India, Sep 09 : Amazon India has crossed the milestone of 2 million sellers on its marketplace, with more than 300,000 new sellers joining over the past year as businesses prepare for the upcoming festive shopping season.
The company said the latest expansion represents its strongest year on year growth in seller numbers. The marketplace now includes businesses ranging from first time entrepreneurs in Tier-3 cities to established brands managing thousands of products.
Amazon attributed the growth to lower selling costs, artificial intelligence-powered tools, advertising solutions and continued investment in its fulfilment and delivery network.
Earlier this year, the company revised its fee structure and introduced zero referral fees across more than 125 million products, reducing the cost of selling for businesses across several categories.
The company is also increasing the use of AI among its sellers. Amazon said the number of sellers using its Seller Assistant has been doubling every six months, while interactions with the tool have increased 7.5 times year-on-year.
AI-based advertising tools are also gaining traction. The proportion of Amazon advertisers using such tools rose 77 per cent year-on-year, while small and medium-sized businesses generated 62 per cent more advertising creatives through AI tools during the first quarter of 2026 compared with the same period a year earlier.
Amazon is further preparing sellers for the festive demand through more than 20 Seller Connect and Ads Hive workshops across different cities. The programmes will focus on areas such as catalogue management, inventory planning, fulfilment and digital advertising.
The expansion comes ahead of India’s crucial festive shopping period, when online retailers typically witness a significant increase in consumer demand. For smaller businesses, the expanding marketplace offers an opportunity to reach customers beyond their local markets and scale their online operations.