Amazon recently kicked off its much-awaited Great Indian Festival sale 2025, and the e-commerce giant has already seen remarkable engagement across India. Speaking to Digit, Zeba Khan, Director of Consumer Electronics, Amazon India, shared how shoppers responded and which products gained traction in the first phase of the sale.
Survey“In the first 48 hours, we had a remarkable response from customers with 38 crore customer visits on Amazon.in,” Khan said. “For consumer electronics, in particular, we’ve seen very strong double-digit growth so far. The heartening part is that this growth has been led by tier 2, tier 3 cities. Furthermore, we are seeing premiumisation happening across, be it metros or tier 2, tier 3 cities.”
Pan-India participation and fast deliveries
As with every year, the AGIF sale demonstrated Amazon’s reach across the country, with customers from 100% of serviceable pin codes placing orders within the first three days. The company’s logistics infrastructure proved its strength yet again, delivering 40% of orders placed in the first 24 hours either on the same day or the next day.
Smartphones lead the premium charge
Smartphones emerged as the largest category within consumer electronics, posting strong double-digit year-on-year growth. But the real story lies in how there’s an increased interest in buyers choosing more premium smartphones, as opposed to relatively affordable phones.
“In premium smartphones, which are Rs 20,000 and above, we’ve seen a 50% value growth with ASP increasing by 30%,” Khan revealed. “This is reflective of the fact that customers are embracing premium models within smartphones.”
The Samsung Galaxy S24 Ultra 5G, a premium smartphone, has seen a remarkable 4X growth in smaller cities, highlighting the appetite for high-end devices even in tier 2 and 3 cities.
Large-screen TVs and tablets gain ground
The television category also witnessed significant momentum in the AGIF sale, particularly in the premium segment. QLED TVs are up over 20%, while mini-LED displays are seeing 27% increase. Large-screen televisions measuring 55 inches and above are seeing 19% growth, with strong uptake for TVs priced above Rs 50,000 and even Rs 1,00,000.
Khan noted that GST-impacted categories, including major appliances like dishwashers, air conditioners, and televisions, are performing exceptionally well. “Nascent categories like dishwashers are witnessing 120% YoY growth,” she said, adding that energy-efficient ACs and other premium offerings in the category are driving growth.
The tablet category also benefited from the premiumisation wave, with average selling prices increasing by 16%. Premium models led the charge, with the iPad Air M3 witnessing a 300X surge compared to usual days, while the Samsung Galaxy Tab S9 grew by 430X. The Xiaomi Pad 7 also witnessed strong demand during the sale.
Also read: “Not just for saving games”: Sandisk on busting the biggest storage myth in gaming
AI takes center stage
Artificial intelligence emerged as one of the key themes during the festival sale. “One in five Windows laptops that we are selling are AI enabled PCs; reflective of the strong segment growth,” Khan said. “In fact, we are expecting by the end of this year, at least 1/4 of our laptop sales will be the AI-enabled models.”
On the platform side, Amazon’s AI assistant Rufus has already seen adoption from over 10 million customers who use it to get AI-generated review summaries and compare products.
Financing options fuel premium purchases
Amazon’s financing initiatives also played a crucial role in enabling customers to upgrade to premium products. Khan revealed that more than 30% of premium sales were made using no-cost EMI options.
As the Great Indian Festival 2025 continues, the early trends suggest that Indian consumers are not just buying more, they’re buying better products even if it means going out of their expected budget, in what’s becoming a defining characteristic of the country’s e-commerce landscape.
Follow Us
Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile
