Amazon India’s Prime Day 2024 has set new records for engagement and sales, marking it the largest Prime Day event ever held in the country. The event saw a remarkable 24% increase in Prime member participation compared to Prime Day 2023, achieving the highest engagement to date.
This year’s Prime Day recorded a peak of 24,196 orders placed per minute and delivered the highest number of same-day deliveries. In tier-2 and tier-3 cities, most orders were delivered within two days, underscoring Amazon India’s commitment to efficient logistics.
The event featured over 3,200 product launches from small and medium businesses, with more than 65% of these sales coming from tier-2 and tier-3 cities. Notably, 2 out of 3 Prime members shopped from non-metro areas. Over 75,000 Local Shop sellers participated, offering more than 12 million unique products to customers across the country.
Consumer trends highlighted significant increases across various categories. The smartwatches and premium watches category saw an impressive 9X spike in sales, with notable brands like Titan Smart, Fastrack Smart, Seiko, Boss, and Michael Kors leading the demand. Apparel also experienced a 5X increase in the D2C selection, featuring brands such as Fablestreet, Pant Project, Circus, KETCH, The Indian Garage & Co., and Snitch. The premium sports shoes category, including brands like New Balance, Saucony, and Under Armour, witnessed a 3X spike in sales.
Luxury perfumes were a major hit, with 5 units sold every minute and fragrance sales spiking up to 4X YoY, driven by popular offers on Calvin Klein, Davidoff, Guess, and more. The haircare portfolio saw a 6X spike, led by the Dyson Airwrap with a staggering 12X increase, highlighting a rising demand for high-quality at-home styling devices and a growing willingness to invest in premium products.
The men’s grooming category grew by 2.3X, while feminine hygiene products grew by 1.7X, reflecting increased consumer awareness towards hygiene and personal care.
In payment trends, spending on Amazon Pay ICICI Bank credit cards rose 50% from the previous year, and Prime members booked over 50 million kilometers of flights.
Overall, Prime Day 2024 showcased Amazon India’s expanding reach and consumer engagement, solidifying its position as a leading e-commerce platform in India.
