Amazon India seller base hits 20 lakh in strongest growth
Amazon India's marketplace has added over 300,000 sellers in the past year, crossing the 20 lakh seller milestone.
Amazon India's seller base has surpassed 20 lakh, adding more than 3 lakh new sellers in the past year. According to the company, this represents its strongest year-on-year growth in three years.
Amazon credits this expansion to a combination of lower selling fees, increased use of its AI-powered seller tools, and significant investments in fulfilment and delivery infrastructure. Earlier this year, the e-commerce giant eliminated referral fees for over 12.5 crore products, including all items priced below Rs 1,000.
AI tool adoption surges
Adoption of Amazon's AI-powered Seller Assistant has skyrocketed. Seller interactions with this tool have grown 7.5 times compared to the previous year. The number of sellers actively using the tool is now doubling every six months.
The use of AI extends to advertising as well. The share of Amazon advertisers employing AI-powered advertising tools has risen by 77% year-on-year. In the first quarter of 2026, small and medium businesses on the platform created 62% more advertising creatives using artificial intelligence.
Amazon provided specific figures on the uptake of its various seller technologies.
| Tool | Number of Sellers Using It |
|---|---|
| AI-powered listing tools | More than 2 lakh |
| Product Opportunity Explorer | Over 28,000 |
| Sale Event Planner (used this year) | More than 69,000 |
Preparing for the festive season
Ahead of the upcoming festive shopping period, Amazon is rolling out extensive support for its sellers. The company is organising more than 20 Seller Connects and Ads Hive workshops across multiple cities. These sessions will cover critical topics like catalogue optimisation, inventory planning, fulfilment, and advertising strategies.
To handle the anticipated surge in orders, Amazon has also created over 1.6 lakh seasonal work opportunities. These positions span its operations network across 400 Indian cities.
Aruna Daryanani, director of Selling Partner Services at Amazon India, outlined the company's philosophy. "Our continued endeavor is to make Amazon.in the best place to sell for sellers of all sizes," Daryanani said. She added that the focus is on "making selling simpler and more accessible" through fee reductions, AI tools, and data-driven insights.
Long-term goals and logistics scale
Amazon stated it is on a path to bring advanced technology capabilities to 15 million businesses by the year 2030. This ambition is backed by a massive physical logistics network within India.
The company's infrastructure now includes fulfilment centres in 17 states and sortation centres in 20 states. Its last-mile delivery network comprises nearly 2,000 stations, which are owned by Amazon or its partners.
