After investing ₹2,000 crore last year, we’ve committed another ₹2,800 crore this year to expand our fulfilment centres, sorting facilities and last-mile delivery network. These investments enable us to serve customers faster and more reliably across the country, said Akshay Sahi, VP, Prime and Customer Fulfilment Experience, India and Emerging Countries, Amazon to The Hindu, ahead of the its Prime Day sale starting from July 4 to 6. It will also be the 10th anniversary of Prime in India.“Prime Day 2026 will feature over 500+ new launches from leading Indian and international brands, alongside products from emerging businesses through programmes such as Launchpad, Saheli and Karigar,” added Mr. Sahi.He said that Prime has seen adoption beyond metros. “Today, 70% of new Prime members are joining from Tier 2 and Tier 3 cities, reflecting a long-term shift in how customers across India are adopting Prime.”Amazon will be opening 20 new fulfilment centres, while also investing heavily in delivery associate safety, Mr. Sahi said.Prime’s tiered membership strategy has also helped Amazon gain more customers. “Since introducing these plans, we’re on track to double our Prime membership compared with 2023. Around 20% of customers who begin with Prime Shopping Edition or Prime Lite upgrade to the full Prime membership within a year, demonstrating strong engagement and long-term value.”He is confident that Prime Day 2026 will garner healthy demand across categories rather than being driven by any single segment. “While premium categories naturally contribute more to overall sales value, our focus extends beyond event-day performance. We measure Prime Day by customer engagement, how members discover new categories, shop more frequently and deepen their relationship with Amazon over time.”Prime members already shop significantly more than non-members, and customers using Amazon Now engage even more frequently, he said.For smartphone buyers, Mr. Sahi said, “We’ve secured some of our strongest smartphone deals ever, including the Samsung Galaxy S25 Ultra and Apple’s latest iPhone lineup, alongside offers from brands such as OnePlus and iQOO. Across price points, customers will see discounts of up to 40% on several devices.”On the quick commerce arm, Amazon Now, he reiterated that it will soon be expanded to more than 300 cities across India, and that rollout will continue at pace. “We’re also investing in over 1,000 micro-fulfilment centres and developing 100 urban fulfilment centres that will carry four times the assortment of our current micro-fulfilment facilities while continuing to deliver within minutes.”This Prime Day 2026, many of their top launches and deals will also be available through Amazon Now, allowing customers to receive them within minutes.On counterfeit items, Mr. Sahi added, “If a product is reported as counterfeit, we immediately remove the listing while conducting a thorough investigation. Sellers found to have deliberately violated our policies may no longer be allowed to sell on Amazon.”“We have robust technology systems that proactively monitor our marketplace, supported by an easy returns process to ensure customers are protected. Delivering an authentic and trusted shopping experience remains fundamental to Prime.”On the advertisements during Prime Video, Mr. Sahi said, “Amazon continues to invest significantly in original content and programming across more than 10 Indian languages. Advertising helps support those investments while keeping the overall membership compelling.” For customers who prefer an uninterrupted viewing experience, an ad-free upgrade is also available, and it costs ₹699, additionally.To mark Prime’s 10th anniversary, Amazon is offering a special introductory membership price of ₹999 for new Prime members, compared with the regular annual fee of ₹1,499. Similar introductory offers are also available for Prime Lite and Prime Shopping Edition.“Last year, 60% of Prime Day orders were delivered within 48 hours. This year, we’re aiming to improve that benchmark,” Mr. Sahi concluded.