Across a quarter where Instamart's coffee category doubled, Zomato's top ten chains shed nearly two percentage points of platform share, and Myntra's basket grew by INR 246, Amazon's category mix moved almost not at all.
Home and kitchen, its largest category, went from 18.63% of Amazon's categorised orders to 19.38%. Electronics moved from 16.81% to 17.24%. Personal care went the other way, 18.27% to 17.77%. The single largest shift anywhere in Amazon's category table was clothing and accessories at −1.21 points.
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Go one level deeper and it gets flatter still. Across every subcategory holding more than 1% of orders, the largest gain was home appliances at 0.54 points. Kitchen and dining added 0.49. Skincare, Amazon's second-largest subcategory at 6.6%, moved 0.03 points across twelve months. Makeup moved zero. Home improvement and decor, at 9.35%, shifted 0.04.
Nineteen of the thirty largest subcategories moved less than a tenth of a percentage point.
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Basket size behaved the same way. Amazon's average order value went from INR 1,274 to INR 1,326 across the year, a 4% move. For comparison, Myntra's rose 17% over the same period.
This is worth stating plainly because it runs against how the market usually gets described. Amazon is not gaining or losing categories in any direction that would show up in a quarterly review. What it has is a demand profile broad enough that seasonal swings inside individual categories cancel each other out at the platform level. Cold drinks spiking on Instamart moves Instamart. The same consumer behaviour barely registers against Amazon's spread.
For a brand, the practical consequence is that category share on Amazon is close to a zero-sum contest. There is no rising tide inside a category to ride, and no collapse to escape. Share moves when a competitor loses it, not when the category expands underneath you. That is a different planning problem to the one Instamart or Zomato currently present.
Tags: E-commerce · Amazon · Category mix · Q2 2026 · Consumer panel data
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