Here’s how to sell your products on Amazon

Ready to reach millions of customers across India? Selling on Amazon lets you showcase your products to shoppers nationwide without needing your own website or physical store.

Whether you're a small business owner, artisan, or manufacturer, this step-by-step guide will help you get started on Amazon's marketplace with minimal hassle. Here's everything you need to know to start selling on Amazon.

Getting started on Amazon.in is straightforward. To sell, you need to register on Amazon Seller Central. The process involves just a few essential documents for KYC (Know Your Customer) purpose:

• GST number – required for most categories.
• PAN card – for tax purposes.
• Bank account – for receiving payments.
• Phone number and email – for account verification.

Once you complete the online form and upload scanned copies of the documents, Amazon verifies your account. Registration can often be completed in just a couple of days.

Tip: Have all your documents scanned and ready in PDF or JPEG format. This reduces delays during the KYC (Know Your Customer) process.

A well-structured listing is the heart of success on Amazon.in and your product pages need to stand out.

• Maximum 200 characters (including spaces).
• Avoid ALL CAPS, special characters, and promotional phrases like “Best” or “Cheapest.”
• Use a logical order: Brand + Product Type + Key Feature + Colour + Gender/Use Case.
• Amazon prohibits repeating the same keyword more than twice.

• Minimum 1000 px on the longest side (1600 px recommended).
• Pure white background for the main image.
• The product should occupy at least 85% of the frame.
• Use secondary images to showcase angles, close-ups, lifestyle shots, and size charts.

• Amazon allows sellers to add upto five bullet points to describe the product.
• Each bullet should highlight a detail. For example in case of a clothing item list the fabric composition, style, care instructions, or unique detailing.
• Keep them concise and customer-focused.

• Use short paragraphs.
• Emphasise your brand voice and product story.
• Avoid unverifiable claims (e.g., “world’s best”).

Do You Know? High quality images, keyword-rich titles improve your chances of showing up in search results.

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Amazon charges sellers a referral fee, which is a percentage of the selling price. However, to encourage new sellers, Amazon has rolled out multiple benefits in 2025.

• Zero referral fees on more than 1.2 crore products priced under ₹300 (categories include apparel, shoes, jewellery, and home décor).
• Reduced national shipping rate – ₹65 (down from ₹77).
• Multi-unit order discounts – save up to 90% on second-unit fees.

In addition, Amazon’s New Seller Incentive Program offers up to ₹36,000 worth of benefits. These include:

• Selection benefits (₹5,000).
• Sponsored ad credits (₹26,000).
• Fulfilment centre inbound benefits.

Tip: Monitor your Seller Central dashboard weekly to track incentive eligibility. Missing out on ad credits or other benefits is a common oversight.

As orders start pouring in, efficient order management is critical. Amazon gives sellers two primary options:

1. Fulfilment by Amazon (FBA)
   
   • You ship inventory to Amazon’s fulfilment centres.
   • Amazon handles storage, packaging, shipping, returns, and customer service.
   • Products with the Prime badge often see higher conversion rates.
2. Self-Ship (Easy Ship / Merchant Fulfilled)
   
   • You manage packaging and delivery.
   • Gives you more control but requires resources.

Returns and refunds are inevitable in e-commerce. Amazon expects sellers to handle them promptly. A high return dissatisfaction rate can negatively affect account health.

Do You Know? Orders fulfilled through FBA automatically get Amazon’s 24/7 customer service and faster returns handling, which can improve your seller rating and reduce negative feedback.

Standing out requires more than just listings—it requires brand presence.

• Amazon Brand Registry protects your intellectual property on Amazon.in and gives you access to tools like A+ content and Sponsored Brand ads. To enroll your brand in Amazon Brand Registry, you need to meet two basic requirements:

1. Brand name and logo: Have a logo that includes your brand name permanently affixed to your products or packaging.
2. Trademark: Have a pending or registered trademark for your brand name or logo that’s issued by the designated government trademark office of your country with a corresponding Amazon store.

• Brand Store: Think of it as a mini-website within Amazon. You can design dedicated pages for your collections, tell your brand story, and create a seamless shopping experience.

Tip: Even if you’re starting with a small catalogue, build a Brand Store. It adds credibility and funnels shoppers directly into your ecosystem.

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With thousands of sellers competing for customer attention, visibility is key. Amazon offers several marketing tools:

• Sponsored products: Sponsored Products promote individual listings and can appear in multiple placements, including the top of search results and product detail pages.
• Sponsored brands: Sponsored Brands ads appear prominently in search results and let you showcase your brand with a custom headline, logo, and multiple products.
• Deals and coupons: Shoppers actively look for coupon-based savings. 

Start with auto-campaigns to identify which keywords drive the most sales, then transition into manual campaigns to control targeting and budget.

Even seasoned sellers stumble during high-volume events. First-time sellers should avoid these pitfalls:

• Keyword stuffing: Overloading titles or bullets with keywords makes content unreadable and violates policies.
• Wrong attributes: Listing a product as “cotton” when it’s polyester can result in poor reviews.
• Ignoring images: Low-quality images are the fastest way to lose conversions.
• Neglecting returns: Delay in refund approvals might lead to poor reviews.

Tip: Conduct an audit of your listings. Ask a friend or colleague to review your product page—does it look credible, appealing, and informative?

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