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

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

• E-commerce marketplace
• Third-party seller services
• Fulfillment logistics
• Online retail platform
• Seller enablement tools

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices5 records

Markets served

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

1. 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.
2. 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.
3. 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).
4. 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

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core 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

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AnthropiccoreTechnology or Integration · 15 June 2026Amazon 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)minorOthers · 7 April 2026Amazon 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 MemberscoreOthers · 11 December 2025Amazon'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 LimitedminorOthers · 13 September 2025Amazon 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.
• CleartaxminorImplementation/ SI/ Consulting Partner · 15 June 2025Cleartax 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

Direct 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

• Xtwitter.com/sellersofamazon
• YouTubeyoutube.com/channel/UCjs5ePs1EZLGhe1T3xw97gQ
• Facebookfacebook.com/SellOnAmazonIndia
• LinkedInlinkedin.com/company/amazon-transportation-services-private-limited
• Instagraminstagram.com/sellersofamazon

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds9 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amazon Seller Services