Amazon Ranked Most Trusted e-commerce Platform in India

India’s e-commerce ecosystem has entered a new era of accelerated growth and maturity, shaped more by trust and reliability than by discounts alone. According to the Infisum–Empower India Festive Performance Report 2025, Amazon has emerged as the most trusted and reliable e-commerce platform for Indian consumers, with an industry-best 85% customer satisfaction rate (Kantar), and consistently leading in delivery reliability, product authenticity, and overall shopping experience.

The report, which compares the festive season performance of Amazon, Flipkart, Meesho, reveals how consumer behaviour is evolving: Amazon set a record of the highest-ever customer visits in just the first two days of its Great Indian Festival. In comparison, Flipkart reported strong double-digit growth in Tier 2 participation and demand for premium products, while Meesho attracted around 24 crore visitors, largely from smaller towns.

The study notes that while affordability remains important, especially for first-time buyers, trust and reliability are the defining factors shaping purchase behaviour. A YouGov survey cited in the report found that 51% of shoppers expressed fatigue with mega sale events due to perceived discount inflation, while 40% cited poor product quality as a deterrent to online shopping.

"Our research reveals a fundamental shift in what drives Indian consumer decisions online," said Dr. Badri Narayanan Gopalakrishnan, Founder, Infisum. "As the market matures, discount fatigue and heightened concerns about product authenticity are reshaping consumer behaviour. Amazon's focus on trust and reliability has given it a competitive edge, particularly among quality-conscious consumers."

“This report provides a clear snapshot of how platforms are carving out distinct identities," said K. Giri, Director General, Empower India. “Amazon stands out with its premium and nationwide consistency, Flipkart with its electronics strength, and Meesho with its affordability-first model. What’s most remarkable is that a majority of Amazon’s record-breaking festive traffic came from Tier 2 and Tier 3 cities; proving that Bharat is not just buying more but buying better.”

The report also underscores a shift towards premiumization this festive season, with shoppers spending more on electronics, appliances, and aspirational lifestyle products. Amazon led the surge in premium smartphone, QLED and Mini-LED TV, and appliance sales, while Flipkart saw demand jump for premium refrigerators and dishwashers.

The research also briefly examined Blinkit's emergence in the quick commerce sector, noting its strong urban footprint and leadership in fast