Tier-II shoppers lift Amazon’s festive fashion & beauty sales

AMAZON INDIA'S BEAUTY and fashion business witnessed strong festive demand, driven by shoppers beyond metros and growing traction for premium and homegrown D2C brands, Siddharth Bhagat, director - fashion and beauty, Amazon India, told FE.

- URVI MALVANIA

"Now we are seeing a lot of customers outside the top nine metros waiting for these sales, looking for those deals and products," Bhagat said. He added that sellers passed on "upwards of ₹ 100 crore worth of GST benefits" through a dedicated 'GST Bachat Utsav' storefront featuring appliances, fashion, and essentials.

Lab-grown diamond jewellery emerged as one of the standout categories, recording a tenfold rise in sales value this festive season. "That segment is kind of doing quite well ... people can use it for their everyday wear to offices or colleges," Bhagat said, referring to the growing trend of"everyday fine jewellery" in sterling silver and low-carat gold.