Amazon India sells standing offers and membership; Flipkart sells the moment
Hello,
This report reads every ad Flipkart and Amazon India ran on Meta and Google in India over the period, and turns them into a clear picture of where they advertise, what they sell and what they say. Every number links to the ads behind it.
With best regards,
| Flipkart | Amazon India | |
|---|---|---|
| Unique creatives | 154F144 | 136F001 |
| Ads captured (before deduplication) | 160F145 | 160F002 |
| Live on the latest snapshot | 82%F149 | 81%F006 |
| Share on Meta | 36%F159 | 41%F015 |
| Share on Google | 64%F151 | 59%F008 |
| Leading message | Sale is live / sale starts · 23%F174 | Big discounts / lowest prices · 30%F024 |
| Leading offer | No offer · 36%F185 | % off / discount range · 40%F044 |
| Main language of the copy | English · 95%F169 | English · 100%F023 |
The measures where these advertisers differ most, side by side: the clearest contrasts in how they advertise.
Free delivery or no extra fee is the widest offer gap, at 30 pts: Amazon India features it and Flipkart does not.F277
Flipkart leads on ads with no offer at all, 27 pts ahead of Amazon India.F278
Amazon India leads on 'big discounts / lowest prices' as a core message, 21 pts ahead of Flipkart.F279
Watches, jewellery, bags and eyewear show a 15 pts gap: Amazon India features them and Flipkart does not.F280
Which channels, formats and objectives carry their advertising, and how much of it is live right now.
Dynamic display makes up 90% of Flipkart's Google creatives.F154
Text makes up 64% of Amazon India's Google creatives.F009
Sales catalogue is the objective for 62% of Flipkart's Meta creatives, and app install for 22%.F164F166
Amazon India's Meta creatives lean to website traffic / sales at 57%, with app install at only 4%.F020F022
72% of Flipkart's creatives ran 60 days or more, against 59% for Amazon India.F146F003
Flipkart's earliest ad in the evidence dates from Oct 2020, and Amazon India's from Oct 2021.F150F007
Which Pages and Google accounts run the ads, and how much of the work appears on both Meta and Google.
Flipkart Internet Private Limited runs 98% of Flipkart's Google creatives, and Amazon Seller Services Pvt Ltd. runs 94% of Amazon India's.F267F261
Partner accounts such as Abbott Healthcare Private Limited and ICPA HEALTH PRODUCTS LIMITED also run a small share of ads for these domains, at 2% and 1%.F262F268
Flipkart's 'sale is live' creatives lean heavily to Meta: Meta 42% vs Google 0% (42 pts).F275
Amazon India shows the same pattern: Meta 41% vs Google 3% (38 pts).F271
30% of Flipkart's Google creatives also appear on Meta, while only 5% of its Meta creatives also appear on Google.F272F273
Flipkart's fast-delivery message appears on Meta only: Meta 25% vs Google 0% (25 pts).F276
The product categories their creatives push, and which ones they keep running longest.
Home, kitchen and appliances are 11% of Amazon India's tagged creatives but 23% of its staying power.F071F072
Accessories run the other way for Amazon India: 15% of creatives but 2% of staying power.F066F067
Fashion and footwear are 18% of Flipkart's tagged creatives, a gap of -18 pts against staying power.F201F202
Grocery and food are 14% of Flipkart's creatives but 1% of its staying power.F203F204
Price points, discount depth and offer mechanics: the commercial levers in the ads.
Free delivery is 30% of Amazon India's tagged creatives but 59% of its staying power.F049F050
Percent-off offers are 40% of Amazon India's creatives but only 20% of staying power, with a median discount shown of 50%.F044F045F125
Ads with no offer are 36% of Flipkart's tagged creatives but 67% of its staying power.F185F186
'Starting at / under ₹X' offers are 23% of Flipkart's creatives but just 3% of staying power.F188F189
The messages and claims they make, ranked by how long they keep them running.
Prime membership perks are 13% of Amazon India's tagged creatives but 22% of its staying power.F033F034
'Huge range, top brands' rises from 9% of creatives to 20% of staying power.F036F037
Long-running Amazon India creatives claim “Top Brands” and “Best Prices”.F132F133
'Sale is live' is 23% of Flipkart's tagged creatives but 1% of its staying power.F174F175
Fast delivery is 14% of Flipkart's creatives but also 1% of staying power.F177F178
Who appears in the ads: celebrities, creators, experts, customers, or no one at all.
