~ Amazon Ads’ YouGov festive study: 69% plan to shop, 61% will spend more, and 59% say consistent online visibility beats discounts on brand choice ~
Mumbai, September 2026: Amazon Ads has shared fresh festive shopping findings from a YouGov consumer study, mapping how Indian shoppers are gearing up for Diwali and what that means for brands still planning their advertising mix. The headline numbers land hard: 69% of consumers plan to shop this festive season, and 61% intend to spend more than last year — on more items and higher-priced products.
Category hopping is the new normal. Shoppers are considering an average of five categories spanning food, fashion, smartphones, home décor and personal care, while 86% say they are willing to explore new brands and products. For advertisers, that frames the festive window as much as an awareness and new-to-brand moment as a conversion sprint.
Video is part of that story: 35% say they binge-watch streaming content in the festive period, with more than half doing so with family — a cue Amazon Ads ties to Prime Video and Streaming TV ads for awareness, alongside Amazon DSP, Amazon Live, Sponsored Brands, Sponsored Products, Sponsored Display and search remarketing for consideration and conversion. The company also notes 91% of Diwali shoppers are expected to engage with Amazon offerings this season, and is running Ads Hive and Partner Connect events across cities to help sellers and SMBs adopt full-funnel solutions.
Marketing take: Festive buyers aren’t waiting for the sale banner — they’re researching for months, shopping five categories deep, and rewarding brands that stay visible. Consistency is the new discount.
The path to purchase is stretching earlier and wider. 56% say they spend more time researching during the festive season, often starting months before they buy, and shoppers encounter more than eight touchpoints across digital video, display, search and other channels before deciding. Critically, 59% of consumers say consistent online visibility influences brand choice more than discounts — a clear nudge away from sale-day bursts and toward sustained, full-funnel presence.
