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Amazon India says the number of products ordered during the opening of its 2026 Great Indian Festival rose 100% compared with the same period a year earlier. ETRetail reported the claim on 9 October 2026. The figure is a company-reported order metric for one part of the event, not a measure of total sales or of Indian e-commerce as a whole, and the exact length of the “opening” period has not been published in the coverage we reviewed.
What Amazon reported
According to ETRetail’s report of 9 October 2026, Amazon India recorded a 100% year-on-year increase in products ordered during the opening of the 2026 Great Indian Festival. The report attributes this and the other festival figures to Amazon India. It does not include an independent audit, a published methodology, or a named spokesperson, so the numbers should be read as Amazon’s own account as relayed by trade press.
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The phrase “shopping volumes double” in the headline compresses three things that need to stay separate: the metric (products ordered, not sales value or revenue), the comparison (the same opening period in the previous year), and the window (the opening stretch of the event, not the full festival).
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Most of the festival figures in the report are not year-on-year growth. They are multiples of a regular day’s level, meaning how many times more units sold during the festival than on an ordinary day. Those two measures answer different questions and cannot be added together or compared directly.
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| Measure | What it compares | Figure reported |
|---|---|---|
| Products ordered in the festival opening | Same opening period, 2025 vs 2026 | +100% year on year |
| Premium Android smartphones | Year on year | +70% year on year |
| Most other categories below | Festival sales vs a regular day | Multiples of a regular day |
Category multiples against a regular day
The report gives the following multiples of a regular day’s sales volume. Each figure is Amazon India’s, reported by ETRetail, for the 2026 festival.
| Category | Reported level versus a regular day |
|---|---|
| Premium wearables | 80 times |
| Premium front-load washing machines (9 kg and above) | 80 times |
| Home entertainment | 77 times |
| MacBook Neo | 65 times |
| Refrigerators and dryers | 60 times |
| Large appliances overall | 50 times |
| Air fryers and air purifiers | 30 times |
| Juicers | 23 times |
| Espresso machines | 16 times |
| Fashion | 7 times |
Some further details from the report sit alongside these figures. Televisions of 55 inches and above made up 65% of TV sales. Fashion sold seven pairs of shoes per second. Beauty accounted for one in every four products purchased in the first 12 hours.
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- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
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Payment, delivery and Prime figures
- Financing: one in two customers used EMI, according to the report.
- Cashback: one in three units sold received cashback.
- Fast delivery: in more than 120 cities served by Amazon Now, half of the products ordered were delivered within minutes. The report also says millions of orders were delivered within hours across the country.
- Prime savings: Prime members saved more than twice as much through Prime-exclusive offers as in the corresponding period last year.
- Geography: the report says orders came from every Indian pin code.
How to read these numbers
- Treat the 100% figure as a statement about products ordered during the opening period. It does not show that all Amazon sales, or Indian retail sales overall, doubled.
- Do not compare the category multiples with the 100% figure. A “80 times a regular day” value and a “100% year on year” value use different baselines.
- Do not compare Amazon’s numbers with other retailers. The report contains no competitor data.
- Remember that “products ordered” counts units in orders, not revenue, so it cannot be converted into rupee value.
- The exact start and end of the opening period is not stated, so the 100% figure cannot be matched to a specific date range.
A note for air fryer shoppers
Air fryers appear in the report as one of several small-appliance categories that sold at 30 times a regular day’s level. That places them among the festival’s stronger categories, but the report names no model and does not rank or recommend any product. If you are shopping for one, judge models on their own specifications: capacity, wattage, controls, ease of cleaning, warranty terms, and current price on the seller’s listing, which can change during the sale.
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The report is a single trade-press account of company-reported figures. We could not confirm the wording of the claim against an Amazon India announcement, and no methodology, audit or definition of the “opening” period has been published in the coverage available. Until Amazon publishes those details, the figures are best treated as directional indicators of festival demand rather than verified market statistics.
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- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
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