Amazon India expects shoppers heading into its Great Indian Festival, reported to begin October 8, 2026, to be researching electronics more carefully, considering AI features and selectively moving toward premium devices. Those observations come from Zeba Khan, Amazon India’s Director of Consumer Electronics, in an interview with The Economic Times; they describe the company’s view of its customers, not independently audited market-wide findings.
What Amazon India says is changing in electronics shopping
Khan described a deliberate purchase journey: customers research, compare features, and consider whether a product’s benefits justify its price. She said the amount of research was the highest Amazon had seen, but the report does not provide a measurement method or comparison period.
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That makes the reported shift less about buying the most expensive device and more about deciding when an upgrade is worthwhile. Khan said some customers have delayed replacing devices and are waiting for the festival period. The report does not quantify how many shoppers are deferring purchases.
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In Khan’s account, AI has two roles: it is a capability shoppers seek in devices, and a way to help them discover or compare products. She said customers are increasingly clearer about how they want AI to work for them, rather than treating it as a buzzword. The report does not identify specific AI features or establish which device models deliver them.
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Amazon’s estimate, attributed to Khan, is that nearly half of devices sold on Amazon.in are AI-powered. This is a company marketplace estimate, not an independently audited measure of Indian electronics sales. The report contrasts it with earlier expectations of 5% or 10%, but does not give the period, product definition, or methodology behind either figure.
The interview also mentions AI-generated review summaries, visual search through Lens AI, and Rufus, described as a generative AI shopping assistant. The report says customers use Rufus to compare and understand electronics features, but supplies no independent evidence about these tools’ effectiveness or usage volume.
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Khan said AI may attract shoppers’ attention, but they still compare core specifications and value. For a purchase decision, treat the interview’s criteria as a practical checklist—not a tested ranking of products:
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- Useful AI functions: Identify the task you want the device to do and verify that the particular model supports it.
- Core performance: Check whether the device’s everyday speed and capabilities meet your needs, apart from AI branding.
- Battery life: Compare it for the way you use the device; the report gives no model-level battery tests.
- Camera: For phones and other devices where imaging matters, assess camera performance independently of AI claims.
- Long-term value: Ask whether the features and expected usefulness justify the premium after the initial purchase.
- Affordability: Compare the total amount payable under any financing offer, not just the monthly instalment.
Premium interest is selective, and extends beyond phones
The report describes some buyers entering laptop and tablet categories at higher price points when they believe the features merit the cost. It also reports faster growth for 55-inch and 75-inch televisions and demand for higher-capacity appliances—including refrigerators, washing machines, dryers, and dishwashers—in Tier 2 and Tier 3 markets.
These are category-level observations attributed to Amazon India; no model rankings, sales totals, or independent regional breakdowns are provided. For TVs and appliances, the useful comparison is fit: screen size for the viewing space, or capacity for the household’s needs, alongside price and running requirements. A premium specification is only valuable if it solves a real need.
EMI and exchange can make an upgrade accessible, but terms matter
Khan described EMI, exchange, and cashback as important affordability options. She also said Amazon India was working with brands and banking partners to expand financing and exchange programmes before the festival. The interview names no participating bank or brand and gives no interest rate, eligibility rule, exchange valuation, cashback amount, or offer duration.
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Khan attributed to Amazon internal marketplace data the claim that one in five electronics purchases during Prime Day used EMI, with most EMI transactions using no-cost EMI. The report excerpt does not specify the Prime Day period or methodology, so the figure should be understood as a company-reported statistic rather than a general rate for electronics buyers.
Before relying on an offer, check its current official terms: eligible product and payment method, fees or interest, tenure, required card or account, exchange condition and valuation, and whether benefits can be combined. The interview itself does not establish any particular deal for the Great Indian Festival.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the survey and other figures do—and do not—show
The Economic Times article says Amazon’s Best in Tech Survey received more than 40,000 customer responses in July 2026. The underlying survey was not separately reviewed, and the report does not give its sampling or weighting details. The response count alone cannot establish how representative the results are of all Indian consumers.
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The article also refers to memory-chip prices rising 1.8–2 times over the preceding six months, attributing that context to The Economic Times’ own April reporting. It is not an independently verified figure here and does not establish how much any particular device’s retail price may change.
Festival timing and evidence to keep in perspective
The Economic Times reported that Amazon’s Great Indian Festival 2026 was due to begin October 8. Festival dates and offer terms are time-sensitive; this interview does not provide product prices, specific bank-partner terms, or confirmed model-level recommendations.
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