-Carlsen Martin
Amazon.in’s first Best in Tech Survey suggests that artificial intelligence has become a mainstream smartphone buying factor in India, but not at the cost of basics. According to the survey, conducted on Amazon.in in July 2026, 82% of smartphone buyers said they consider AI features while choosing a new device.
The findings are based on more than 40,000 responses across smartphones, laptops and tablets, home entertainment and appliances, and wearables and audio. For smartphones, the data points to a market where buyers expect newer AI tools, yet still judge a phone by speed, battery life and camera quality.
AI Features Now Matter in Smartphone Buying
Contextual assistance emerged as the most desired AI feature, chosen by 25% of respondents. This refers to on-device or cloud-based intelligence that understands what the user is doing and suggests a relevant action, such as searching what is visible on screen or drafting a reply at the right moment.
Generative photo editing was selected by 18% of respondents, while 17% picked visual search. Adaptive battery management, another feature increasingly promoted by smartphone brands, was chosen by 11%. The responses show that buyers are not looking at AI as a single feature, but as a set of practical tools across camera, search, productivity and battery use.
The survey also reflects how smartphone marketing has changed in India. Brands now routinely pitch AI-backed cameras, translation tools, smarter galleries and assistants. However, the Amazon.in findings indicate that buyers still want these features to solve everyday problems, rather than exist as headline specifications.
Performance, Battery and Camera Still Lead Decisions
Performance and speed remained the strongest purchase driver, selected by 87% of respondents. Battery life followed at 79%, while camera quality was cited by 77%. These numbers show that even as AI gains attention, core hardware and user experience continue to decide whether a phone feels worth buying.
Battery life was also the top area where users wanted improvement in their current smartphones, with 22% naming it. Camera quality came next at 17%, followed by performance at 12%. This is important for brands because AI features often need stronger processors and power management to work well without hurting battery life.
Mid-premium Phones Remain the Biggest Draw
The Rs. 25,000 to Rs. 50,000 price band was the largest consideration range for the next smartphone purchase. It accounted for 42% of smartphone respondents, split evenly between Rs. 25,000 to Rs. 35,000 and Rs. 35,000 to Rs. 50,000, at 21% each.
| Price range | Share of respondents |
|---|---|
| Below Rs. 15,000 | 7% |
| Rs. 15,000 to Rs. 25,000 | 19% |
| Rs. 25,000 to Rs. 35,000 | 21% |
| Rs. 35,000 to Rs. 50,000 | 21% |
| Rs. 50,000 to Rs. 75,000 | 15% |
| Above Rs. 75,000 | 17% |
Overall, 32% of respondents were considering phones priced at Rs. 50,000 or more. Interest in ultra-premium phones was not limited to metros. Among those considering devices above Rs. 75,000, metros accounted for 18%, Tier-2 cities for 17% and Tier-3 cities for 15%.
The survey also found that 54% of respondents keep their smartphones for two years or longer, while 48% plan to upgrade within the next three months. Reviews and ratings were cited by 47% of respondents as an important purchase consideration, ahead of price and deals at 35%.
Amazon India said the survey findings will feed into the category framework for the second edition of its Best in Tech Awards, scheduled to return in September 2026. Zeba Khan, Director, Consumer Electronics, Amazon India, said customers now expect AI, while remaining clear about fundamentals such as performance, battery and camera.
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