Flipkart performs better than Amazon in mid-year summer sales battle; Redmi 5, Redmi 5A, Honor 9 Lite were top sellers

During the Amazon and Flipkart summer sales, both websites offered a lot of discounts on various products. While Flipkart and Amazon did almost similar number of orders (51% Flipkart vs 49% Amazon), Flipkart’s ASP was much higher (around 2.5x of Amazon). Hence if we see GMV share, Flipkart’s was around 71% vs Amazon’s 29%. Best selling categories for Flipkart were Mobiles and Fashion, while Amazon they were Mobiles followed by Home and Kitchen.

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Amazon and Flipkart are undeniably the two biggest online shopping websites in India. To compete against each other, they offer consumers with steep discounts during the sale period. Last week, both e-commerce stores conducted a limited-time sale on their websites, offering discounts on various products including smartphones, laptops, TVs, home appliances, apparels, and much more. Amazon’s ‘Summer Sale’ was from May 13 to May 16. Flipkart’s ‘Big Shopping Days’ happened during the same period.

While most offers on both websites were similar, including 10% cashback through banks – Amazon with HDFC Bank and Flipkart with ICICI Bank – there were some differences in pricing and one e-commerce brand did better than the other. We conducted a study on both the websites during the sale period and managed to get some interesting data on who did better on what fronts. Going by the numbers, it appears that Flipkart edged past Amazon during the May 13 – May 16 sale period, and here are the numbers we managed to dig up:

Amazon Flipkart
Market Share In Mobile Phone Category 37% 63%
Overall Transactions Share 49% 51%
ASP Rs. 2513 Rs. 6624
Best Performing Category Mobiles Mobiles
Next Best Performing Category Home & Kitchen Clothing

Amazon vs. Flipkart Summer Sales Numbers: Who Did Better?

Overall, Flipkart dominated the market share in the Mobile Phone category with 63% compared to Amazon. Both e-commerce firms were neck-to-neck in terms of transactions, with Flipkart recording 51% transactions and Amazon recording 49% of all transactions among the two. Gross merchandise value (GMV) of Flipkart was much higher (2.5×) than that of Amazon. Flipkart’s average selling price (ASP) stood at Rs. 6,624, while Amazon’s ASP stood at Rs. 2,513. Some other interesting numbers include 43% of all orders on Amazon.in getting processed through Prime memberships.

Mobiles was the leading category for both Amazon and Flipkart during their respective sales. However, Home & Kitchen was the next best category for Amazon, while Clothing was the second best category on Flipkart. The Honor 9 Lite and the Xiaomi Redmi 5A were the most sold smartphones on Flipkart, while the Xiaomi Redmi 5 was the highest-selling smartphone on Amazon during the sale which was conducted from May 13 to May 16. Amazon recently added music to Prime membership, making it more enticing to Indian consumers. It already has TV shows, movies, and documentaries as well as expedited shipping and better after-sales support.

Amazon, Flipkart Sale: What Was On Offer?

During the sale, Amazon.in was offering the Honor 7X (4GB RAM+64GB ROM) for just Rs. 14,999, which was Rs. 1,000 below its usual price. The website was also offering the 40-inch TCL TV L39D2900 for just Rs. 16,999, which was Rs. 9,000 below its MRP. Amazon was also offering up to 40% discount on Mobiles and Accessories. Amazon also started selling the a new and exclusive smartphone on its website, the Realme 1, which was launched to compete with the likes of the Redmi Note 5 Pro and the Zenfone Max Pro M1. The Huawei P20 Lite, the P20 Pro, and the 64GB variant of the Redmi 5 was also made available on Amazon. Discount of up to a whopping Rs. 20,000 was available on some laptops and up to 55% discount on some cameras was being offered. There was a discount of up to 35% on ACs, Refrigerators, and TVs.

Flipkart started selling the ASUS Zenfone Max Pro M1 during the sale. Phones like the Google Pixel 2, Google Pixel 2 XL, Honor 9 Lite, Honor 9i, Infinix Note 4, OPPO F7, and Xiaomi Redmi Note 5. There were discounts on Google Home and Google Home Mini as well. The website had listed slim laptops with up to Rs. 13,000 discount and some Intel Core i3 and Core i5 laptops with up to Rs. 5,000 and Rs. 4,000 discounts. Flipkart was offering discounts on TVs from Onida, Samsung, and Vu. Flipkart also offered up to 80% discount on select fashion items including clothing and footwear, and up to 60% off on select beauty products. Almost all 1More earphones were on discount on both Amazon and Flipkart.