Following a ₹2,000 crore investment last year, Amazon India has allocated an additional ₹2,800 crore this year to expand fulfilment centres, sorting facilities and last-mile delivery operations. The move aims to improve speed and reliability for customers nationwide, according to Akshay Sahi, VP of Prime and Customer Fulfilment Experience for India and Emerging Countries. The Prime Day sale, running July 4 to 6, also marks the 10th anniversary of the service in India.
Prime Day 2026 will include more than 500 new product launches from Indian and international brands, as well as items from emerging sellers via programmes such as Launchpad, Saheli and Karigar.
Adoption of Prime has grown beyond major cities, with 70% of new members now coming from Tier 2 and Tier 3 areas. Amazon plans to open 20 new fulfilment centres and increase spending on delivery associate safety.
Tiered membership options have supported growth, with the company on track to double its Prime membership from 2023 levels. About 20% of customers starting with lower-tier plans upgrade to full Prime within a year.
Sahi expects balanced demand across categories during the event. Prime members already shop more frequently than non-members, and Amazon Now users show even higher engagement.
Smartphone deals will include the Samsung Galaxy S25 Ultra, Apple’s latest iPhone models, and discounts of up to 40% from brands such as OnePlus and iQOO.
Amazon Now is set to expand to more than 300 cities, supported by over 1,000 micro-fulfilment centres and 100 urban facilities offering four times the current assortment.
Many Prime Day launches and deals will be available through Amazon Now for rapid delivery. Counterfeit reports trigger immediate listing removal and investigation, with violators potentially barred from selling.
The company uses monitoring systems and returns processes to protect buyers. Advertising on Prime Video helps fund original content in more than 10 Indian languages, while an ad-free option costs an extra ₹699.
To mark the anniversary, new members can join Prime for ₹999 instead of the standard ₹1,499 annual fee, with similar offers for other tiers.
Last year, 60% of Prime Day orders arrived within 48 hours; the target is to improve that figure this year.
