Axis and ICICI vs SBI: How Flipkart and Amazon are shaping India’s banking partnerships for 10% festive discounts

For India’s festive shoppers, the final price of a smartphone, television or laptop may depend on more than the discount displayed on the product page. This year, the bank card in a customer’s wallet could determine whether they unlock another 10% saving at checkout.

As Flipkart and Amazon gear up for their October festive sales, the two e-commerce rivals are highlighting different banking partners for their headline instant-discount offers.

Flipkart’s Big Billion Days is associated with Axis Bank and ICICI Bank card offers, while Amazon’s Great Indian Festival is offering a 10% instant discount on eligible SBI Credit and Debit Card transactions and EMI purchases.

Flipkart leans on Axis and ICICI

Flipkart’s Big Billion Days 2026 is scheduled to begin with early access on October 8, followed by the main sale from October 9. Select Axis Bank and ICICI Bank cardholders are expected to receive instant discounts during the event.

The banking relationship is significant because card discounts have become a regular part of Flipkart’s biggest sales. Instead of relying solely on product markdowns, the platform can use bank-funded or bank-linked offers to make the checkout price more attractive.

For shoppers, the calculation is simple. A 10% discount on an eligible ₹50,000 purchase can mean savings of up to ₹5,000, subject to the applicable offer cap, minimum transaction value and other conditions.

Axis Bank also has a deeper connection with Flipkart through the Flipkart Axis Bank Credit Card, making the bank an important part of Flipkart’s wider payments and rewards ecosystem.

Amazon puts SBI at the centre

Amazon has taken a clearer position for its October festive sale.

The Great Indian Festival 2026 begins on October 8, and Amazon says customers can get a 10% instant discount with SBI Credit and Debit Cards, as well as eligible EMI transactions. Amazon is already promoting early deals ahead of the main event.

That makes SBI the key bank partner behind Amazon’s headline 10% instant-saving proposition this festive season.

For Amazon customers planning expensive festive purchases, the SBI offer could therefore become an important part of the final checkout calculation.

Moreover, Amazon said it will offer Prime members an additional 5% discount during this year’s Great Indian Festival, marking the first time the benefit will be available across its largest-ever selection of products, noting the extra savings will apply to lakhs of products available on the e-commerce platform.

“For the first time this Amazon Great Indian Festival, Prime members will get extra 5% off on our largest-ever selection offering extra savings only for Prime members. This is across lakhs of products Prime members look for on Amazon.in – delighting them with more savings on products they’re actually looking to buy this festive season,” the Amazon spokesperson said.

“Alternatively, Prime members can build their shopping carts with products worth ₹2500 and get ₹250 back,” they added.

What about Amazon Pay ICICI?

There is an important distinction here.

Amazon Pay ICICI Bank Credit Card is not the card offering the headline 10% instant discount for the 2026 Great Indian Festival. That offer is specifically linked to eligible SBI Credit and Debit Card transactions and EMI purchases. Instead, Amazon Pay ICICI continues to give customers cashback on Amazon purchases.

Amazon says Prime members using the Amazon Pay ICICI Bank Credit Card earn unlimited 5% cashback on Amazon purchases, while non-Prime members earn 3% cashback. The card also comes with welcome rewards of up to ₹2,500 and no joining or annual fees, according to Amazon.

This means the Amazon-ICICI partnership still gives cardholders a separate route to savings during the festive season.

For banks, festive sales provide an opportunity to increase card spending, acquire customers and push credit-card or EMI products. And for shoppers, the biggest discount banner may not necessarily give you the lowest final price.

Before placing an order, consumers need to check the eligible bank, card type, minimum purchase requirement, maximum discount, EMI conditions and whether the offer can be combined with other promotions.

(Disclaimer: Bank offers, discounts, cashback, eligibility criteria and terms mentioned in this article are subject to change and may vary by card, transaction value, product category and other applicable conditions. Readers should check the latest terms on the respective bank and e-commerce platform websites before making a purchase.)