Across 18 shelves · November 2026

The largest consumer categories on Amazon India, and how much D2C brands take of each

Audio is the largest of 18 Amazon India shelves impuls8 has measured, at ₹2,869.4 crore a year, followed by vitamins and supplements (₹991.3 crore) and room air purifier (₹472.2 crore), read between August and November 2026.

₹2,869.4 crore

audio

₹991.3 crore

vitamins and supplements

₹472.2 crore

air purifiers (room)

shelves measured

Amazon India sales a year, by shelf

Shelf	Read	Amazon sales a year	Indian D2C share	Largest brand
Audio	31 Oct 2026	₹2,869.4 crore	21.8%	Sony
Vitamins and supplements	4 Nov 2026	₹991.3 crore	41.1%	Carbamide Forte
Air purifiers (room)	2 Nov 2026	₹472.2 crore	0.3%	Coway
Protein powder	5 Oct 2026	₹449.1 crore	50.8%	MuscleBlaze
Glutathione and skin brightening	22 Oct 2026	₹309.9 crore	34.8%	NICONI
Colour cosmetics	5 Sep 2026	₹287.5 crore	33.0%	Maybelline
Fragrance	12 Oct 2026	₹216.6 crore	38.4%	Bella Vita
Pet food	16 Oct 2026	₹212.2 crore	3.9%	Royal Canin
Luggage	3 Oct 2026	₹202.0 crore	8.4%	Safari
Sunscreen	19 Aug 2026	₹197.3 crore	51.5%	Dot & Key
Men's innerwear	2 Sep 2026	₹187.5 crore	20.7%	Jockey
Hair oil	25 Oct 2026	₹153.3 crore	20.6%	Parachute
Coffee	13 Oct 2026	₹152.6 crore	11.4%	Nescafé
Baby skincare	17 Aug 2026	₹97.9 crore	9.8%	Cetaphil
Tea	2 Sep 2026	₹96.1 crore	9.4%	Tata Tea
Women's innerwear	3 Sep 2026	₹84.0 crore	1.8% to 44.8%	Jockey
Menopause care (a menopause search)	6 Oct 2026	₹35.0 crore	15.2%	Centrum
Nail care	26 Oct 2026	₹16.7 crore	22.6% to 65.1%	Lakmé

Each shelf is a floor read on its own date. Do not add rows: the shelves were read on different dates and some overlap at their edges.

Size is one half of the decision; who already holds the money is the other. impuls8 shows the brands in each category with prices and search trend.

Browse the brands on impuls8 →

Key figures

Audio is the largest shelf we have read: at least ₹2,869.4 crore a year on Amazon India (31 Oct 2026).
Vitamins and supplements follows at ₹991.3 crore and room air purifier at ₹472.2 crore.
The smallest is nail care at ₹16.7 crore.
A large shelf is not an open one: on several of the largest, one brand or one group of incumbents holds most of the money.

Read each shelf

How we measured

Every shelf is Amazon India sales: the "bought in past month" figure at its lower bound, times the price, times twelve, for every badged listing on the searches or categories that define the shelf. Each shelf was read on its own date between August and November 2026, several of them during Amazon's festive sale, and each is its own market: no figure here is added across shelves. Owner groups are researched by hand; a brand we could not trace stays unconfirmed. "Indian D2C" means independent Indian D2C brands; brands a larger company has bought are counted apart.

Questions people ask

What are the largest consumer categories on Amazon India?

Of the 18 shelves impuls8 has measured, audio is the largest at ₹2,869.4 crore a year, then vitamins and supplements (₹991.3 crore) and room air purifier (₹472.2 crore). Each is a floor from Amazon's "bought in past month" figures.

How big is the supplements market on Amazon India?

At least ₹991.3 crore a year, protein not included, on impuls8's read of 4-5 November 2026.

Which large category on Amazon India do Indian D2C brands lead?

Of the 18 shelves impuls8 has measured, the largest where Indian D2C brands take 40% or more is vitamins and supplements: ₹991.3 crore a year, 41.1% of it to Indian D2C (read 4 Nov 2026).

Source: impuls8 (impuls8.com), 18 Amazon India shelf reads, 17 Aug 2026 to 4 Nov 2026.

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