Amazon is not going to focus on daily use items in next sale period. Here’s why

Amazon India took Flipkart’s jibe seriously and the Seattle-based company is going to focus on high-value products. After Flipkart mocked Amazon India for selling daily use products such as spices, detergents, etc, the latter understood the online consumer was not looking for huge discounts on daily-need commodities.

In last festive season sale, Amazon India did not make as much profit as Flipkart did and in the next sale period, it will focus on smartphones, televisions, electronic goods, etc.

Amazon has told few top brands and sellers that it expects a three-fold increase in consumer traffic during the next sale, which is scheduled between October 17 and 20, as per industry sources.

"Despite smartphones and consumer electronics being a focussed category, Amazon did not fare as well as Flipkart in the last sale. While the second wave of sales tends to receive smaller focus, Amazon has said it will continue equal focus as the last one in both marketing and deals on these categories,” CEO of a leading online electronics brand told ET.

"With customers shopping from 90% of India's serviceable pin-codes for everything from mobiles, TVs, appliances, furniture, sports equipment to fashion, home furnishings and everyday essentials in the first phase, we believe that they will continue to trust us to shop for all their festive needs going forward too,” an Amazon India spokesperson told ET.

In the next sale period, Amazon India may offer discounts up to 40%.

“There could be a greater emphasis on appliances by Amazon since that's a category that's growing upwards of 30% since September,” Godrej Appliances vice president and business head Kamal Nandi told ET, adding “any channel would focus on a category where consumption is going up.”