Archive · 21 Sep 2026
Amazon Says Great Indian Festival 2026 Is Now or Never
Parts used to make phones, TVs and other electronics have become much more expensive.
There are also shortages, so companies cannot always get enough parts.
Amazon’s Zeba Khan says this makes 2026 an unusually difficult year for electronics.
She believes the Great Indian Festival may offer some of the best device prices available this year.
Many shoppers are still interested in expensive phones, TVs and appliances.
Some people are using monthly payment plans so they do not have to pay everything at once.
Amazon says smart glasses, smart rings and health trackers are also becoming more popular.
The sale’s exact bank discounts and payment details have not yet been announced.
Amazon executive Zeba Khan described 2026 as an unprecedented year of rising electronics costs, chip shortages and supply allocations.
Memory component prices have risen about 300% since September 2025, while early-2026 DRAM, NAND and LPDDR prices surged further.
Khan said Great Indian Festival discounts could be the most attractive electronics prices Indian consumers see this year.
Financing is becoming more important, with Counterpoint Research estimating EMI and other schemes will cover 42% of India’s smartphone sales in 2026.
Amazon expects strong festive demand for premium smartphones, large appliances, large televisions, wearables, smart glasses, smart rings and health devices.
- Who
- Amazon, its executive Zeba Khan, electronics brands and Indian consumers.
- What
- Amazon is preparing its Great Indian Festival 2026 sale amid rising component costs, supply constraints, continued premium-device demand and greater use of financing.
- When
- The article concerns 2026, including memory-price increases since September 2025 and the upcoming festive sale.
- Where
- India.
- Why
- Rising memory prices and limited supply are putting pressure on electronics prices, while Amazon aims to support purchases through discounts, financing and trade-in programs.
Market Constraints
Amazon’s Sales Case
Electronics affordability
Market Constraints
Rising memory costs, supply shortages and continued price increases could make devices more expensive and make demand harder to predict.
Amazon’s Sales Case
Zeba Khan said the festive sale could offer consumers the most attractive electronics prices they will see in 2026.
Timing upgrades
Market Constraints
Higher prices and limited availability may make major electronics purchases more difficult for consumers.
Amazon’s Sales Case
Amazon is presenting the sale as a “now or never” opportunity for upgrades before prices potentially rise further.
Payment accessibility
Market Constraints
Higher device prices may require shoppers to spread payments over several months instead of paying upfront.
Amazon’s Sales Case
Amazon is emphasizing EMI, no-cost EMI, pay-later options, trade-ins and other flexible payment methods.
- Memory-price increase
- Memory component prices have reportedly risen roughly fourfold, or about 300%, since September 2025.
- DRAM prices
- TrendForce data cited in the articles shows DRAM contract prices rose 90–95% quarter-on-quarter in the first quarter of 2026.
- NAND and LPDDR prices
- NAND flash prices rose 55–60% quarter-on-quarter, while LPDDR memory increased by roughly 90% in the first quarter of 2026.
- Supply outlook
- IDC projects DRAM supply growth of 16% and NAND supply growth of 17% in 2026, with constraints projected to continue until the second half of 2027.
- Financing forecast
- Counterpoint Research estimates EMI and financing options will account for 42% of India’s smartphone sales in 2026.
- Prime Day EMI use
- Amazon said at least one in five smartphone buyers during Prime Day used EMI, and four out of five of those customers used no-cost EMI.
- Sale details
- Bank tie-ups, cashback structures and EMI tenures for the Great Indian Festival 2026 had not yet been announced.
