Bangalore, Feb 03: Amazon India today reported strong customer participation and robust demand for the company’s first big shopping event – the Great Republic Day Sale 2026. Customers upgraded to premium products, embraced healthier lifestyle choices and shopped for both aspirational and essential purchases—driven by wide selection, fast delivery and seamless experience. Same-day delivery orders by Prime customers increased 2.5x compared to last year.
“The Amazon Great Republic Day Sale reinforced several key trends, including a strong participation from first-time customers – particularly those from tier 2 and 3 cities. We also continue to see a clear shift towards premiumization across smartphones, home appliances, fashion, and beauty. Customers are increasingly using AI-powered features to discover products and make informed choices, while Prime members enjoyed additional savings and fastest deliveries throughout the sale. We are also seeing a growing emphasis on healthier lifestyles. The trust customers place in Amazon India for selection, speed, convenience, and value remains our foundation, and we will build on this momentum to create better experiences for our customers, sellers, and partners through the year,” Saurabh Srivastava, Vice President, Amazon India, said.
Amazon has made shopping seamless and easy with AI-powered tools. With Rufus, Amazon’s AI-powered shopping assistant, customers can discover products and get personalized recommendations, making their shopping experience more personal and convenient. With Lens AI, they can snap a photo of any product on social media or even offline and instantly find them on Amazon.in. AI Review Highlights make it easy to quickly grasp key insights from thousands of reviews, simplifying decision-making by summarizing what matters most. The View in Your Room feature lets customers visualize how furniture and décor will look in their own space, while Quick Learn and Buying Guides help customers make faster, more confident, and informed purchase decisions.
Tech upgrades accelerate across customer segments
The premium smartphone segment registered a high double-digit year-on-year growth as customers increasingly upgraded to higher-spec devices from OnePlus, Samsung, Apple and iQOO. Tier 2 and 3 cities witnessed strong trends with over 15% year-on-year growth in average purchase price. The affordable smartphone segment (below ₹10,000) recorded 1.5X growth by value with over 70% of customers preferring 5G smartphones. Brands leading the 5G adoption include Redmi, realme, Samsung and Lava. Laptops recorded strong momentum, growing 1.5X year-on-year with Apple MacBook Air M4 emerging as the most purchased premium device. Tablets, led by with Samsung Galaxy Tab A11+ continue to grow as a category.
Home appliances delivered strong growth as customers showed preference for feature-rich variants and technologies. Washer dryers scaled 11X, while side-by-side refrigerators and 2-ton air conditioners both doubled year-on-year. The demand was driven by premium brands including LG, Samsung, and Bosch. TVs witnessed strong momentum, with large-screen models doubling year-on-year. 75-inch and above TVs grew over 2X, with Sony and TCL leading the segment. Customers increasingly opted for 55-inch and above QLED and Mini-LED TVs, supported by No-Cost EMI starting at ₹99/day, bank offers and exchange benefits.
Fashion & Beauty categories witness exceptional growth
The fashion and beauty category recorded over 3X growth, driven by wedding season and new year wardrobe refresh. Precious jewelry tripled year-on-year alongside strong momentum in ethnic wear, while apparel witnessed exceptional growth, with Linen Club and Calvin Klein each growing over 2X. D2C brands significantly outperformed, with multiple brands growing over 2X. Jewelry recorded exceptional performance with everyday fine jewelry growing over 4X year-on-year and lab-grown diamonds scaling almost 40X. Watches grew 1.75X with average selling price up over 10%, driven by automatic watches. Beauty grew 1.5X, led by Korean beauty brands delivering 2X growth and fragrances expanding 1.5X.
Footwear and accessories witnessed robust demand across segments. Women’s shoes grew 1.25X year-on-year, led by Campus, while handbags recorded similar growth with strong performance from brands like Zouk. Sports shoes grew almost 1.2X, led by Reebok. The premium segment within these categories outpaced overall growth with premium handbags growing almost 1.4X year-on-year, reflecting customers’ preference for quality and brand-led purchases.
