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Amazon: Prime Day sale made 209 crorepatis sellers: head of Amazon India – Latest news


BENGALURU: Amazon India’s Prime Day sale, which concluded on August 7, turned out to be the largest two-day promotional event for 91,000 small and medium sellers on the e-commerce platform this year, its chief executive said.

More than 4,000 small sellers crossed sales of 10 lakh, while 209 sellers became crorepats, Amit Agarwal, Amazon’s country head, told ET in an interview. This has come at a time when there has been a concerted push to support local businesses and boost sales for small and medium-sized sellers.

Artisans and weavers, women entrepreneurs from Saheli, Amazon Launchpad emerging brands saw growth of 6.7, 2.6 and 2.1 times, respectively, Agarwal said.

Personal computing, large appliances, kitchen utensils, and smartphones were the top-selling categories in terms of value, while clothing and pantry were the top-sellers in terms of number of units during the sale of two days.

“In this sale, we saw a 4x increase in business numbers as usual … Brands like us are looking at these events for new acquisitions, including first-time Internet users,” Manish Chowdhary, CEO of Wow Skin Science.

On electronic accessories, Boat co-founder Aman Gupta said launches of new ‘Made in India’ products such as power banks, usually imported from China, also resonated with customers. The sale was the first major promotional event for Amazon since the easing of lockdown restrictions in May.

Rival Flipkart also held a five-day Big Savings Days sale on August 6-10 before Independence Day. Analysts said the recovery has been faster than expected after the government allowed e-commerce companies to operate.

Online retailers’ sales have surpassed pre-Covid-19 levels in terms of volume, driven by grocery and essential purchases.

The industry’s overall gross merchandise value (GMV) has also recovered to pre-closing levels, according to analysts at RedSeer Consulting and EY. Amazon said it had made specific investments to boost sales for small and medium-sized businesses, including providing rebate coupons in an attempt to jumpstart sales.

“Our job is to build infrastructure to reduce the cost for sellers and (therefore) customers, and offer maximum flexibility … When we build warehouses or provide more tools to sellers like EMI, coupons, customer service, experiences higher returns, these are all examples of measures that increase sales and help reduce costs, “said Agarwal.

The seller sign-up rate has increased by 50% since the outbreak, and more than twice as many customers signed up for a Prime membership during this year’s sale period compared to last year, Agarwal said.

More than 65% of the new members were from outside the top 10 cities.

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