Amazon.in has revealed the findings of its inaugural Best in Tech Survey, conducted on Amazon.in in July 2026. The survey received more than 40,000 responses across smartphones, laptops and tablets, home entertainment and appliances, and wearables and audio.
The survey found that 82% of smartphone buyers consider AI features when making a purchase decision. Performance and speed, battery life, and camera quality also remain key factors influencing smartphone purchases.
AI features buyers want
Contextual assistance was the most sought-after AI capability, selected by 25% of respondents. It refers to AI that understands what a user is doing and offers a relevant action in the moment, such as searching for something on the screen or suggesting a reply without waiting to be asked.
Other AI capabilities cited by respondents include:
- Generative photo editing: 18%
- Visual search: 17%
- Adaptive battery management: 11%
Performance, battery and camera drive purchases
Performance and speed were the most influential purchase factors at 87%, followed by battery life at 79% and camera quality at 77%.
Battery life was also the most common aspect respondents wanted their current smartphones to improve, with 22% citing it. Camera quality followed at 17%, while 12% cited performance.
Rs. 25,000 to Rs. 50,000 is the top price range
The Rs. 25,000 to Rs. 50,000 range was the largest segment, with 42% of smartphone respondents considering it for their next phone. The complete price breakdown is:
- Below Rs. 15,000: 7%
- Rs. 15,000 to Rs. 25,000: 19%
- Rs. 25,000 to Rs. 35,000: 21%
- Rs. 35,000 to Rs. 50,000: 21%
- Rs. 50,000 to Rs. 75,000: 15%
- Above Rs. 75,000: 17%
Overall, 32% of respondents were considering smartphones priced at Rs. 50,000 or more. Among respondents considering phones above Rs. 75,000, metros accounted for 18%, Tier-2 cities for 17%, and Tier-3 cities for 15%.
48% plan to upgrade within three months
More than half of respondents, or 54%, keep their smartphones for two years or longer, while 48% plan to upgrade within the next three months.
Reviews and ratings were cited as an important consideration by 47% of respondents when making a purchase decision, compared with 35% for price and deals.
Best in Tech Awards
The Best in Tech Survey covers smartphones, laptops and tablets, home entertainment and appliances, and wearables and audio. The findings feed into the category framework for the second edition of the Best in Tech Awards, which returns in September 2026.
The company said this is the first in a series of findings to be released in the coming days.
Speaking on the findings, Zeba Khan, Director, Consumer Electronics, Amazon India, said:
How customers buy a smartphone today has changed. While AI has moved from a talking point to an expectation, customers are just as clear about the fundamentals that still matter, like performance, battery, camera. They are also willing to pay more for the device that gets it right. We have built the Best in Tech Survey because a lot of what is reported about the Indian customer is inferred. We wanted to go and ask, at scale. The bar that customers have set has never been higher, and that is the standard the Best in Tech Awards exists to recognize.