Festive sales from Amazon, Flipkart begin September 23, a day after GST reset

Amazon Great Indian Festival and Flipkart Big Billion Days flagship sales set for Sept 23

Leading e-commerce players, Walmart-owned Flipkart and Amazon, will kick off their flagship festive season sales on September 23, just a day after the recently announced GST rate cuts come into effect, as the platforms look to boost spending to lift growth during the crucial shopping period.

The dates appeared as banners on their respective apps, confirming the launch plans for Flipkart’s Big Billion Days (BBD) and Amazon’s Great Indian Festival (GIF) flagship sale events. Flipkart Plus and Black members as well as Amazon Prime subscribers will get 24-hour early access starting September 22.

The Goods and Services Tax (GST) Council has approved sweeping reforms to simplify India’s indirect tax system by scrapping the 12 percent and 28 percent brackets and retaining only two slabs of 5 percent and 18 percent.

Effective September 22, GST on big-ticket appliances such as air-conditioners, televisions, dishwashers, monitors, projectors and set-top boxes will fall from 28 percent to 18 percent. The changes are expected to improve affordability, spur consumption in high-value categories, and provide predictability for platforms and sellers ahead of the festive rush.

Both platforms had welcomed the GST Council’s decision earlier this week, with executives noting that the streamlined and predictable tax framework offers much-needed clarity for sellers and marketplaces.

For Amazon and Flipkart, whose flagship events alone typically contribute nearly a fourth of their annual sales, the reforms remove lingering uncertainty and set the stage for sharper execution as they gear up for the crucial festive season.

Analysts note that many big-ticket purchases were postponed in August, with customers waiting for the rate cuts to take effect. The reductions are now expected to boost festive spending, particularly in high-value categories such as televisions, air conditioners, and large appliances.

A Datum Intelligence report projects festive season sales in 2025 could rise by as much as 27 percent year-on-year to Rs 1.2 lakh crore — up from nearly Rs 1 lakh crore in 2024 and Rs 81,000 crore in 2023. Without the clarity on GST, the firm had earlier expected growth to be limited to 5–7 percent.

With GST clarity now in place, platforms are expected to double down on marketing, discounts, and bank tie-ups to capture pent-up demand in categories most impacted by the cuts. Industry watchers say the timing gives both Amazon and Flipkart a strong narrative to drive early momentum and push premium purchases during the opening week of sales.

Offering early access on September 22 also aligns with the expected rollout of offers by offline retailers once the new GST rates take effect, ensuring the platforms stay competitive from day one.

Together, the rate cuts and aligned sale timings are expected to set the tone for a high-stakes festive season, with Amazon and Flipkart looking to capture early demand and sustain momentum through what is likely to be the busiest shopping period of the year.