Pune: The Amazon India seller base has crossed the 20-lakh milestone, with more than 3 lakh new sellers joining Amazon.in, marking the strongest year-on-year (YoY) growth in seller numbers in three years.
The expansion comes as Amazon India prepares sellers for the upcoming festive season, with lower selling fees, AI-powered tools, advertising solutions and investments in its fulfillment and delivery network.
The Amazon India seller base now spans businesses at different stages of growth, ranging from first-generation entrepreneurs in Tier 3 towns to established brands managing thousands of stock keeping units (SKUs).
Amazon said the growth in its seller community has been supported by lower selling fees, simplified selling processes, AI-powered capabilities and continued investments in nationwide operations infrastructure.
Earlier this year, Amazon revised its fee structure to introduce zero referral fees across more than 12.5 crore products. The move has lowered the cost of selling for entrepreneurs across the country and contributed to making Amazon.in more accessible to sellers.
At the same time, Amazon has expanded access to AI-powered tools designed to support sellers with activities such as creating and optimizing product listings, identifying product opportunities, generating advertising creatives, planning inventory and making data-driven business decisions.
The Amazon India seller base is also increasingly adopting AI-powered seller tools. Sellers using Seller Assistant on Amazon.in are doubling every six months, while interactions with the conversational AI tool have grown 7.5x year over year.
The adoption of AI-powered advertising tools has also increased. The share of Amazon advertisers using AI-powered tools grew 77% YoY, while small and medium-sized businesses (SMBs) generated 62% more advertising creatives using AI-powered tools in Q1 2026 compared with the same period a year earlier.
Ahead of the festive season, Amazon is organizing more than 20 Seller Connects and Ads Hive workshops across cities. The sessions are aimed at equipping selling partners with tools, insights and strategies covering catalogue optimization, inventory planning, fulfillment and advertising.
Amazon India Seller Base: Expanding AI and Machine Learning Tools for Sellers
At the centre of Amazon’s festive readiness efforts is Seller Assistant, a conversational AI partner available 24×7 in English and Hinglish.
The tool helps sellers manage activities ranging from listing creation and inventory planning to fee estimates, business insights and growth recommendations through a single interface.
The growing use of Seller Assistant is an important part of the expansion of the Amazon India seller base, with sellers using the tool doubling every six months and interactions increasing 7.5x YoY.
Another tool, Product Opportunity Explorer, uses Amazon’s customer demand data to help sellers identify in-demand and potentially lower-competition product opportunities.
The tool is currently used by more than 28,000 sellers in India to explore potential opportunities and gain insights before investing in inventory.
Amazon’s AI-powered listing tools are being used by more than 2 lakh sellers to simplify catalogue creation and improve product discoverability.
For inventory and pricing, more than 69,000 sellers used Sale Event Planner this year to prepare for peak shopping events. According to Amazon, sellers who followed the tool’s AI-driven inventory recommendations experienced 35% fewer stockouts.
Sellers who acted on recommended deal prices through Sale Event Planner saw a 2.5x spike in sales, Amazon said.
Amazon’s personalized growth recommendation engine, Samriddhi, is also designed to help sellers identify actions relevant to their businesses. Sellers using Samriddhi are 2.8x more likely to consistently beat their sales baseline across sale events.
Amazon also said sellers who acted on Samriddhi recommendations achieved a 174% increase in annual sales.
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Amazon India Seller Base: Simplifying Advertising for Sellers
Amazon Ads is making advertising more accessible to sellers through simplified, self-serve solutions and AI-powered tools.
Through tools such as Creative Agent and Creative Studio, sellers can create professional-quality advertising creatives, including video ads, with minimal effort and at no additional cost.
The increased adoption of AI-powered advertising tools among the Amazon India seller base comes as sellers look for simplified ways to create advertising content and reach customers.
The Amazon Ads Creator Program also connects brands with a network of more than 5 lakh creators. This allows sellers to explore creator-led advertising as part of their marketing campaigns.
Amazon said the share of its advertisers using AI-powered tools grew 77% YoY, while SMBs generated 62% more advertising creatives with these tools in Q1 2026 compared with the previous year.
Amazon India Seller Base: Investment in Festive-Season Operations
Alongside seller-focused technology and advertising tools, Amazon is investing in its nationwide operations infrastructure and seasonal workforce ahead of the festive season.
Amazon India has created more than 160,000 seasonal work opportunities across its pan-India operations network for the upcoming festive period. These opportunities support Amazon’s ecommerce and quick commerce businesses.
The seasonal opportunities include direct and indirect roles across 400 cities, covering major metros as well as Tier 2 and Tier 3 cities such as Varanasi, Kochi, Jalandhar, Ghaziabad, Ranchi, Salem and Gorakhpur.
The new associates will support activities including picking, packing, shipping and delivering customer orders during the festive period. Amazon said the majority of these associates have already been onboarded and have begun receiving training ahead of the season.
The company delivers to every pin code across India through a logistics network that includes fulfillment centers in 17 states, sortation centers in 20 states and nearly 2,000 Amazon and partner-owned last-mile delivery stations.
The network also includes close to 28,000 Hub Delivery partners and thousands of Amazon Flex partners.
For the Amazon India seller base, this nationwide fulfillment and delivery infrastructure provides multiple options to manage increased customer demand during the festive season.
Amazon India Seller Base: Targeting 15 Million Businesses with Advanced Technology
Amazon is on track to bring advanced technology capabilities to 15 million businesses by 2030.
As the festive season approaches, Amazon said its investments in technology, programmes and seller readiness are aimed at helping entrepreneurs across geographies and stages of growth prepare for the country’s biggest shopping season.
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.”
Amazon India Seller Base: How Amazon’s seller tools work together
Amazon has also outlined an illustrative seller journey showing how its various tools can be used together during the festive season.
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 and potentially low-competition product opportunities, such as festive spice hampers.
She can then use Amazon’s AI-powered listing tools to create and optimize listings using existing product information and images.
Sale Event Planner can help her plan inventory and deals ahead of peak shopping events, while Samriddhi can provide personalized recommendations to 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 traditional production resources.
Together, these tools provide capabilities across product selection, listing creation, inventory and deal planning, business insights, customer reviews and advertising.
The example illustrates how the Amazon India seller base can access different tools to prepare for festive-season demand.
Amazon clarified that the scenario involving Priya Sharma is fictional and intended only for illustrative purposes. Sales on Amazon.in depend on multiple factors, and Amazon does not guarantee the amount of business a seller may generate.
