Amazon India’s Prime Day 2025 was the most shopped Prime Day ever with record sales and more items being sold. The three-day event shattered previous records with the highest-ever Prime membership sign-ups and engagement, as orders peaked at over 18,000 per minute (more than 50% compared to Prime Day 2024). Most notably, Prime's reach expanded significantly beyond metropolitan areas, with 70% of the new sign-ups coming from tier 2 and 3 cities and towns. Small and medium businesses across India experienced their strongest Prime Day performance to date; more than 68% of the SMBs receiving a sale were from tier 2 and 3 cities.
We would like to thank our sellers, brands and bank partners for helping us deliver the biggest ever Prime Day in India. Prime members purchased more items than any previous Prime Day shopping event, while we created new records on speed with thehighest number of same day deliveries.
“We love helping our customers save big, and Prime Day is the ultimate celebration of value, fast deliveries, great deals, new launches and blockbuster entertainment that the Prime membership provides.”
He adds, “Thanks to our recent investment of ₹2,000 crores in the well-being of our associates and the scaling up our operations, we were able to deliver even faster and safer this year. I would also like to thank our delivery partners who continue to spread cheer to our Prime members with fast and reliable delivery pan India.”
Prime Day 2025, a sellerbration
Prime Day 2025 was a resounding success for SMBs across India. The number of SMBs receiving a sale during Prime Day 2025 reached an all-time, with over 30% increase compared to last year.
"This Prime Day shopping event turned out to be a major milestone for our brand, Akshayakalpa Organic on Amazon.in,” says Shashi Kumar from Akshayakalpa Organic. “From securing high-visibility prime slots to executing focused marketing strategies, the insights into visibility tools and customer engagement techniques helped us showcase our products to a much larger audience across India. As a result, we saw a remarkable 50% growth in sales during Prime Day."
Eric Vas, President, EV Business, Bajaj Auto Limited, says, “We are delighted by the tremendous success of our Chetak electric scooters on Amazon.in. Our latest offering, Chetak 3001, received an overwhelming response, becoming the No.1 best-selling electric scooter during Prime Day 2025. Having launched Chetak on Amazon in 2023, our partnership with Amazon has gone from strength to strength with the launch of Bajaj motorcycles in 2024 and premium bikes from Triumph and KTM in 2025.”
Offers galore for customers
Prime members shopped from thousands of new products launched across categories by over 400 top Indian and global brands such as Intel, Samsung, OnePlus, Honor, iQOO, Bajaj, Agaro, HP, Asus, BoAt, Lenovo, Mokobara, American Tourister, Puma, Adidas, Libas, Van Heusen, Allen Solly, USPA, Borosil, Agaro, Atomberg, and Crompton.
Arindam Paul, Founding Member & CBO – Atomberg, says, "Prime Day was a huge success for us. Our mixer grinders and fans have seen unprecedented growth, and it was one of the highest selling products in the category. We also had a blockbuster Prime Day launch with our water purifiers, and it was a massive success. Amazon has been a core partner in the Atomberg growth journey and this Prime Day took it to the next level.”
Echoing his sentiments is Karthik Balagopalan, Managing Director, PUMA India, who says, “We are very happy with the response to PUMA during Amazon Prime Day 2025, witnessing strong consumer engagement and significant brand growth”
He adds, “Our strong performance across all categories, coupled with an enhanced and curated selection on the marketplace, has helped us deliver category-leading growth. This momentum reaffirms that our commitment to deepening our strong collaboration with Amazon is resonating deeply and expanding our reach with consumers across India.”
Highlights from Prime Day 2025
Shopping
- Smartphones witnessed high double-digit YoY growth in value during Prime Day 2025. India upgraded towards latest and flagship devices and as a result, the average selling price grew across all city tiers.
- Consumer electronics and PC witnessed strong growth across all categories, with AI-enabled laptops, premium tablets, health-focused wearables, and action cameras emerging as customer favourites. Premium audio segments saw strong double-digit growth and increased adoption in tier 2 cities.
- Amazon Fire TV Stick HD ranked as the third most-purchased electronics item on Amazon.in, and Xiaomi 55" FX Pro QLED with Fire TV built-in was among the top 5 most-purchased QLED TVs on Amazon.in.
- The latest Kindle Paperwhite was the most purchased e-reader on Amazon.in
- The home, kitchen and outdoor category delivered the biggest ever Prime Day with more than 1.2X YoY growth across all categories supported by more than 80 marquee brand launches including Bajaj Electric, Triumph, and Atomberg.
- Fitness equipment sales surged 1.55X with treadmill sales doubling and home gym equipment growing at 1.3X (vs Prime Day ’24).
- Two-wheeler sales grew 1.9X YoY across more than 500 cities.
- Prime customers loved shopping for furniture this Prime Day with chairs and recliners achieving more than 10X growth.
- Apparels grew up to 1.5X, led by women’s traditional wear, men's formal wear and eyewear.
- Beauty buffs rejoiced as skincare (face and body cleansers) and cosmetics (lip and face make-up) saw a glowing 2X growth.
- Luggage brands saw a 2X growth with rising star brands like Uppercase, Nasher Miles, Assembly, EUME, and Urban Jungle.
- Professional beauty (Salon at home) brands witnessed up to 3X growth this Prime Day, followed by luxury fragrances at 1.5X and K-Beauty brands at up to 7X.
