Amazon pipped Flipkart as the most downloaded retail mobile app in India on Google Playstore and Apple's App Store in the first quarter of 2016. Web and app analytics firms App Annie and SimilarWeb, which compare Indian retail apps, said Amazon had been consistently ahead of Flipkart for the last 28 days, The Times of India reported.

Amazon was at the 11th spot on Tuesday and Wednesday, and Flipkart was at No. 17 on Tuesday and No. 16 the next day, the English daily reported after monitoring the app trackers. "While Flipkart has reduced its sale events and advertisements on media, Amazon continues to splurge on these aspects and naturally tends to get more people to download the app. The Amazon app quality is also better since it is a global technology platform," said Harish HV, a partner at global audit firm Grant Thornton.

The American e-commerce giant also overtook Flipkart on the web. SimilarWeb on Tuesday listed Amazon India at the 128th position among the top 300 websites globally, while Flipkart stood at 223, the report added.

However, Flipkart continues to be ahead of Amazon India in terms of monthly active use of the app. While 4.5% of Flipkart users browse the app every day, only 2.7% of Amazon users do so. Consumers also spend more time on the Flipkart app (8.25 minutes per session) than on Amazon (6.2 minutes).

The situation was different last year, when the Flipkart app had 41.5 million downloads on Android devices till October 2015, while Amazon had only 20.15 million, according to data from App Annie. In December 2014, the difference between Flipkart and Amazon in terms of average daily downloads was around 50,000, reported Financial Express.