The Amazon Great Indian Festival (AGIF) 2024, which kicked off on September 27, has witnessed an unprecedented surge in demand for premium products across multiple categories, including televisions, smartphones, and major appliances. With the festive season in full swing, shoppers from all over India flocked to Amazon, pushing up sales in categories like large-screen TVs, premium kitchen appliances, and fashion, according to Amazon India’s Vice President, Saurabh Srivastava.
Major Growth in Premium Product Sales
In an interview with PTI, Srivastava highlighted a clear shift toward premiumization across segments, noting the popularity of high-end brands in everything from home entertainment systems to kitchen appliances. “Whether it’s televisions, fashion and beauty, gaming laptops, or home and kitchen appliances, the trend toward premium products is clear. And this demand isn’t limited to just the big cities,” Srivastava explained.
The demand for large-screen TVs was particularly strong, with these models accounting for 30% of total unit sales in the category. Samsung, Xiaomi, and Sony emerged as top-selling TV brands, with a 10x year-on-year increase in demand for big-screen models.
Tablets See Record Demand, Led by Apple and Samsung
Apple iPads saw a stunning 10x increase in sales, while Samsung tablets recorded a 5x growth over last year’s sales, indicating a strong consumer preference for premium tablets. Srivastava attributed this demand to a rising trend of customers seeking high-quality tablets for work and entertainment, especially as work-from-home and remote learning options continue to be popular.
Significant Increase in Demand for High-End Home Appliances
In the large appliances segment, premium items like front-load washing machines, side-by-side refrigerators, and high-capacity air conditioners saw notable sales growth, driven by a 30% year-on-year increase. These products are no longer limited to top metro cities, as demand for premium appliances extended to smaller towns and cities as well.
400% Growth in Premium Fashion and Beauty Categories
The festival also fueled growth in the fashion and beauty segment, particularly in premium categories such as watches, fragrances, handbags, jewelry, Korean beauty products, and accessories, which witnessed a remarkable 400% increase. As consumers embraced high-end fashion and lifestyle products, Amazon’s fashion and beauty sections saw new records in both engagement and sales.
Record Customer and Seller Engagement
Amazon India recorded a 20% increase in customer traffic during AGIF 2024 compared to the previous festive season. The festival attracted an unprecedented 140 crore visitors, with over 85% of these customers hailing from non-metro areas. Srivastava emphasized Amazon’s success in reaching a diverse customer base and serving shoppers from Tier-2 and Tier-3 cities across India.
B2B customers also played a substantial role in AGIF 2024. Amazon reported a 50% year-on-year increase in first-time purchases by business customers, indicating that even enterprises are leveraging the sale to stock up on high-demand products.
Sellers Achieve Milestones with Fast Delivery Services
AGIF 2024 set new milestones for seller success on Amazon India, with over a crore sellers experiencing a sales increase of more than 70% compared to the previous year. Amazon enhanced its delivery capabilities during the festival, fulfilling over 30 million orders for Prime members across India with same-day or next-day delivery, a 26% rise from last year.
Amazon India also noted that more than 70% of Prime members who shopped during AGIF 2024 were from Tier-2 and Tier-3 cities, up from 60% last year. This shift highlights the growing penetration of e-commerce in smaller towns and rural areas, with customers there showing increasing enthusiasm for fast, convenient delivery services.
