Amazon India vs Flipkart Who Won on Exclusive Smartphones?

Amazon India and Flipkart both claim victory in terms of festive season sales. The analysis demonstrates how retailers can assess their online assortment and pricing to improve their competitiveness during peak shopping seasons

Amazon India and Flipkart both claim victory in terms of festive season sales. But, without the actual numbers, it can be extremely difficult to tell who really won. Analyzing online shopper intent signals can help with some insights. Smartphone is an important category for online retailers, and online exclusive models account for almost 75% of total online smartphones sales in India. But which retailers carried the exclusive smartphones that shoppers wanted?

To find out who won on exclusive smartphones, Ugam, a managed analytics company, analyzed the online shopper intent signals of 31 exclusive smartphones by Amazon India and 29 exclusive smartphones by Flipkart during their respective festive season sales. The highlights of the study include the following: Amazon offered majority of the top 20 mostpreferred exclusive smartphones Based on online shopper intent data, Amazon offered 70% (14 out of 20) of the top 20 most-preferred exclusive smartphones. This includes smartphones such as the Moto G Plus, Lenovo Zuk Z1 and the OnePlus2. Half of the top exclusive smartphones by Flipkart were alsoavailable on Amazon 50% (3 out of 6) of the most-preferred exclusive smartphones by Flipkart were also available for purchase on Amazon. These included the Lenovo K3 Note, LeEco Le 2, and the Lenovo Vibe K5. Flipkart was priced lower than Amazon for two out of those three smartphones. www.dqindia.com Amazon was priced the lowest for more than half of the exclusive smartphones available on both websites Of the 60 exclusive smartphones we analyzed, 17 exact models were available for purchase on both websites. Amazon was priced lowest for 53% (9 out of 17) of these exact smartphones. Amazon’s exclusives were priced lower than the models with similar specifications available on Flipkart Out of 31 Amazon exclusives, Flipkart had 29 smartphones that were similar in specifications. Of these, 28 were available for purchase. Ugam found that Amazon’s exclusives were priced lower for 57% (16 out of 28) of the models with similar specifications available on Flipkart. Flipkart’s exclusives were priced lower than the models with similar specifications available on Amazon Out of 29 Flipkart exclusives, Amazon had 9 smartphones that were similar in specifications. Ugam found that Flipkart’s exclusives were priced lower for 67% ( 6 out of 9) of the models with similar specifications available on Amazon. Percentage of similar smartphones available with the competition Ugam analyzed whether each of the retailers offered similar alternatives to the competitor’s exclusive smartphones. For a smartphone to be similar, it should have similar specifications to the competitor’s exclusive smartphone.