What Amazon Global Selling does

Amazon Global Selling is a cross-border e-commerce program operated by Amazon Seller Services Private Limited, a wholly-owned Indian subsidiary of Amazon.com, Inc. (NASDAQ: AMZN), headquartered in Bangalore with operations spanning 26+ countries including India, Vietnam, the US, UK, UAE, Canada, Australia, Japan, Germany, France, Italy, Spain, Mexico, Brazil, and Saudi Arabia. The program enables sellers — primarily Indian MSMEs, exporters, manufacturers, and brand owners — to list and sell products on 18+ international Amazon marketplaces through a unified single-registration platform, reaching customers in 200+ countries. Core products include Fulfillment by Amazon (FBA) for cross-border logistics, Amazon Easy Ship and Seller Flex for domestic fulfillment, Amazon Seller Central and Seller App for business management, Amazon Brand Registry for IP protection, Amazon Launchpad for startups, Amazon Saheli for women entrepreneurs, Amazon Karigar for artisans, and Amazon Business for B2B sales.

The underlying technology leverages Amazon's global marketplace infrastructure, providing sellers with 40+ real-time business metrics, automated pricing, inventory management, and advertising tools. Distribution channels include 18+ international Amazon marketplaces, Amazon.in domestic, FBA, Easy Ship, and Seller Flex. Revenue is generated through transaction-based fees including referral fees (percentage of selling price, now zero on products under ₹1,000 across 1,800+ categories following the March 2026 fee reduction), closing fees, weight handling fees, and FBA fulfillment fees. The customer base is highly distributed: 14L+ sellers on Amazon.in, 200,000+ Indian exporters, and 300M+ unique annual visitors. The go-to-market combines marketplace listing as the primary motion with channel partnerships via government bodies (Andhra Pradesh MSME Development Corporation, NITI Aayog, CII), financial institutions (SIDBI), and technology partners (Payoneer, Meta, Zoho).

Name

Amazon Global Selling

Legal name

Amazon Seller Services Private Limited

Website

https://sell.amazon.in

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Amazon Global Selling is Amazon's cross-border e-commerce program that enables Indian MSMEs, exporters, and brand owners to list products on 18+ international Amazon marketplaces, reaching customers in 200+ countries through unified registration, FBA logistics, and transaction-based fee structures.

Ownership category

akta.pro rank

Product category

Cross-Border E-commerce Marketplace

NAICS

Retail Trade (44-45)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

akta.pro secondary industry

International Fulfillment, Forwarding & Consolidation Services (CRAFAJAE)

Keywords

• Cross-border e-commerce
• Marketplace platform
• Seller enablement
• Global exports
• Fulfillment services

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Infrastructure, Operations, 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 on total selling price. Percentage varies by product category. Reduced fees for products under ₹1,000 across 1,800+ categories.
2. Closing Fees: Fixed closing fee based on item price paid by buyer, including shipping or gift-wrap charges. Revised closing fees vary by price band and fulfillment channel.
3. Weight Handling Fees: Fees for FBA and Easy Ship delivery methods based on package weight and destination, providing Amazon's logistics and delivery services to marketplace sellers.
4. FBA Inventory and Fulfillment Fees: Fees for warehousing, picking, packing, and shipping orders through Amazon's fulfillment network, including multi-channel fulfillment for sellers using other sales channels

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Amazon Global Selling is a cross-border e-commerce export program that enables third-party sellers — primarily MSMEs, manufacturers, and brand owners in markets such as India and Vietnam — to register once and list products on Amazon's 18+ international marketplaces, reaching customers in 200+ countries. The program bundles marketplace listing infrastructure with integrated logistics services (Fulfillment by Amazon, Easy Ship, Seller Flex) and seller management tools (Seller Central, Seller App, Brand Registry, Brand Analytics).

