Indian smartphone buyers are increasingly looking beyond traditional specifications such as camera quality and processing power when choosing a new device. Convenience and features that can simplify everyday tasks are becoming more important, alongside core factors that have long influenced purchase decisions. This shift was highlighted in Amazon India’s first Best in Tech Survey, which collected more than 40,000 responses across consumer electronics categories in July 2026.
AI Is Becoming a Smartphone Buying Factor #
AI is quickly moving from a premium add-on to an important consideration for Indian smartphone buyers. Amazon India’s survey found that 82% of respondents look at AI capabilities when choosing a phone, with practical features taking priority over flashy additions. Contextual assistance was the most preferred AI feature at 25%, followed by generative photo editing at 18% and visual search at 17%. Adaptive battery management also attracted 11% of respondents.
Amazon India Best in Tech Survey: 82% of smartphone buyers consider AI features.
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Performance and Battery Still Matter Most #
Despite the growing interest in AI, buyers are not willing to overlook the basics. Performance and speed remained the top priority, cited by 87% of respondents, while 79% highlighted battery life and 77% pointed to camera quality. Battery performance was also the biggest weakness consumers wanted manufacturers to address, with 22% naming it as the main issue with their current phone. Camera quality and performance followed at 17% and 12%, respectively.
Premium Phones Are Drawing More Interest #
The survey also indicates that Indian consumers are increasingly considering more expensive smartphones. The Rs 25,000–Rs 50,000 price bracket emerged as the most popular, accounting for 42% of respondents. At the same time, around one in three participants said they were considering spending more than Rs 50,000 on their next smartphone, highlighting growing interest in the mid-premium and premium segments.
Reviews Can Matter More Than Discounts #
Smartphone upgrades could also be coming sooner for many buyers, with 48% of respondents planning to purchase a new device within three months. However, 54% said they typically keep their existing phone for at least two years. When it comes to the final purchase decision, reviews and ratings appeared more influential than discounts, with 47% considering them important compared with 35% who pointed to price and deals. The survey findings will also contribute to Amazon India’s Best in Tech Awards, scheduled to return in September 2026.
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