57% of Amazon India's tagged creatives and 55% of Flipkart's use no talent.F085F212
Flipkart uses brand characters or comic sketches in 9% of its creatives, and influencers or creators in 5%.F217F219
Flipkart's brand characters do not stay live: a -9 pts gap against staying power.F218
Formats, execution styles and languages: how the creative is actually built.
Search text ads are 32% of Amazon India's tagged creatives but 73% of its staying power.F093F094
For Flipkart, they are 18% of creatives and 39% of staying power.F227F228
Catalogue banners are 14% of Flipkart's creatives but 28% of its staying power.F230F231
Amazon India's catalogue banners are 15% of creatives, a gap of -15 pts against staying power.F098F099
'Breaking news' hooks are 14% of Flipkart's creatives but 1% of staying power.F233F234
Flipkart also runs creator hauls and meme skits, each at 5%.F236F237
What's new in the last 30 days compared with the 30 before.
Flipkart's share of live 'sale is live' creatives changed by +14 pts in the last 30 days.F256
Amazon India's share in the same territory changed by -14 pts.F142
Flipkart also added discount messaging, a change of +7 pts.F257
Flipkart had 129 creatives live in the last 30 days, up from 105.F254F255
Messages no one in the set owns yet: the space a challenger could take.
Amazon India holds 100% of creatives in Prime membership perks and 88% in big discounts / lowest prices.F283F281
Flipkart holds 60% of creatives about fast delivery.F284
Neither brand runs creatives on payments and smart money, safe hassle-free shopping or trending style and beauty discovery, each at 0%.F288F286F289
Hero product benefits, at 4% of creatives, and budget finds under ₹X, at 1%, are also rare.F287F285
Every number in this report is one of these facts, computed from the ads, never written by a model.
| F001 | Amazon India: unique creatives captured | 136 |
| F002 | Amazon India: ads captured (before deduplication) | 160 |
| F003 | Amazon India: share of creatives live 60 days or more (always-on) | 59% |
| F006 | Amazon India: share of creatives live on the latest snapshot | 81% |
| F007 | Amazon India: earliest ad start date in the evidence | Oct 2021 |
| F008 | Amazon India: share of creatives on Google | 59% |
| F009 | Amazon India: share of Google creatives — media type Text | 64% |
| F015 | Amazon India: share of creatives on Meta | 41% |
| F020 | Amazon India: share of Meta creatives — objective Website traffic / sales | 57% |
| F022 | Amazon India: share of Meta creatives — objective App install | 4% |
| F023 | Amazon India: share of creatives with readable copy in English | 100% |
| F024 | Amazon India: share of tagged creatives — Core message: Big discounts / lowest prices | 30% |
| F033 | Amazon India: share of tagged creatives — Core message: Prime membership perks | 13% |
| F034 | Amazon India: share of staying power (kept live longer, in more versions) — Core message: Prime membership perks | 22% |
| F035 | Amazon India: Core message: Prime membership perks is 13% of its tagged creatives but 22% of its staying power | +9 pts |
| F036 | Amazon India: share of tagged creatives — Core message: Huge range, top brands | 9% |
| F037 | Amazon India: share of staying power (kept live longer, in more versions) — Core message: Huge range, top brands | 20% |
| F038 | Amazon India: Core message: Huge range, top brands is 9% of its tagged creatives but 20% of its staying power | +11 pts |
| F044 | Amazon India: share of tagged creatives — Offer mechanic: % off / discount range | 40% |
| F045 | Amazon India: share of staying power (kept live longer, in more versions) — Offer mechanic: % off / discount range | 20% |
| F046 | Amazon India: Offer mechanic: % off / discount range is 40% of its tagged creatives but 20% of its staying power | -20 pts |
| F049 | Amazon India: share of tagged creatives — Offer mechanic: Free delivery / no extra fee | 30% |
| F050 | Amazon India: share of staying power (kept live longer, in more versions) — Offer mechanic: Free delivery / no extra fee | 59% |
| F051 | Amazon India: Offer mechanic: Free delivery / no extra fee is 30% of its tagged creatives but 59% of its staying power | +29 pts |
| F064 | Amazon India: share of tagged creatives — Product category: Fashion & footwear | 15% |
| F066 | Amazon India: share of tagged creatives — Product category: Watches, jewellery, bags & eyewear | 15% |
| F067 | Amazon India: share of staying power (kept live longer, in more versions) — Product category: Watches, jewellery, bags & eyewear | 2% |
