Amazon Vs Flipkart Sales During the Indian Festive Season: How Do They Stack Up in 2024?

The Indian eCommerce space is growing at a rapid pace and there are multiple eCommerce marketplaces that want a piece of the ever-expanding pie. While Flipkart had been around since 2007, the entry of Amazon into the Indian market in 2013 reshaped eCommerce operations in the country forever since homegrown companies had to adapt their services and offer premium facilities at reduced prices in order to compete and capture their own niche in the sector.

Fast-forward to 202 and Amazon vs Flipkart is still the biggest rivalry in the eCommerce space in India, with both companies having largely comparable rates of success and a similar market share. The Indian festive season is viewed as significant means to accelerate growth and generate an increased number of sales. Join us as we take a more detailed look into the ins and outs of Amazon vs Flipkart including a brief look at each company, statistical comparisons, upcoming sales during the holiday season in 2024 and the key differences between each.

About Amazon

Amazon was one of the initial companies that emerged out of the internet boom in the 1990s. Originally pioneered by Jeff Bezos as an online book retailer in 1994, the company soon expanded its services to encompass a much broader range of products. It is often credited with spearheading various facilities and technologies that are used by most selling platforms today such as ultra-fast same-day and next-day delivery, the concept of premium membership through its Prime program and having multiple fulfillment centers from where orders can be dispatched. The company entered the Indian market and is now seen as a household name when it comes to eCommerce retail.

WareIQ – Amazon-prime Like Logistics for Modern Brands in India

WareIQ, an eCommerce fulfillment company, empowers online brands with a superior-tech platform to compete with Amazon like service levels by bringing their average delivery timelines from 5-10 days to 1-2 days.

"With WareIQ, UTH is able to consolidate common inventory for all platforms and get much closer to the customer through access to WareIQ’s strong nationwide network of fulfilment centres, and last mile & hyper-local courier partners. We are excited about being able to offer same day delivery in several pin codes due to WareIQ."
- Samit Mehta, Founder, UTH Beverages

About Flipkart

Flipkart’s inception was in 2007 as a homegrown alternative to Amazon, which still wasn’t present in the Indian market during that period. The company instantly garnered a vast amount of success and many loyal patrons still prefer selling on Flipkart to any other selling platform, even today. Flipkart’s acquisition by Walmart in 2018 injected newfound resources to enable it to compete on a more level playing field with big players such as Amazon.

Flipkart’s success is indicated by its vast user base, positive reviews and market share relative to Amazon which is quite an impressive feat considering that it is more than a decade younger. The company was also one of the first Indian brands that entered the mainstream eCommerce space and took the likes of Amazon, eBay, and others head-on.

Amazon Vs Flipkart: Statistical Comparison

Amazon vs Flipkart in India is one of the largest rivalries in the eCommerce industry and with a potential user base in excess of 1 billion people for companies to tap into, the competition is fierce. While Flipkart’s revenue crossed ₹43k crores during FY 2024, Amazon’s is a lower but no less significant ₹31k crores. Let us look at some other statistics that set these companies apart in terms of their performance:

  • Indian consumers spend roughly $70 a month on both platforms combined
  • In previous years, Amazon’s Great Indian Festival run during the festive season consistently out-paces Flipkart’s festive season equivalent, the Big Billion Day Sale
  • Only 20% of Amazon users have opted to upgrade to Amazon Prime compared to 50% of Flipkart’s customers that have upgraded to Flipkart Plus
  • Amazon Prime members generally experience quicker delivery times than Flipkart Plus members
  • Among non-premium regular users of both platforms, Amazon experienced a customer retention rate of 35% whereas Flipkart only managed a customer retention rate of 25%
  • When comparing the retention rates of premium users, Amazon Prime was able to retain 74% of its customers compared to 80% for Flipkart Plus
  • The number of registered sellers that use Amazon is 850,000 in contrast to Flipkart’s relatively lower figure of 375,000
  • Flipkart redeems itself with a user base of 350 million people compared to Amazon’s 100 million.
  • There are also more unique products being sold on Flipkart at an estimated 150 million as opposed to Amazon’s 50 million
  • Both companies have a roughly equal share of the market at 31.2% and 31.9% for Amazon and Flipkart respectively

Amazon vs Flipkart: Upcoming Sales for the Indian Festive Season in 2024


Nine Days of Navaratri


Date: 26th September to 4th October, 2022 (this year dates yet to be announced)

Description: Navaratri is one of the most widely celebrated festivals in India and to commemorate the occasion and encourage customers to celebrate with their wallets, Amazon is running this Navaratri-inspired sale.


