Amazon was the most popular ecommerce site in India during the recent festive season in the country, according to research by IMRB. Amazon saw off competition from its main rival Flipkart to secure the highest number of customers and orders. Its Amazon Prime service also saw tremendous success, with a fourfold increase in sign-ups during the festive period. There are also signs that ecommerce is becoming more widespread across India. Amazon claims that 86% of its new customers came from smaller towns rather than major cities, where online shopping has typically been focused before. Furthermore, Amazon said that it received orders from a staggering 99.7% of India's post office areas, across product categories as diverse as gadgets, furniture, sports equipment and everyday items.