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Amazon India says shoppers heading into its Great Indian Festival are researching electronics more carefully, seeking useful AI features, and considering premium upgrades when they believe the benefits justify the price. The Economic Times reported these observations on October 6, 2026, in an interview with Zeba Khan, Amazon India’s Director of Consumer Electronics. They reflect the company’s account of its customers, not independently verified market-wide findings.
What Amazon India says is changing in electronics shopping
Khan describes customers as deliberate: they compare features, consult expert recommendations, and weigh whether a product will remain worth its price after the initial purchase. The reported shift is not simply toward buying the most expensive device. It is toward making a more considered choice about what an upgrade needs to do.
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Amazon’s Best in Tech Survey, as reported by The Economic Times, collected more than 40,000 customer responses in July 2026. The underlying survey was not independently reviewed for this report, so that figure establishes the reported survey size, not the representativeness of its results.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Khan also describes pent-up demand: some customers have delayed upgrades while waiting for the festival. That may help explain interest in new devices, but the interview does not quantify how many shoppers are postponing purchases or establish a broader market trend.
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AI matters when shoppers can identify what they need
In Khan’s account, AI plays two roles: it is a feature people consider in devices, and a tool that can help them discover and compare products. She says shoppers are moving beyond AI as a buzzword and have clearer ideas about how they want it to work for them. Her description suggests that AI can attract attention, but it does not replace scrutiny of a device’s core capabilities.
Khan says nearly half of devices sold on Amazon.in are AI-powered. This is an Amazon India estimate attributed to her, not an independently audited statistic; the interview does not define “AI-powered” or provide the calculation method. The figure should not be read as a share of all devices sold in India.
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The practical question for a buyer is what a particular AI function actually helps accomplish. Compare the feature’s usefulness with performance, battery life, camera quality where relevant, and the device’s expected long-term value. The interview does not identify specific models or verify the AI capabilities of any particular product.
AI tools for product discovery
The Economic Times reports that Amazon has introduced AI-generated review summaries, visual search through Lens AI, and Rufus, which it describes as a generative AI shopping assistant. Khan says customers use Rufus to compare electronics and understand features. The report provides no independent evidence about these tools’ effectiveness or how many customers use them.
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Premium upgrades are selective, not a reason to overspend
Khan says some shoppers are entering laptop and tablet categories at higher price points after deciding that a product’s features justify the cost. That is a description of selective premiumization: buyers may spend more when the added capabilities matter to them, rather than treating a higher price as proof of better value.
The interview also reports faster growth in demand for 55-inch and 75-inch televisions, and interest in higher-capacity appliances—including refrigerators, washing machines, dryers, and dishwashers—in Tier 2 and Tier 3 markets. It does not give sales totals, name specific models, or establish product-level rankings.
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For a household considering a larger TV or appliance, the useful comparison is whether its size or capacity fits the room, household, and routine. For a laptop or tablet, consider whether the performance and features justify the extra cost over the device you would otherwise buy.
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Amazon India says EMI, exchange, and cashback offers are important affordability options. Khan attributes to Amazon’s internal marketplace data the claim that one in five electronics purchases during Prime Day used EMI, with most EMI transactions using no-cost EMI. The interview excerpt does not specify which Prime Day period the statistic covers or explain its methodology, so it should be treated as a company-reported figure rather than a general measure of Indian electronics purchases.
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Khan says Amazon India is working with brands and banking partners to expand financing and exchange programmes ahead of the festival. The report does not name partners or provide rates, eligibility rules, exchange valuations, cashback amounts, or offer durations. Check the current terms shown for the specific product and payment method before deciding what an offer saves you.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the festival timing and reported price context mean
The Economic Times reported that the Amazon Great Indian Festival 2026 begins October 8. Festival prices and financing terms can change, and the interview provides no product prices or named bank-partner offers. Compare the final payable amount and applicable conditions rather than relying on a headline discount alone.
The report also cites separate Economic Times coverage saying memory-chip prices rose 1.8–2 times over the preceding six months. That figure is contextual reporting cited by the article; it is not a verified measure of retail price changes for any specific phone, laptop, or other device. It cannot establish that a particular festival price is higher or lower.
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- Define the need. Identify what your current device cannot do well enough, or what capacity, size, or feature your household needs.
- Assess useful features. For AI functions, look for a concrete task you would use them for instead of buying on the label alone.
- Compare core performance. Check performance and battery life; include camera quality when comparing phones or other camera-focused devices.
- Judge long-term value. Weigh the useful features against the full price and how long you expect the device to serve your needs.
- Verify affordability offers. Read the current EMI, exchange, and cashback conditions for the exact product and payment method, then compare the final amount payable.
These are comparison criteria suggested by the interview, not a tested ranking or product recommendation.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