Product overview

Amazon Global Selling is a comprehensive cross-border e-commerce platform that enables sellers to list and sell products across multiple Amazon international marketplaces, reaching customers in 200+ countries. The platform operates as an integrated ecosystem combining the core Amazon Global Selling program for international expansion, with Fulfillment by Amazon (FBA) for logistics, Amazon Easy Ship and Seller Flex for alternative fulfillment options, and Amazon Seller Central/Seller App as management interfaces. Specialized programs including Amazon Saheli (women entrepreneurs), Amazon Karigar (artisans), Amazon Launchpad (startups), Amazon STEP (export readiness), and Amazon Brand Registry (brand protection) serve distinct seller segments. The platform also includes Amazon Business for B2B sales, Amazon Renewed for refurbished goods, advertising solutions, and the Service Provider Network for third-party services.

Differentiator

Problem solved

Functional benefit

Brands

• Fulfillment by Amazon (FBA): Fulfillment service where Amazon stores, picks, packs, and ships products to customers on behalf of sellers.
• Amazon Seller Central
• Amazon Brand Registry
• Amazon Launchpad
• Amazon Business
• Amazon Saheli
• Amazon Karigar
• Amazon Seller App
• Amazon Easy Ship
• Amazon Global Store

Products and services

• Amazon Global Selling Cross-border e-commerce program enabling sellers to register once and list products on Amazon marketplaces worldwide, reaching customers in 200+ countries.
• Fulfillment by Amazon (FBA) International fulfillment service where Amazon handles storage, picking, packing, shipping, and customer service on behalf of sellers, leveraging Amazon's logistics network globally.
• Amazon Easy Ship Domestic delivery service where sellers pack items and Amazon logistics executives pick up and deliver products to customers, with cash collection handled by Amazon.
• Seller Flex Hybrid fulfillment model where sellers maintain inventory at their own warehouses while using Amazon's systems and processes for order handling.
• Amazon Seller Central Centralized dashboard for sellers to manage their Amazon business, track performance, process orders, and access business metrics.
• Amazon Seller App Mobile application enabling sellers to manage and grow their e-commerce business from smartphones or tablets, featuring barcode scanning and inventory management.
• Amazon Brand Registry Program helping brand owners protect their intellectual property and ensure accurate, authentic product listings on Amazon marketplaces.
• Amazon Launchpad Program for startups and emerging brands to launch and promote innovative products on Amazon with marketing support and visibility.
• Amazon Business B2B marketplace connecting sellers with business customers, offering features for procurement and bulk purchasing.
• Amazon Saheli Program supporting women entrepreneurs in India to become successful online sellers on Amazon.in with reduced referral fees and imaging support.
• Amazon Karigar Program designed for Indian artisans and craftspersons to sell handmade products online, providing support for customization and handcrafted goods.
• Amazon STEP (Sellers' Trade Engagement Programme) Export readiness program helping sellers prepare for and execute cross-border exports through Amazon Global Selling marketplaces.
• Amazon Renewed Program for sellers to offer refurbished, pre-owned, and open-box products that meet Amazon's quality standards.
• Amazon Ads Advertising solutions for sellers to promote their products, increase visibility, and drive sales on Amazon marketplaces.
• FBA Multi-channel Fulfillment Service allowing sellers to fulfill orders from other sales channels (non-Amazon websites) using Amazon's logistics network.
• New Seller Incentive Program offering benefits worth ₹41,000 to support new sellers in their initial selling journey on Amazon.in.
• Service Provider Network (SPN) Network of third-party service providers offering photography, cataloging, logistics, and other seller support services to Amazon sellers.

Quantifiable outcome

• 200,000+ exporters reach customers in 200+ countries through India's e-commerce export ecosystem
• +4 more outcomes

Named customers4 records

Segments4 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 capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, major and core.

