Abstract: The Indian e-commerce industry has evolved rapidly, with Amazon and Flipkart emerging as the two leading players competing for dominance. This project focuses on a comparative study of their marketing strategies to evaluate how each company engages, attracts, and retains customers. Flipkart emphasizes localized campaigns, cash-on-delivery options, regional language promotions, and mega events like the Big Billion Days, making it more relatable to Indian consumers. Amazon, on the other hand, leverages its global expertise, advanced technology, and services like Amazon Prime to build strong customer loyalty and trust. The study is based on both primary data, collected through a survey of 100 respondents, and secondary data from journals, reports, and online sources. Findings reveal that discounts, delivery speed, seasonal sales, and customer service are the most influential factors shaping consumer decisions. While Amazon is perceived as more trustworthy and globally reliable, Flipkart is favored by price-sensitive and regional customers. The research highlights that both platforms have unique competitive advantages, and their strategies collectively shape India’s fast-growing digital retail ecosystem.

Downloads: | DOI: 10.17148/IARJSET.2025.12918