Everyone on my team at Selling Partner Services lives by one philosophy: when our sellers succeed, we succeed. That belief shapes every decision we make. Today, it is behind one of the most significant decisions we have made for sellers in India.
Starting March 16, we are expanding zero referral fees to over 12.5 crore products, covering items priced under ₹1,000 across 1,800+ categories. We are also reducing Easy Ship fees by more than 20% for products under ₹300. These changes can save sellers up to 70% in total selling fees.
This is not promotional. It is structural – and it benefits a vast majority of sellers and products listed on Amazon.in. Let me tell you how we got here.
What sellers told us — and what we did
Over the years, I have heard three things from sellers more than anything else: lower the cost of selling, make selling simpler, and help us grow faster. Everything we do is anchored in these priorities.
Last year, we took a significant first step. We eliminated referral fees – the Sell on Amazon commission – on over 1.2 crore products priced under ₹300 across 135 product categories. The results exceeded our expectations. Growth accelerated, especially in Tier 2 and Tier 3 cities. Our seller base grew to nearly 1.7 million, and the rate at which new sellers joined us climbed sharply. Entrepreneurs who had been hesitant to sell online took the leap. Small businesses that were already with us found room to invest more in their growth. But what stayed with me most was what sellers said next.
In conversation after conversation — at seller meetups, through feedback channels — the message was consistent: This helped. Now extend it further. Extend it to our everyday products under ₹1,000. That is where the real difference will be felt.
They were right. The products they were talking about are the ones that power daily life across India — T-shirts, shoes, earphones, sarees, bed sheets, electric kettles, coffee tables, chairs, pet accessories, fashion jewellery, toys. These are products millions of Indians search for and buy every day.
So that is exactly what we have done.
What it means in practice
A 10x+ expansion of zero referral fees — from 1.2 crore products under ₹300 to over 12.5 crore priced under ₹1,000. Here is what that looks like for sellers:
- A fashion jewellery necklace priced at ₹999, sold through Easy Ship — a seller saves ₹224 per unit. That is a 69% reduction in total fees.
- Earphones priced at ₹798, sold through Fulfilled by Amazon — a seller saves ₹139 per unit. A 56% reduction.
- A T-shirt priced at ₹299, sold through Easy Ship — a seller saves ₹15 per unit. A 21% reduction.
For sellers moving hundreds or thousands of units a month, these numbers add up fast. They are the difference between a business that is surviving and one that is scaling.
Lower entry barriers for new sellers
We have also reduced Easy Ship fees by more than 20% for products priced under ₹300. For context, Easy Ship is a program we built specifically for India, designed for small businesses and first-time entrepreneurs. Sellers operate from their own premises; we handle pickup and delivery. This reduction in fees lowers the barriers for new sellers considering their first listing on Amazon. For those already growing with us, it means more savings to reinvest.
Sell more, save more
Many of our sellers already run promotions – like "Buy 2, Get 10% Off" – to drive higher order values. We wanted to reward that further. When a seller ships multiple units in a single box, they can save up to 90% on selling fees for the second unit onward – compounding the savings from everything mentioned above.
Why this matters beyond the numbers
Last year, when we removed referral fees under ₹300, what followed was not just growth in transactions – it was growth in confidence. Sellers expanded into new categories. They experimented with new products. They invested in advertising and sharper pricing because the economics finally made sense. That is the outcome we are building toward again – this time at a much larger scale.
For customers, it means more selection and better value. For India, it means more small businesses participating confidently in the digital economy, and more entrepreneurs in smaller towns and cities seeing e-commerce as a viable, sustainable path to growth.
What comes next
Lowering costs is one part of the equation. We have introduced AI-powered tools to simplify the entire seller lifecycle, from listing creation to inventory management to customer insights. We will keep investing in making selling simpler and in finding new ways to help sellers grow.
But today is about putting real savings in sellers' hands. Over 12.5 crore products. Up to 70% in fee savings. Starting March 16.
Because when our sellers succeed, we succeed.
