Amazon India has announced a major step to support small and medium sellers by expanding its zero referral fee initiative, a move that is already accelerating growth across Maharashtra’s rapidly evolving e-commerce ecosystem.
The platform currently hosts over two lakh registered sellers from Maharashtra, with new seller registrations witnessing a remarkable 75 percent year-on-year growth. This surge reflects the increasing shift of local businesses towards digital commerce, driven by improved accessibility and reduced operational costs.
In a significant expansion, Amazon has increased the coverage of its zero referral fee programme by more than ten times. While in 2025 the benefit applied to 1.2 crore products, it has now been extended to over 12.5 crore products in 2026. The initiative primarily targets everyday categories such as fashion, home essentials, kitchen products, and electronic accessories.
The zero referral fee applies to products priced below ₹1,000, while items under ₹300 also benefit from a 20 percent reduction in Easy Ship fees. As a result, sellers are now experiencing savings of up to 70 percent in overall selling costs. These savings are enabling them to expand product selection, optimise pricing strategies, and invest more effectively in customer acquisition.
According to Vikram Deshpande, Director of Product Management at Amazon India, the impact of the revised fee structure has been immediate. Sellers from cities such as Pune, Nagpur, Nashik, and Mumbai have significantly increased their product listings within weeks of the announcement. He emphasised that Amazon aims to simplify onboarding processes while offering cost-efficient tools to ensure long-term and sustainable growth for sellers.
Entrepreneurs have also welcomed the move. Siddharth Jain, Co-founder and COO of Helium, highlighted how Amazon’s marketplace has played a crucial role in scaling his business from its early stages to generating multi-crore monthly revenue. He noted that zero referral fees on lower-priced products are particularly beneficial for bootstrapped startups, where maintaining cash flow is critical.
Beyond cost reduction, Amazon continues to invest in technology-driven solutions to empower sellers. AI-powered tools assist in pricing, listing optimisation, advertising, and compliance, enabling smarter business decisions. Features such as automated pricing, demand generation programmes, and product opportunity insights are helping sellers identify high-potential categories and expand their reach.
To further strengthen its ecosystem, Amazon provides structured training programmes like Seller University and Seller Connect, ensuring that new and existing sellers can navigate the platform efficiently.
The company has also invested heavily in infrastructure across Maharashtra, with eight fulfilment centres, six sortation centres, around 220 delivery stations, and nearly 3,500 ‘I Have Space’ stores. These investments ensure faster and more reliable delivery, enhancing customer satisfaction.
With continued growth in seller participation and a strong push towards digital commerce, Amazon India is playing a pivotal role in enabling businesses across Maharashtra to scale, compete, and thrive in the expanding digital economy.
