Apple, Samsung, OnePlus Dominate Premium Smartphone Sales in India: Amazon
Amazon India’s Prime Day 2025 has marked a significant shift in the country’s smartphone buying trends, with Apple, Samsung, and OnePlus emerging as the top-performing brands in the premium smartphone segment—defined as devices priced above Rs. 30,000.
Aggressive offers on the iPhone 16 range, along with compelling deals on Samsung Galaxy S24 series and OnePlus 13 lineup, played a key role in driving premium smartphone sales during Prime Day 2025. Deep discounts, no-cost EMI, and exchange bonuses made flagship devices more accessible, especially in Tier 2 and 3 cities, fueling demand across segments.
According to data shared by Amazon, the premium smartphone category saw over 60 percent growth in value compared to Prime Day 2024. Interestingly, nearly 70 percent of this growth came from Tier 2 and beyond cities, indicating rising demand for high-end devices outside traditional metro markets. This signals both increased aspirational buying and the growing digital maturity of smaller towns.
Amazon also revealed that 1 in 4 spends during Prime Day were on EMIs, with 90 percent of those EMIs at no-cost, making flagship devices more accessible to a broader customer base. The average selling price (ASP) across smartphones rose across all city tiers, further highlighting a decisive shift toward premium devices.
While smartphones remained the headline attraction, consumer electronics also witnessed strong momentum. Categories like AI-enabled laptops, premium tablets, wearables, and action cameras saw substantial growth. Premium audio devices recorded double-digit adoption increases, particularly in Tier 2 cities. The Amazon Fire TV Stick HD emerged as the third most purchased electronic item, and Xiaomi’s 55-inch FX Pro QLED with built-in Fire TV featured among the top five QLED TVs. Furthermore, the latest Kindle Paperwhite was the most purchased e-reader on Amazon.in.
Amazon India says that Prime Day 2025 emerged as the most successful edition yet. Over the course of the three-day event, Prime members placed more than 18,000 orders in a single minute—a 50 percent jump over last year. Reflecting deeper market penetration, 70 percent of new Prime sign-ups came from Tier 2 and Tier 3 cities, reinforcing the growing influence of non-metro India. Delivery performance also saw notable improvements, with 4-hour deliveries enabled in Tier 1 cities, while same or next-day deliveries in metros doubled year-on-year. In Tier 2 and 3 towns, delivery within two days grew 1.8X.
On the B2B front, Amazon Business reported a 9X jump in tablet sales, 5X growth in laptops, and 13X growth in televisions. The company attributed this surge to affordability-led premiumization, driven by bank discounts, exchange offers, and instant coupons.
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