The much awaited Amazon and Flipkart sales have begun with full force. The two etailer giants are fighting neck to neck to capture the market share and outperform each other in terms of sales volume. Amazon and Flipkart saw a combined sales volume of 3.73 million units in the initial 12 hours of their sale. This number was at 3.1 million shipments in 2015, Redseer reported. In response to Amazon’s first day score card — 1.5 million units sold in 12 hours — on Saturday, rival Flipkart on Sunday raised the bar, pegging the number of units sold at 2.25 million in exactly 12 hours. Flipkart, on the other hand, is offering massive discounts of up to 30 percent on its range of home appliances. Many brands are offering up to 60 percent off on their clothing lines as well as accessories. Watching the initial trends, analysts estimated that the top three e-commerce firms, Flipkart, Amazon and Snapdeal, could end up with a combined sales of $1.5 billion, or Rs 10,000 crore, in the festive sale week that began over the weekend. To further sweeten the deal, Flipkart has paired up with Jet Airways and their Customer Loyalty Program where the customers can avail 500 JPMiles on their first ever purchase through shop.jetprivilege.com. Just the day one of the festive sales could generate around $300-400 million (about Rs 2,000-3,000 crore) in orders for the three e-commerce players, they said. Amazon had kicked off the sale on Saturday, followed by Flipkart and Snapdeal on Sunday. Pundits are yet to identify a clear winner. Almost all the three players have done on an average $100 million (about Rs 700 crore) in sales, said insiders. Amazon may have done a little more transactions and may be a notch higher than Flipkart, a consultant said. Flipkart is giving an additional 10% discount to SBI debit and credit card holders. Maximum discount is Rs 5,250 over the full 5 day festival, however you can only save a maximum of Rs 1,750 each day. Amazon is giving 15% cashback on Amazon app and 10% on its website to HDFC debit and credit card holder’s Maximum cashback is Rs 1,500 but you must transact for at least Rs 6,000. This week-long war in the form of Amazon and Flipkart sales has just begun. Customers will forget about loyalty and simply grab the better deal. Let us see who emerges as the winner!