As part of its ongoing Great Indian Festival 2025 sale, Amazon is offering discounts of up to 20% on gold and diamond jewelry in honor of Dhanteras. Dhanteras, also known as Dhantrayodashi, will be celebrated on Saturday, October 18, 2025. The festival marks the beginning of the five-day Diwali celebration and is considered an auspicious time to purchase gold, silver, and other valuables.
Amazon's Dhanteras sale looks to meet the growing demand for jewelry during the festive season. The online retailer has expanded its catalog to include over 5 lakh jewelry designs, with more than 50,000 styles of lab-grown diamonds starting at ₹1,699. Popular brands such as Caratlane, PN Gadgil, Joyalukkas, PC Chandra, and Malabar Gold & Diamonds are participating in the sale. Customers can also purchase hallmarked gold and silver coins ranging from 1g to 10g.
Several deals and discounts are available during the Amazon Great Indian Festival 2025: * Up to 20% off on jewelry * Up to 10% instant bank discount * ₹1,000 flat coupon on select designs * Up to 12% off on GIVA silver jewelry * 5% off on Kalyan diamond and gold jewelry * 2-3% off on brands such as Tanishq and Jos Alukkas
To further enhance the shopping experience, Amazon Pay is offering e-gift cards from leading jewelers, including Tanishq, Kalyan, Malabar, Joyalukkas, and GIVA. Customers using the Amazon Pay ICICI Bank Credit Card can earn an additional 2% cashback on gift card purchases. Amazon Pay is also promoting digital gold buying as a convenient and secure way to begin festive investments.
The surge in gold jewelry sales has been significant, with a reported 96% year-over-year increase, particularly in hallmarked pieces from top jewelers. There's also a growing preference for 14K and 18K gold jewelry, with 14K gold seeing a 50% annual growth as consumers opt for lightweight and modern designs suitable for everyday wear. Rings and necklaces have emerged as the most popular categories this festive season.
Dhanteras is a significant Hindu festival where devotees worship Goddess Lakshmi, the goddess of wealth, and Lord Kubera, the god of prosperity, seeking blessings for abundance and good fortune. Lord Dhanvantari, regarded as the divine physician, is also venerated for good health. It is considered auspicious to buy gold, silver, utensils, or initiate new ventures on this day.
Alongside jewelry, it is traditional to purchase new utensils made of brass, copper, or silver. These metals are not only spiritually significant but also offer health benefits. Buying idols of Goddess Lakshmi and Lord Ganesha is also a common practice to invite divine energy into the home.
