Prime Day: Amazon India Witnesses The Most Active Participation From SMBs
By – Ashwathy Nair
- The month leading up to Prime Day was Prime Video’s most popular month ever.
- Prime members shopped from 126,003 vendors in the days leading up to and on Prime Day.
- Prime Day remains a one-of-a-kind chance for businesses of all sizes to debut new goods.
In India, e-commerce behemoth Amazon received the most attention for its main event Prime Day this year. Prime Day 2021 saw the largest number of Small-Medium Businesses (SMBs) ever selling on Amazon, thanks to an outpouring of support from Prime members.
As the coronavirus epidemic has pushed the adoption of e-commerce across the country, Amazon competes with Walmart-owned Flipkart, Reliance’s JioMart, and Tata-owned BigBasket to capture the growing online retail industry.
Customers from more than 96% of India’s pin codes placed orders. The month leading up to Prime Day was Prime Video’s most popular month ever. In addition, Prime Music had the largest number of listeners.
Prime members bought from 126,003 vendors, including artists, weavers, women entrepreneurs, start-ups and brands, and small offline neighbourhood businesses, throughout the run-up to and on Prime Day. Sellers from around India participated, including those from tier 2-3-4 cities such as Champhai (Mizoram), Barnala (Punjab), and Virudhunagar (Tamil Nadu). Valsad (Gujarat), Guntur (Andhra Pradesh), and Shajapur (Madhya Pradesh) are among the others. When compared to the previous Prime Day, almost 31,230 merchants had their highest-ever single-day sales, with nearly 25% more sellers grossing over ₹1 crore.
“Prime members shopped from over 126,000 small and medium businesses (SMBs) and stores spanning (over) 6,800 pin codes, making it the largest ever sales for SMBs on Amazon,” said Akshay Sahi, director, prime and fulfilment experience, Amazon India.
Prime Day remains a one-of-a-kind chance for businesses of all sizes to debut new goods. Over 300 major Indian and international businesses debuted new products. OnePlus Nord 2 5G, Samsung Galaxy (M31s) boAt Airdopes, Mi 3i 20000 mAh power bank, Pigeon small handy and compact chopper were among the items available to Prime subscribers.
More than 70% of new Prime members shop in places such as Hoshiarpur (Punjab), Bokaro (Jharkhand), Mokokchung (Nagaland), Tawang (Arunachal Pradesh), Nilgiris (Tamil Nadu), Ananthnag (Jammu & Kashmir), Gadag (Karnataka), and Kasargod (Karnataka) (Kerala).
Salman Ali of ‘Star Fashion JPR’ in Jaipur stated, “We started our company two years ago in Amazon Karigar, and before that, we were selling mainly in local markets catering to a restricted client base and had little income.” “We are delighted with our sales, and our Block Printed Kurtis collection received a lot of attention on Prime Day 2021. Prime Day is a wonderful boost for our little business, and it directly helps to restore the lives of our Rajasthani rural artisan community.”
The most popular categories in terms of units sold were a personal computer, beauty, clothing, home and kitchen, cellphones, and pantry.
Members continued to buy computers, printers, monitors, TVs, wearables, and storage as they worked and studied from home. In laptops, the leading brands were HP, Lenovo, Dell, Asus, and Apple. Large appliances were popular among members, with LG and Samsung washing machines and Whirlpool as well as Samsung refrigerators among the best-selling brands.
Members’ top priorities remained sanitization, health, and safety. Himalaya, Savlon, Dettol, Lifebuoy, and Lizol were the top-selling brands in health, personal care, and sanitization. The OnePlus Nord 2 5G, One Plus Nord CE 5G, Redmi Note 10 series, Redmi 9, Samsung Galaxy M31s, Samsung Galaxy M21, and Realme c11 were the top-selling smartphone brands.
“We’ve been in operation for four years and only went live in 2021. Our team is overjoyed after witnessing a massive increase in daily orders during our first Prime Day. We noticed a 5X increase in order volume,” said Brijesh Mishra of Home UPS, which is part of Amazon’s Local Shops on Amazon programme in Chennai. During the event, “we received orders from 71 pin codes across Chennai and Kanchipuram. This has helped us stay afloat during these difficult times.”
During Prime Day on the Amazon Shopping app, Alexa, Amazon’s vocal assistant, handled over 3 million queries from customers (Android). It directed them to products, the best deals, new product launches, bill payments, and Prime Music.
Narappa (Telugu), Sarpatta Parambarai (Tamil), and Malik (Malayalam) were all viewed in over 3,200 towns and cities in India, as well as more than 150 nations and territories across the world. This demonstrated the rising popularity and viewership of local language films not only in India but throughout the world.
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