Amazon's Great Indian Festival 2023: 80% shoppers from tier 2 and 3 cities

Amazon's Great Indian Festival 2023 has marked a historic success, with the e-commerce giant revealing unprecedented numbers in customer engagement and sales.

Running from October 8, the month-long event attracted customers from 99.7% of India's pin codes, with a noteworthy 80% of shoppers emerging from Tier 2 and 3 cities like Jalandhar, Kolhapur, Midnapore, and Visakhapatnam. This year's festival saw more than 1.1 billion customer visits, with 4 million new customers making their first Amazon India purchases.

Small and medium businesses experienced a remarkable 35% increase in sales compared to the previous year, and over 38,000 sellers achieved their highest-ever single-day sales. Notably, more than 65% of the sellers and Prime members participating in the festive season were from Tier 2 and 3 cities and beyond.

Amazon Prime membership saw a surge, with the highest single-day sign-ups occurring in the initial 48 hours of the sale event. Nearly half of all orders from Prime members were delivered within 48 hours of the transaction. The Amazon Pay Later service witnessed a 2.4x increase compared to the previous year, and 25% of purchases were made on EMI.

In terms of product categories, the premium segment experienced a significant uptick, with Amazon selling 2.5x more smartphones compared to the previous year. Seventy% of smartphone orders came from Tier 2 and below towns. Consumer electronics and personal computing orders, including large-screen TVs, saw substantial contributions from Tier 2 and 3 cities.

The beauty devices category registered a 70% increase, with dermatologist-led brands and beauty gift sets witnessing spikes of up to 3x and 4x compared to the previous year. Notably, over 60% of new shoppers purchasing fashion and beauty products hailed from Tier 2 cities and below.

Amazon Fresh, the company's grocery delivery service, recorded more than 50% year-over-year growth, with a threefold increase in first-time customers shopping on the platform. Overall, the Great Indian Festival 2023 has proven to be a game-changer, emphasizing Amazon's ability to cater to diverse regions and demographics across India.

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