Home upgrades accelerate as customers invest in comfort, sustainability, and smart living
Home décor recorded 1.2X year-on-year growth, driven by lighting fixtures and curtains witnessing similar growth. Collapsible wardrobes grew over 3X as urban customers opted for space-saving solutions. Furniture witnessed strong momentum, with storage and mattresses both growing 1.7X and office desks growing at 1.5X.
Smart and sustainable upgrades accelerated with 1.5X growth across BLDC fans, intelligent water purifiers and eco-friendly appliances like energy-efficient fans, air fryers and kitchen appliances. Exchange offers emerged as a popular option with 1.4X more customers upgrading water purifiers responsibly.
Outdoor and energy solutions expanded 1.5X year-on-year, led by solar panels, generators and gardening tools. Portable power stations witnessed premiumization while lawn and garden products grew 1.25X, driven by sustainable energy solutions and outdoor living trends.
Health and wellness drive strong consumption growth
Amazon Fresh grew 1.5X year-on-year as health and wellness continued to drive everyday consumption. The protein and nutrition category grew almost 2X, reflecting India’s growing fitness consciousness, with customers’ wallet share 1.3X higher than last year. Customers are moving towards clean-sourced ingredients and high-protein breakfast, fueling growth in Ayurveda (almost 2X), Brazil nuts (2X) and zero-calorie sugar substitutes (3X), while coffee and tea beverages maintained 1.5X momentum as customers chose healthier alternatives.
Dietary supplements, nutraceuticals, protein food and sports nutrition all witnessed over 1.4X growth year-on-year. Specialized sub-categories showed exceptional momentum: energy and focus caffeine supplements (over 15X), DAKE supplements (almost 10X), and Berberine supplements (4X). Customers embraced a shift towards swapping refined oils with cold-pressed variants and A2 ghee, while personal care and grooming products showed almost 2X growth across segments. Baby care products grew 1.5X, led by brands like Aveeno, SebaMed and Cetaphil.
Customers invest in home fitness and indoor sports
Sports and fitness recorded almost 1.5X year-on-year growth, driven by home fitness trends. The cardio category grew over 2X, with treadmills and walking pads leading growth across both entry-level and premium segments. Spin bikes grew almost 1.5X, while premium fitness equipment like rowers and desk bikes gained strong traction. Premium fitness wearables like the Whoop fitness tracker witnessed strong demand. Indoor sports recorded strong momentum, with badminton growing 1.5X year-on-year led by Yonex, reflecting customers’ focus on accessible fitness options at home.
Automotive accessories witness strong growth
The automotive category grew 1.35X year-on-year. Auto equipment and tools expanded 1.5X, while motorcycle clothing and helmets grew almost 1.4X. Customers invested in premium helmets from brands like Axor, pressure washers from Agaro and Dylect, dashcams from Qubo and CarPlay systems and tire inflators from Portronics.
Ultra low-price selection on Amazon Bazaar expands reach
Amazon Bazaar’s ultra low-price selection drove orders to grow over 3X year-on-year, with new customer base registering almost 1.4X growth, especially from tier 2 and 3 cities and towns. Orders also grew 1.4X versus business-as-usual, demonstrating sustained momentum during the sale.
Amazon Business sees strong B2B demand
Amazon Business grew 2.5X year-on-year as businesses prioritized technology upgrades, with tier 2 and 3 cities contributing 60% of orders. Laptops and electronics led growth at 4X, followed by TVs and appliances at 1.7X. Businesses also invested in workspace enhancements, with office furniture and janitorial supplies both growing 1.5X as companies upgraded facilities and stocked essentials. Sustainability emerged strongly, with solar panels recording nearly 3X growth as businesses embraced renewable energy solutions. Prime adoption among business customers grew 1.5X, reflecting increasing preference for curated benefits such as bulk discounts, credit facility and many other on Amazon Business.
Amazon Pay sees strong adoption across travel and payments
Hotel bookings on Amazon Pay surged 1.5X year-on-year, recording almost 1.4X growth in value and 1.4X in volume compared to the Great Republic Day Sale 2025. Amazon Pay ICICI Bank Credit Card witnessed 1.34X year-on-year growth in users, reflecting strong customer trust and engagement. One in four customers used Amazon Pay payment methods to shop during the sale, with new card issuances recording steady year-on-year growth.