddy, Co-founder and CEO, WROGN.
“The first two days of Amazon’s Great Indian Festival have been extremely encouraging with sales growing almost 50% compared to the same period last year. We are seeing strong momentum for books and a continued appetite among readers to discover their next favourite read. It is gratifying to see this enthusiasm translate into sales,” Gaurav Shrinagesh, CEO, Penguin Random House India, SEA & MENA.
“We are delighted with the strong start to the Amazon Great Indian Festival, with our brand American Tourister growing 60% YoY in the first 24 hours. We are seeing even stronger traction for our premium portfolio with Samsonite growing 200% YoY. This is an extremely encouraging indicator of the growing appetite for premium products among Indian consumers.” Jai Krishnan, CEO, Samsonite India.
Flexible payments make festive upgrades more accessible
Customers are using a range of payment options to make festive purchases more affordable. More than one in three customers opted for EMI. Amazon Pay Later EMI transactions increased 2X, while its user base grew 80% YoY. One in four customers used Amazon Pay to split payments interest-free. The Amazon Pay ICICI Bank Credit Card user base grew 15% YoY, while one in four customers transacted using UPI, reflecting the growing adoption of digital payment options.
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