  • Up to 75% off for various products
  • 9 product categories will be eligible

Great Indian Festival

Amazon Freedom Sale: Amazon Great Indian Festival Sale 2022: Great Deals,  Great Discounts from August 6th to August 10th - Paper Writer

Dates: 6th October to 10th October, 2022 (this year dates yet to be announced)

Description: The Amazon Great Indian Festival is one of the many flagship events for the company to capitalize on the Indian festive season. Almost every product category is included in the sale and subject to discounts of up to 80%.


  • Multiple cashback and EMI offers for specified banks
  • Up to 80% off on certain product categories

Diwali Sale

Date: 24th October to 25th October, 2022

Description: The Amazon Diwali sale is just one of the many Amazon sales that are run during October, the peak of the Indian festive season. The Diwali sale is one of the most popular sales for Amazon so customers are rewarded with a vast number of deals and offers.


  • Up to 80% off on multiple product categories
  • Additional offers can be availed through specified banks

Christmas Sale

Date: 21st to 25th December (this year dates yet to be announced)

Description: Both Amazon and Flipkart have multiple clashing Indian festive season sales and the Christmas sale is one of them. Amazon puts more of a twist on the sale by offering discounts on winter products and other items that customers tend to use during Christmas and the winter season.


  • Up to 80% on certain product categories
  • Special offers on Christmas goodies, gifts and hampers 


Budget Dhamaka

Date: 14th September to 15th September, 2022

Description: This sale places emphasis on value-for-money deals and gives customers the opportunity to save big with discounts of up to 85% on certain product categories.


  • Up to 85% off on specified products
  • Discounts in many different categories

Big Billion Day Sale

Flipkart Big Billions Days Sale Offers 2022 : Upto 80% off + 12.6% Cashback  + 10% off

Date: 3rd October to 10th October, 2022 (this year dates yet to be announced)

Description: This is one of Flipkart’s flagship sales of the year and is in the midst of the Indian festive season. There are a large number of discounts and offers on almost every product category that is available. This sale is Flipkart’s answer to Amazon’s Great Indian Festival and its success of it dictates which company will come out on top during the festive season.


  • Discounts on almost every product category
  • Accessories and footwear are up to 70%

Christmas Sale

Date: 20th December to 25th December, 2022 (this year dates yet to be announced)

Description: Flipkart’s goal is to make the happiest time of the year even happier for the Indian festive season. There are discounts of upwards of 70% in certain product categories in addition to plenty of other benefits.


  • Up to 75% off on fashion, home decor and other categories
  • Up to 70% off on electronics such as televisions and smartphones

Year End Sale

Date: 26th December to 31st December, 2022 (this year dates yet to be announced)

Description: There is no way to spend the remainder of the year for customers than buying products they need at huge discounts. Many customers wait all year for this so they can take advantage of the reduced pricing.


  • Up to 80% discounts on all orders
  • Cashbacks, EMI schemes and other offers are available for certain banks
  • Huge discounts on a variety of product categories