• Andhra Pradesh MSME Development CorporationflagshipStrategic or Co-development Partner · 25 May 2026Export promotion partnership under MSME Growth Summit 2026 in Vijayawada. Amazon Global Selling will support MSMEs in accessing international markets as part of the state's 175 MSME Parks Scheme. Includes one lakh MSME Digital Maturity Assessments through partnerships with NITI Aayog and Confederation of Indian Industry.
• MetamajorStrategic or Co-development Partner · 25 May 2026Capacity building partnership targeting one lakh micro enterprises in Andhra Pradesh for digital transformation and export readiness.
• Kia IndiamajorStrategic or Co-development Partner · 25 May 2026Advanced prototyping centre partnership with Andhra Pradesh government, part of broader MSME development ecosystem supporting export-oriented manufacturing.
• ZohomajorTechnology or Integration · 23 May 2026Strategic partnership to strengthen digital enablement, quality certification, and business management tools for MSMEs across Andhra Pradesh.
• NITI AayogflagshipStrategic or Co-development Partner · 23 May 2026Partnership for one lakh MSME Digital Maturity Assessments to help small businesses evaluate their digital readiness and export potential.
• Confederation of Indian Industry (CII)flagshipStrategic or Co-development Partner · 23 May 2026Partnership for MSME Digital Maturity Assessments and industry collaboration to strengthen exports, digital enablement, and quality certification for MSMEs.
• PayoneercoreTechnology or Integration · 18 March 2026Collaboration in Vietnam to help Amazon Global Selling Vietnam sellers manage payments, currency, cash flow, and compliance as cross-border operations scale globally. Addresses key friction points in international payment processing for e-commerce exporters.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Etsy: Etsy is a global multi-seller marketplace focused on handmade, vintage, and unique goods, enabling individual artisans and small brands to sell internationally — closely comparable to Amazon Global Selling's Karigar/Saheli seller programs.
• IndiaMART: IndiaMART is India's largest B2B marketplace connecting Indian manufacturers and MSMEs with domestic and international wholesale buyers. It overlaps with Amazon Global Selling on the Indian MSME/export supplier segment, particularly on the bulk and sourcing side.
• eBay: eBay operates a global multi-seller marketplace with international shipping programs (eBay International Shipping) that compete head-on with Amazon Global Selling for cross-border listings and global consumer reach.
• Meesho: Meesho is an Indian social commerce marketplace targeting price-sensitive buyers and small businesses/MSMEs. It overlaps directly with Amazon Global Selling's Indian SMB seller base and is increasingly expanding into cross-border exports.
• AliExpress (Alibaba Group): AliExpress is the global cross-border marketplace arm of Alibaba, enabling small manufacturers and sellers worldwide to reach international consumers across dozens of countries — directly comparable to Amazon Global Selling's multi-seller, multi-marketplace model.
• Walmart (Flipkart): Flipkart is Walmart-owned and operates the principal competing marketplace in India, increasingly adding international storefronts and cross-border export programs that compete directly with Amazon Global Selling for Indian MSME and brand sellers.

Broad incumbents

• Shopify: Shopify provides a global e-commerce platform enabling merchants to build their own cross-border storefronts, offering a competing route for SMB and brand sellers who might otherwise list on Amazon's international marketplaces through Global Selling.

Emerging players

• Temu (PDD Holdings): Temu is PDD's aggressive cross-border marketplace targeting Western consumers with ultra-low prices and direct-from-manufacturer sourcing, posing an emerging but significant competitive threat to marketplace-led cross-border sellers on Amazon Global Selling.
• TikTok Shop (ByteDance): TikTok Shop is a fast-growing social commerce marketplace integrating discovery and checkout across Southeast Asia, the US, and Europe. It competes for the same cross-border MSME and DTC brand sellers that Amazon Global Selling targets, with a content-led discovery advantage.

Regional players

• JD Worldwide (JD.com): JD Worldwide is JD.com's cross-border import/export marketplace enabling Chinese and international sellers to reach global consumers via JD's logistics infrastructure. It is a regional peer with comparable cross-border marketplace mechanics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjs5ePs1EZLGhe1T3xw97gQ
• Facebookfacebook.com/SellOnAmazonIndia
• LinkedInlinkedin.com/company/sellonamazon-india
• Instagraminstagram.com/sellersofamazon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Amazon Global Selling