Amazon India’s seller base has crossed the 20 lakh mark, with over 3 lakh new sellers joining the marketplace in about 12 months. The expansion of Amazon’s seller base is supported by lower referral fees, simpler selling through AI-powered tools, advertising and continued investments in its fulfillment and delivery network. The growing seller community spans businesses at every stage, from first-generation sellers and entrepreneurs in Tier 3 towns to established brands managing thousands of stock keeping units (SKUs).
Our continued endeavor is to make Amazon.in the best place to sell for sellers of all sizes. Whether it is lowering fees, building AI-powered tools that simplify day-to-day operations, or providing data-driven insights to help sellers make better decisions, we are focused on making selling simpler and more accessible. Reaching 20 lakh sellers is a strong reflection of the confidence entrepreneurs across India place in Amazon.in. As we head into the festive season, we will continue to invest in tools, technology and infrastructure that make it easier for sellers to prepare their businesses and serve customers effectively,” says Aruna Daryanani, Director, Selling Partner Services, Amazon India.
Here are 5 ways Amazon is making it simpler for lakhs of sellers to sell on Amazon:
1. Lower fees to get started: Earlier this year, Amazon introduced zero referral fees (on products under ₹1,000) across over 12.5 crore products, lowering the cost of selling for sellers and entrepreneurs across the country. For first time sellers, this may help lower the barriers for entry and makes it easier to build a customer base.
2. AI tools that simplify everyday operations: Sellers on Amazon.in now have access to a range of AI-powered tools that handle tasks from listing creation to inventory planning. The Seller Assistant, a conversational AI tool available around the clock in English and Hinglish, helps sellers navigate fee estimates, business insights and growth recommendations through a single interface. Seller interactions with this tool have grown 7.5x year over year. Other tools include, 1) Product Opportunity Explorer, which uses customer demand data to help sellers identify potentially high-demand, competitive products, and 2) Sale Event Planner, which provides AI-recommendations ahead of festive shopping events. Sellers who followed its inventory recommendations experienced 35% fewer stockouts.
3. Advertising that is easier to create and more accessible: The share of Amazon advertisers using AI-powered tools grew by 77% year over year, and SMBs generated 62% more ad creatives with those tools in Q1 2026 compared to the year before. Tools such as Creative Agent and Creative Studio allow sellers to produce professional-quality creatives, including video ads, with minimal effort and at no additional cost. The Amazon Ads Creator Program also connects brands with a network of over 5 lakh creators for creator-led advertising campaigns.
4. A nationwide operations network built for scale: Amazon delivers to every pincode in India through a logistics network that includes fulfilment centres in 17 states, sortation centres in 20 states, and nearly 2,000 delivery stations. The delivery network also has close to 28,000 Hub Delivery partners and thousands of Amazon Flex partners. Ahead of the festive season this year, Amazon has created more than 160,000 seasonal work opportunities across 400 cities, from large metros to Tier 2 and Tier 3 cities such as Varanasi, Kochi, Jalandhar, Ghaziabad, Ranchi, Salem and Gorakhpur. This infrastructure helps sellers from every part of India serve customers across India safely and reliably.
5. Hands-on support to prepare for the festive season: Amazon is organising 20+ Seller Connects and Ads Hive workshops across cities ahead of the festive season, covering catalogue optimisation, inventory planning, fulfillment, and advertising. Samriddhi, Amazon's personalised growth recommendation engine, is also helping sellers identify actions relevant to their businesses. Sellers on Samriddhi are 2.8x more likely to consistently beat their sales baseline across sale events, and those who acted on its recommendations achieved a 174% increase in annual sales.
