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MUMBAI: Amazon’s seller tally has hit a new high, and the numbers are doing the selling. Amazon India’s seller base has crossed the 20-lakh mark, with more than 3 lakh sellers joining Amazon.in, marking the marketplace’s strongest year-on-year growth in seller numbers in three years.
The expansion comes as Amazon leans on a mix of lower selling fees, AI-powered tools, simpler advertising solutions and increased fulfilment and delivery capacity to bring more entrepreneurs on board ahead of the festive shopping season.
Earlier this year, Amazon introduced zero referral fees across more than 12.5 crore products, cutting selling costs for entrepreneurs across the country. At the same time, it has widened access to AI tools that help sellers create and optimise listings, discover products, plan inventory, develop advertising creatives and draw business insights.
One of the biggest shifts is happening in the seller toolbox. Adoption of Amazon’s Seller Assistant, a 24×7 conversational AI partner available in English and Hinglish, has accelerated, with the number of sellers using it doubling every six months. Interactions with the tool have grown 7.5x year-on-year.
AI is also finding its way into advertising budgets. The share of Amazon advertisers using AI-powered tools rose 77 per cent year-on-year, while small and medium-sized businesses created 62 per cent more advertising creatives using AI in Q1 2026 than in the corresponding period a year earlier.
Aruna Daryanani, Director, Selling Partner Services, Amazon India, said the company was focused on making selling simpler through lower fees, AI-powered tools and data-driven insights, adding that the 20-lakh milestone reflected the confidence entrepreneurs place in Amazon.in.
Amazon said more than 28,000 Indian sellers now use Product Opportunity Explorer to identify potential products through customer demand data, while more than 2 lakh sellers use its AI-powered listing tools to create catalogues and improve product discoverability.
More than 69,000 sellers have used Sale Event Planner this year to prepare for peak shopping periods. Sellers following Amazon’s AI-driven inventory recommendations recorded 35 per cent fewer stockouts, while those acting on recommended deal prices saw sales spike 2.5x, according to the company.
Its personalised growth recommendation engine, Samriddhi, is also being used to suggest business-specific actions. Amazon said sellers using the tool are 2.8x more likely to consistently beat their sales baseline during sale events, while sellers who acted on its recommendations recorded a 174 per cent increase in annual sales.
Advertising is getting an AI makeover too, with Amazon Ads offering self-serve solutions and tools such as Creative Agent and Creative Studio. These allow sellers to produce professional-quality creatives, including video ads, with minimal effort and at no additional cost.
The Amazon Ads Creator Program further opens the door to creator-led campaigns through a network of more than 5 lakh creators.
Maharashtra alone now has more than 2.2 lakh Amazon sellers and over 57,000 local shops selling on Amazon.in. Ahead of the festive season, the company is conducting more than 20 Seller Connects and Ads Hive workshops across cities, covering areas such as catalogue optimisation, inventory planning, fulfilment and advertising.
Amazon is also scaling its operational muscle for the shopping rush. It has created more than 1.6 lakh seasonal work opportunities across its pan-India operations network supporting its ecommerce and quick-commerce businesses. These roles span 400 cities, including Tier 2 and Tier 3 markets.
Its logistics network currently reaches every pin code in India and includes fulfilment centres across 17 states, sortation centres across 20 states and nearly 2,000 Amazon and partner-owned last-mile delivery stations. The network also has close to 28,000 Hub Delivery partners and thousands of Amazon Flex partners.
The company is targeting advanced technology capabilities for 15 million businesses by 2030. For now, the 20-lakh seller milestone shows that Amazon’s push is not just about adding more shops to the marketplace, but increasingly about giving them algorithms, advertising tools and logistics muscle to compete for the festive-season shopper.
