Home upgrades surge 3X on Amazon Indian Festive Sale; Tier-2 & 3 cities drive over 60% volume
Bengaluru, OCT 23 (TNT) : Non-metro cities have emerged as the primary growth engine for home and lifestyle upgrades during the ongoing Amazon Great Indian Festival 2026, driving over 60 percent of total shopping volume in the category, e-commerce major Amazon India said on Thursday.
Home upgrade purchases grew more than threefold across the platform, with non-metro markets—led by tier-2 and tier-3 hubs such as Lucknow, Jaipur, Patna, Guwahati, Coimbatore, Nagpur, Indore, and Kochi—expanding at double the pace of metropolitan centers.
In a release, it said the consumers are aggressively trading up toward high-capacity, energy-efficient, and AI-enabled home appliances ahead of Diwali, supported by flexible credit schemes including no-cost EMIs, exchange bonuses, and instant bank discounts.
“This festive season, we are seeing people upgrade their homes with new technology with real confidence, and a striking share of this growth is coming from beyond the metros,” said Aman Deep Lohan, Director – Home, Kitchen and Outdoors, Amazon India.
“Customers are choosing premium products and trusting us with bigger purchases, with financing on smart appliances running above the category average,” Aman added.
Key category trends highlighted by the platform include:
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Large & Small Kitchen Appliances: Kitchen appliance sales surged 3.4 times compared to baseline daily averages, with smart and small appliances contributing more than 70 percent of category volume. Air fryers recorded a 7.5x jump, dishwashers grew 7x, and chimneys climbed 6x. In large appliances, refrigerators exceeding 300-litre capacity surged 34 times, paced by side-by-side and frost-free units.
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Home Entertainment & Smart Devices: Home entertainment systems, including smart TVs and audio equipment, expanded 37 times over daily baselines. Smart TVs accounted for 65 percent of that growth, led by Samsung, Xiaomi, TCL, and D2C brand Lumio. Autonomous robotic vacuum cleaners saw a 9.2x increase, while air purifiers grew 5.2 times.
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Major Domestic Appliances: The broader large appliances portfolio saw a 25-fold expansion in the initial festive phase. Washer-dryers surged 18 times above baseline demand, and four- and five-star inverter air conditioners logged 15-fold growth.
The marketplace operator also noted significant consumer reliance on AI-driven shopping assistance tools.
Over six million shoppers have deployed its conversational shopping assistant ‘Rufus’—now operating in eight Indian languages including Hinglish—alongside automated price-tracking and festive deal alerts to evaluate and purchase big-ticket household goods.
TNT KS
