Amazon's 10th Prime Day fastest ever as premium demand holds, AOVs stay muted
Mid-year Indian e-commerce sales flashed mixed cues ahead of the festive season. Amazon logged same-day deliveries up 3x and 70% of new Prime memberships from tier-II/III cities. Premiumisation ran hot—premium beauty grew 3x, premium TVs doubled, luggage up 1.5x—but average order values stayed subdued.
Mid-year Indian e-commerce sales showed mixed results with resilient premium demand but muted AOVs. Amazon's 10th Prime Day was its fastest ever, with strong tier-II/III uptake and premiumisation, offering early cues ahead of the festive season.