| F071 | Amazon India: share of tagged creatives — Product category: Home, kitchen & appliances | 11% |
| F072 | Amazon India: share of staying power (kept live longer, in more versions) — Product category: Home, kitchen & appliances | 23% |
| F085 | Amazon India: share of tagged creatives — Talent: No talent | 57% |
| F093 | Amazon India: share of tagged creatives — Execution style: Search text ad | 32% |
| F094 | Amazon India: share of staying power (kept live longer, in more versions) — Execution style: Search text ad | 73% |
| F095 | Amazon India: Execution style: Search text ad is 32% of its tagged creatives but 73% of its staying power | +41 pts |
| F098 | Amazon India: share of tagged creatives — Execution style: Catalogue / collection banner | 15% |
| F099 | Amazon India: Execution style: Catalogue / collection banner is 15% of its tagged creatives but 0% of its staying power | -15 pts |
| F125 | Amazon India: median discount shown | 50% |
| F132 | Amazon India: claim made in a long-running creative | “Top Brands” |
| F133 | Amazon India: claim made in a long-running creative | “Best Prices” |
| F137 | Amazon India: share of creatives first seen in the last 30 days | 18% |
| F139 | Amazon India: creatives live in the last 30 days (2026-09-03 to 2026-10-02) | 112 |
| F140 | Amazon India: creatives live in the 30 days before that | 96 |
| F141 | Amazon India: creatives that stopped in the earlier 30 days and did not return | 9 |
| F142 | Amazon India: change in share of live creatives in the territory Sale is live / sale starts, last 30 days vs the 30 before (17% → 3%) | -14 pts |
| F144 | Flipkart: unique creatives captured | 154 |
| F145 | Flipkart: ads captured (before deduplication) | 160 |
| F146 | Flipkart: share of creatives live 60 days or more (always-on) | 72% |
| F149 | Flipkart: share of creatives live on the latest snapshot | 82% |
| F150 | Flipkart: earliest ad start date in the evidence | Oct 2020 |
| F151 | Flipkart: share of creatives on Google | 64% |
| F154 | Flipkart: share of Google creatives — media type Dynamic display (script-rendered) | 90% |
| F159 | Flipkart: share of creatives on Meta | 36% |
| F164 | Flipkart: share of Meta creatives — objective Sales catalogue | 62% |
| F166 | Flipkart: share of Meta creatives — objective App install | 22% |
| F169 | Flipkart: share of creatives with readable copy in English | 95% |
| F174 | Flipkart: share of tagged creatives — Core message: Sale is live / sale starts | 23% |
| F175 | Flipkart: share of staying power (kept live longer, in more versions) — Core message: Sale is live / sale starts | 1% |
| F176 | Flipkart: Core message: Sale is live / sale starts is 23% of its tagged creatives but 1% of its staying power | -22 pts |
| F177 | Flipkart: share of tagged creatives — Core message: Delivery in minutes / fast delivery | 14% |
| F178 | Flipkart: share of staying power (kept live longer, in more versions) — Core message: Delivery in minutes / fast delivery | 1% |
| F179 | Flipkart: Core message: Delivery in minutes / fast delivery is 14% of its tagged creatives but 1% of its staying power | -13 pts |
| F183 | Flipkart: share of staying power (kept live longer, in more versions) — Core message: Budget finds under ₹X | 2% |
| F185 | Flipkart: share of tagged creatives — Offer mechanic: No offer | 36% |
| F186 | Flipkart: share of staying power (kept live longer, in more versions) — Offer mechanic: No offer | 67% |
| F187 | Flipkart: Offer mechanic: No offer is 36% of its tagged creatives but 67% of its staying power | +31 pts |
| F188 | Flipkart: share of tagged creatives — Offer mechanic: Starting at / under ₹X | 23% |
| F189 | Flipkart: share of staying power (kept live longer, in more versions) — Offer mechanic: Starting at / under ₹X | 3% |
| F190 | Flipkart: Offer mechanic: Starting at / under ₹X is 23% of its tagged creatives but 3% of its staying power | -20 pts |
| F199 | Flipkart: share of staying power (kept live longer, in more versions) — Product category: Other | 96% |
| F201 | Flipkart: share of tagged creatives — Product category: Fashion & footwear | 18% |
| F202 | Flipkart: Product category: Fashion & footwear is 18% of its tagged creatives but 0% of its staying power | -18 pts |
| F203 | Flipkart: share of tagged creatives — Product category: Grocery & food | 14% |
| F204 | Flipkart: share of staying power (kept live longer, in more versions) — Product category: Grocery & food | 1% |
