Amazon Seller Services
- Company typePrivate
- Founded2013
- HeadquartersBangalore, India
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
Amazon Seller Services firmographics
Firmographics- Name
- Amazon Seller Services
- Legal name
- Amazon Seller Services Private Limited
- Website
- https://sell.amazon.in
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Amazon Seller Services industry classification
Industry- Product category
- E-commerce Marketplace
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
- akta.pro secondary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
Keywords
Where Amazon Seller Services is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
Amazon Seller Services business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Infrastructure, Technology or R&D, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Referral Fees: Percentage-based fee charged to sellers for each item sold, calculated as a percentage of the total selling price. The percentage varies by product category. With the March 2026 fee changes, over 12.5 crore products are eligible for zero referral fees for items under Rs 1,000, across 1,800+ categories. Referral fees reduced by 4% to 9.5% for select high-demand categories above Rs 1,000.
- Closing Fees: Fixed closing fee based on item price paid by the buyer (including shipping or gift-wrap charges). Closing fees have been revised downward across multiple price bands and channels (Fulfillment Center, Easy Ship, Self Ship) effective March 16, 2026.
- FBA Weight Handling Fees: Fee levied when sellers use FBA or Easy Ship as delivery method, based on weight slabs. Weight handling fees have been revised with Rs 10 reduction across all slabs for Easy Ship and Rs 8 reduction for Amazon Bazaar (Easy Ship).
- Advertising Services: Amazon provides advertising tools and platforms for sellers to promote their products. Indian tech and e-commerce companies including Amazon earned approximately Rs 15,573 crore in retail media advertising revenue in 2024-25, up 26% year-on-year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Zero referral fees for products under Rs 1,000 |
| Transaction based/ take rate | Pay-as-you-go | Closing fees revised downward |
| Unit Pricing | Pay-as-you-go | Weight handling fee reductions |
| Freemium | One-time | New Seller Incentive Program |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Amazon Seller Services product offering
Product offeringCore offering
Amazon Seller Services Private Limited (ASSPL) operates the Amazon.in marketplace in India, enabling third-party sellers to list, sell, and ship products to Indian consumers. The company provides end-to-end seller services including Fulfillment by Amazon (FBA), Easy Ship, Seller Central tools, advertising solutions, and AI-powered seller assistance, while also running direct consumer-facing services such as Amazon Pay, Amazon Now quick commerce, Amazon Fresh, and Amazon Business.
Product overview
Amazon Seller Services operates a multi-module marketplace platform for the Amazon.in marketplace in India. The core platform is Amazon Seller Central, a web-based seller dashboard. This integrates with fulfillment services (Fulfillment by Amazon FBA, Easy Ship, Seller Flex), seller tools (Amazon Seller App, Amazon Ads, Service Provider Network), brand programs (Brand Registry, Amazon Launchpad), specialized seller programs (Saheli for women entrepreneurs, Karigar for artisans, Amazon Business for B2B), and the quick commerce service Amazon Now. Recent additions include an AI-Powered Seller Assistant built on Amazon Bedrock and Anthropic Claude, providing 24×7 conversational support in English and Hinglish. The platform serves over 14 lakh (1.4 million) sellers across 1,800+ product categories, reaching 300 million+ unique annual visitors.
Differentiator
Problem solved
Functional benefit
Brands
- Amazon Now: Quick commerce vertical offering rapid delivery of groceries and essentials operating in Delhi NCR, Mumbai, and Bengaluru through micro-fulfilment centres.
- Amazon Seller Central
- Amazon Saheli
- Amazon Karigar
- Fulfillment by Amazon (FBA)
- Amazon Global Selling
Products and services
- Amazon.in Marketplace
- Fulfillment by Amazon (FBA) Third-party logistics service where Amazon stores sellers' inventory in its fulfillment centers and handles packing, shipping, delivery, customer service, and returns on behalf of sellers.
- Easy Ship Assisted shipping service for sellers who store inventory themselves but use Amazon's pick-up and last-mile delivery network to fulfill customer orders.
- Seller Central Online seller portal that provides third-party merchants with tools to list products, manage inventory, set prices, track orders, and access performance and growth tools.
- AI Seller Assistant Generative AI-powered assistant for Amazon.in sellers that helps them launch and scale their business with step-by-step guidance, listing creation, advertising, and compliance support.
- Amazon Pay Digital payments service for consumers enabling transactions on Amazon.in, peer-to-peer money transfers, bill payments, and merchant payments across partner platforms.
- Amazon Now Quick-commerce delivery service offering fast delivery of groceries, daily essentials, and other items from neighborhood stores and dark stores to consumers in select Indian metros.
- Amazon Fresh Online grocery store on Amazon.in offering fresh fruits and vegetables, dairy, meat, packaged food, and household essentials with scheduled home delivery.
- Amazon Business B2B e-commerce marketplace enabling registered businesses, offices, and institutions to purchase products in bulk with business pricing, GST invoices, and procurement workflows.
- Amazon Ads (Sponsored Products & Display)
- Smart Commerce Digital commerce program that helps physical retailers and small businesses launch online storefronts, accept digital payments, and access Amazon's logistics and customer base.
- Amazon Home Services Online marketplace for booking professional home services such as appliance installation, assembly, repairs, cleaning, and other on-demand home tasks through verified providers.
- Amazon Flex Gig-based delivery program that lets independent contractors use their own vehicles to deliver packages for Amazon in participating Indian cities.
Quantifiable outcome
- 60% of new sellers get their first sales within 4 weeks of starting their business
- +4 more outcomes
Companies that use Amazon Seller Services
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
Amazon Seller Services technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature4 records
Amazon Seller Services partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AnthropiccoreAmazon Bedrock platform integrates Anthropic Claude for AI capabilities powering the Amazon Seller Assistant tool available 24x7 in English and Hinglish for Indian sellers. Claude enables natural language understanding for onboarding, catalog creation, inventory management, and global expansion assistance.
