- The Amazon Great Indian Festival 2024 witnessed 140 crore customer visits – the highest ever! More than 85% customers were from non-metro cities
- Highest single day Prime sign-ups in the first 48 hours of the Amazon Great Indian Festival 2024; More than 96% of Prime members shopped during the festive season with nearly 70% shopping from Tier 2 and below cities
- Prime Members were delighted with fast deliveries with over 3 crore products delivered sameor next day
- Customers got access to 25,000 new product launches from top brands across categories
- The Amazon Great Indian Festival (AGIF) 2024 fueled remarkable Seller success – 70% more sellers crossed INR 1 crore in sales as compared to AGIF 2023
- Highest-ever number of sellers hailing from tier 2 and below cities received a sale, as compared to all previous editions of the event
- B2B Customers preferred buying with Amazon Business; 50% growth in customers who made their first purchase (vs AGIF ’23)
- Amazon Pay ICICI Bank credit card usage surged 50% over last year as customers cashed in on bumper rewards with every purchase during festive period
- Amazon India witnessed a travel booking bonanza – flight reservations grew by 20%, hotel bookings skyrocketing 60% YoY
- 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% YoY growth
Bengaluru 02 November 2024: Amazon India today announced that its month-long Amazon Great Indian Festival (AGIF) 2024 has been the best-ever shopping celebration for its customers, sellers and brand partners across the length and breadth of the country. AGIF 2024 started from September 27th, with 24 hours of Prime Early Access, giving customers access to more than 25,000 new launches from top brands across categories such as laptops, TVs, smartphones, fashion and beauty, home décor, appliances, furniture, and groceries.AGIF 2024 also set new milestones for seller success and witnessed more than 70% increase in sellers surpassing a crore in sales compared to last year. The online marketplace bolstered its fast delivery capabilities, delivering over 3 crore products to Prime members across India within the same or next-day- a staggering 26% increase from previous year.
“The Amazon’s Great Indian Festival 2024 has truly become India’s greatest shopping phenomenon, smashing all previous records. 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.”said Saurabh Srivastava, Vice President – Categories, Amazon India.
It’s a Sellerbration Like No Other
- AGIF ’24 saw over 70% increase in sellers surpassing INR 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 during AGIF 2024
- Sellers from the highest-ever number of pin codes received a sale across all editions of the event. 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
- Sellers from India’s heartland took center stage, with ~70% of participating sellers hailing from tier 2 and below cities. Amazon also witnessed the highest-ever number of sellers (from tier 2/3 cities) receiving a sale (vs AGIF ’23)
Read here: How the Amazon Great Indian Festival 2024 helped brands and SMBs hit new records
Pay, Scan, Book and Save with Amazon Pay
- Amazon Pay ICICI Bank credit card usage 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
- Gift card frenzy 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 at 55% growth in bill payments
- 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% YoY growth. Overall EMI adoption surged 25% compared to 2023
Amazon Prime: Your MUST Have Subscription
- AGIF ’24 received highest single day of Prime sign ups in the first 48 hours
- Prime members loved shopping for Beauty , Apparel and home products this festive season with 1 in every 3 Prime shoppers buying skin-care, traditional wear and décor & lighting for their home
- ~70% of Prime members who shopped during the festive season were from Tier 2 & 3 cities (vs 60% last year)
- Prime members across 9000+ pin codes in India, received their deliveries within 48 hours of placing their orders
India Leveraged 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 the attractive EMI offers to make their purchase, with 80% of them being No Cost EMI (NCEMI) transactions. Amazon Pay witnessed more than 25% growth in EMI and 45% growth in No Cost EMI transactions (YoY), respectively.
India Shopped Across Categories
- 5G smartphones saw a massive boost in the budget segment (<INR 10K) with more than 1/3rd volume share driven by the wide selection from top brands like Realme, iQOO, Xiaomi etc.
- Customers enjoyed shopping large-screen TVs contributing to 1/3rd of the total units (~10 growth YoY) with Samsung, Xiaomi & Sony emerged as the most preferred TV brands
- Fire TV Stick became one of the best-selling Amazon devices and Redmi Smart Fire TV 32“ the No. 1 best-selling TV on Amazon.in
- The overall demand for both non-gaming and gaming laptops increased by ~30% YoY. Among non-gaming laptops, demand for the latest 13thGen i3, i5 and i7 Intel powered laptops grew by up to 10XYoY. 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 (> INR 1500) 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. AGIF 2024 also witnessed an increasing demand in niche segments like mithai-shaped candles grew at 20x vs 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. BAU
- During the festive period, customers shopped 4X time more for homecare products and 3X spike in gift packs, sweets, skincare and dietary supplements (YoY)
- Cleaning supplies, paints & wallpapers grew more than 50% as customers prepped for the festivities. Customers drove 500% YoY growth in sanitaryware and 300% 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, with ~60% units sold under the #CrazyDeals program
- ~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%
Premium Products See Spike
- The premium smartphone segment (>INR 30K) saw the highest YoY growth (among all price segments, in volume) driven by wide range of selection, great deals and payment options
- AGIF 2024 saw encouraging demand for premium tablets; with products from Apple and Samsung growing 10Xand 5X respectively YoY
- Sales for premium soundbars grew by up to 40% YoY
- Amazon sold its highest number of PS5 SLIM Consoles during AGIF 2024 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
- 5X YoY growth in 2W 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 & beyond cities contributed to more than 70% of the premium smartphone sales
- More than 50% of TV purchases came from tier 2 & 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 while more than 50% of Fashion & Beauty orders came from Tier 2 & 3 cities
- The Home and Kitchen category saw more than 60% new customer demand coming from Tier 2& Tier-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& Tier 3 cities
- Almost 70% of Bazaar shoppers are from Tier2+ cities, reaching India’s heartland
Amazon Makes Your Purchase Journey Seamless
- A record 3.3X YoY growth was seen 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 INR 80K
- Customers availed installation and extended warranties across 50+ product types, 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 first 4 days of the event
- Customers benefitted 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, number of customers who made their first purchase on Amazon business grew more than 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 INR 1crores of sale during AGIF’24.
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