It’s India’s biggest retail rivalry, and every September, it plays out in a high-stakes battle for your wallet. As the calendar ticks to mid-September, India’s two biggest e-commerce giants will once again go head-to-head. Flipkart’s Big Billion Days and Amazon’s Great Indian Festival will be hosting their annual and the year’s biggest sale events that shape how online shoppers in the entire country shop. For one month every year, discounts on iPhones and refrigerators dominate dinner table conversations, bank tie-ups dictate spending patterns, and both companies burn through marketing budgets in a fight for market share.
While both companies usually run with banners of “up to 80% off,” the two rivals are playing very different games.
A Tale of Two Sales
In 2024, Amazon quietly built its stronghold in electronics, appliances, and consumables. It offered up to 70% discounts on certain products, and with its SBI bank offers, created more consistency across categories.
Flipkart, however, stole headlines with jaw-dropping smartphone deals on iPhone 15s and Pixel 8s at prices no one thought possible. These deals were often short-lived, and Flipkart used the fear of missing out with their flash sales to hype up the event. Still, Flipkart managed to outdo Amazon on iPhones and other smartphones.
As 2025 kicks off, both are tightening their strategies.
Flipkart Banks on iPhones for Hype
For Flipkart, phones aren’t just another category; they’re the main weapon to win this upcoming sale war. Last year, Flipkart undercut Amazon on iPhones and Pixels by thousands of rupees. Expect the same in 2025, with even more aggressive bundles tied to ICICI and Axis Bank cards. Flipkart has also announced a new paid loyalty program, Flipkart Black, which offers exclusive benefits like a one-year YouTube Premium subscription and accelerated rewards, all designed to lock in smartphone-first customers.
It isn’t just about who sells more phones. In India, smartphones are gateway devices. Every new customer Flipkart or Amazon wins here is a customer it can later funnel into fashion, grocery, or fintech. This year, they are doubling down on this by scaling video-led shopping with “Creator Cities” and “Creatorhood,” a new platform to onboard influencers.
Amazon, meanwhile, is likely to counter with steep cuts on slightly older flagships, positioning itself as the platform for value-conscious upgraders rather than early adopters. Amazon has already teased deals on the new iPhone 16s and Samsung Galaxy S24 Ultras, as well as other flagship models.
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Amazon’s Fortress: Laptops and Large Appliances
When it comes to appliances, gaming laptops, and TVs, Amazon has quietly built a fortress, in part due to a reputation for more reliable deliveries and fewer fraud incidents. Its deals don’t scream as loudly as Flipkart’s flash sales, but Amazon’s offers on premium subcategories are often deeper. In 2024, we saw discounts up to 48 percent on major appliances. To support this, Amazon has expanded its logistics network with 12 new fulfillment centers and six sort centers, ensuring faster and more reliable delivery of large appliances.
For consumers, the takeaway is simple: buy your phone on Flipkart, your fridge on Amazon.
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The Fine Print: Bank Wars and EMI
Bank partnerships are the hidden weapon of these mega-sales. While both platforms offer a 10% instant discount, these deals are often more complex than they appear. The following bank and EMI offers are a recap of what we saw during the 2024 sales. Knowing these past offers is your key to winning in 2025.
What We Learned from 2024:
- It’s a “Who You Bank With” Game: Last year, Amazon’s primary partner was SBI, while Flipkart teamed up with ICICI and Axis. This means the best deal on a product often came down to which credit card was in your wallet. A smartphone might be cheaper on Flipkart by default, but an SBI cardholder could still save more on Amazon.
- The Fine Print Hides the Real Deal: Both platforms are playing smart, adding terms and conditions like spending tiers and bonus offers to encourage bigger purchases. The sales are less about the sticker price and more about how much your bank is willing to subsidize your shopping spree.
- More Than Just Credit Cards: The 2024 sales also saw both companies push their own fintech services. Flipkart’s “Credit For All” instant EMI scheme and Amazon’s “Pay Later” were major plays to make high-ticket items more accessible, regardless of a shopper’s credit card.
We expect a similar playbook from both giants this year, but with even more aggressive and complex offers. The lesson from last year is clear: don’t just look at the product price; track the bank offers and calculate the final cost before you hit “buy.”
Flash vs. Flow
The two companies also diverge in style. Flipkart thrives on drama: flash sales, countdowns, and the adrenaline rush of deals vanishing in seconds. They are amplifying this with spin to win and other tricks to create a more gamified and engaging app experience. Great for hype, but frustrating if you miss out.
Amazon prefers predictability: steady discounts, stronger inventory, and a wave of new product launches, particularly in electronics. Their new AI-powered shopping assistant, “Rufus,” promises to make the shopping process even more seamless and predictable.
Both platforms will again give early access to premium members, Flipkart Plus and Amazon Prime, turning loyalty into a literal head start.
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The Bigger Picture
There was a time when online shopping in India was all about Amazon and Flipkart. But in the past 5 years, things have changed. With the emergence of hyperlocal companies, these two giants are facing the heat. Blinkit, a quick commerce platform, delivered PlayStations and iPhones in as little as 10 minutes. This is a direct challenge to the traditional logistics models of Flipkart and Amazon, forcing them to fight for relevance beyond just big-ticket sales.
For Amazon, the Great Indian Festival is about dominance, proving that its global muscle can bend India’s e-commerce market to its will. For Flipkart, Big Billion Days are existential. Backed by Walmart but rooted in India, BBD isn’t just about sales; it’s about winning back consumer trust. Flipkart also faces a trust deficit, with customers often sharing their after-sales horror stories on social media. With added pressure from the hyperlocal quick commerce space, both Flipkart and Amazon are facing new competition.
Indians now wait for September to buy big-ticket items, much like Americans wait for Black Friday. The battlefield may be digital, but the stakes are very real: billions in GMV (gross merchandise value), millions of new customers, and the direction of India’s digital economy.
The Hidden Cost of “Influencer” Deals
As you prepare for this shopping season, it’s crucial to remember that many product reviews and recommendations from creators may be biased. While creators are skilled at presenting products in an appealing light, they are often paid to promote specific brands. A glowing review may not reflect the long-term reality of owning a product. Creators are earning their luxury from the brand, while you have to deal with the after-sales headaches. Always do your own research and don’t rely solely on what you see on social media before making a big purchase.
Verdict: Don’t Be Loyal, Be Strategic
So, where should you shop in 2025?
- Flipkart Big Billion Days → If you’re after Samsung Galaxy S24, Pixel 9, iPhone 16, or lifestyle goods. It’s where the boldest discounts will be.
- Amazon Great Indian Festival → If you’re looking for iQOO 15, OnePlus 13, OnePlus Nord Series, appliances, gaming laptops, or a wide selection of electronics. It’s where the dependable deals will be.
But the smartest move is refusing to pick sides. In this war, consumers win by playing both camps cross-comparing prices, stacking bank offers, and pouncing on whichever platform blinks first. Before you make any big purchase, use Smartprix’s price comparison feature as it’s your best defense against being fooled. Check the price history to see if the deal is real and compare prices across both Flipkart and Amazon to make sure you’re getting the best deal possible.
Because in the end, Big Billion Days and the Great Indian Festival aren’t just sales. They’re theater. And the best seats belong to shoppers who know the script.
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