| F205 | Flipkart: Product category: Grocery & food is 14% of its tagged creatives but 1% of its staying power | -13 pts |
| F212 | Flipkart: share of tagged creatives — Talent: No talent | 55% |
| F217 | Flipkart: share of tagged creatives — Talent: Brand characters / comic sketch | 9% |
| F218 | Flipkart: Talent: Brand characters / comic sketch is 9% of its tagged creatives but 0% of its staying power | -9 pts |
| F219 | Flipkart: share of tagged creatives — Talent: Influencer / creator | 5% |
| F227 | Flipkart: share of tagged creatives — Execution style: Search text ad | 18% |
| F228 | Flipkart: share of staying power (kept live longer, in more versions) — Execution style: Search text ad | 39% |
| F229 | Flipkart: Execution style: Search text ad is 18% of its tagged creatives but 39% of its staying power | +21 pts |
| F230 | Flipkart: share of tagged creatives — Execution style: Catalogue / collection banner | 14% |
| F231 | Flipkart: share of staying power (kept live longer, in more versions) — Execution style: Catalogue / collection banner | 28% |
| F233 | Flipkart: share of tagged creatives — Execution style: 'Breaking news' hook | 14% |
| F234 | Flipkart: share of staying power (kept live longer, in more versions) — Execution style: 'Breaking news' hook | 1% |
| F236 | Flipkart: share of tagged creatives — Execution style: Creator haul / product reel | 5% |
| F237 | Flipkart: share of tagged creatives — Execution style: Meme / humour skit | 5% |
| F252 | Flipkart: share of creatives first seen in the last 30 days | 16% |
| F254 | Flipkart: creatives live in the last 30 days (2026-09-03 to 2026-10-02) | 129 |
| F255 | Flipkart: creatives live in the 30 days before that | 105 |
| F256 | Flipkart: change in share of live creatives in the territory Sale is live / sale starts, last 30 days vs the 30 before (0% → 14%) | +14 pts |
| F257 | Flipkart: change in share of live creatives in the territory Big discounts / lowest prices, last 30 days vs the 30 before (0% → 7%) | +7 pts |
| F261 | Amazon India: share of Google creatives run by its main account Amazon Seller Services Pvt Ltd. | 94% |
| F262 | Amazon India: share of Google creatives run by the partner account Abbott Healthcare Private Limited | 2% |
| F267 | Flipkart: share of Google creatives run by its main account Flipkart Internet Private Limited | 98% |
| F268 | Flipkart: share of Google creatives run by the partner account ICPA HEALTH PRODUCTS LIMITED | 1% |
| F271 | Amazon India: the territory Sale is live / sale starts leans to Meta (share of tagged creatives, Meta vs Google) | Meta 41% vs Google 3% (38 pts) |
| F272 | Flipkart: share of Google creatives that also run on Meta | 30% |
| F273 | Flipkart: share of Meta creatives that also run on Google | 5% |
| F275 | Flipkart: the territory Sale is live / sale starts leans to Meta (share of tagged creatives, Meta vs Google) | Meta 42% vs Google 0% (42 pts) |
| F276 | Flipkart: the territory Delivery in minutes / fast delivery leans to Meta (share of tagged creatives, Meta vs Google) | Meta 25% vs Google 0% (25 pts) |
| F277 | Head-to-head — Offer mechanic: Free delivery / no extra fee: Amazon India 30%, Flipkart 0% (gap between highest and lowest, in percentage points) | 30 pts |
| F278 | Head-to-head — Offer mechanic: No offer: Flipkart 36%, Amazon India 9% (gap between highest and lowest, in percentage points) | 27 pts |
| F279 | Head-to-head — Core message: Big discounts / lowest prices: Amazon India 30%, Flipkart 9% (gap between highest and lowest, in percentage points) | 21 pts |
| F280 | Head-to-head — Product category: Watches, jewellery, bags & eyewear: Amazon India 15%, Flipkart 0% (gap between highest and lowest, in percentage points) | 15 pts |
| F281 | Amazon India: share of all creatives in the territory Big discounts / lowest prices that are theirs | 88% |
| F283 | Amazon India: share of all creatives in the territory Prime membership perks that are theirs | 100% |
| F284 | Flipkart: share of all creatives in the territory Delivery in minutes / fast delivery that are theirs | 60% |
| F285 | All advertisers: share of creatives in the territory Budget finds under ₹X | 1% |
| F286 | All advertisers: share of creatives in the territory Safe, hassle-free shopping | 0% |
| F287 | All advertisers: share of creatives in the territory Hero product benefits | 4% |
| F288 | All advertisers: share of creatives in the territory Payments & smart money | 0% |
| F289 | All advertisers: share of creatives in the territory Trending style & beauty discovery | 0% |
