Running a sale on an e-commerce portal in India is tough. Given the massive demand, most such events experience website crashes and app failures.

But that is not deterring Amazon from holding its flagship Prime Day sale in the country for the second year in a row. For 36 hours starting noon on July 16, the Seattle-based firm will offer special discounts and fast-track delivery to its Prime subscribers who are growing at a faster pace in India than anywhere else in the world.

Quartz spoke to Akshay Sahi, head of Amazon Prime in India, about how this year’s event is different from the ones before, and how the firm is trying to use virtual reality (VR) to simplify shopping. Edited excerpts: On Prime Day last year, we saw more members shop than on any other day before that.

Each customer bought more than three times their usual shopping amount. And we also saw more people subscribing to Prime membership in the week leading up to Prime Day than any other week prior to that.

Last time, we got 30 brands to partner with us to launch products exclusively. We got a very positive response to these launches. Read more from qz.com…

thumbnail courtesy of qz.com