Amazon on Thursday (September 25, 2025) announced that 38 crore customers landed on its website in the first two days of Great Indian Festival 2025, which is 3.5x more than the last year. The e-commerce platform said out of these 38 crore customers, over 70% came from beyond top 9 metro cities.

The Amazon Great Indian Festival 2025 began for Prime members on September 22 and for all customers next day. Amazon also said that it will continue till Diwali.

Prime members drove demand from tier 2 and tier 3 cities across key categories. Amazon said that over 30 lakh products delivered in metro cities within the same or next day and more than 50 lakh products reached customers in tier 2 and 3 cities within 2 days.

Smartphones witnessed double digit growth with segment above ₹20,000 growing 50% y-o-y driven by premiumisation.

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Premium TVs saw strong momentum, with QLED models up 23% and Mini-LED TVs growing 27% y-o-y. Laptop sales surged, with the MacBook Air M4 performing at 94x than business-as-usual levels, while the Sony Home Theatre System sold at 196x than regular volumes.

Amazon Business saw 6x growth in sign-ins versus an average business day. Bulk orders grew 4.4x over average business days.

SMB sellers across India, with over two out of three sellers coming from tier 2 and 3 cities and beyond, tripled their sales compared to an average day, with the highest-ever number of sellers crossing the ₹10 lakh milestone.

“The Amazon Great Indian Festival 2025 is seeing a record-breaking start. The first 48 hours have been our biggest ever, with an unprecedented 38 crore customer visits and the highest number of Prime members shopping during Prime Early Access,” said Saurabh Srivastava, VP, Amazon India.

“We’re humbled to see strong business growth for lakhs of sellers across the country, from small businesses and local artisans to made-in-India brands. Customers can look forward to exciting deals as the Amazon Great Indian Festival continues until Diwali,” he added.