It’s almost a wrap. The month-long Great Indian Festival 2023, which started on October 8, was the best ever shopping celebration for Amazon’s customers, sellers and brand partners across the country. This GIF witnessed a record of 110 crore customer visits, making it the highest ever. More than 40 lakh new customers shopped on Amazon India for the first time. Customers accessed more than 5,000 new launches from top brands.

The three-year old lifestyle brand expects a four-fold increase in sales during the ongoing Great Indian Festival 2023, says CEO Sangeet Agrawal.

Shopping was made more affordable with exciting bank discounts and unique rewards, helping customers save over ₹600 crore. Amazon India delivered at least one box of happiness to more than 19,000 pin-codes pan India with 80% of new customer coming from tier 2 and below towns such as Jalandhar, Kolhapur, Midnapore, Visakhapatnam and more. Almost half of all orders from Prime members were delivered within 48 hours.

“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,” says Manish Tiwary, Country Manager, India Consumer Business, Amazon.

Enn Beauty recorded two-fold growth in just 2 months after launching its revamped brand on Amazon Launchpad.

Here are some highlights of the Amazon Great Indian Festival 2023.

An unprecedented seller-bration

  • 30% increase in the number of SMBs participating this festive season as compared to last year
  • Over 65% of sellers who received a sale are from tier 2 cities and beyond
  • Over 38,000 sellers achieved their highest-ever single-day sales
  • Small and medium businesses, startups, artisans and women entrepreneurs offered the widest range of products with 6,500 sellers seeing a 5x spike vis-à-vis 2022
  • Over 750 sellers made sales worth crores and 31,000 sellers clocked sales worth lakhs
These small businesses, bolstered by specialised programs like Amazon Karigar, Amazon Saheli and Amazon Launchpad, reported a gigantic rise in sales during the Amazon Great Indian Festival 2023.

Pay, scan and save with Amazon Pay

  • Exciting bank discounts and cashback rewards helped customers save more than ₹600 crore
  • Amazon Pay Later usage was 2.4x as compared to last year, with EMI share doubling as we expanded credit to ₹1 lakh
  • 1 out of 4 purchases were made on EMI; 3 out of 4 products were sold on no-cost EMI
  • 3 in 4 Prime members opted for Amazon Pay ICICI Bank co-branded credit card to avail exciting cashback offers
  • Usage for Amazon Pay ICICI Bank co-branded credit card grew 25% while Amazon Pay UPI users grew 2x when compared with 2022

How Prime members benefited

  • Highest single day of Prime sign ups recorded in the first 48 hours of the Great Indian Festival 2023
  • More than 65% of Prime members who shopped during the festive season were from tier 2 and 3 cities and towns (vs 50% last year)
  • Prime members loved shopping for beauty, apparel and home products this festive season with 1 in 3 Prime shoppers buying skincare, traditional wear and décor & lighting for their homes
  • Almost 50% of all orders (pan India) from Prime members were delivered within 2 days or less

From smartphones to groceries: India shops across categories

  • In the premium segment, Amazon sold 2.5x more smartphones as compared to last year driven by affordability options such as No Cost EMI and exchange offers. 60% of all smartphones sold were 5G ready and 70% of all smartphones orders came from tier 2 and below towns
  • An all-time high in sales reported for large-screen TVs, recording over 50% higher sales than 2022
  • In consumer electronics and personal computing, 3 out of 5 orders came from tier 2 and 3 cities
  • Amazon Fashion witnessed a 3x spike vs 2022 spearheaded by customer interest in products such as sarees, men’s denims, casual wear, premium shoes and sports shoes
  • The new trending beauty devices category saw a 70% spike while in the beauty category, dermat-led brands and beauty giftsets witnessed up to 3x and 4x spike vs last year
  • More than 60% of new shoppers that bought fashion and beauty products were from tier 2 and below cities
  • Amazon Fresh achieved the highest-ever single day sales and orders during the festive season with more than 50% YoY growth and 3x jump in customers shopping for the first time on Amazon Fresh
  • More than 50% YoY growth in snacks, biscuits, dry fruits and beverages on Amazon Fresh
  • Customers purchased 25% more of daily essentials
  • Customers purchased an Amazon device including Echo smart speaker, Fire TV device and a Kindle e-reader every 10 seconds
  • 2x spike in air fryers and water purifiers; 1.6x spike in outdoor sports products; 1.5x in home workout equipment and a 1.3x increase in healthier cooking options like triply stainless steel and cast-iron cookware were reported
The Amazon Great Indian Festival finale days are here and it may be your last chance to grab some great deals still available on top brands such as ASUS, Dell, Lenovo, HP and Acer.

Premium products see spike in demand

  • Highest ever demand observed for jewellery and premium smartwatches where new launches grew at almost 5x
  • The luxury beauty category witnessed up to 8x spike with increased demand for international brands within fragrances and professional beauty
  • 2.5x growth in premium appliances including ACs, washing machines and refrigerators
  • Air conditioners led the growth for the appliances category with 2x growth as compared to other appliances
  • 15% more customers bought Fire TV Stick 4K this year in comparison to 2022
  • 500x demand for Sony Playstation 5 and 2x purchases across accessories and games as compared to Great Indian Festival 2022

B2B customers prefer Amazon Business

  • Amazon Business witnessed the highest single day customer sign ups on the opening day of the shopping event, 1.4x higher than 2022
  • 3.7x increase in Amazon Business app downloads vs 2022
  • 1.6x spike (vs 2022) in B2B sellers becoming lakhpatis
In 6 years, Amazon Business has become the largest aggregator of GST-enabled products in India. Suchit Subhas, Director, Amazon Business India explains what Amazon Business does and how it works.

Amazon Live: Helping customers make sound purchase decisions

  • Amazon Live had 1,000+ hours of live streaming powered by 300+ influencers to help customers make informed purchase decisions
  • With 18+ hours of non-stop live streaming every day, Amazon witnessed an unprecedented engagement from viewers, surging viewership to an all-time high

Blockbuster Entertainment and more

  • Prime Video’s exciting originals, movies and shows, launched as part of festive celebrations, were loved by customers both within and outside India. Prime members from over 95% pin codes in India streamed these special festive releases. What’s more - Prime members from over 170 countries and territories watched the incredible line-up of Indian shows and movies released as part of the festive line-up for 2023.
  • Prime Video has thus far released multiple movies and shows during the period of the Great Indian Festival sale, with more to come. Amongst those Aspirants S2, Mark Antony and Transformer 7, were the most viewed titles in that period. All the titles released on Prime Video as a part of the festive line-up saw great customer response across the length and breadth of the country, receiving viewership from over 95% of India’s pin codes.
  • Prime Video continued to raise the bar in giving a global platform to Indian stories. The Indian titles released as a part of this year’s festive line-up were watched by viewers in over 170 countries and territories

India loves to travel

  • 140% YoY increase in flight purchases (by value) compared to last year
  • Customers, for the first time, booked flights and hotels to 350+ international destinations