- Assetz Industrial Parks (AGP Group)minorAmazon Seller Services sub-leased approximately 2.78 lakh sq ft of warehousing space in Bengaluru's Nelamangala area from Assetz Industrial Parks, a group company of Singapore-based AGP. The nine-year sub-lease commencing March 15, 2026 carries a starting monthly rent of Rs 72.98 lakh with 5% annual escalation and security deposit of Rs 4.37 crore.
- Prime MemberscoreAmazon's quick commerce expansion (Amazon Now) is centered on Prime member clusters, leveraging the engaged Prime subscriber base for rapid delivery services in Delhi NCR, Mumbai, and Bengaluru.
- Nahar Industrial Enterprises LimitedminorAmazon Seller Services signed a 20-year lease for 5.56 lakh sq ft warehouse in Hooghly, West Bengal from Nahar Industrial Enterprises Limited at starting monthly rent of Rs 1.26 crore with 12% escalation every three years. Scheduled for handover between January and June 2026.
- CleartaxminorCleartax partnership offers Amazon sellers special assistance in obtaining GST registration, which is mandatory for selling on Amazon.in (with some exceptions for GST-exempt categories). Amazon provides link to Cleartax for sellers who don't have GST.
Scale indicators18 records
Recent moves7 records
Expansion highlights7 records
Amazon Seller Services competitors and assessment
Company assessmentDirect peers
- Reliance Retail (JioMart): Reliance's omni-channel retail and marketplace venture leveraging India's largest retail footprint. Competes with Amazon Seller Services across grocery, electronics, and fashion, with backing from Reliance's deep balance sheet.
- Flipkart: India's largest homegrown e-commerce marketplace, owned by Walmart. Directly competes with Amazon Seller Services across general merchandise, fashion, and grocery, with parallel quick-commerce (Flipkart Minutes) and B2B (Flipkart Wholesale) offerings.
- Meesho: Value-focused Indian social commerce marketplace serving tier-2/3 sellers and buyers. Competes on price-sensitive segments that overlap with Amazon.in's lower-priced SKUs and is a key reference point for SMB seller acquisition.
- Tata Neu / Tata CLiQ: Tata Group's super-app marketplace consolidating consumer brands across categories. Directly comparable in horizontal marketplace positioning, seller enablement, and B2C GMV competition in India.
- Snapdeal: India-focused value e-commerce marketplace with a comparable SMB seller base. Smaller in scale but pursues the same horizontal marketplace + seller services model relevant for tier-2/3 SMB segments.
Emerging players
- Blinkit (Zomato): Quick-commerce leader owned by Zomato with the largest dark-store network in India. Most direct competitor to Amazon Now in the rapid-delivery grocery and essentials vertical.
- Zepto: India-headquartered quick-commerce startup operating micro-fulfillment centers for 10-minute delivery. Competes head-on with Amazon Now in Delhi NCR, Mumbai, and Bengaluru.
- Swiggy Instamart: Quick-commerce arm of Swiggy leveraging the parent's established delivery rider network. Competes with Amazon Now on rapid grocery and household essentials delivery.
Broad incumbents
- Shopify: Global commerce enablement platform providing seller tools, storefronts, and logistics integrations. Overlaps with Amazon Seller Services in seller enablement tooling but takes a different owned-channel model rather than running a marketplace itself.
- Alibaba (Tmall / Taobao): Global marketplace operator with comparable two-sided marketplace economics, seller service tiers, and advertising monetization. A reference point for marketplace business model, though India operations are limited.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Amazon Seller Services social profiles
Digital presenceAmazon Seller Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amazon Seller Services leadership team
Management profileNumber of profiles
Profiles1 record
Amazon Seller Services subsidiaries and ownership
Company hierarchySubsidiaries2 records
Amazon Seller Services funding detail
Funding detailFunding overview
Funding rounds9 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amazon Seller Services M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amazon Seller Services
What does Amazon Seller Services do?
Amazon Seller Services Private Limited (ASSPL) operates the Amazon.in marketplace in India, enabling third-party sellers to list, sell, and ship products to Indian consumers. The company provides end-to-end seller services including Fulfillment by Amazon (FBA), Easy Ship, Seller Central tools, advertising solutions, and AI-powered seller assistance, while also running direct consumer-facing services such as Amazon Pay, Amazon Now quick commerce, Amazon Fresh, and Amazon Business.
Is Amazon Seller Services a public or private company?
Amazon Seller Services is a private company. It is classified as corporate owned and is currently operating.
When was Amazon Seller Services founded?
Amazon Seller Services was founded in 2013. It employs 5,001 to 10,000 people.
Where is Amazon Seller Services based?
Amazon Seller Services is headquartered in Bangalore, India, in the Asia region.
How does Amazon Seller Services make money?
Four revenue lines are on record. Referral Fees are the primary driver. The others are closing Fees, FBA Weight Handling Fees and advertising Services.
Who are Amazon Seller Services's main competitors?
Direct peers on record are Reliance Retail (JioMart), Flipkart, Meesho, Tata Neu / Tata CLiQ and Snapdeal. Emerging players are Blinkit (Zomato), Zepto and Swiggy Instamart. Broad incumbents are Shopify and Alibaba (Tmall / Taobao).
Does Amazon Seller Services have an API?
No public API is recorded for Amazon Seller Services.
What industry is Amazon Seller Services in?
Amazon Seller Services's product category is E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure, with a secondary code of BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 455 and its SIC code is 5960.