Great Indian Festival held by Amazon 2023, attracted record-breaking 110 crore visitors

Amazon's main festive sale, the Great Indian Festival 2023, broke records with an unprecedented 110 crore customer visits, making it the highest ever for the platform. The month-long sale started in October and ended in November, and it recorded the highest number of transactions, new launches, orders, and savings compared to previous years. Amazon also reported that the event saw the highest single day of Prime sign-ups within the first 48 hours, highlighting the success of the sale. It is interesting to note that more than 65% of Prime members who participated in the festive season shopping were from tier 2 and 3 cities and towns.

During the festive season, Amazon India witnessed a significant surge in its customer base, with over 40 lakh new customers making their first purchase. Most of these new customers, around 80%, hailed from tier 2 and below towns. Amazon India expanded its reach to more than 19,000 pin codes across the country, delivering at least one order to each of those locations. The sale of premium smartphones on the Amazon India platform also witnessed remarkable growth, selling 2.5 times more than the previous year. This growth can be attributed to affordability options such as No Cost EMI and Exchange offers. Notably, 60% of smartphones sold were 5G ready, and 70% of smartphone orders hailed from Tier 2 and below cities. Large-screen TVs, particularly those measuring 55 inches and above, recorded over 50% higher sales compared to the previous year. In the Consumer Electronics and Personal Computing categories, three out of five orders came from tier 2 and 3 cities. Air conditioners led the growth in the appliances category, experiencing a 2x growth compared to the rest of the appliances.

There has been a surge in demand for premium products such as jewelry and smartwatches, with new launches in smartwatches growing at nearly five times the usual rate. More than 45% of customers in the appliances category have opted to upgrade to premium appliances. The financing options provided by Amazon have played a crucial role in driving sales of premium products. One out of every four purchases was made on EMI, and three out of every four products were sold on No Cost EMIs. Amazon Pay Later usage has seen a significant increase and has doubled its EMI share as Amazon expanded credit to INR 1 lakh.

Amazon celebrated not only its own success but also that of its sellers during the festive season. Over 38,000 sellers achieved their highest-ever single-day sales. More than 750 sellers made sales worth crores and 31,000 sellers achieved sales worth lakhs. Manish Tiwary, Country Manager of Amazon’s India Consumer Business, expressed his gratitude, saying, “We also saw the highest ever Prime sign-ups in a single day this season, had the highest seller participation, and saw 5,000 new launches from top brands. A heartfelt thank you to our customers, brand and bank partners, sellers, and delivery associates for making this the biggest celebration ever in the history of our operations in India”.