Amazon India says Indian consumer buying behaviour is undergoing a major transformation, with more customers directly choosing premium electronics and AI-powered appliances instead of starting with entry-level products.
For years, most Indian buyers followed a value-first approach while purchasing gadgets and home appliances, usually beginning with affordable models before upgrading later. However, data from Amazon’s Great Summer Sale 2026 indicates that this pattern is rapidly changing.
According to Zeba Khan, consumers today are increasingly prioritising better technology experiences, longer-lasting devices, and premium features over lower upfront pricing.
Speaking about the trend, Khan noted that Indian consumers are not just purchasing more devices, but are now actively choosing higher-quality products across categories such as laptops, tablets, smartphones, and AI-enabled home appliances.
One of the biggest shifts was seen among first-time buyers of tablets and laptops. Amazon revealed that premium tablet sales grew by nearly 15 times during the Great Summer Sale, while premium laptop sales recorded ninefold year-on-year growth.
The company believes this reflects growing consumer confidence, with many buyers directly entering the premium segment instead of beginning with budget devices.
The premium smartphone category also witnessed strong momentum, particularly in the Rs 25,000 to Rs 30,000 range. According to Amazon, this segment attracted buyers looking for advanced features and premium experiences without moving into ultra-expensive flagship territory.
Beyond personal gadgets, AI-powered home appliances are also gaining significant traction in Indian households. Amazon stated that premium appliances now account for nearly one-third of appliance sales on the platform, with more than 75% of those purchases involving AI-powered products such as smart air conditioners and intelligent refrigerators.
The company said its dedicated AI electronics store, launched earlier this year, was designed specifically around this emerging consumer demand.
Home entertainment products also reflected the premiumisation trend. Larger televisions, especially 55-inch-and-above models, saw up to twofold growth in demand during the sale as consumers increasingly upgraded to premium display technologies and immersive viewing experiences.
Interestingly, Amazon noted that this shift is no longer limited to metro cities. Markets such as Jaipur, Lucknow, Visakhapatnam, and Secunderabad are now showing consumption patterns similar to metropolitan regions, with buyers increasingly opting for AI-powered and higher-specification devices.
Amazon believes affordability tools such as exchange offers, no-cost EMI schemes, and faster delivery options are helping consumers access premium products more easily. At the same time, the company feels the broader trend reflects a changing mindset among Indian buyers, who are now more willing to spend extra upfront for long-term value, improved performance, and future-ready technology experiences.
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