Amazon India sells ₹17,423 crore of smartphones a year. Two in three come from Chinese-owned groups

The measure

Sales on Amazon India: the "bought in past month" figure at its lower bound, times the product-page price, times twelve. Prices are the shelf price before bank-card offers. Read on 28 October 2026, during the festive sales and before Diwali. Amazon sells at least ₹17,423 crore of smartphones a year, about 511,350 phones a month at an average ₹28,394.

Who sells the phones

Samsung is the largest brand, with 22.1% of the money. OnePlus follows at 21.0%, then iQOO 12.9% and Motorola 12.2%. Apple is fifth at 9.3%: it sells 3.2% of the units at the highest prices.

Chinese-owned groups sell 67.7% of the phones and take 61.7% of the money: BBK's OPPO, realme, OnePlus, vivo and iQOO; Xiaomi with Redmi and POCO; Lenovo's Motorola; Transsion's itel, Tecno and Infinix. Taken by group, OPPO, realme and OnePlus take 23.5%, more than Samsung. Indian brands, Lava and AI+, sell 7.1% of the units.

Where the money sits by price

Half the phones sold cost ₹15,000 to ₹30,000. Half the money is in phones above ₹30,000. The buy box, the seller named on the product page, belongs to two sellers on 71% of the money: Dawntech Etel with 49.1% and Clicktech Retail Private Ltd with 22.3%.

The same phone at five sellers

Each pair is the same phone, matched by brand, model, RAM and storage, at two sellers on the same day. Same price means within half a percent. Gaps above 25% are a stale price or a wrong match and are left out.

Amazon undercuts the chains; the chains mostly match each other. Against Poorvika, Reliance Digital and Vijay Sales together, Amazon is cheaper 115 times, the same 94 times and dearer 14 times. The three chains price the same phone the same on 312 of 456 pairs; where they differ, Poorvika is the dearer one.

The gap is widest on Samsung. On 35 Samsung pairs, Amazon is cheaper 28 times, by a median 13.6%. Samsung's Galaxy M series has been an Amazon exclusive since 2019.

Prices are going up

Poorvika's catalogue keeps the date of every price change. Since January it changed the online price of 892 phone variants 2,133 times. 1,889 were rises, by a median 6.9%; 244 were cuts. A Samsung Galaxy A07 with 4 GB and 64 GB went from ₹8,999 in January to ₹13,499 in August. The trade press reports the same: memory costs, more than 50 models raised by 3 to 28% in March and April, and Samsung's ninth Galaxy price rise in eight months in August.

Quick commerce

Blinkit sells phones, but only a handful per store: iPhones, Galaxy flagships and one Lava. It is a ten-minute shelf for a phone the buyer has already chosen.

What share of each company's sales this is

Amazon phones are a small slice of Samsung India, which also sells TVs and appliances and exports. For Motorola they are about a seventh of its revenue. Both revenues are from Registrar of Companies filings for FY2024-25. Across the market, Counterpoint valued Indian smartphones above $50 billion for 2025 and IMARC puts 48.6% of sales online; our 6.1 million phones a year is a floor well under any estimate of Amazon's share.

What we predicted

We wrote down our predictions before we read the shelf. 3 of 5 held.

Method

Amazon India: 22 phone searches, 589 distinct listings, every product page that shows a sales figure opened (420), 384 phones admitted after renewed, refurbished and bundled listings were taken out. Flipkart: the same 22 searches. Poorvika, Reliance Digital and Vijay Sales: the full phone catalogue from each site's own catalogue service. Blinkit: five phone searches in six dark stores. A phone is its brand, model, RAM and storage; colour is ignored. The price pairs are drawn from the phones in stock on the read date at one more South Indian chain we read; that chain's own figures are not in this post.

The full report, with every table and chart: smartphones on Amazon India and the chains (PDF). If you sell phones or electronics, book a discovery call.