The ecommerce giant said demand for premium products — from motorcycles and large-screen televisions to AI-powered laptops and luxury beauty products — grew strongly during its 10th Prime Day sale, with much of the growth coming from tier-2 and tier-3 cities.
Sales of premium beauty products, including skincare, haircare, fragrances and makeup, tripled year-on-year during the sale, while premium grooming appliances priced above Rs 2,500 doubled. Customers also upgraded their home entertainment, with sales of premium televisions priced above Rs 35,000 growing two-fold and demand shifting towards larger 65-inch-and-above screens.
Premium motorcycles priced above Rs 1.5 lakh recorded 2.3 times year-on-year growth, led by brands such as Harley-Davidson, KTM, Triumph and Royal Enfield. According to Amazon, seven in ten buyers of Harley-Davidson, KTM and Triumph motorcycles came from tier-2 and tier-3 cities.
(Image crdit: Amazon India)
International home and kitchen brands grew 4.5 times year-on-year in smaller cities, outpacing national growth, while premium travel luggage grew 1.5 times, led by brands including Samsonite, Delsey Paris, Swiss Military and Victorinox.
Consumers also appeared more willing to spend on newer technologies. AI-powered PCs accounted for one in five Windows laptops sold during the sale, while demand for connected home products such as robotic vacuum cleaners, coffee machines and ice makers grew 4.3 times year-on-year. Smart water purifiers attracted twice as many customers compared with last year’s event, the company said.
The shopping trends coincided with growing traction for Amazon’s Prime membership outside the metros. More than 70% of new Prime sign-ups during this year’s Prime Day came from tier-2 and tier-3 cities, while the company said it recorded its highest-ever participation from small and medium businesses. More than two-thirds of participating SMBs were from smaller cities, with a record number of sellers crossing Rs 10 lakh in sales.Amazon also highlighted the increasing role of flexible payment options in driving higher-value purchases. Nearly one in two shoppers used Amazon Pay during the sale, while one in four purchases across smartphones, televisions, electronics and large appliances were made using EMI options. Four out of five EMI purchases were through No Cost EMI, while interest-free instalments through Amazon Pay Later grew more than 2.5 times year-on-year.
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Operationally, Amazon said this was its fastest Prime Day yet. In cities served by Amazon Now, one in every two deal items was delivered within minutes. Same-day deliveries grew more than three-fold compared with last year’s Prime Day, with one in four orders reaching customers the same day and more than half of all orders delivered before the sale ended.
“This was our fastest Prime Day ever, where in cities with Amazon Now, one in two items on deal were delivered in just minutes,” Akshay Sahi, Vice President, Prime & Customer Fulfilment Experience, India and Emerging Countries, Amazon, said in a statement.
Amazon did not disclose the overall value of sales during the event.