Amazon India has recorded an 84% year-on-year increase in hallmarked gold jewellery sales, with a fivefold spike in demand during the first days of the Amazon Great Indian Festival (AGIF), which started on September 27.
Brands like Malabar Gold and Diamonds and Joyalukkas have contributed to this surge.
Fine jewellery prices start at Rs 2,000 for silver and go up to Rs 40,000 for gold and diamonds, with a growing preference for 14 Karat purity.
The Rs 18,000 jewellery segment has increased by 75% year-on-year. Amazon has also introduced lab-grown diamonds, offering over 50,000 styles starting at Rs 2,500.
The platform is a popular choice for purchasing gold and silver coins during events like Akshaya Tritiya and Dhanteras, featuring a wide selection. Amazon’s jewellery offerings now exceed 500,000 styles, with notable interest in rings, neckwear, and earrings.
According to the World Gold Council, 45% of gold jewellery sold in India is daily wear, primarily targeting women aged 18 to 35.
53% of this demographic have bought jewellery online in the past year. Amazon expects continued growth in sales as the festive season progresses.
