Amazon Sale: 35% orders via Prime, tier 2-3 cities & large-appliances shine

Editor | Sep 10, 2020
Amazon’s recently concluded Great Indian Sale figures have just started pouring in. And the numbers indicate that the online marketplace’s 4-day shopping event loaded with huge discounts ended with a bang.

Amazon Prime contributes 35-37% to Great India Sale orders

The US-based ecommerce giant launched its loyalty service Prime in India in July 2016. It gave Amazon the much-needed edge over its rival Flipkart. The etailer’s plan to outdo its competitors during the Great Indian Sale with Amazon Prime paid off.

More customers signed up for the loyalty service and shopped more than non-Prime members. Amazon Prime’s total contribution to the sale was over 35%.

Manish Tiwary, Vice President at Amazon India shared,

“We saw Prime customers shopping very heavily in the sale, contributing anywhere from 35-37 per cent of the orders coming in. Also, sales tend to drive up this programme and during the first three days of the sale we acquired five times as many customers for Prime than on a normal day.”

Acquired new customers from Tier 2 and 3 cities

All ecommerce biggies spend a considerable amount of their funds on customer acquisition activities. Amazon’s strategy worked as people from tier 2, 3 and 4 shopped from the portal during Great Indian Sale. The marketplace witnessed 500% growth in sales from tier 4 towns like Alwar, Dholpur, Muzaffarnagar, Singrauli, and Shivpuri.

“Our customers’ acquisition drive in 2017 saw 235 per cent annual growth in tier-2 and tier-3 cities during the four-day sale since May 11,” revealed Amazon India’s spokesperson.

Large appliances sales gain momentum

As expected, emphasis was put on the sales of large appliances. With new fulfilment centres and work-force, Amazon was all set to execute orders of big ticket items during its recent sale event. The etailer also worked with brands to develop products according to customers’ needs and demands.

“For instance, after talking to customers, we realised fivestar ACs are in huge demand. But they are expensive. Customers also said that they could do without remotes. So, we shared this insight with AC brands and they developed remote-less ACs at lower prices,” disclosed Tiwary.

Being attentive to customers helped Amazon to sell record-breaking television sets, refrigerators and air-conditioners. According to the ecommerce biggie, they sold nearly 50% of TVs sold in the country in a day on the first day of Great Indian Sale. As for the sales of refrigerators and air conditioners, it climbed up by 11X and 15X, respectively.

Few other trends were:

    • Buyers took advantage of Amazon’s exchange and zero cost EMI offer
    • Amazon Prime customers actively shopped for groceries using Pantry and Amazon service Now
    • Sales of BPL products multiplied by 24X

    • Fashion became the largest contributor in terms of units sold

    Flipkart’s Big 10 sale is going to end on May 18th. Let’s see how they would fare against Amazon’s Great Indian Sale.

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    Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business. 

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