India, September 8, 2026: With the festive season approaching, Amazon India today announced that its seller base has crossed the 20-lakh milestone. With over 3 lakh new sellers joining the marketplace, this marks the strongest year-on-year (YoY) growth in seller numbers. The growing seller community spans businesses at every stage, from first-generation entrepreneurs in Tier 3 towns to established brands managing thousands of stock keeping units (SKUs). As sellers prepare for the festive season, Amazon is focused on making selling on Amazon.in simpler and more accessible, with tools, technology and infrastructure designed to help sellers advertise their products, manage their businesses and serve customers effectively.
The expansion of Amazon’s seller base is supported by lower selling fees, simpler selling through AI-powered tools, creative advertising and continued investments in its fulfillment and delivery network. Amazon’s fee revision earlier this year introduced zero referral fees across more than 12.5 crore products, lowering the cost of selling for entrepreneurs across the country. At the same time, Amazon continues to make AI-powered capabilities and various tools increasingly accessible to sellers, helping them with tasks such as creating and optimizing listings, identifying product opportunities, generating advertising creatives, planning inventory and making data-driven decisions. These digital capabilities are complemented by Amazon’s nationwide operations network, which provides sellers with multiple fulfillment and delivery options as they prepare for increased festive demand. Sellers on A.in using Seller Assistant are doubling every six months, while seller interactions with the tool have grown 7.5x year over year. Furthermore, 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.
Ahead of the festive season, Amazon is also bringing these capabilities closer to sellers through 20+ Seller Connects and Ads Hive workshops across cities, equipping sellers with tools, insights and strategies across areas including catalogue optimization, inventory planning, fulfillment and advertising.
Aruna Daryanani, Director, Selling Partner Services, Amazon India said: “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.”
How Amazon is making it simpler for lakhs of sellers to sell on Amazon.in:
Investing in tools, AI and ML to simplify selling:
- At the centre of Amazon’s festive readiness effort is the Seller Assistant, a conversational AI partner available 24×7 in English and Hinglish that helps sellers navigate everything from listing creation and inventory planning to fee estimates, business insights, and growth recommendations, all through a single interface.
- Product Opportunity Explorer is one such tool that uses Amazon’s customer demand data to help sellers identify in demand, potentially lower-competition product opportunities and make more informed selection decisions. Today, over 28,000 sellers in India use the tool to explore potential opportunities to get insights before investing in inventory.
- Amazon’s AI-powered listing tools, meanwhile, are used by over 2 lakh sellers to simplify catalogue creation and improve product discoverability.
- For inventory and pricing, over 69,000 sellers used Sale Event Planner this year to prepare for peak shopping events. Sellers who followed its AI-driven inventory recommendations experienced 35% fewer stockouts, while sellers who actioned recommended deal prices through the tool saw a 2.5x spike in sales.
- Amazon’s personalized growth recommendation engine, Samriddhi, 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 sellers who acted on Samriddhi recommendations achieved a 174% increase in annual sales
Simplified advertising solutions to help sellers reach more customers:
- Ads is making advertising more accessible to sellers through simplified, self-serve solutions and AI-powered tools. Through solutions such as Creative Agent and Creative Studio, sellers can create 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, helping sellers explore creator-led advertising as part of their campaigns.
Investing in operations and seasonal capacity:
- Amazon is also investing in its nationwide operations infrastructure and seasonal workforce. Ahead of the upcoming festive season, Amazon India has created more than 160,000 seasonal work opportunities across its pan-India operations network supporting its ecommerce and quick commerce businesses. These include direct and indirect opportunities across 400 cities, spanning large metros as well as Tier 2 and Tier 3 cities including Varanasi, Kochi, Jalandhar, Ghaziabad, Ranchi, Salem and Gorakhpur. The new associates will help pick, pack, ship and deliver customer orders safely and reliably during the festive period. The majority of these associates have already been onboarded and have begun receiving the necessary training in preparation for the season.
- Amazon delivers to every pin-code across India with its logistics network spanning fulfilment centers in 17 states, sortation centers in 20 states and nearly 2000 Amazon and partner owned last mile delivery stations. The delivery network also has close to 28,000 Hub Delivery partners and thousands of Amazon Flex partners.
Amazon is on track to bring advanced technology capabilities to 15 million businesses by 2030. As sellers prepare for India’s biggest shopping season, Amazon’s continued investment in technology, programmes and seller readiness is designed to help entrepreneurs across geographies and stages of growth make the most of the festive opportunity.
*How Amazon India’s tools come together — An illustrative seller journey:
Priya Sharma, a second-generation spice seller from Kanpur, started selling on Amazon.in two years ago from a small shop in Nai Sarak. As she prepares for the festive season, she can use Product Opportunity Explorer to identify in demand, potentially low-competition product opportunities, such as festive spice hampers, and use Amazon’s AI-powered listing tools to create and optimize listings using her existing product information and images. Sale Event Planner can help her plan inventory and deals ahead of peak shopping events, while Samriddhi provides personalized recommendations to help her identify actions that could improve her business performance. She can also use Amazon Vine to build early customer reviews for eligible products and Creative Agent to create professional-quality video advertising creatives without the need for traditional production resources. Together, these tools give Priya access to capabilities across product selection, listing creation, inventory and deal planning, business insights, customer reviews and advertising — helping her prepare more effectively for the festive season.
*”This is a fictional scenario for illustrative purposes only. Sales on Amazon.in are based on many factors and Amazon does not guarantee the amount of business a seller may generate.”
