The Amazon Great Indian Festival 2026 is on. It opened to everyone at midnight on 8 October, and Amazon says more than 20 lakh sellers now sell on Amazon.in. For a few weeks, India shops the way it only shops once a year: with a list, a budget and one eye on the clock.
Some products will sell out. Most will sell a little more than usual. From here, the difference is rarely the size of the discount. It’s how closely you watch the sale, every day.
Amazon hasn’t said when the sale ends, so plan for a few busy weeks. Here’s the work, in the order we’d do it.
Amazon has also shared its first numbers from the sale. We’ve written about what they mean for sellers, and whether Blinkit and Instamart really did better.
Every day: watch stock, not just sales
Selling out on day three is a happy problem. Selling out on day one, while your ads are still running, wastes money.
- Check stock every morning, size by size, for every colour and variant, not just your bestseller. Pause ads on anything about to run out, and move the money to what’s selling.
- Keep an eye on your deals. Make sure each one is live when it should be, at the price you set.
- Answer questions and reviews quickly. In a sale, an unanswered question is often a lost order.
Our daily sale checklist puts these checks in order: account health, listings, stock, deals and ads.
Keep the ads running all day
Everyone wants the same searches during the festival, so clicks cost more.
- Check budgets at lunchtime. A campaign that runs out of money by lunchtime hands the evening to someone else. Amazon is running “8 PM Deals” this year, so evenings are busy too.
- Back your best. Put the money behind products with good ratings and plenty of stock. Sale shoppers compare fast, and ads work hardest on products that already convert.
- Use every format. Sponsored Brands can send people to a festival page in your Brand Store. Sponsored Display can bring back people who looked but didn’t buy.
This is the part of the sale we run for brands on Amazon Ads.
Fix what’s broken, and leave the rest
In a sale, people compare faster than ever. They scan a page of thumbnails, open two or three, and decide. A broken listing loses sales every hour, so fix these today:
- Hidden listings. In Seller Central, look for listings marked “Search Suppressed”. They are live, but shoppers can’t find them. Our guide to rejected images and suppressed listings explains the common reasons.
- A main image with text on it. Amazon doesn’t allow text such as “Sale” on main images, and can hide a listing that breaks the rule. A plain image that stays live sells more than a loud one that gets hidden.
- A price you raised. Amazon checks deal prices against what you’ve charged recently. A price nudged up to make the discount look bigger can get the deal turned down.
Leave bigger changes until the sale ends: new variations, new A+ content and new photos. A mistake made in the middle of a sale has no time to be fixed. After the sale, that work is what our cataloguing and photography teams do every day.
Dress the store for the festival
Keep the sale off your main image and out of your A+ content, where Amazon doesn’t allow it. Your Brand Store is the place to celebrate.
- Add a festival page with your deals, your bestsellers and your gift ideas in one place. The store’s deals widget shows your live deals by itself.
- Use sale creative in every size each placement needs, for phones and for desktop. Our ad creatives team makes these sets for every big sale.
After the sale: keep what you learned
The festival ends, but festive shopping carries on until Diwali, on 8 November.
- Read the returns. They tell you what to fix: a size chart, a photo, one line in a bullet point.
- Keep bidding on the searches that sold, and drop the ones that only cost money.
- Bring back the browsers. People who looked during the sale and didn’t buy are still deciding.
Need help during the sale?
A sale week leaves little time for anything but orders. We can run the account with you until the sale ends. Tell us what you sell, and we’ll tell you what to fix first.
