From Pet Care to Premium TVs—Here’s What India Shopped for During Amazon Prime Day 2025

Amazon India has announced that Prime Day 2025 has become its most-shopped edition in the country to date.

The annual event, which spanned three days this year, saw record-breaking participation across customer orders, seller activity, and Prime membership growth.

Record Sales and Order Volume

According to Amazon, more than 18,000 orders were placed in a single minute during Prime Day 2025—an increase of over 50% compared to the same event in 2024. The company reported that sales and item volumes reached all-time highs across various product categories.

Tier 2 and 3 Cities Led Membership Growth

A significant portion of this growth was attributed to Tier 2 and 3 cities, which accounted for 70% of new Prime sign-ups leading up to the event. Faster delivery options also expanded in these regions, with 1.8X growth in two-day delivery compared to the previous year. In Tier 1 metros, same-day and next-day deliveries doubled year-on-year.

Increased Seller Participation

Prime Day 2025 marked the highest number of sellers making a sale in the event’s history. Small and medium businesses (SMBs) featured prominently, with over 68% of participating sellers based in Tier 2 and 3 regions. Brands including Bajaj, Atomberg, Akshayakalpa Organic, and others reported notable sales growth during the event.

Strong Performance Across Categories

Key highlights from Prime Day 2025 include:

• Smartphones witnessed high double-digit value growth, particularly in the premium segment.
• Amazon Fire TV Stick HD ranked among the top 3 electronics sold.
• Fitness equipment sales increased by 1.5X, with treadmill purchases doubling.
• Furniture categories like recliners grew over 10X.
• Beauty and skincare products doubled in volume, while K-Beauty brands saw up to 7X growth.
• Pet care and baby skincare segments grew by 1.4X and 1.7X, respectively.
• Direct-to-consumer (D2C) brands doubled their sales, especially in organic groceries and eco-friendly home care.

Amazon Business Sees Surge in B2B Activity

Amazon Business recorded a 3X increase in new customer registrations and 7X growth in Prime sign-ups among business users. Bulk orders also saw a steep rise, with major spikes in categories like:

• Televisions (13X)
• Robotic Vacuum Cleaners (8X)
• Tablets (~9X)
• Printers (>7.5X)
• Laptops (5X)

Shift Toward Premium Products

Prime Day 2025 saw an uptick in premium product sales, supported by affordability tools like No Cost EMI, bank discounts, and exchange offers. Amazon reported that:

• 1 in 4 purchases was made on EMI.
• No Cost EMI drove 90% of EMI-based transactions.
• Premium smartphones (₹30,000+) grew over 60% in value, with 70% of this growth from Tier 2 and 3 cities.
• Premium TVs above ₹1 lakh saw a 2X jump in sales.
• Luxury apparel, watches, and jewelry also experienced 1.5X to 2X growth.

Payment and Financial Tools

Amazon Pay usage saw a marked increase:

• 1.4X more customers used the Amazon Pay ICICI Bank credit card, over half from Tier 2 and 3 towns.
• Over 50% of Prime Day shoppers used Amazon Pay Later, with spending focused on kitchen, fashion, and beauty products.
• Flight and hotel bookings via Amazon more than doubled among new Prime users.

Prime Video Content Performance

In the lead-up to the sale, Prime Video released 17 Indian and international titles across multiple languages. Content highlights include:

• Panchayat Season 4 achieved the franchise's highest launch week viewership, streaming in 95% of India’s pin codes.
• Reality series The Traitors was watched in 88% of Indian pin codes.
• International titles such as Heads of State and Korean dramas like Good Boy saw strong engagement across Indian cities.