- Amazon Fresh recorded its highest order volumes during Prime Day 2025, with Tier 2+ cities leading growth at 90%. Beauty products grew 1.9X while health, sports & nutrition categories saw 1.5X growth
- Prime customers loved shopping for the daily essentials during Prime Day. The category witnessed more than 70% of new customers hailing from tier 2 and 3 cities. Direct to customer brands doubled sales this Prime Day, driven by organic, sustainable, and premium products, particularly in specialty groceries and eco-friendly home care.
- Health and wellness products saw significant growth, with whey protein sales increasing by over 80% year-over-year, including innovative formulations gaining popularity.
- Coffee consumption expanded outpacing tea with 1.3X growth, particularly in tier 2 cities where it grew 2X.
- Pet care trends reflected urban living patterns, with pet health products growing 1.4X.
- Baby skincare products experienced 1.7X growth, driven by increased awareness of infant skin needs and preference for natural and gentle formulations.
Growth in business customers with Amazon Business
Amazon Business witnessed a spike of 3X in new customer registrations during Prime Day with 7X growth in Prime sign-ups as businesses enrolled to take advantage of early deals, free and fast shipping. Amazon Business also saw close to 7X spike in bulk orders during Prime Day with phenomenal growth top categories such as Televisions (13X), Robotic Vacuum Cleaners (8X), Tablets (~9X), Printers (more than 7.5X) and Laptops (5X).
Affordability drives premiumisation
- The demand for premium products is also on the rise, driven by increased affordability through options like No Cost EMI, instant bank discounts, exchange offers, and additional coupon discounts
- 1 out of 4 spends this Prime Day were on EMI and 9 out of 10 EMI purchases were driven by No Cost EMI for the purchase of smartphones, electronics and large appliances. Amazon witnessed more than 30% growth in No Cost EMI.
- The Premium Smartphone segment (>₹30,000) witnessed over 60% growth in value. Nearly 70% of this growth was contributed to by tier 2 and beyond cities. Samsung, Apple and OnePlus led this growth in the Premium segment.
- Amazon saw significant surge in the premium TV category with a 2X increase in TVs priced upwards of ₹1 lakh.
- Premium apparel brands like Tommy Hilfiger, Symbol Premium and more grew up to 2X. Premium watches grew at 1.5X while jewelry grew by 1.6X with premium brands like Giva, Swarovski, and PN Gadgil.
- Beauty brands like Cetaphil and Sugar Cosmetics led the surge achieving more than 2X growth
Amazon Pay
- 1.4X more customers used Amazon Pay ICICI Bank credit card this Prime day with more than 50% hailing from tier 2 and 3 towns.
- Customers saved big with their Amazon Pay ICICI Bank credit card that gave them 5% Instant discount* along with unlimited 5% cashback*
- Amazon witnessed more than 2.7X new Prime customers booking flights and hotels for the first time.
- More than 50% of customers used their Amazon Pay Later credit line during Prime Day’25 with ~55% of these spends happening across kitchen, apparel and shoes, and beauty products.
Entertainment and more
- In the month leading up to Prime Day 2025, Prime Video premiered 17 Indian and international series and movies across multiple languages with customers from over 4,400 towns and cities tuning in to watch the Prime Day line-up.
- The highly anticipated Panchayat Season 4, a Prime Day 2025 release, achieved the highest opening in the franchise’s history during launch week. The new season was streamed by audiences in over 180 countries and territories and 95% pin codes in India in the launch week. The latest season featured in the Top 10 Trending list on Prime Video in over 42 countries worldwide on the launch day itself.
- As a part of its Prime Day line-up, Prime Video also launched its biggest unscripted series, The Traitors that had fans across the country hooked to its nail-biting drama, and was watched in 88% of India’s pin codes.
- Prime Video continues to be the home of India’s biggest streaming franchises, giving customers more of the shows they love. While The Traitors will be back for Season 2, Panchayat Season 5 is also in development and will premiere in 2026.
- Making global entertainment more accessible for Indian customers, Prime Video’s international Prime Day titles received an overwhelming response with viewership from over 95% of India’s pin codes. While the mega blockbuster Original movie Heads of State starring Priyanka Chopra Jonas, Idris Alba, and John Cena was loved across the country, customers extended their love for Korean and Japanese launches like Good Boy (Korean), Head Over Heels (Korean), City and the Animation (Japanese), among others.
- With viewers from over 224 countries and territories watching the Indian-language titles that released as part of Prime Day, Prime Video continued to take Indian stories to audiences around the world.
Every day made better with Prime
Amazon Prime is designed to make your life better every single day as it provides the best of shopping, savings, and entertainment in one single membership. In India, members get free unlimited Same-Day delivery on 10 Lakhs products, and Next-Day delivery across 40 Lakhs products on Amazon.in, access to exclusive deals. They also get early access to shopping events, exclusive access to Prime Day; and unlimited access to award-winning movies and TV shows with Prime Video, unlimited ad-free access to millions of songs in 20+ languages, 15+ million podcast episodes with Amazon Music. In addition, they can access a free rotating selection of more than 3,000 books, magazines and comics with Prime Reading, and monthly free in-game benefits with Prime Gaming. Prime members also earn unlimited 5% cashback on all purchases on Amazon.in using the Amazon Pay ICICI Bank credit card. Go to www.amazon.in/primeto learn more about Prime.