Amazon vs Flipkart: Key Differences

Product SelectionIn regard to the product selection on offer, both platforms have a comprehensive list of categories for anything and everything that customers would ever need. If you are a retailer that sells products in a particular segment, chances are that you could sell your products on either platform without any hassle, barring products that are illegal or frowned upon. Thus, the claim cannot be made that one company offers a more diverse product selection than the other when it comes to Amazon vs Flipkart.
User ExperienceAmazon’s user experience is more tailored to retailers who will be happy to note that back-end tasks can be performed quicker and more concisely. Amazon also lacks many features than Flipkart which aids in a less cluttered feel.Flipkart offers a more simple and intuitive user interface for the customer when it comes to procedures such as checking out, making a payment and ordering an item.
Order FulfillmentAmazon uses its in-house fulfillment service, known as Fulfillment-by-Amazon (FBA). FBA offers a high-quality and standardised experience. However, the guidelines are extremely rigid and retailers can get penalised for minor infractions.Flipkart uses a specialised subsidiary fulfillment service known as Ekart. The company handles all of Flipkart’s orders and offers more flexibility and leeway to retailers compared to FBA.
Customer SupportAmazon offers stellar and immediate customer support facilities around the clock and is often touted as the best customer support service in the industry.Flipkart also offers customer support but it lags behind Amazon, as reflected by the constant complaints and issues faced by customers.
Payment OptionsAmazon offers the usual range of payment options including net banking, UPI, credit cards, debit cards and Amazon Wallet. Amazon has a buy now, pay later option known as Amazon Pay EMI.Flipkart also offers all the conventional payment methods and also has a payment option called Flipkart Pay Later which functions in a similar manner to Amazon Pay EMI.
Customer and Seller BaseAmazon has a higher seller count of its platform at 850,000 but falls short of Flipkart in the user count at 100 million.Flipkart has a much lower seller count than Amazon at only 375,000 but has a higher user count at 350 million.
Additonal FeaturesAmazon has a unique feature where free gifts are sent to eligible customers with a note on the retailer’s behalf. The company also offers a series of benefits through its premium subscription service, Amazon Prime.Flipkart lacks the feature to send gifts to customers but also offers a premium service known as Flipkart Plus that isn’t subscription based but rather based on other criteria of eligible customers.

Conclusion: Fulfill Your Amazon and Flipkart Orders for the Indian Festive Season and Beyond With WareIQ

Amazon vs Flipkart has emerged as an age-old rivalry in the Indian eCommerce space with both selling platforms trying to out-perform each other through the use of technology, discounts, benefits, facilities and more. This is further amplified during the holiday season with both companies going above and beyond to deliver the most attractive proposition to their users.

Therefore, the winners of this particular fight are the consumers, who constantly have access to the best services at the lowest possible prices regardless of which platform they shop on and the retailers, who can make use of the advanced tools and technological advancements that their eCommerce marketplace equips them with because if a retailer does well and sells the maximum amount of products, so too does the particular platform.

Thus, it is in the best interest of the beneficiaries of the Amazon vs Flipkart head-to-head to figure out which platform is better for them, as both offer a similar level of performance and will both provide exemplary opportunities to the retailers and customers that use them. If you are an online seller and need assistance to fulfill orders on either platform in addition to many others, WareIQ can be the solution.

amazon vs flipkart_How WareIQ optimises speed delivery

WareIQ is an Indian eCommerce fulfillment company that has emerged as one of the fastest-growing in the country. We offer a variety of fulfillment solutions across the entire range of eCommerce operations such as storage, order fulfillment, reverse logistics and more. Some of the facilities that we offer that make it a better option than Amazon FBA or Flipkart Fulfillment include:

  • A nationwide network of fulfillment centers and dark stores
  • A custom WMS that can integrate with most major eCommerce marketplaces such as Amazon, Flipkart, eBay, Meesho and more
  • Real-time updates to changes in inventory levels across selling channels and fulfillment centers in a centralized dashboard
  • A choice of more than 20 of the biggest shipping aggregators that always assigns the quickest and most cost-effective option
  • Branded tracking facilities to deliver a personalized experience to customers
  • An app store that contains a good number of productivity-enhancing apps
  • Custom features such as an RTO Shield to protect your business from incurring returns-related expenses
  • Ultra-fast and reliable same-day and next-day shipping

Amazon vs Flipkart Frequently Asked Questions: FAQs

Pavel D’silva

Pavel D’silva

Pavel is a content marketing analyst at WareIQ. He has more than 3 years of content marketing experience. His key responsibilities include writing SEO-based blogs, guides, guest posts, and other types of content on a plethora of topics related to eCommerce fulfillment, operations, supply chain, warehousing, shipping etc.

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