Amazon leads the festive season with highest transacting customers and order share

Great Indian Festival becomes the biggest shopping event for ever

·         More customers shopped on Amazon than any other e-commerce destination – more than 44% of total customer share*

·         Highest number of transacting customers and number of orders placed -  more than 42% of total transactions*

·         Most Visited Shopping Destination**

·         Prime continues to be a Bestseller with 4x jump

·         Leads growth of ecommerce in India with Customers from 99.7% of India’s Pin Codes placing orders , 86% of new customers from lower tier cities

·         Customers vote for trust and convenience - top ups in Amazon Pay balance increase 34x

Bengaluru, October 20, 2017:  The Great Indian Festival which began on September 21, was the biggest shopping season for hosted its Great Indian Festival in three dedicated sales - September 21 – 24, October 4 – 8 and October 14 – 17.

During the one month long celebration, attracted millions of customers, continuing to be the most popular shopping destinations in India. According to an IMRB study, had more transacting customers than any other online destination. The study also shows that had the highe3 number of customers as well as the maximum number of orders placed through the festive season.

Prime continued to be a bestseller during the festival with membership doubling since July 2017. India accounted for the highest number of Prime members in a debut year, growing the fastest among the 13 countries where Amazon Prime is available. 

Customers voted for Amazon Pay as a trusted and convenient way to pay and we saw more new customers this festive season top up their balance than ever before. More customers chose to use Amazon Pay to pay for their orders.

“We are humbled by the tremendous response from customers making the undisputed leader in the ecommerce industry with most number of transacting customers and order share. More customers shopped on than anywhere else with orders received from 99.7% of India’s pin codes. Customers shopped across mobile phones, TVs, large appliances, home décor, furniture, sports equipment and everyday essentials, making the Great Indian Festival the biggest shopping event for in history.” said Amit Agarwal, SVP & Country Head, Amazon India.

“With 86% of new customers from smaller towns and the overwhelming success of our loyalty program Prime, we are excited by the trust customers in every corner of India are placing in to find, discover and buy anything online,” He added.

*Kantar IMRB’s empaneled survey of 32k online consumers in over 200 cities


(X) – This is the spike on normal daily performance unless specified otherwise

Key Highlights

Overall scale, Reach and customer response:

·         86% new customers from beyond Tier 2+ cities

·         Customers shopping across the festival season increased by 2.1X YoY, reiterating customers' preferred choice of online destination- through repeat purchases across the festive season.

·         More than 66% visited across multiple days of the event to check out deals and discounts

·         1 out of 3 customers shopped on across multiple days of the event

·         Delivered to every farthest point in India such as Leh in Jammu & Kashmir, Kanyakumari in South, Dwaraka in West, Tunsukhia in North East and Port Blair in Andaman & Nicobar Islands

·         For the 1st time, we delivered packages beyond oceans in Lakshadweep islands.

Udaan is’s assisted shopping program aimed at helping customers in remote areas who don’t have easy access to shop on During the Diwali period

·         The Udaan network grew 6x compared to Diwali 2016; scaled from 2000 to 12,000 stores

·         Number of new customers shopping on Amazon through Udaan grew 17x since Diwali 2016

·         Sales through Udaan grew by 12x compared to Diwali 2016

Amazon Pay 

·         34x increase in the number of top-ups

·         32x increase in the number of customers topping up their Amazon Pay Balance

·         35x increase in the number of customers topping up their Amazon Pay Balance for the first time

·         10x increase in Amazon Pay balance redemptions

·         3x increase in Amazon Pay balance redemption share in the purchase of festival deals

Everyone loves Prime!

·         Prime membership continued to be a bestseller on

·         Customers rushed to buy Prime membership before the special introductory price of INR 499 ends. We saw a 4x increase in customer sign-ups for Prime

·         During Great Indian Festival, we added Prime members from over 300 cities, including Nainital in north, Palakkad in south, Navsari in west and Tawang in northeast

·         For the first time ever Prime members had 12 hours of early access to The Great Indian Festival. Prime members continue to be the most engaged customers on the platform, contributing to 1 out of 3 orders

·         Prime members love Amazon – Prime members spent over 2x more than other customers.* 

·         Prime members especially loved Amazon Devices and accounted for

o   3 out of 4 Echo orders

o   4 out of 5 orders for FireTV Stick

o   4 out of 5 Kindle e-reader orders

o   7 out of 10 customers signing up for Kindle Unlimited were Prime members

Categories customers loved 

·         Smartphones - This Great Indian Festival accounted for the biggest sale of Smartphones in 2017

o   Smartphones grew 5xU led by Apple (12x), Samsung (11x), Xiaomi (10x), Lenovo (8x), Moto (6.5x) OnePlus (6x)

·         More than 60% of the customers who bought a OnePlus 5 smartphone opted for the exchange program. Customers opting for exchange and No Cost EMI were able to own a OnePlus 5 smartphone for as low as INR 1625 a month.

·         TV sales scale new heights with a 16x growth vs BAU led by BPL (50x), TCL (40x), Panasonic (30x), Sanyo (25x) and brands like LG, SONY and Samsung growing 15x

o   Smart TVs continue to grow at a rapid pace and saw 26x Growth. BPL was the top selling Brand of Smart TVs on the back of its recently launched Stellar series of Smart TVs

o   Premium TV’s - This Diwali also saw earning trust of customers across the nation for high priced products from brands like Sony, Panasonic and TCL. Amazon sold TVs which costed over INR 1 Lakh a piece across all parts of India, including cities and towns like Vadodra, Kolhapur, Vellore, Gorakhpur, and Bardhman

·         Large appliance sales spiked 10 times this Diwali season. Categories like washing machines and refrigerators grew 22x and 32x. Leading brands were LG, Bosch, BPL, Samsung and Whirlpool growing on average 10x since Diwali 2016.

