- Growth is increasingly coming from beyond the metros, with non-metro cities accounting for over 60% of the shopping volume, and growing twice as fast
- International brands as well as homegrown brands, from Samsung, LG, Philips, SharkNinja and De’Longhi to Indian names like Lumio, Atomberg, Aquaguard and Wipro and more, are seeing strong growth
- No-cost EMI, exchange offers and instant bank discounts are helping customers trade up, with financing use on smart appliances above the category average
- Amazon Great Indian Festival is live through the festive season with new deals and exciting offers including flat 50% off on over one lakh products and the lowest prices of the year on over two lakh products across Home, Kitchen, Toys & more
- Customers can get a 10% instant discount with Axis Bank and ICICI Bank Credit Cards and Credit Card EMI transactions; special Prime-only offersÂ
BENGALURU | 22nd OCTOBER 2026 | Home upgrades have emerged as one of the strongest trends this Amazon Great Indian Festival 2026, with shopping volume growing by more than 3 times as customers refresh their homes, from the kitchen to the living room, bedroom and even outdoors, as Bharat prepares for Diwali. This trend is not just restricted to metros. Non-metro cities, led by Lucknow, Jaipur, Patna, Guwahati, Coimbatore, Nagpur, Indore and Kochi etc, account for over 60% of the shopping volume on Amazon.in. Non-metro cities are growing twice as fast as the metros, as customers are also stepping into categories they had not shopped before.
“This festive season, we are seeing people upgrade their homes with new technology with real confidence, and a striking share of this growth is coming from beyond the metros. AI-powered cooking appliances, robotic cleaners, air purifiers and connected lighting are leading to that shift. Customers are choosing premium products and trusting us with bigger purchases, and affordability enablers like no-cost EMI, exchange offers and instant bank discounts make that step easier, with financing on smart appliances running above the category average. With a wide selection from leading brands, many are moving from single products to whole rooms and exploring segments they are shopping for the first time. Rufus helps them find the right fit, answering questions like which air fryer suits a family of four, in Hinglish or their own language, the way they would ask a friend. Fast delivery brings it all to their doorstep, wherever they live,” said Aman Deep Lohan, Director – Home, Kitchen and Outdoors, Amazon India.Â
Customers are trading up in the kitchen across air fryers and ovens to refrigerators and dishwashers
In the kitchen, the appliances category is growing at 3.4x its average-day pace, with smart and small appliances leading at 4.5x compared to a regular day. These segments contribute to over 70% of the total shopping volume for the kitchen category. Air fryers are at 7.5x at their average-day pace and ovens at 5.2x, as customers trade up to higher-spec cooking with Philips and SharkNinja growing upwards of 7x the regular days, amongst the fastest-moving brands. Espresso machines are at several times their average-day pace, led by De’Longhi at 5x. Among the larger kitchen appliances, high-capacity refrigerators above 300L are at 34x their average-day pace, led by frost-free and side-by-side models from Samsung, LG, Haier and Bosch, with the Samsung 653L side-by-side AI-enabled smart refrigerator at 33x its average-day pace. Emerging categories are gaining ground within large appliances, with dishwashers at 7x and chimneys at 6x their average-day pace, pointing to wider adoption of lifestyle-oriented kitchen appliances. Smart water purifiers are at around 3x their average-day pace, led by Aquaguard and smart gas stoves with auto shut-off and induction cooktops are also gaining traction.
Living room upgrade runs from bigger screens to connected lighting and cleaner air
The living room is where the upgrade becomes most visible, as customers move to bigger screens and more connected spaces. Home Entertainment devices like smart TVs, speakers and accessories are leading the way, surging 37x at their average-day pace. Smart TVs contributed 65% of this growth, as customers choose larger screens and newer display and AI-powered features from brands like Samsung, Xiaomi and TCL collectively growing at 56x, while homegrown D2C brand Lumio grew 42x during this period. Customers are also buying devices that make the home easier to run, from robotic vacuum cleaners at 9.2x their average-day pace, led by Ecovacs, at 13x and Dreame at 7x, to air purifiers at 5.2x and energy-efficient smart fans that grew 4x with another homegrown D2C brand – Atomberg which saw a 5x spike. Connected lighting is adding to the shift ahead of Diwali, at 3.3x its average-day pace led by Philips and Wipro, as customers move from single bulbs to whole fixtures such as surface lights and battens with voice, app and colour control across whole rooms.
Customers trade up for efficiency in home appliances
Across the home, customers are investing in larger appliances that make everyday life easier, with this segment growing to 25x during the early days of the Amazon Great Indian Festival 2026. Washing machines are among the standout categories, with washer dryers at 18x their average-day pace, premium front-load models are more popular with LG emerging as the best-selling brand, at 17x its regular day sales. Air conditioners are moving fast too, with four- and five-star energy rated models at 15x growth compared to the average-day pace and brands like Panasonic, Hitachi and Daikin leading. Across all appliance categories, customers are actively using affordability constructs such as exchange discounts, instant bank discounts and no-cost EMI starting at ₹99 a day to upgrade their existing appliances, reinforcing the trade-up behavior. The pattern runs across the home, with customers choosing higher-spec, more efficient models rather than simply replacing what they had.
AI-powered discovery for a smarter festive upgrade
Amazon.in is making an upgrade simpler this festive season, with AI-powered tools built for faster discovery and more confident decisions. With Rufus, now available in 8 Indian languages including Hinglish, customers can find what they want through natural prompts such as “show me a quiet air purifier for a bedroom under ₹15,000”, and with Lens AI they can find a product by simply snapping a photo, online or offline. Rufus also supports smart price tracking, with 30 days to 1 year price history view and Deal Alerts that let a customer know when a chosen appliance reaches their target price, so a shopper waiting for a premium refrigerator or washing machine can time the purchase to the best festive price. More than 6 million customers have used Deal Alerts to track prices and buy at the right moment. Features such as AI Review Highlights, Watch Highlights, Quick View, Quick Learn and Buying Guides make it easier to compare models and understand specifications, while a more personalized homepage brings relevant products forward based on what each customer is looking for.
The Amazon Great Indian Festival is live through the festive season, bringing customers new deals and offers, extra savings for Prime members and the fastest festive deliveries from Amazon yet. This Diwali, customers can get a flat 50% off on over 1 lakh products and the lowest prices of the year on over 2 lakh products across Home, Kitchen, Toys and Outdoors products, alongside savings on smartphones, electronics, fashion, beauty, everyday essentials and more, with the widest selection delivered at the fastest speeds. Added value comes through bank and payment offers. Customers get a 10% instant discount with Axis Bank and ICICI Bank credit cards and on credit card EMI transactions. Amazon Pay ICICI Bank credit card holders earn an additional 5% cashback over and above the existing 5% for Prime members and 3% for non-Prime members, while Amazon Pay Later customers earn 10% cashback with the flexibility to convert purchases into easy EMIs or pay the full amount the following month.
*To view all deals and offers, visit Amazon Great Indian Festival storefront.
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