Smart TVs and smartphones have become festive must-haves. Whether it’s upgrading to a bigger screen or gifting the latest model to a loved one, consumers look for these products more frequently during the festive season.
This year, shoppers weren’t just chasing the biggest discounts; they were looking for trusted brands, better value, and convenience. With product comparisons, reviews, and flash deals just a click away, decisions were made faster and smarter.
And that’s where the real competition began. The festive sale wasn’t only about who priced their products better; it was about which brands appeared first, who stayed visible at the right time, and who managed to stay on top of consumer searches when intent was at its peak.
To find this out, our ecommerce analytics team at mFilterIt dived deep into two of the most competitive segments – smartphone and smart TV, to uncover which brands dominated visibility and how they did it to win consumer attention across the leading marketplaces – Amazon and Flipkart.
Amazon & Flipkart Visibility Insights: How Top Smartphone Brands Balanced Paid and Organic Presence
When it comes to online shopping during the festive season, one category that gets people clicking faster on payment options is smartphones. According to a TechInsights report, smartphone shipments in India jumped 5% year-on-year during the first wave of the 2025 festive sales period.
Here’s how top smartphone brands balanced organic and paid visibility dominance on the digital shelf.
1. Amazon Category Analysis – Smartphones
- Samsung took the lead in both organic (32%) and sponsored (42%) visibility, a clear sign of dominance.
- It wasn’t just strong brand equity; it was strategic reinforcement through ad investment and share of voice strategy.
- iQOO followed with a steady performance in both organic and sponsored visibility, showing balanced marketing discipline.
- Redmi compensated for weaker organic visibility with sponsored ad push, while Apple stayed premium by putting some efforts on sponsored ads.
Strategic Insight – Amazon’s smartphone visibility leaderboard rewards those who combine strong organic authority with strategic ad investments. Therefore, brands need to analyze their organic and sponsored share on the digital shelf carefully to ensure safe spending where required.
2. Flipkart Category Analysis – Smartphones
- Vivo (29%) and Motorola (24%) led organically, indicating strong product discoverability, SEO and keyword traction without heavy ad reliance.
- Samsung maintained a high sponsored share (47%) but was not able to capture the visible organically.
- Nothing and Oppo made aggressive sponsored pushes to build awareness and brand recall among audiences.
Strategic Insight – Flipkart’s visibility ecosystem is more democratic; SEO, reviews, content, keywords, and product discoverability often beat budget-heavy campaigns. But for emerging brands, paid visibility remains a faster route to building awareness.
Amazon & Flipkart Visibility Insights: How Top Smart TV Brands Balanced Paid and Organic Presence
After smartphones, smart TVs were the next big attraction this festive season. Shoppers looked for the best deals, and brands raced to make sure their products were visible on the digital shelf. Here’s how the leading brands used organic visibility and paid visibility to grab consumer attention.
1. Amazon Category Analysis – Smart TV
- Samsung (19%) led organically in the Smart TV category, backed by years of brand trust and optimized listings.
- VW (16%) surprised with strong organic traction, showing how price and SEO can outshine legacy.
- Sony (9%) and Xiaomi (8%) maintained moderate organic visibility with consistent search volumes and mid-range consumer segments.
- LG, TCL, Hisense, and Acer made their mark with aggressive efforts on sponsored visibility to gain traction.
Strategic Insight – Amazon’s Smart TV digital shelf space saw a balanced approach. Brands that combine storytelling, optimization, and well-timed paid activity retain visibility without overspending.
2. Flipkart Category Analysis – Smart TV
- TCL led organic visibility (20%) with strong SEO optimization strategies and minimal ad reliance.
- Reliance Digital (20%), Realme (20%), and Foxsky (17%) went big on sponsored ads, gaining quick recall but limited organic traction.
- Samsung (15%) and LG (10%) relied moderately on ads, balancing organic visibility and sponsored visibility effectively.
- Sony (9%) and mid-tier brands like Motorola, Thomson, and Realme (4% each) maintained moderate organic visibility presence.
Strategic Insight – Flipkart’s Smart TV digital shelf space became a stage for emerging brands to compete head-on with giants. But sustainability will depend on how fast they can transition from paid recall to organic recognition.
Also check out the blinkit chocolate and protein bar category analysis, and what the data revealed
Amazon vs Flipkart: What the Festive Visibility Data Reveals About India’s Top Ecommerce Marketplaces
Both the platforms, Amazon and Flipkart, saw massive festive traffic, but how brands showed up and stayed visible across both the platforms varied a lot. The data highlights how each marketplace rewards a different kind of discoverability efforts.
What Brands Can Learn from This Race of Visibility on The Digital Shelf
Now that the festive season is over, one thing is clear; winning visibility isn’t about who spends the most. The brands that truly stood out were the ones that spent smart, planned better, and used intelligence for well-optimized decision making.
Here are four learnings every ecommerce brand should carry forward into 2026:
- Don’t overspend where you already win – If your organic visibility is strong, your next investment should be in content quality, not more ads.
- Build organic equity early – Paid ads may spike visibility, but organic traction is what sustains discoverability and share of search post-sales.
- Customize strategies for each platform – Don’t replicate the same strategy across platforms; what wins on Amazon might not convert on Flipkart.
- Monitor ROI, not just reach – Sponsored visibility is effective when it drives incremental sales, not when it duplicates organic success.
Read more about why ecommerce brands need digital commerce intelligence.
Insights You Get Using mFilterIt’s Ecommerce Intelligence Solution to Win on Digital Shelf
With the right layer of ecommerce analytics, brands can easily bridge the gap between visibility and performance. Here’s how mFilterIt’s ecommerce intelligence solution helps brands make the most of their data to win on the digital shelf, not just during the festive season but during all peak seasons.
- Track real-time visibility across categories, platforms, and competitors to know exactly where your brand stands.
- Measure both organic and sponsored share to balance ad spend and maximize efficiency.
- Spot performance leaks instantly, from underperforming SKUs to missing keywords or weak listings.
- Link visibility with sales trends to identify which products, keywords, or ad placements drive conversions.
- Benchmark competitor strategies and learn how top brands balance ad budgets, content, and SEO.
- Turn insights into action by converting visibility data into clear, measurable next steps.
- Get live dashboards and instant alerts for visibility drops, stockouts, or ranking shifts before sales are impacted.
- Make data-driven decisions faster with clear, unified visibility and performance insights.
- Therefore, it’s not just about data, but about the clarity that you gain from that data to perform well in future campaigns.
Conclusion
Festive campaigns move fast and so must brands, as they need to continuously monitor consumer behavior and market shifts because festive success in ecommerce depends on the ability to turn data into actionable competitive intelligence. Therefore, every click, every impression, and every missed opportunity from this festive season should serve as a roadmap for smarter, more efficient ecommerce strategies ahead.
In 2026, visibility will remain the real differentiator, not just who appears first, but who stays relevant, visible, and discoverable long after the sale banners come down.
Turn your festive data into year-round success. Connect with our experts to turn data into insights and win the digital shelf with mFilterIt.
