Premiumisation and non-metro demand drive Amazon’s Republic Day sale growth

Premium tech and appliance upgrades gain momentum

Technology upgrades were a major contributor to overall sales growth. The premium smartphone segment recorded high double-digit year-on-year growth, led by brands such as Apple, Samsung, OnePlus and iQOO. Tier 2 and 3 cities saw over 15% growth in average purchase price, indicating rising willingness to spend. At the other end of the spectrum, the affordable smartphone category below ₹10,000 grew 1.5 times by value, with over 70% of buyers opting for 5G-enabled devices. Laptops also grew 1.5 times year-on-year, with Apple’s MacBook Air M4 emerging as the most purchased premium model.

Large appliances and consumer electronics saw strong momentum as customers upgraded to feature-heavy variants. Washer dryers scaled 11 times year-on-year, while side-by-side refrigerators and 2-ton air conditioners doubled in demand. Large-screen televisions continued to gain traction, with 75-inch and above models growing over two times, supported by financing options that lowered entry barriers to premium purchases.

Fashion, beauty and home reflect aspirational spending

Fashion and beauty emerged as standout categories during the sale, growing more than three times year-on-year. Precious jewellery tripled in demand, while everyday fine jewellery grew over four times. Apparel brands such as Linen Club and Calvin Klein more than doubled sales, while direct-to-consumer brands outperformed the category average. In beauty, Korean brands led growth, contributing to a 1.5 times expansion of the segment.

Home and living categories also benefited from rising consumer investment in comfort and sustainability. Furniture categories such as storage and mattresses grew 1.7 times, while collapsible wardrobes expanded more than three times. Demand for energy-efficient and eco-friendly appliances accelerated, with BLDC fans, intelligent water purifiers and sustainable kitchen appliances recording 1.5 times growth. Exchange programmes saw higher adoption as customers upgraded responsibly.

Wellness, value platforms and B2B add depth to growth

Wellness-driven consumption remained a consistent theme across Amazon Fresh and health categories. The protein and nutrition segment grew nearly two times year-on-year, while dietary supplements and sports nutrition recorded over 1.4 times growth. Customers increasingly shifted towards clean-sourced ingredients, cold-pressed oils and A2 ghee, reflecting broader lifestyle changes rather than short-term promotional buying.

Sports, fitness and automotive accessories also posted steady gains. Home fitness equipment, indoor sports gear and premium automotive accessories saw strong uptake, particularly in non-metro markets where at-home and do-it-yourself trends are gaining ground.

Amazon Bazaar, the company’s ultra low-price platform, expanded reach among first-time shoppers, with orders growing over three times year-on-year and non-metro markets driving the bulk of new users. On the B2B side, Amazon Business grew 2.5 times, supported by demand for technology upgrades, office furniture and renewable energy solutions such as solar panels.

Amazon Pay recorded higher engagement across both payments and travel bookings. Hotel reservations through the platform grew 1.5 times year-on-year, while usage of Amazon Pay credit cards and payment methods increased during the sale period.

Taken together, the data points to a maturing e-commerce market where growth is increasingly being driven by higher-value purchases, deeper penetration beyond metros and sustained interest in wellness and sustainability—rather than short-term discount-led spikes.