Amazon launches dedicated AI store for India as customers search for smarter devices

Amazon.in has opened a one-stop AI Store for consumer electronics, bringing together AI-powered laptops, smartphones, TVs, ACs, refrigerators, washing machines, tablets, smartwatches, and smart glasses under a single destination. The launch comes as search demand for AI devices on the platform has jumped 60% year-on-year.
Laptops and tablets are leading the charge, clocking over 80% growth in AI-related searches. Televisions aren't far behind at nearly 40%, and wearables are holding steady with strong double-digit gains. What makes all of this more interesting: nearly two-thirds of these searches are coming from tier 2 and tier 3 cities—not metros.

AI device searches are surging far beyond India's big cities

That last detail reshapes the usual narrative around tech adoption in India. A student in Dibrugarh hunting for a smarter laptop and a family in Nagercoil browsing AI-enhanced TVs are very much part of this story.

The store is curated around a simple filter—every listed product must deliver a real, visible AI benefit. That means laptops with Neural Processing Units that stretch battery life, smartphones that handle AI tasks on-device to keep data private, and smartwatches that go beyond step counts to offer personalised health coaching. No filler products dressed up in AI branding.

Amazon.in is also skipping the jargon. Each product listing comes with plain-language explanations of what the AI actually does, so customers aren't left decoding spec sheets.

The AI Store plugs into a broader set of tools Amazon.in already runs—Rufus, its conversational shopping assistant; Lens AI for image-based search; and AI-generated review summaries that compress hundreds of opinions into something actually readable.

"This AI Store is built for Bharat," said Zeba Khan, Director of Consumer Electronics at Amazon India—a line that's become easy to say, but the tier 2 and tier 3 search data gives it some teeth.