Amazon India reports surge in Diwali shopping driven by non-metro cities

Amazon's Great Indian Festival 2026 has seen a significant increase in shopping volume, particularly in the home-upgrade sector, as consumers prepare for Diwali. Non-metro cities, including Lucknow, Jaipur, Patna, and Coimbatore, now account for over 60% of the shopping volume and are growing at twice the rate of metropolitan areas.

Key growth areas include kitchen appliances, with smart and small appliances growing at 4.5x their average daily pace. Specific high-demand items include air fryers, ovens, and large refrigerators. Home entertainment is also seeing massive spikes, with smart TVs and connected devices growing at 37x their usual daily levels.

Parallel to these retail trends, there is a growing consumer interest in sustainable Diwali decorations. Shoppers are increasingly seeking reusable and locally made products, such as clay diyas, fabric torans, and wooden ornaments, to reduce waste compared to traditional disposable plastic decorations.