Amazon India announced that Prime Day 2025, which concluded on July 14, has become the most-shopped edition ever in the country, surpassing all previous years in sales volume, new memberships, and category expansions. This three-day event witnessed unprecedented participation from Prime members across India.
New Prime Memberships and Small Business Milestones
- Approximately 70% of new Prime subscriptions before Prime Day 2025 came from Tier 2 and Tier 3 cities and towns, highlighting strong growth beyond major metros.
- The number of small and medium businesses (SMBs) making sales hit an all-time high, with over 68% of these sellers based in smaller cities and towns.
- Prime members placed more than 18,000 orders in a single minute during the event — a 50% increase compared to Prime Day 2024.
- Prime Day 2025 witnessed the highest-ever participation and sales for SMBs across all editions.
Delivery Performance and Customer Reach
- Tens of thousands of products were delivered within 4 hours in Tier 1 cities.
- Same-day and next-day deliveries in metropolitan cities grew 2X year-over-year, while delivery within two days improved by 1.8X in Tier 2 and Tier 3 cities.
Brands and Product Categories
- Over 400 top Indian and global brands participated, launching thousands of new products. Notable brands included Intel, Samsung, OnePlus, Honor, Bajaj, HP, Asus, Lenovo, Puma, BoAt, Atomberg, and many others.
- Prime members shopped across diverse categories: smartphones, TVs, appliances, fashion and beauty, groceries, Amazon devices, kitchenware, furniture, and daily essentials.
Key Category Highlights (Compared to Prime Day 2024)
- Smartphones: Experienced strong double-digit growth in value, with rising average selling prices across all city tiers.
- Consumer Electronics & PCs: High demand for AI-enabled laptops, premium tablets, health-focused wearables, and action cameras. Premium audio segments showed strong growth, especially in Tier 2 cities.
- Top Electronics: Amazon Fire TV Stick HD ranked as the third most-purchased electronics item. Xiaomi’s 55″ FX Pro QLED TV was among the top five QLED TV models sold. The latest Kindle Paperwhite led e-reader sales.
- Home, Kitchen & Outdoor: Grew over 1.2 times, driven by more than 80 brand launches including Bajaj Electric and Atomberg.
- Fitness Equipment: Sales rose 1.5 times, with treadmill sales doubling and home gym equipment increasing by 30%.
- Two-Wheelers: Sales grew 1.9 times across 500+ cities.
- Furniture: Chairs and recliners saw a 10X growth.
- Apparel: Sales grew by 50%, led by women’s traditional wear, men’s formalwear, and eyewear.
- Beauty Products: Skincare and color cosmetics doubled in sales. Professional beauty products grew up to 3 times; luxury fragrances increased by 50%; Korean beauty products saw a 7X rise.
- Luggage: Sales doubled with rising brands like Uppercase and Nasher Miles gaining popularity.
- Groceries & Essentials: Amazon Fresh recorded its highest order volumes ever, with Tier 2+ cities driving 90% of this growth. Over 70% of new customers for essentials came from these smaller cities.
- Health & Wellness: Whey protein sales increased by 80%, coffee consumption grew 30% nationally and doubled in smaller towns, pet care products rose 40%, and baby skincare sales grew 70%.
Amazon Business Growth
- New Amazon Business registrations increased 3X, with Prime sign-ups for business customers growing 7X.
- Bulk orders increased nearly 7X, with standout growth in televisions (13X), robotic vacuum cleaners (8X), tablets (9X), printers (7.5X), and laptops (5X).
Affordability and Premiumization
- One in every four purchases was made on EMI, with 90% of these using No Cost EMI offers.
- Usage of No Cost EMI grew by more than 30%.
- Premium smartphones priced above Rs. 30,000 grew over 60%, primarily driven by buyers in Tier 2 and smaller cities. Samsung, Apple, and OnePlus led this segment.
- Premium TVs priced above Rs. 1 lakh doubled in sales volume.
- Premium apparel brands such as Tommy Hilfiger and Symbol Premium grew 2X; premium watches rose by 50%; jewelry brands like Giva and Swarovski grew 60%.
- Beauty brands Cetaphil and Sugar Cosmetics more than doubled sales.
Amazon Pay and Financial Services
- Amazon Pay ICICI Bank credit card usage increased by 40%, with over half of users based in Tier 2 and Tier 3 towns.
- Cardholders enjoyed a 5% instant discount and unlimited 5% cashback during Prime Day.
- New Prime customers booking flights and hotels increased by 2.7 times.
- Over 50% of customers used Amazon Pay Later credit, with about 55% of that spending on kitchenware, apparel, and beauty products.
Prime Video Streaming Success
- In the month before Prime Day, Prime Video released 17 Indian and international titles in multiple languages.
- Viewers from over 4,400 towns and cities streamed the content.
- Panchayat Season 4 saw the franchise’s highest launch week viewership, streamed in over 180 countries and 95% of Indian postal codes. It ranked in the top 10 trending shows in 42 countries on day one.
- The unscripted series The Traitors was viewed in 88% of Indian postal codes, with Season 2 already planned.
- International titles including Heads of State (starring Priyanka Chopra Jonas, Idris Elba, John Cena), Korean dramas Good Boy and Head Over Heels, and Japanese animation City and the Animation received widespread popularity.
- Indian-language content was streamed in 224 countries and territories worldwide.
Speaking on the milestone, Akshay Sahi, Head of Amazon Prime, Delivery and Returns Experiences, India and Emerging Markets, said:
We would like to thank our sellers, brands, and bank partners for helping us deliver the biggest ever Prime Day in India.
Prime members purchased more items than any previous Prime Day shopping event, while we created new records on speed with the highest number of same-day deliveries. We love helping our customers save big, and Prime Day is the ultimate celebration of value, fast deliveries, great deals, new launches, and blockbuster entertainment that Prime membership offers.
Thanks to our recent investment of INR 2000 crores in the well-being of our associates and the scaling up of our operations, we were able to deliver even faster and safer this year. I would also like to thank our delivery partners who continue to spread cheer to our Prime members with fast and reliable delivery across India.