Amazon India seller base crosses 2 million ahead of festive season

Amazon India added more than 300,000 sellers to take its seller base beyond 2 million, while expanding zero referral fees, AI tools, fulfilment support and seller workshops ahead of festive demand.

— Source publishedTue, 8 Sept, 2026, 17:09 IST·First seen Tue, 8 Sept, 2026, 17:28 IST·Source Business Standard · Companies

What happened

Amazon India’s seller base exceeded 2 million after adding more than 300,000 sellers. The marketplace is preparing for festive demand through lower fees, AI

Key facts

  • Seller base surpassed 2 million
  • Over 300,000 new sellers joined
  • Zero referral fees across more than 125 million products
  • Seller Assistant users doubling every six months
  • Seller Assistant interactions grew 7.5 times YoY
  • Advertisers using AI-powered tools grew 77% YoY
  • SMBs generated 62% more ad creatives in Q1 2026 YoY
  • Over 20 Seller Connects and Ads Hive workshops

Why this matters

Amazon India’s scaled seller ecosystem and AI-enabled support make it a more formidable partner or competitor, increasing the strategic value of differentiated merchant, logistics and category capabilities.

What to watch

  • Active-selling rate and 90-day retention of the 300,000-plus newly added sellers.
  • Festive-period GMV, order growth, conversion rates and out-of-stock levels.
  • Growth in seller advertising adoption and cost-per-click, indicating rising discoverability competition.
  • FBA/fulfilled-by-platform penetration, delivery-time performance and inventory-placement capacity.
  • Changes in referral-fee waivers, shipping subsidies or seller incentives from Amazon, Flipkart and Meesho.
  • Consumer complaints, returns and regulatory scrutiny related to marketplace quality, pricing or seller compliance.
  • Expand fee-waiver categories and targeted onboarding for regional, D2C and MSME sellers.
  • Use AI listing, pricing, translation and demand-forecasting tools to convert new registrations into active sellers.
  • Increase Fulfillment by Amazon capacity, inbound inventory programs and last-mile readiness ahead of peak festive weeks.
  • Bundle seller services such as advertising credits, lending, account management and workshop-led compliance support.
  • Prioritize enforcement against counterfeit, duplicate and low-quality listings as catalog scale increases.