As festive shopping spreads beyond metros, smaller cities are driving record growth for Amazon India. The 2025 Great Indian Festival saw 2.76 billion customer visits, with nearly 70% from tier 2 and 3 cities, reflecting a shift towards premium choices and faster deliveries. Saurabh Srivastava, vice-president, Amazon India , discusses with Geetika Srivastava the evolving shopping trends, the role of AI, and Amazon’s focus on convenience and value. Excerpts:

What emerging consumer patterns have you seen in tier 2 and 3 cities during this festive season, and how is their shopping behaviour different from metro consumers?

The Amazon Great Indian Festival 2025 has transformed how India celebrates and shops during the festive season. This year, Amazon India recorded over 2.76 billion custome

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