Amazon's Great Indian Festival 2026 recorded strong demand for premium smartphones, smartwatches and televisions, while EMI spending increased 40%, highlighting India's growing festive shopping trend.
Amazon's Great Indian Festival 2026 has witnessed a significant increase in premium product purchases, with consumers spending more on smartphones, smartwatches, televisions, beauty products and home appliances. The festive shopping event has recorded more than 393 crore customer visits, reflecting strong participation from shoppers across India.
According to Amazon, overall shopping volume increased by more than 50% compared with the previous year. More than 70% of customers came from non-metro locations, highlighting the growing contribution of smaller cities and towns to India's e-commerce market.
The company also reported that customers collectively saved more than ₹2,800 crore through promotional deals, instant bank discounts, cashback and other payment benefits. The sale will continue until Bhai Dooj on November 11, 2026.
Premium electronics emerged as one of the biggest attractions during Amazon's festive sale.
Smartphones priced above ₹30,000 recorded a 50% year-on-year increase in sales volume. Premium smartwatches performed even better, registering five times the sales recorded during the previous year's event.
Tablets priced above ₹30,000 also witnessed growth of more than 30%.
These figures indicate that consumers are increasingly exploring higher-priced technology products, including premium devices with advanced features and improved performance.
The demand for larger-screen televisions also remained strong during the shopping event.
Amazon reported that televisions with screen sizes of 55 inches and above accounted for approximately 60% of total TV purchases. Sales of Mini LED televisions increased 33 times compared with the previous year.
Other premium categories also recorded positive growth:
Lab-grown diamond jewellery sales increased threefold.
Luxury beauty products recorded growth of more than 30%.
Demand for high-efficiency solar panels increased nearly sevenfold.
These trends highlight growing consumer interest in premium lifestyle products and energy-efficient home solutions.
Although premium purchases increased, affordability remained an important factor influencing consumer decisions. Amazon reported a 40% year-on-year increase in EMI spending during the Great Indian Festival 2026.
Nearly 90% of the total EMI expenditure came through No-Cost EMI options, allowing customers to purchase products through instalments without additional interest costs.
The number of shoppers choosing No-Cost EMI increased 25% compared with the previous year.
Instant bank discounts also contributed to festive purchases. More than 20% additional customers used card-based offers from SBI, Axis Bank, ICICI Bank and HDFC Bank.
Overall, customers saved more than ₹2,800 crore through discounts, cashback, Amazon Pay rewards and promotional offers. Amazon also reported that one in every three products purchased during the event included cashback benefits.
Smaller cities and towns played a major role in the platform's festive shopping performance.
More than 70% of Amazon's shoppers came from non-metro markets, demonstrating the increasing popularity of online shopping beyond major metropolitan areas.
Customers from towns with populations below 10 lakh also recorded purchasing activity comparable to shoppers in larger cities such as Coimbatore, Nagpur and Patna.
The growing demand for expensive smartphones was not limited to metropolitan consumers.
Amazon revealed that tier-two and tier-three cities contributed more than half of the growth in smartphone purchases priced above ₹30,000.
Karnal also entered Amazon India's list of the top 25 cities for festive shopping. According to the company, one in every two residents in the city shopped on its platform during the festive period.
Delhi and the National Capital Region recorded the highest-value purchases among states and regions, followed by Bihar, Jharkhand and Chhattisgarh.
Amazon's quick-commerce service, Amazon Now, also experienced significant growth during the festive period.
The company reported that daily orders through the service increased 18 times compared with the previous year. It also attracted 23 times more first-time shoppers to Amazon.in.
The average order value through Amazon Now increased by 30% year-on-year.
Amazon also reported improvements in its delivery performance.
One in every three orders during the festive period was delivered on the same day. Deliveries completed on the same day or faster increased nearly fivefold.
In more than 120 cities, half of the products ordered were delivered within minutes, highlighting the growing demand for quick-commerce services.
The festive event also created opportunities for small businesses, emerging sellers and local manufacturers.
New sellers sold more than 2.3 times the number of units compared with the previous year, recording their strongest performance across all editions of the event.
The number of small and medium business sellers achieving tenfold sales growth increased by more than 30%.
Products priced below ₹500 recorded a 70% increase in unit sales, indicating strong demand for affordable purchases. Traditional artisan centres, including Ajmer, Jodhpur and Saharanpur, also reported more than 30% growth in units sold.
These developments highlight how festive e-commerce sales are supporting small businesses and providing wider market access to local sellers.
Conclusion
Amazon's Great Indian Festival 2026 highlights the changing shopping preferences of Indian consumers, with premium electronics, flexible payment options and faster deliveries driving growth. The 50% rise in premium smartphone sales and 40% increase in EMI spending demonstrate strong festive demand. Meanwhile, participation from smaller cities, quick-commerce adoption and improved seller performance underline the expanding reach of India's e-commerce industry.