Amazon India’s beauty and fashion business reported strong festive demand, led by shoppers beyond metros and rising traction for premium and homegrown D2C brands, Siddharth Bhagat, director – fashion and beauty, Amazon India told FE.
“Now we are seeing a lot of customers outside the top nine metros waiting for these sales, looking for those deals and products,” Bhagat said. He added that sellers passed on “upwards of Rs 100 crore worth of GST benefits” through a dedicated “GST Bachat Utsav” storefront that featured appliances, fashion and essentials.
Lab-grown diamond jewellery was among the standout categories, recording a tenfold rise in sales value this season. “That segment is kind of doing quite well… people can use it for their everyday wear to offices or colleges,” Siddharth said, referring to the rise of “everyday fine jewellery” in sterling silver and low-carat gold.
In the beauty segment, Korean products grew over 300% year-on-year, while professional beauty brands — including salon and premium haircare labels — saw similar momentum. Apparel demand was led by premium selections such as Calvin Klein, GAP and the Arvind Group portfolio.
To enhance discovery and engagement, Amazon introduced tech-driven features across its beauty and fashion platform. These include a virtual try-on tool for cosmetics, brand-specific size charts for apparel and footwear, and StyleSnap, an image-based search tool that allows users to find similar products by uploading a photo.
These innovations come at a time when AI-led shopping interfaces are reshaping how consumers browse and buy online. Bhagat said the company is adapting to this shift through constant experimentation and iteration.
“The entire AI-driven recommendation — in terms of how customers shop, how do they make it more convenient — is a continuous journey. The speed at which that innovation is happening, is (as frequent as) every week, every month, we see new releases in the backend,” he said.
The luggage segment also performed strongly, with sales up nearly 90% year-on-year. “A lot of these brands are actually Indian D2C brands, which are redefining this category in terms of aesthetics, and features,” Bhagat said, naming Mokobara, Assembly and Yumi as examples.
Beyond premium and D2C brands, value-conscious demand was steady through Amazon’s ‘Bazaar’ storefront — a curated range of low average selling price products, mostly between Rs 300 and Rs 700.
Bhagat said the platform’s expansion into smaller cities continues to drive growth. “About 65% of our orders and about 85% of new customers are from Tier-II, III and IV geographies,” he said, adding that Amazon’s logistics network now includes 43 million cubic feet of storage across 19 states, over 2,000 delivery stations and 28,000 partners.
To sustain momentum, Amazon will follow up its Diwali sale with Wardrobe Refresh and Beauty sales, before rolling into Christmas and New Year activations.
