Amazon Prime Day 2025 concluded with significant growth in the premium smartphone category, with Samsung, Apple, and OnePlus leading the charge. The three-day event, held from July 12-14, showcased a notable shift in consumer behavior, with a marked preference for high-end devices, particularly in Tier 2 and Tier 3 cities. This surge in demand for premium smartphones drove substantial value growth, making it a standout segment during the annual sales extravaganza.

Premium Category Growth and Key Players

The premium smartphone segment, defined as devices priced above ₹30,000 (approximately $375 USD), witnessed a remarkable 60% growth in value during Prime Day 2025. Samsung, Apple, and OnePlus emerged as the dominant brands, capitalizing on aggressive offers and compelling deals on their flagship devices. The iPhone 16 range, Samsung Galaxy S25 series, and OnePlus 13 lineup were particularly successful in attracting consumers.

Driving Factors Behind the Growth

Several factors contributed to the impressive growth in the premium smartphone category:

• Affordability: The availability of EMI and no-cost EMI options played a crucial role in making flagship devices more accessible to a broader customer base. Amazon reported a 30% increase in no-cost EMI transactions during Prime Day 2025.
• Discounts and Offers: Deep discounts, exchange bonuses, and instant bank discounts further incentivized consumers to invest in premium smartphones. For example, the Samsung Galaxy S25 Edge saw discounts of up to $315.
• Tier 2 and 3 City Demand: Nearly 70% of the growth in the premium segment originated from Tier 2 and beyond cities, indicating a rising demand for high-end devices outside traditional metro markets. This reflects the increasing digital maturity and aspirational buying trends in smaller towns.

Top-Selling Models and Features

During Prime Day 2025, several smartphone models stood out as top sellers, driven by their advanced features and attractive discounts:

• Samsung Galaxy S25 Ultra: Known for its advanced camera system, AI integration, and S Pen integration, the Galaxy S25 Ultra was a popular choice among consumers.
• iPhone 16 Pro: Featuring the A18 chip, a 48MP main camera, and iOS 18, the iPhone 16 Pro continued to be a strong performer, leveraging brand loyalty and ecosystem integration.
• Google Pixel 9 Pro: With its 50MP main camera, Tensor G4 chip, and 7-year update promise, the Pixel 9 Pro attracted buyers seeking advanced camera capabilities and long-term software support.
• OnePlus 13R: Offering a large 6000mAh battery and Snapdragon 8 Gen 3 processor, the OnePlus 13R provided a balance of performance and affordability.

Overall Prime Day Performance

Amazon Prime Day 2025 was the most successful edition to date, with Prime members placing over 18,000 orders per minute, a 50% jump compared to the previous year. The event saw record-breaking participation across customer orders, seller activity, and Prime membership growth. A significant portion of new Prime sign-ups came from Tier 2 and Tier 3 cities, reinforcing the growing influence of non-metro India. Smartphones, particularly in the premium segment, contributed significantly to this growth.