Festive sale discounts fade early on Amazon and Flipkart as platforms cut the burn

Early discount surge, then sudden taper—what changed mid-sale

After a strong first two days of festive sales on Amazon and Flipkart, discounts began tapering well before the sale period ended. With promo costs reduced by some platforms, sellers followed suit, and the initial momentum stalled. Even as brands and sellers reportedly overachieved targets, reduced discounting caused sales to cool earlier than expected.