From growing demand for AI to premium upgrades, Amazon India reveals what customers want ahead of Amazon Great Indian Festival 2026

Amazon India has observed that consumers are becoming more focused on the value of technology purchases, prioritizing durability, trusted performance, and long-term worth. This shift in consumer mindset is occurring alongside rising input costs and a trend towards premiumization. Despite these challenges, customers are more deliberate in their research, comparing features and evaluating long-term value before making purchases.

Amazon India's Director of Consumer Electronics, Zeba Khan, reports that customers are upgrading to higher-priced electronics after thorough research, often entering the market at premium price points. This behavior extends to various product categories, such as large-screen televisions and high-capacity appliances. Customers are also increasingly drawn to AI-enabled devices, viewing AI as both a feature and a tool for discovering products and comparing specifications.

AI is now considered a buying criterion, with nearly half of the devices sold on Amazon India being AI-powered.

To help customers navigate the increasingly complex product portfolios, Amazon India has introduced AI-generated review summaries, visual search capabilities, and generative AI shopping assistant, Rufus. Affordability remains an important factor in purchasing decisions, with EMI options, exchange programmes, and cashback offers playing a significant role. Customers are deliberately researching products, comparing features, and making informed choices to justify any premium spending.