Now, Amazon India advances its flagship Diwali sale to take on Flipkart

A day after Flipkart advanced the dates for The Big Billion Days sale to October 3 following Amazon's announcement of its Great Indian Festival from October 4, Amazon India has also changed the date for its flagship sale event. On Sunday, the world's largest ecommerce firm said it will also start its month-long festive sale from October 3. Essentially, both Amazon India and Flipkart will begin their sales on the same day, setting the stage for the much-hyped festive season shopping event this year.

Last week, Flipkart had said it will hold Big Billion Days sales from October 7-12 but then revised it following Amazon India's announcement. Amazon India had said it will start the Great Indian Festival from October 4 for a month till around Diwali. Flipkart's The Big Billion Days will be held from October 3-10.

Both Flipkart and Amazon India compete with each other during online festive sales. This year, market research firm RedSeer has predicted a total gross merchandise value (GMV) of around $9 billion during the one-month festive season across platforms like Flipkart, Amazon India and others.