Amazon vs Flipkart smartphone war to intensify this festive season

Editor | Sep 15, 2020

The gloves are off for the upcoming festive season as biggies Amazon and Flipkart get ready to fight each other. The battle for smartphones market share is going to reach its peak as the two players would put their respective strategies to test.

Flipkart’s target – 4X more sales than rival

As revealed in an earlier news report, ahead of the Big Billion Days (BBD), Flipkart is expanding the deliverable pincodes in order to cater to small towns and rural areas.

The etailer also plans to offer 36 hours delivery service for smartphones during BBD, which is going to be hosted from 20th September to 24th September. The Bansals-led company is confident that they would clock 4 times more sales compared to its rivals, without naming Amazon.

Ayyappan Rajagopal, Senior Director, Mobiles, at Flipkart stated, “We expect one out of every two customers buying a smartphone in India to be from the Flipkart site during the sale.”

Amazon’s target – surpass smartphones annual growth rate by more than 100%

The American ecommerce giant’s annual flagship Great Indian Festival Sale is scheduled to take place a day after BBD – from 21st September and would go on till 24th September.

Amazon disclosed that they have stocked exclusive smartphones across all price segments and have increased its product spread by 100%. After witnessing a record number of smartphone sales during its Prime Day sale in July and 4-day sale event in August, the etailer believes that they would break yet another record during the Great Indian Festival in September.

Customers of Amazon’s subscription service Prime would have access to exclusive deals and discounts. For instance, the gates of the sale would open on 20th September for Prime members, instead of 21st.

Manish Tiwary, VP, Category Management at Amazon India shared, “As our customers prepare for the festive season, we are geared up to serve them with blockbuster deals from India’s biggest brands… we have worked together with our entire ecosystem of sellers, partners and brands to help customers celebrate a bigger and better festive shopping experience.”

In the smartphones category, Flipkart and Amazon are also going to offer:

  • Easy no-cost EMI options on credit and debit cards
  • Exchange offers
  • Buy-now-pay-later
  • Wide range of cashbacks and exchange offers

If we take past performances and stats into account, Flipkart has an edge over Amazon in the smartphones category. According to research companies, Flipkart has 50% share of the online smartphone market, whereas Amazon has 33%. But Amazon did challenge this data and findings by stating that they sold directly to customers, and not traders unlike Flipkart. However, by the end of September, we’ll know who would win the year 2017 edition of the festive sales.


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