According to Amazon, the results are based on more than 40,000 responses in major consumer electronics categories. They suggest that while consumers are becoming more comfortable with AI features, they continue to evaluate home appliances based on familiar criteria such as performance, operating costs, durability and ease of installation. The survey also highlights the growing importance of what happens after a product is purchased, with delivery and installation becoming an important part of the purchasing process.
Smart TV: picture quality remains the starting point
For smart TV buyers, the most important factor is still what they see on the screen. About 66 percent of respondents considered image quality to be the most important feature influencing their purchase.
The emphasis on display quality becomes more pronounced at higher price points. Among TVs priced above Rs 60,000, buyers prefer premium display technologies such as OLED and Mini LED/Neo QLED. Nearly eight in 10 smart TV buyers surveyed prefer premium display technologies, including QLED, OLED and Mini LED/Neo QLED.
This preference is not limited to large metropolitan markets. Amazon noted that the demand for premium displays is similar across all metropolitan cities, as well as tier-II and tier-III cities. Buyers also prefer larger screen sizes and expect installation to go smoothly no matter where they live.
For buyers spending Rs 60,000 and above, AI image enhancement is the most desired AI feature, with 51 percent of buyers opting for it. In the mainstream premium segment, voice assistants are the leading AI feature chosen by 39 percent of buyers.
The results show that consumers are not necessarily looking for AI on its own. Instead, they seem interested in how it can improve a feature they already value. For premium TV buyers, this means using artificial intelligence to improve the viewing experience.
Movies and OTT content remain the top reason for purchasing Smart TVs, followed by family entertainment. Meanwhile, gambling is especially popular among buyers in second-tier cities.
The post-purchase experience also matters. Some 36 percent of Smart TV buyers say installation directly influences their purchasing decision, suggesting that consumers are increasingly considering setup and maintenance as part of the overall product experience.
Air conditioner buyers put energy efficiency first
Priorities are changing significantly as consumers move from entertainment to home appliances, which directly impact home energy consumption.
For air conditioners, the most important feature is a high energy efficiency rating, chosen by 35 percent of buyers. It is followed by inverter technology with 24 percent and convertible cooling with 21 percent.
This discovery puts energy efficiency ahead of basic technology. Consumers may be interested in inverter technology, but the energy rating provides a more direct way to understand how efficiently a device will operate.
Service experience is also important. Nearly half, or 49 percent, of air conditioner buyers say free installation with no hidden fees is their most important service expectation. Another 20 percent want trained and certified technicians, and 17 percent prefer delivery and installation to be completed in one visit.
This suggests that for large equipment the purchase does not end with the delivery of the order. Installation, payment transparency, and the quality of the technician’s work can all impact the quality of service.
Refrigerators: operating costs and delivery issues
Refrigerator buyers demonstrate a similar focus on practical value. The Energy Star rating is again a leading feature, with 30 percent of shoppers saying it’s the most important factor. They are followed by convertible modes at 25 percent and inverter compressors at 22 percent.
Consumers are also willing to spend beyond their initial budget when they see a clear benefit. Twenty-eight percent say a significantly higher energy rating with demonstrable long-term savings would encourage them to spend more. An equal 28 percent say convertible technology that provides real added utility would justify a higher price. A longer warranty would encourage 18 percent of respondents to be willing to pay more.
This focus on tangible value extends to delivery. For seven out of ten refrigerator buyers, their top expectation is damage-free delivery and complete inspection of the packaging. Replacing or removing an old refrigerator is the next priority for 16 percent, while 9 percent want precise placement in the kitchen.
For a large and relatively difficult-to-move device, the shipping process becomes an important part of the purchase. Consumers don’t just evaluate the refrigerator itself; they also consider whether the cargo will arrive safely and be handled properly.
Washing machines: efficiency today, artificial intelligence tomorrow
Washing machine buyers are also focused on practicality, with the inverter motor being the most important feature. Forty percent of buyers choose it for its combination of quieter operation, energy savings and durability.
At the same time, AI is starting to make inroads into this category. AI-powered wash programs that automatically detect fabric type and load size are the second most popular feature, chosen by 18 percent of respondents.
The gap between inverter motors and AI-powered wash programs shows that smart features are gaining more attention, but practical benefits are still more popular among consumers. For washing machines, AI becomes relevant when it can automate a task or simplify the washing process, rather than simply adding another technological mark to the product.
Service expectations are again clear. Forty-six percent of shoppers say delivery and installation should be completed in one visit, with professional plumbing installation being the second most common request (20 percent).
AI comes into the house, but doesn’t replace the basics
The results show a more nuanced picture of AI adoption in consumer technology. Artificial intelligence is clearly becoming part of the conversation around home products, especially smart TVs and washing machines. But its importance varies depending on the problem consumers want the product to solve.
In TVs, artificial intelligence is primarily concerned with improving picture quality or enabling voice interaction. In washing machines, this is due to the automatic detection of fabric and load sizes. Meanwhile, for air conditioners and refrigerators, energy efficiency remains a more important purchasing factor.
This contrasts with some personal technology categories. Earlier, a Best in Tech survey revealed that AI features influence the purchasing decisions of 82 percent of smartphone buyers on Amazon.in. For laptops, processor performance is the leading factor, cited by 87 percent of buyers, with the greatest interest in artificial intelligence in computing.
The third set of findings suggests that equal enthusiasm for technology does not automatically translate into equal priorities throughout the home.
For Smart TVs, this can mean better picture quality. For a washing machine, this could mean less manual intervention. For an air conditioner or refrigerator, this could mean lower energy consumption over time.
At the same time, the research highlights that consumers evaluate the entire purchasing process, from product features and pricing to delivery, installation and setup. Flexible financing also remains relevant, with 47 percent of large appliance buyers citing no-cost EMI as the most important pricing lever.
