Ahead of its Prime Day sale 2025, Amazon India has revealed some interesting insight on buying behavioural changes of consumers in India. Zeba Khan, Director, Consumer Electronics at Amazon India, in an interview with The Free Press Journal, says that the e-commerce giant reported strong year-on-year (YoY) growth in the premium consumer tech segment, with smartphones priced above Rs. 30,000 witnessing a 46 percent surge in value and a 31 percent increase in volume.
The premium tablet segment grew even faster, registering a 60 percent YoY growth, with 75 percent of these purchases coming from first-time buyers — signaling deeper market penetration and a widening consumer base for high-end devices.
Khan attributed the momentum to growing digital aspirations across India, especially in non-metro markets. “This year, Tier 2 and 3 cities accounted for the majority of premium smartphone purchases. We’re seeing consumer preferences shift toward aspirational, high-performance tech even outside the metros,” she said.
The data reflects a broader trend of premiumisation within India’s electronics landscape. According to the Amazon India executive, ultra-premium laptops priced above Rs. 1 lakh saw 33 percent YoY growth, while premium home appliances — including refrigerators above 300L and 2-ton air conditioners — recorded a 2X increase in sales compared to last year. “This Prime Day, we have launched a new storefront that specifically focuses on laptops and tablets, addressing the growing demand for portable computing solutions and work-from-home technology needs in the Indian market,” Khan said.
In addition to a separate storefront, Amazon has supported this demand with aggressive affordability initiatives, including no-cost EMIs, exchange offers, and unified delivery and installation services across 300+ cities. Tools like AI-powered assistant Rufus have also enhanced the decision-making experience for customers.
The company said it has launched its widest-ever selection of new smartphones for the Prime Day sale this weekend. This includes devices from Samsung, OnePlus, iQoo, and Honor, along with flagship audio products and smart home gadgets.
The surge in premium purchases, particularly from small-town India, underscores a shift in the country's digital economy — where access to credit, growing disposable income, and wider serviceability are making aspirational tech more attainable.
“Indian consumers today are not just looking for deals — they’re looking for value, experience, and future-ready products,” Khan added.
The Amazon Prime Day 2025 sale will begin on July 12 at midnight and go on till July 14, 11.59pm IST. All the biggest smartphone deals can be viewed here.
| Category | Top Launches |
| Smartphones & Accessories | Samsung Galaxy M36 5G, OnePlus Nord 5, OnePlus Nord CE5, iQOO Z10 Lite 5G, HONOR X9c 5G, realme NARZO 80 Lite 5G, iQOO 13 5G (New color), LAVA Storm Lite 5G, Samsung Galaxy Buds Core, OnePlus Buds 4, JBL Tour Pro 3, Nirvana Ivy Pro |
| Laptops and Tablets | Lenovo Yoga Slim 9, IdeaPad Slim 3, Legion Pro 7, Dell 15 and Alienware, ASUS Chromebook, Acer Gaming laptop, Lenovo Yoga Tab Plus, Boat Valour Smartwatch |
| Home Entertainment | Sony 139 cm BRAVIA 5 4K Ultra HD Smart Mini LED Google TV, TCL 139 cm 4K UHD Smart QD-Mini LED Google TV, Vu 139 cm Vibe Series 4K QLED Smart Google TV, BenQ GV50 laser portable FHD projector, Lumio Arc 7 smart projector |
| Home Appliances | LG 655 L Frost-Free Smart Inverter Double Door Side-by-Side Refrigerator, Bosch 9kg 5 Star Anti Stain & AI Active Water Plus Fully Automatic Front Load Washing Machine, Haier 1.5 Ton 3 Star Twin Inverter Split AC |
