In its recently concluded Great Indian Festival 2024, Amazon India witnessed a high demand for premium products that was not limited to just metro cities, Saurabh Srivastava, vice-president—categories, Amazon India, said on Saturday. “We saw it across cities,” he said in an interaction with FE.
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As per data shared by the company, tier-2 and beyond cities contributed more than 70% of the premium smartphone sales on Amazon. The demand for large appliances from tier-2 cities grew by 25%, with customers preferring air conditioners and refrigerators. More than 50% of TV purchases came from tier-2 and -3.
Srivastava said there has been a shift in customer preference, with more interest towards costlier and bigger items. For instance, demand for large-screen TVs saw 10x growth this year. For premium tablets, mainly from Apple and Samsung, demand increased 10x and 5x, respectively.
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The company said premium smartphones, priced over Rs 30,000, saw their highest y-o-y growth. In fashion and beauty, the premium portfolio saw a 400% rise in demand as compared to last year’s Diwali sale.
Srivastava said one of the main reasons for this was the improvement in customer trust towards e-commerce. “There is more trust that customers are getting from e-commerce for their large size purchases or more premium products,” he said. This, he said, was aided by simpler payment options like EMI, attractive exchange values and facilities like same-day installation. Customers availed installation and extended warranties across over 50 product types, the highest-ever service selection on Amazon.in.
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It was visible in the spike in demand for certain categories like sanitaryware and sinks. There was a 500% growth in demand for sanitaryware and 300% in sinks. According to data shared by the company, Amazon Pay witnessed more than 25% growth in EMI and 45% growth in no-cost EMI transactions, respectively.
Moreover, the spike in demand was not limited to metro cities.
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