Amazon India Fashion and Beauty Sees Record Growth This Festival Season
Gold and Jewellery Demand Tops Charts
Amazon India has witnessed an 84% year-on-year (Y-o-Y) increase in sales of hallmarked gold jewellery and posted a five-fold spike in demand during the first two days of its ongoing Amazon Great Indian Festival (AGIF) sale event, which started on September 27. This demand is for brands such as Malabar Gold and Diamonds, PN Gadgil Jewellers, Joyalukkas, PC Chandra, and KISNA, among others.
Trends in Customer Spending
According to current trends, customers buy fine jewellery starting at Rs 2,000 in the silver category and shell out up to Rs 40,000 for gold and diamond jewellery. The last year saw more customers opting for 14 Karat purity.
- Amazon has seen a steep increase in the Rs 18,000 jewellery category, which has grown at 75% Y-o-Y.
- This festive season, customers will be able to buy gold and silver jewellery with lab-grown diamonds starting at prices of Rs 2,500 from a wide selection.
Blending Tradition with Modernity
Customers are blending tradition and modernity, with gold and diamond jewellery, including lab-grown diamonds, seeing a five-fold spike in demand, said Zeba Khan, Director, Amazon India Fashion and Beauty. The platform continues to offer the widest range of gold coins across price points, and to suit the various needs of customers.
- Amazon has more than 5 lakh styles in silver, gold, and diamond jewellery.
- High traction has been noted among customers for rings (2 times Y-o-Y), neckwear (1.5 times Y-o-Y), and earrings (1.3 times Y-o-Y).
Insight into Consumer Preferences
According to a study conducted by the World Gold Council in 2021, 45% of gold jewellery sold in India falls under daily wear (average selling price is Rs 5,000 to Rs 50,000). Bridal wear has a 55% share of this segment. Daily wear jewellery is preferred by women aged 18 to 35, with 67% opting for online purchases.
Emerging Trends in Fashion and Beauty
Khan noted sales of smartwatches surged 10 times, while premium watches grew six-fold, reflecting strong interest in premium lifestyle products. Men's sneakers saw over seven times growth, and ethnic wear demand spiked by 7.5 times. As Dussehra and Dhanteras approach, the expected momentum continues to highlight the growing demand for premium products.
This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.