·         Amazon Fashion saw big jumps:

o   Ethnic Apparel that grew 12x led by brands like W for Women (7x), Aurelia (5x), Biba (5x)

o   Kids apparel and shoes grew 3x led by top brands like UCB (5x), Mothercare (9x), USPA Kids (6x), Gini & Jony (9x)

o   Sportswear grew 5x with top brands led by Reebok (5x), Puma (4x) and Adidas (3x)

o   Amazon Exclusive brands Under Armour grew 4x, Gap grew 3x, Symbol grew 7x, Myx grew 5x and New Balance grew 3x

·         Home category grew 3x driven by strong growth in Pillows (7x), bedsheets (8x), comforters (6x) driven by brands like Bombay Dyeing, Recron and Solimo. Popular Festive selection were in demand led by growth in Tea-lights (14x), Diyas (25x), string lights (8x) and other lighting products (LED bulbs, Battens) from brands like Crompton and Philips

·         Furniture sales grew 5x led by exclusives and imports across products like Beds, Dining Sets, Recliners & Small living essentials like Wall Shelf & Storage Cabinets.

·         Overall, Kitchen & Dining Category grew by 5x driven by cookware (7x) led by brands such as Prestige and Pigeon. Pressure cookers grew 8x led by brands like Prestige, Sunflame & Fabiano. Gas stoves grew over 8x

·         Baby products clocked over 2x increase with strollers, prams, car seats sales growing at 4x and daily baby essentials growing 3x. Toys saw a 2x spike

·         Overall Personal Care appliances saw a 4x spike over Diwali 2016. Recently launched Amazon Exclusive Philips BT1212 Trimmer saw an increase of 10x and exclusive range of Lifelong Massagers saw a 14x increase. Syska personal care appliances saw 36x spike in sales

·         Sports & Fitness grew 2x led by top brands like Nivia (4X) , Yonex (9X), Kore (7X) , Cosco (3X) , Hero (5X) & Goqii (7X).

·         Grocery saw a nearly 3x growth over last Diwali. This was led by Amazon exclusive packs of Maggi and Nescafe along with specially curated gift packs of Cadbury, Solimo and other dry fruit and chocolate brands

·         India's largest Beauty store on saw a huge surge in demand with around 3X jump

o   Makeup products grew by over 3X with Kajals & lipsticks painting India black & red

o   Daily care essentials like Shampoos and conditioners saw a 3X jump in sales

o   With the winter season setting in, body lotions saw a 3X growth led by Vaseline & Nivea

·         Daily Essentials

o   Diwali cleaning seems to be on everyone’s mind, with Detergents, Household cleaners & Hand washes selling  6x more

o   New benchmarks were set in feminine hygiene with brands like Whisper, StayFree growing 4x

o   The Indian consumer is turning more 'fitness' conscious with sales of nutrition products growing 3x

Amazon Devices 

·         Echo was launched just two weeks ago during the Great Indian Festival and we are delighted by the positive customer response.

·         Fire TV sales grew 13x

·         Kindle e-readers sales spiked by  9x.

·         Kindle Unlimited witnessed a 3x growth in the number of sign-ups

Quirky facts from the Great Indian Festival

·         Smart TVs were in demand. One in every 4 TVs sold during the Great Indian Festival was  a Smart TV

·         Badminton was the sport of choice as Badminton equipment witnessed a 9x increase in sales

·         Sales of Yoga mats “stretched” 4x over Diwali last year.

·         Male customers seemed to love their tresses as they contributed to a 4x increase in male hair styling products

·         There is an increasing interest among customers when it comes to ‘Fitness at home’. On an average, sold 10 home gym sets for every district in India, every day. 

·         We sold more Canon 1300d’s during the Great Indian Festival than all the DSLRs we sell in a month. 

·         It was a “Photo Finish” as customers expanded their digital storage needs. During the Great Indian Festival, we sold storage drives (Flash & HDD) which could store over 130 billion photos

·         On an average we delivered 23 packages per second to our customers across the country

·         Flew customer orders in more than 250 flights a day, enabling fast deliveries to customers

·         Received orders from remote locations like Leh(Diskit/Hunder/Turtuk), Baramulla(Asham/Chiva/Hakbara) ; Minicoy, Kiltan,Kalpeni (Lakshadweep) ; Champin,Trinket, Mile Tilek(Andaman & Nicobar); Abhicharan(Agartala),Zunhebotto(Nagaland), Tirap(Arunachal), Saiha(Mizoram), Ukhrul,Tamenglong(Manipur),West Garo Hills,East Khasi

Amazon is making Shopping Affordable

·         Purchase value through EMI grew 9X during the Great Indian Festival over BAU

·         No Cost EMI saw significant traction, contributing to 70% of customer EMI transactions during the sale period

·         Products purchased through Exchange grew 16X over BAU has developed an entire ecosystem to offer an unparalleled shopping experience to customers. The online marketplace has partnered with hundreds of leading brands, enabled over 225,000 sellers to sell on, expanded fulfilment footprint with 41 fulfilment centres in 13 states offering a storage capacity of 13 million cubic feet, set up close to 150 delivery stations & 350 service partners penetrating further in tier III & IV locations, established 17,500 I Have Space store partners in 225 cities, launched 13 customer service sites across 12 cities and developed over 6000 Udaan points in 21 states.