How much did seller sales grow in the first week?

Amazon says overall seller sales grew up to 3.5x compared with business as usual during the first week of the Great Indian Festival 2026, and products sold more than twice as fast.

How did new sellers do?

Amazon says new sellers recorded over 2.5x growth in units sold, and the number of small and medium businesses crossing 10 lakh rupees in sales grew over 350%.

Where did participating businesses come from?

Amazon says seller participation was its highest ever, up nearly 30% year on year, with over 70% of participating businesses from Tier 2 and Tier 3 cities.

Are these independent figures?

No. They are Amazon's own figures, published on About Amazon India on October 21, 2026, and compare against Amazon's own business-as-usual baseline.

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Amazon Great Indian Festival 2026 - sellers see up to 3.5x sales

Amazon says seller sales grew up to 3.5x in the first week of the Great Indian Festival 2026, with record participation from smaller cities. What sellers should check.

AntoineCEO at Nova Analytics

Oct 21, 2026 · 3 min read · 502 words

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On this page

Amazon says overall seller sales grew up to 3.5x compared with business as usual in the first week of the Great Indian Festival 2026. The figures, published on About Amazon India on October 21, also show record seller participation, most of it from outside India's largest cities.

What happened

The festival opened to all customers on October 8, and Amazon India expected it to break previous records, a vice president told Mint. In the first 24 hours, Amazon reported unit growth of nearly 7x in beauty, 4.2x in kitchen and 3.4x in wireless, in its opening results. The week-one update adds the seller view.

Amazon's own figures, against its business-as-usual baseline. Source: About Amazon India, October 21, 2026.
Overall seller sales vs business as usual, week one	Up to 3.5x
Speed products sold	More than 2x faster
New sellers, units sold	Over 2.5x growth
SMBs crossing 10 lakh rupees in sales	Up over 350%
Seller participation, year on year	Up nearly 30%
Participating businesses from Tier 2 and Tier 3 cities	Over 70%

Why it matters

In India the festive peak runs weeks before Black Friday, so it gives an early read on this year's deal-driven demand. "Up to 3.5x" is a ceiling, not an average, and it compares with Amazon's own baseline. The more useful signal is reach: over 70% of participating businesses came from Tier 2 and Tier 3 cities, and Amazon has been widening fast delivery with Amazon Now in more than 120 cities.

What to check if you sell on Amazon.in

Your own week-one sales against a normal week, per product, not Amazon's headline
Stock left for the rest of the festival, since products sold more than twice as fast
Margin per order after deal discounts and fees, not only revenue
Returns that will follow the festive peak

Frequently Asked Questions

Common questions about this topic

Amazon says overall seller sales grew up to 3.5x compared with business as usual during the first week of the Great Indian Festival 2026, and products sold more than twice as fast.
Amazon says new sellers recorded over 2.5x growth in units sold, and the number of small and medium businesses crossing 10 lakh rupees in sales grew over 350%.
Amazon says seller participation was its highest ever, up nearly 30% year on year, with over 70% of participating businesses from Tier 2 and Tier 3 cities.
No. They are Amazon's own figures, published on About Amazon India on October 21, 2026, and compare against Amazon's own business-as-usual baseline.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Antoine

CEO at Nova Analytics

Antoine founded Nova Analytics to empower Amazon sellers with enterprise-grade analytics. He specializes in data architecture and building scalable solutions for e-commerce businesses.

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