Indian Laptop Buyers Prioritise Performance Over Brand Names, Amazon Survey Finds

Indian laptop buyers are looking beyond brand names and discounts, with processor performance emerging as the clearest purchase priority in Amazon India’s latest Best in Tech Survey. The findings suggest that shoppers are treating laptops as long-term productivity devices, where specifications, reviews and future-ready features matter more than short-term offers.

The survey, based on more than 40,000 responses across major consumer electronics categories, is Amazon’s first such study in India. Its second set of findings focuses on laptops and tablets, after the company released smartphone insights earlier. The data comes ahead of the Best in Tech Awards scheduled for September 18, 2026.

Processor Performance Leads Laptop Buying Decisions

Among laptop buyers, 87% ranked processor performance as their top purchase factor. RAM and storage followed, while battery life also remained an important consideration. This reflects a shift towards performance-led buying, especially as laptops are now used for office work, online learning, content creation, entertainment and hybrid workflows.

AI features are also becoming part of the buying conversation. About 58% of laptop buyers said upcoming AI features would be “extremely useful” for productivity, the highest share among the consumer electronics categories surveyed. The most desired AI capabilities include on-device AI assistants at 28%, fast AI-processing chips at 25%, and AI-powered content creation and editing at 23%.

Real-time transcription and translation were preferred by 17% of respondents. These preferences show that buyers are not only looking at present-day speed, but also at how useful their device may remain over the next few years. For brands, it places more pressure on chipsets, memory options and software features.

Specifications Matter More than Brand Loyalty

The survey found that 53% of laptop buyers would choose a different brand if it offered better specifications at the same price. Another 15% said they are attracted to new innovation and design. Only 18% start their purchase journey with one fixed brand in mind, underlining how open the category remains for competition.

Research also plays a big role before checkout. About 48% of laptop buyers compare two to three brands before making a decision, while nearly a quarter spend more than two months researching. At the final purchase stage, reviews and ratings carry more weight than price and deals, according to the survey.

“As a considerably big-ticket item, laptops are one of the most researched products in consumer electronics,” said Zeba Khan, Director – Consumer Electronics, Amazon India. “What the survey tells us is that specs matter more than a brand name for these buyers which is an exciting opportunity for every manufacturer.”

Most Laptop Buyers are Looking Above Rs. 40,000

Price consideration also points to a more premium laptop market. Around 76% of buyers are considering laptops priced at Rs. 40,000 or more. The largest segment is Rs. 40,000 to Rs. 60,000, chosen by 28% of respondents, followed by Rs. 60,000 to Rs. 80,000 at 22%.

Another 14% are considering laptops priced between Rs. 80,000 and Rs. 1,00,000, while 12% are looking above Rs. 1,00,000. Laptops below Rs. 40,000 account for 24% of purchase consideration. The numbers suggest that buyers are willing to spend more if the device offers stronger specifications and longer usable life.

Tablet Buyers Prioritise Display and Affordability

Tablet purchase behaviour looks different. Display size and quality are the top factors, with 74% ranking them first. Price comes next at 12%, while processor performance accounts for 9%. This indicates that tablets are still seen largely as viewing, reading and secondary computing devices.

The Rs. 20,000 to Rs. 35,000 range accounts for 59% of tablet purchase consideration. The main reason for buying a tablet is affordability compared with a laptop, cited by 29% of respondents. Media consumption follows at 21%, while 17% want portability for work on the move.

Amazon said the Best in Tech Survey will contribute to product selection on Amazon.in and the Best in Tech Awards. For consumers, the findings highlight a practical trend: laptop buying is becoming more specification-driven, while tablets continue to compete on screen experience, price and portability.