NEW DELHI: Guess who was behind stealing the thunder from Flipkart on its big day, rather, Big Billion Day? Troll, industry parlance for digital ambush, took away some of the gloss and sheen from Flipkart’s high decibel campaign for its Big Billion Day online sale.

Users who typed www.bigbillionday.com were redirected to rival online marketplace www.amazon.in, leading to industry-wide speculation that the global online retailing giant Amazon was behind this ambush marketing exercise. On its homepage, Amazon India was offering its own Diwali Dhamaka deals for bargain hunters. Though, Amazon may have been one of the beneficiaries of the hype surrounding Flipkart’s campaign, Amazon India executives denied having any role in the episode. A spokesperson for Amazon India told BusinessLine, “We have not registered that domain.”

The Jeff Bezos-led Amazon allegedly booked the domain bigbillionday.com. So, whenever netizens would inadvertently click on the link, they would get directed to Amazon India's website.

An Amazon India spokesperson did not comment but the move is seen as a retort to the cheeky welcome that Flipkart had dished out to welcome Amazon founder Bezos in Bangalore through its marketing blitz a few days ago. Amazon has been battling Flipkart for a larger pie of India's online retail space.