Amazon's Great Indian Festival and Flipkart's Big Billion Days open in the same late-September window and run through Diwali, so a seller on both platforms is fighting two sales with one team and one budget. The ad systems differ in metric, in lead time and in how fast costs rise. This guide compares the two and gives a workable split for a seller who cannot double the budget.
Amazon runs a keyword and product-targeting auction with ACoS as the headline metric. Flipkart runs PLA campaigns with ROI as the headline metric and offers a Smart ROI mode where Flipkart sets bids to a target. Flipkart's own Festive Playlist for sellers, eight episodes released in eleven days before Big Billion Days 2026 in our research, tells sellers to start four weeks early and not to run out of money mid-event. Amazon's Great Indian Festival guidance, and the seller forum thread on it, is closer to a two-week ramp.
Blooprint's Big Billion Days and Great Indian Festival seller playbooks cover deals, stock and pricing for each event. This page is the ads comparison and the budget split.
| Great Indian Festival (Amazon) | Big Billion Days (Flipkart) | |
|---|---|---|
| Ad types | Sponsored Products, Brands, Display | PLA, PCA, brand ads |
| Metric to manage | ACoS (spend ÷ sales) | ROI (revenue ÷ spend) |
| Bidding | Manual, dynamic up and down, placement adjustments | CPC or Smart ROI target |
| Cost rise quoted | CPC +40 to 80% (agency estimates) | CPC 2 to 3x (Flipkart Ads festive series) |
| Budget guidance | 2 to 3x on days 1 to 3, hold 7 to 14 days after | 3 to 4x with a four-week runway |
| Attribution | 7-day window for sellers | Direct and indirect sales within Flipkart's window |
| Reporting | Downloadable reports, daily granularity | Ads portal reports, campaign and keyword level |
| Payment | Seller ads wallet on many accounts | Ads balance; Advertise Now Pay Later on eligible accounts |
Take each platform's sales in last year's event weeks and its ad spend. The platform with the better sales per rupee of ads gets the larger share, usually 60/40 rather than 50/50.
Flipkart's four-week runway means Flipkart spend starts earlier and rises gently. Amazon spend stays flat until a week before, then jumps for days one to three. The two curves do not overlap fully, which helps cash flow.
Pick the five SKUs that carry the event and fund them fully on both platforms. Cut the long tail on whichever platform converts worse rather than trimming everything a little.
Agencies in our research report that campaigns kept running outperform paused-and-restarted ones by a wide margin. A reserve of 15 to 20% of the event budget stops you pausing when a campaign runs dry.
The practical problem is not strategy, it is time. Two consoles, two report formats, two metrics, checked three times a day for three weeks. BlooprintAI shows Amazon and Flipkart campaigns in one dashboard with spend, sales and the platform's metric side by side, exports to Excel, and applies budget and bid changes in bulk on each platform after a review step. It does not move budget between platforms or bid automatically; it removes the console-hopping so you can make the split decisions with both numbers in front of you.
One dashboard for spend, sales, ACoS and ROAS across marketplaces, plus Excel export.
Learn more →Flipkart's ROI metric from ad spend and ad revenue, next to the Amazon ROAS equivalent.
Learn more →A week-by-week plan for bids, budgets and wallet top-ups.
Learn more →Budget phasing, CPC expectations and the four-week runway on Flipkart.
Learn more →Yes. Both have opened within days of each other in late September in recent years and run through October into the Diwali weeks, so sellers on both platforms plan them together.
It depends on your category and last year's numbers. Compare each platform's event-week sales per rupee of ad spend and fund the better one more heavily, rather than splitting evenly.
Flipkart Ads' own festive series recommends a four-week runway. For Amazon, a two-week ramp on proven campaigns is the common plan, with the big budget rise on days one to three.
Convert both to a margin-based target. ROI of 4 means ₹4 of revenue per ₹1 of ads, which is a 25% ACoS. Set the same break-even threshold on both and compare against that.
It shows Amazon and Flipkart campaigns in one dashboard and lets you make bulk bid and budget changes on each platform after a review step. It does not move budget between platforms or automate bids.
Join 500+ brands powered by our team with