Amazon Great Indian Festival 2026 sees record opening as orders double, visits cross 440 million

Amazon’s Great Indian Festival 2026 has recorded its biggest-ever opening, with the number of products ordered more than doubling year-on-year and visits crossing 440 million in the initial phase of the festive sale. 

The e-commerce platform said customers from every pin code in India placed orders during the opening days, with more than 72% of visits coming from outside the top nine metros. The number of first-time shoppers on Amazon.in nearly doubled, while downloads of the Amazon shopping app hit a record high on a single day, at five times the volume recorded on a regular business day. 

Customers shopped across categories, including smartphones, consumer electronics, fashion, beauty, home and kitchen, as they sought festive purchases, everyday essentials and premium upgrades. “The 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,” said Saurabh Srivastava, vice president, Amazon India. 

He attributed the strong response to affordability initiatives, including additional savings for Prime members, instant bank discounts, exchange offers, no-cost EMIs and Amazon Pay Later.  

Sellers and premium categories see strong demand 

The festive sale has also generated momentum for sellers on Amazon.in, with units ordered in the first 24 hours rising more than twofold year-on-year. 

Premium Android smartphone sales grew 70% year-on-year, led by demand for devices such as the Samsung Galaxy S25 Ultra, OnePlus Nord 6, Xiaomi 17 and iQOO 15R. MacBook Neo sales were 65 times higher than on a regular day, while premium wearables from brands such as Garmin, Apple, Samsung, and Amazfit recorded sales 80 times their usual daily levels. 

Demand for home entertainment products also surged, with sales rising 77 times compared with a regular day. Televisions measuring 55 inches and above accounted for 65% of all TVs sold. High-end home theatre systems from Sony, JBL, and Samsung recorded sales 100 times their usual levels in the first 12 hours. 

Large appliances saw sales rise 50 times compared with a regular day. Premium front-load washing machines with capacities of 9 kg and above recorded an 80-fold increase, while dryers and dishwashers saw sales rise 60 times. Refrigerator sales also reached 60 times their usual daily levels, led by frost-free and side-by-side models. 

Fashion and beauty drive festive purchases 

Fashion sales were seven times higher than on a regular day, with customers buying seven pairs of shoes every second. Nike recorded sales 16 times its usual daily levels, followed by Skechers and New Balance at 15 times, Woodland at 12 times, and Adidas at 10 times. 

Men’s denim sales also surged, with Levi’s recording a 30-fold increase and WROGN a 13-fold rise. More than 1,500 pairs of jeans were sold every hour. Women’s ethnic wear sales were four times their usual levels, while BIBA recorded a 14-fold increase and Libas an 11-fold rise. 

Beauty products accounted for one in every four products purchased on Amazon.in in the first 12 hours. Premium skincare and haircare products sold more than 150 units a minute, five times their usual daily rate. Korean beauty products recorded sales four times their usual levels, while luxury fragrances sold at a rate of 12 units a minute. 

Demand for everyday personal care products also rose, with soaps and shower gels recording sales 19 times higher than on a regular day. 

Health and home-related purchases saw similar traction. Air fryers and air purifiers recorded sales 30 times their usual daily levels, while juicers saw a 23-fold increase and espresso machines a 16-fold rise. 

Brands report strong festive sales 

Several brands reported sharp increases in sales during the opening days of the festival. 

Hero MotoCorp recorded sales 30 times higher than on a regular day in the first 48 hours, led by the Destini 125 scooter and Xtreme 125R motorcycle. More than 70% of its orders came from tier-2 and tier-3 cities and towns, with customers spread across more than 400 pin codes. 

Philips recorded a tenfold increase in demand, driven by kitchen appliances, while Solara reported sales 35 times its regular levels. Eureka Forbes said it had its biggest-ever opening day on the platform, with strong demand for premium water purifiers and robotic vacuum cleaners. 

Samsonite India reported 60% year-on-year growth for American Tourister in the first 24 hours, while its premium Samsonite brand grew 200%.  

Flexible payments support festive spending 

Customers are using flexible payment options to finance festive purchases. More than one in three customers opted for equated monthly instalments (EMIs) while Amazon Pay Later EMI transactions doubled year-on-year and its user base grew 80%. 

One in four customers used Amazon Pay to split payments interest-free. The user base of the Amazon Pay ICICI Bank Credit Card increased 15% year-on-year while one in four customers transacted using UPI, reflecting the growing adoption of digital payment options during the festive sale.