Amazon India reported that the Great Indian Festival 2026 had its biggest opening, with customers ordering over 100 percent more products year-on-year. The early phase recorded over 440 million visits, the highest ever on Amazon.in, with more than 72 percent of visits coming from beyond the top nine metros. New customers who shopped for the first time increased by close to 100 percent. The highest-ever single-day Amazon shopping app downloads were five times a regular business day.
Sellers saw over twice as many units ordered in the first 24 hours compared with the same period last year, and the number of sellers with more than ₹1 crore in sales in the first 24 hours grew over 80 percent year-on-year. Category growth included beauty at nearly 7 times, kitchen at 4.2 times, wireless at 3.4 times, apparel at 3.1 times and home at 2.7 times. More than one in three customers chose EMI. On Amazon Pay Later, EMI transactions increased twofold and the user base expanded 80 percent year-on-year. In over 120 cities served by Amazon Now, one out of every two products was delivered in just minutes.
Saurabh Srivastava, Vice President at Amazon India, said early trends from the Amazon Great Indian Festival 2026 have beaten the company’s most optimistic expectations and that customers from metros to the smallest towns are choosing to shop on Amazon.in for the best deals, the widest selection and the fastest deliveries.
Market Research Outlook: The opening data confirm strong festive season demand and continued deepening of e-commerce penetration beyond major metros. High first-time shopper growth and elevated use of EMI and Pay Later indicate both market expansion and willingness to finance higher-ticket purchases. The surge increases near-term pressure on fulfilment capacity, packaging supply and returns infrastructure. Whether the early momentum holds through the remainder of the festival period will determine relative market share gains for Amazon versus other platforms and offline channels.
