Amazon sees 50% jump in premium smartphone sales during Great Indian Festival

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Amazon India’s Great Indian Festival 2025 has opened with record-breaking momentum, underscoring a shift toward premium consumption across categories. The platform reported a 50% year-on-year (YoY) jump in smartphones priced above Rs 20,000, driven by customer appetite for high-end models and the recent GST rate cut that lowered costs for big-ticket purchases.

The festival, which drew over 38 crore visits within the first 48 hours, saw a surge in aspirational buys beyond smartphones. Premium TVs gained traction with QLED sales rising 23% and Mini-LED TVs up 27% YoY. Laptops and home entertainment systems delivered extraordinary spikes, with the MacBook Air M4 selling at 94 times its normal rate and Sony Home Theatre systems at 196 times usual volumes.

Lifestyle and luxury categories mirrored this boom. Lab-grown diamonds jumped 10X, Korean beauty products grew over 3X, and premium watches doubled YoY. Precious jewelry and silver coins surged 4.5X, reflecting a clear tilt toward higher-value spending.

Saurabh Srivastava, Vice President at Amazon India, said the #GSTBachatUtsav campaign—where sellers passed GST benefits directly to customers—played a critical role in lifting sentiment. “The first 48 hours have been our biggest ever, with the highest number of Prime members shopping during Prime Early Access,” he noted.

Notably, growth extended beyond metros. Tier 2 and 3 cities posted a 21% YoY increase, led by groceries, health supplements, and high-protein foods from D2C brands. Beverages, cereals, and oils rose 15% YoY, while whey protein and vitamins recorded 28% and 39% growth respectively.

Analysts view this as a sign of rising purchasing power outside urban hubs and a shift from discount-driven buying to premiumisation. With GST reforms and festive sentiment aligning, Amazon’s early surge highlights how Indian e-commerce is moving steadily toward higher-value, lifestyle-oriented consumption.