News & Insights

Amazon India’s Seller Base Grows to 20 Lakh, Marking Strongest Growth in Three Years

Over 3 lakh sellers joined Amazon.in, driven by zero referral fees on products under ₹1,000 and growing adoption of AI-powered seller tools

Amit Verma

September 10, 2026

Key Highlights

Seller Base: Crossed 20 lakh, strongest YoY growth in three years.
New Sellers: Over 3 lakh sellers joined Amazon.in in 2026.
AI Adoption: Seller interactions with Seller Assistant grew 7.5x YoY.
Advertising: AI-powered ad tools adoption grew 77% YoY; SMBs created 62% more ad creatives in Q1 2026.
Festive Readiness: 20+ Seller Connects and Ads Hive workshops planned across cities.

India, September 10, 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 growth in seller numbers.

The seller community spans businesses at every stage — from first-generation entrepreneurs in Tier-III towns to established brands managing thousands of SKUs. Amazon is focused on making selling simpler and more accessible with AI-powered tools, lower fees, and nationwide infrastructure.

Driving Seller Growth

Zero Referral Fees: Introduced across 12.5 crore+ products, lowering selling costs.
AI-Powered Tools: Accessible to sellers for listing optimisation, product opportunity identification, advertising creatives, inventory planning, and data-driven decisions.
Fulfillment Network: Nationwide operations with multiple delivery and fulfillment options.

Seller adoption trends:

Sellers using Seller Assistant are doubling every six months.
Seller interactions with the tool grew 7.5x YoY.
AI-powered advertising tools adoption grew 77% YoY.
SMBs generated 62% more ad creatives in Q1 2026 compared to last year.

Festive Season Readiness
Amazon is equipping sellers with tools and insights through:

20+ Seller Connects and Ads Hive workshops across cities.
Focus on catalogue optimisation, inventory planning, fulfillment, and advertising.

Aruna Daryanani, Director, Selling Partner Services, Amazon India: “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 Simplifying Selling

AI & ML Tools

Seller Assistant: Conversational AI partner available 24×7 in English and Hinglish. Helps with listing creation, inventory planning, fee estimates, insights, and growth recommendations.
Product Opportunity Explorer: Uses customer demand data to identify in-demand, low-competition products. Over 28,000 sellers in India use it.
AI-Powered Listing Tools: Used by 2 lakh+ sellers to simplify catalogue creation.
Sale Event Planner: Used by 69,000 sellers; reduced stockouts by 35% and boosted sales 2.5x with recommended deal prices.
Samriddhi Growth Engine: Sellers acting on recommendations achieved 174% increase in annual sales.

Advertising Solutions

Creative Agent & Creative Studio: AI-powered tools for professional-quality creatives, including video ads.
Amazon Ads Creator Program: Connects brands with 5 lakh+ creators for creator-led advertising campaigns.

Operations & Seasonal Capacity

160,000 seasonal work opportunities created across 400 cities for festive demand.
Logistics network spans fulfillment centers in 17 states, sortation centers in 20 states, and nearly 2,000 last-mile delivery stations.
Supported by 28,000 Hub Delivery partners and thousands of Amazon Flex partners.

Illustrative Seller Journey

Priya Sharma, a second-generation spice seller from Kanpur, uses Amazon’s suite of tools to prepare for the festive season:

Product Opportunity Explorer identifies festive spice hampers.
AI-powered listing tools optimise catalogue.
Sale Event Planner helps plan inventory and deals.
Samriddhi provides personalised growth recommendations.
Amazon Vine builds early reviews.
Creative Agent creates professional-quality video ads.

Together, these tools enable sellers like Priya to prepare more effectively for peak demand. (This is a fictional scenario for illustrative purposes only.)

About Amazon.in
The Amazon.in marketplace is operated by Amazon Seller Services Private Ltd, an affiliate of Amazon.com, Inc. (NASDAQ: AMZN).

Amazon.in seeks to build the most customer-centric online destination by offering: