Amazon beats others in mega pre-festive online sales: Ugam

MUMBAI: In an earlier feature done by Indiantelevision.com, we saw creative and ad gurus giving their opinion on the fiercely competitive campaigns that e-commerce brands launched, with Amazon, Flipkart and Snapdeal leading the pack.

Be it their display ad wars, or their strategically placed jacket advertisements on newspapers, their digs at each other not only grabbed the consumers’ eyeballs, but have also created a stir within the ecosystem.

The season was ushered in by two of the top e-commerce players conducting three mega sales in two weeks. Flipkart kick-started the celebrations with its second edition of the Big Billion Days sale, followed by Amazon’s Great Indian Festive sale, and most recently Amazon’s Great Indian Diwali Sale from 26 to 28 October.

Now that we have Diwali is knocking at our doorsteps, an analysis by global analytics manager Ugam has put a perspective on the entire scenario.

Ugam recorded Amazon’s pricing and assortment for likely bestsellers in three key product categories – Laptops, Home Appliances and Books – and compared it to Flipkart and Snapdeal to learn which retailer actually had the best offers for the likely best sellers.

As per their survey, Amazon.in led the sale period, by offering lowers prices in two out of the three categories,  namely home appliances and books.

While that puts Amazon in the lead, it failed to spoil its consumers for choices. The e-commerce brand didn't have a larger assortment of products when it came to home appliances and books, though it still led the books inventory.

Snapdeal dominated the laptop category with 2026 Stock Keeping Units (SKU), and missed the top position in the home appliances category by a small margin, putting Flipkart on the top with 5319 SKUs in their inventory.

Amazon made up for its lack of variety, by staying better stocked throughout the sale.

If one were to go by prices, Amazon had a better score as per the data shared by Ugam. While Flipkart had lower prices for their Big Billion Day sales for likely best sellers in the laptop category, Amazon kept their prices low for home appliances and books sections.

While the survey is inconclusive in revealing the revenue each player made throughout the sale, by tallying the pricing behaviour of the ecommerce players with consumer behaviour one can form an idea on who scored the most in the season of sales.

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