As the five-day festive season sale period ended on Wednesday, Amazon Prime, the paid subscription service of Amazon India, emerged as the highest selling product for the e-tailer, Amit Agarwal, country manager, Amazon India, told FE. Agarwal added that one out every three unit sold was membership of Prime.
“Amazon Prime has been the highest selling product in terms of number of units sold in the history of Amazon in India,” said Agarwal.
This also means that the paid subscribers of Amazon Prime, will be default users of the yet-to-be launched video streaming service called Prime Videos.
Post the entry of global video over-the-top (OTT) player like Netflix in India early this year, Amazon is the second large player to announce the launch of its video streaming service in India.
Amazon India is currently selling the membership at a discounted rate of R499 for a year, which is otherwise available at R999 for a year.
Moreover, the e-tailer claims to have sold more than 5 million unit over a period of five days. Amazon India annual festive season sale known as the Amazon Great Indian Festival began on October 1 and ended on October 5.
“Despite a slump in the market Amazon India has been growing at a rate of 150% over the the last three years. Compared to the sale clocked by the platform through out the year, this sale period was three times bigger and 30 times bigger than last Diwali,” said Agarwal.
Mobile, fashion and lifestyle and Fast Moving Consumer Goods (FMCG) were the other top selling categories on the platform during the sale period.
The e-tailers claim that mobile saw a five times jump in number of orders placed apart from television which grew by 25 times. While large appliances saw a seven times growth in terms of sale.
According to Agarwal, the platform saw a five times growth in the number of new customers who came online to shop, compared to last year. Tier 2 and smaller towns contributed to 70% of the orders.
Agarwal added that during the festive season sale period, Amazon continued to witness high traffic both on the website as well as on its mobile app.
“80% of the traffic came through mobile. In fact, the app recorded seven time growth in direct traffic,” he explained.