Amazon, Flipkart see strong start to 2026 festive sales
Both ecommerce platforms reported record day-one activity, driven by shoppers in non-metro markets. Amazon recorded a 100% year-on-year increase in products ordered, while Flipkart reported peak traffic of 6.3 million concurrent users per minute.
Amazon India and Flipkart, India's leading ecommerce platforms, kicked off their annual festive sales with impressive results for 2026. Amazon reported over 440 million visits during the opening phase, marking the highest volume in its history, while Flipkart logged 6.3 million concurrent users per minute during its initial peak hour.
Both platforms experienced significant growth in consumer participation and sales, with Amazon recording a 100% year-on-year increase in products ordered and Flipkart reporting a 287 million session increase during the early access window. The two platforms also saw a shift towards quick-commerce delivery options, especially in non-metro markets, where they accounted for approximately 60% of overall traction.
Electronics and premium upgrades were top performers, with Amazon's premium Android smartphone sales surging 70% year-on-year and Flipkart's Large Appliances growing 50X, led by appliances like washing machines and refrigerators. In fashion, Flipkart saw footwear sales at a rate of seven pairs per second, while Amazon reported a 16-fold increase in Nike sales.
Quick commerce and digital payment adoption also played a crucial role, with Amazon seeing a 80% year-on-year expansion in its user base and Flipkart reporting 11 times more new customers in the first hour. Merchant participation expanded for both platforms, with Amazon sellers recording over 2X units ordered in the first 24 hours and Flipkart's Tier II plus regions witnessing a 2.9X growth.
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