Amazon India seller base crosses 20 lakh with over 3 lakh new sellers ahead of festive season
Amazon India has crossed 20 lakh sellers on its marketplace, adding more than 3 lakh sellers and recording its strongest year-on-year growth in seller numbers in three years. The company said the expansion comes as businesses prepare for the upcoming festive shopping season.
The seller community includes businesses at different stages, from first-generation entrepreneurs in Tier 3 towns to established brands handling thousands of stock keeping units. Amazon said lower selling fees, AI-powered tools, advertising solutions and investments in fulfilment and delivery are supporting the growth.
AI adoption grows among sellers
Amazon said interactions between sellers and its Seller Assistant have increased 7.5 times year-on-year, while the number of sellers using the tool is doubling every six months. The conversational AI service is available around the clock in English and Hinglish and supports activities such as listing creation, inventory planning, fee estimates, business insights and growth recommendations.
The company said the share of its advertisers using AI-powered tools has risen 77% year-on-year. Small and medium businesses created 62% more advertising creatives with AI tools in the first quarter of 2026 compared with the year before.
Amazon has also expanded access to other AI and machine learning tools. More than 28,000 sellers in India use Product Opportunity Explorer to identify potentially lower-competition products, while more than 2 lakh sellers use AI-powered listing tools.
More than 69,000 sellers used Sale Event Planner this year to prepare for major shopping events. Amazon said sellers following its AI-based inventory recommendations recorded 35% fewer stockouts, while those acting on recommended deal prices saw a 2.5-fold increase in sales.
Its Samriddhi recommendation engine is designed to identify actions relevant to individual sellers. According to Amazon, sellers using Samriddhi are 2.8 times more likely to consistently exceed their sales baseline during sale events, while those acting on its recommendations recorded a 174% increase in annual sales.
Zero referral fees and festive seller support
Amazon said its fee revision earlier this year brought zero referral fees to more than 12.5 crore products. The company said the move lowered selling costs for entrepreneurs across India.
On advertising, Amazon is offering self-serve and AI-powered solutions including Creative Agent and Creative Studio, which allow sellers to produce advertising creatives, including video ads, without additional cost. Its Ads Creator Program also gives brands access to a network of more than 5 lakh creators.
Ahead of the festive season, Amazon is organising more than 20 Seller Connects and Ads Hive workshops across cities. The sessions will cover areas such as catalogue optimisation, inventory planning, fulfilment and advertising.
Amazon India has also created more than 160,000 seasonal work opportunities across its pan-India operations network for its ecommerce and quick commerce businesses. The opportunities span 400 cities, including Varanasi, Kochi, Jalandhar, Ghaziabad, Ranchi, Salem and Gorakhpur. The company said most of the associates have already been onboarded and trained for the festive period.
Its delivery network covers every pin-code in India and includes fulfilment centres in 17 states, sortation centres 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.
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 said it is on track to bring advanced technology capabilities to 15 million businesses by 2030.
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First Published on September 12, 2026, 13:01:02 IST
