Amazon’s Great Indian Festival 2023 Attracts Record 110 Crore Visitors

• ByStartupStory     |    November 13, 2023

Amazon’s flagship festive sale, the Great Indian Festival 2023, witnessed an unprecedented 110 crore customer visits, marking the highest ever for the platform. The month-long sale, which commenced on October 8 and concluded on November 10, also recorded the highest transactions, new launches, orders, and savings compared to previous years, according to a statement from the e-commerce giant.

Highlighting the success of the event, Amazon revealed that the sale experienced the highest single day of Prime sign-ups within the first 48 hours. Notably, over 65% of Prime members who engaged in festive season shopping hailed from tier 2 and 3 cities and towns.

The festive extravaganza saw more than 40 lakh new customers making their inaugural purchases, with 80% of Amazon India’s new customers originating from tier 2 and below towns. The platform extended its reach by delivering at least one order to over 19,000+ pin codes across India.

Amazon reported a remarkable surge in the sale of premium smartphones, selling 2.5 times more than the previous year. This growth was attributed to affordability options such as No Cost EMI and Exchange offers. Notably, 60% of smartphones sold were 5G ready, and 70% of smartphone orders hailed from Tier 2 and below towns.

Large-screen TVs, particularly those measuring 55 inches and above, witnessed an all-time high in sales, recording over 50% higher sales compared to 2022. In the categories of Consumer Electronics and Personal Computing, three out of five orders came from tier 2 and 3 cities. Air conditioners led the growth in the appliances category, experiencing a 2x growth compared to the rest of the appliances.

Premium product categories, including jewelry and smartwatches, observed a spike in demand, with new launches in smartwatches growing at almost 5 times the usual rate. Over 45% of customers in the appliances category opted to upgrade to premium appliances.

The financing options offered by Amazon played a pivotal role in driving sales of premium products. One out of four purchases was made on EMI, and three out of four products were sold on No Cost EMIs. Amazon Pay Later usage saw a significant increase, reaching 2.4 times compared to last year, with EMI share doubling as Amazon expanded credit to INR 1 lakh.

Amazon celebrated the success not only for itself but also for its sellers. Over 38,000 sellers achieved their highest-ever single-day sales, with more than 750 sellers making sales worth crores and 31,000 sellers achieving sales worth lakhs during the festive season.

Manish Tiwary, Country Manager, India Consumer Business, Amazon, expressed gratitude, stating, “We also saw the highest ever Prime sign-ups in a single day this season along with the highest seller participation along with 5,000 new launches from top brands. 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.”

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