Republic Day sale: Amazon doubles down on deals, EMIs, and AI-led shopping
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Amazon India has gone live with its annual Great Republic Day Sale 2026, betting on sharp discounts, bank-led offers, and financing schemes to stimulate consumer demand across categories such as smartphones, electronics, appliances, fashion, groceries, and home products. The sale began at midnight on January 16 and is among the company’s biggest shopping events in the January retail calendar.
Amazon is offering up to 10% instant discounts on SBI credit card and EMI transactions, along with additional bank benefits of up to ₹10,000. Prime members continue to receive unlimited 5% cashback on purchases made using the Amazon Pay ICICI Bank credit card, while select customers are being extended instant credit of up to ₹60,000 through Amazon Pay Later. Exchange offers and no-cost EMIs of up to 12 months are being pushed to drive upgrades in higher-value categories.
Smartphones, electronics anchor discount-led strategy
Smartphones remain central to the sale strategy. Models such as the Samsung Galaxy A55 5G are being sold at ₹23,999, while premium devices including the OnePlus 15 and iQOO 15 are bundled with bank discounts and EMI options. Accessories—ranging from chargers to earbuds—are discounted by as much as 70%, underscoring continued price competition in the segment.
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In home entertainment, Amazon is offering discounts of up to 65% on smart TVs from brands such as Sony, Samsung, LG, and TCL, alongside projector deals running as high as 75%. Laptops, tablets, wearables, and audio products are also being marked down by 45–70%, targeting students, professionals, and gamers ahead of the next academic and financial year.
Fashion and beauty are positioned as volume drivers, with 50–80% discounts across apparel, footwear, accessories, and beauty products, supported by coupons and prepaid cashback. Large appliances—including washing machines, refrigerators, and dishwashers—are available at discounts of up to 65%, while home décor, furniture, fitness equipment, and smart security devices are being bundled with exchange and EMI offers.
AI-led discovery in focus
Alongside pricing, Amazon is using the sale to showcase its AI-driven shopping tools, including its AI assistant Rufus, visual search via Lens AI, AI-generated review highlights, and augmented reality features such as “View in Your Room”. The company has also refreshed its app interface to surface personalised deals and curated formats like 8 PM Deals and Top 100 Deals.
The Republic Day sale spans Amazon Fresh, Amazon Business, Amazon Bazaar, Amazon Saheli, and Amazon Karigar, reflecting a broad push across value-conscious consumers, small businesses, and local artisan-led products. Travel bookings through Amazon Pay are also being promoted with discounts on flights, hotels, and bus tickets.
As discretionary spending remains under pressure, Amazon’s Republic Day sale highlights how India’s e-commerce platforms are increasingly relying on aggressive discounting, easy credit, and technology-led discovery to drive traffic, conversions, and user retention in an intensely competitive market.