How to Sell on Amazon India in 2026: Complete Step-by-Step Beginner’s Guide

Around 70% of Indian online shoppers start their product search directly on Amazon — not on Google. With 300+ million monthly visitors and lakhs of active sellers, Amazon India is simultaneously the biggest opportunity and the most competitive arena in Indian e-commerce. The sellers who win aren’t the ones with the best products; they’re the ones who launch correctly.

This guide covers exactly how to sell on Amazon India in 2026 — from documents and registration to fees, listings, your first ad campaign, and the 90-day launch plan we use with new-seller clients. We’ve onboarded first-time sellers, manufacturers going direct, and established D2C brands onto Amazon for nearly a decade; this is the process that works today, not recycled 2020 advice.

1Get Your Documents Ready

Half the registration delays we see come from missing paperwork. Prepare these first:

• GST registration — mandatory for almost all categories (a few GST-exempt categories like certain books are the exception).
• PAN card — individual or company PAN depending on your business structure.
• Bank account — a current account in your business name is strongly recommended.
• Active mobile number and email — you’ll verify both.
• Address proof for your pickup location.
• Trademark (applied or registered) — not required to start selling, but required for Brand Registry. File early; “pending” status qualifies.

2Create Your Seller Account

1. Go to sellercentral.amazon.in and click “Start Selling.”
2. Verify your mobile and email.
3. Enter your legal business name (exactly as on GST), store name, and address.
4. Add GST and PAN details.
5. Add bank details for settlements.
6. Complete address/identity verification if prompted.

Choose your store name carefully — it appears on every listing. Keep it brandable, not keyword-stuffed (“Sharma Enterprises Best Cheap Kitchen Items” ages badly).

3Understand Amazon India’s Fee Structure

New sellers routinely price products before understanding fees, then discover their margin is negative.

4Choose Your Fulfilment Method

FBA (Fulfilled by Amazon)

You ship inventory to Amazon’s warehouses; they store, pack, deliver, and handle returns. You get the Prime badge — a big conversion lever — plus faster delivery promises. Best for steady-demand, manageable-size products.

Easy Ship

You store inventory; Amazon’s logistics picks up and delivers. A good middle path for delivery reliability without warehouse transfers.

Self Ship

You store and ship via your own courier partners. Maximum control, lowest fees, but no Prime badge. Generally only sensible for oversized items or sellers with existing logistics strength.

5Create Listings That Rank and Convert

Your listing does two jobs: rank in Amazon search (A9 algorithm) and convert the click.

Title

Lead with brand + primary keyword + key attributes (size, quantity, material, variant). Front-load the most-searched terms; mobile truncates long titles.

Bullet Points

Five bullets, each opening with a benefit, backed by a feature. Answer the buyer’s silent questions: Will it fit? Will it last? Is it safe? What’s in the box?

Backend Search Terms

Fill the backend field with terms that didn’t fit your visible copy — synonyms, Hinglish variants (“chappal” alongside “slippers”), and common misspellings.

Images

Pure white background main image, product filling most of the frame. Use remaining slots for lifestyle context, size/scale reference, infographics, and usage steps. Check every image at phone size — poor images are the single most common conversion killer we find in new-seller audits.

Price

Benchmark against page-1 competitors for your main keyword. As an unknown listing with zero reviews, plan a competitive launch price with room to raise once reviews accumulate.

6Get Brand Registry (As Soon As Possible)

With a trademark application filed, enrol in Amazon Brand Registry. It unlocks:

• A+ Content — typically improves conversion by 10-15%
• Brand Store — your own multi-page storefront on Amazon
• Sponsored Brands ads — banner-style ads with your logo at the top of search results
• Brand Analytics — real Amazon search-term data for your category
• Protection tools — report counterfeiters and hijackers effectively

Sellers who delay Brand Registry compete with one hand tied. File the trademark in week one.

7Launch Your First PPC Campaigns

New listings have zero organic ranking, so Sponsored Products ads buy your first visibility and sales velocity. A sane starter structure:

Expect a higher ACOS during launch — 30-40% is acceptable in the first 6-8 weeks because you’re buying ranking, not just orders. A healthy target for most categories thereafter is 15-25% ACOS. If ads aren’t profitable by month three, the problem is usually the listing or price, not the campaign.

8Reviews, the Right Way

• Enrol eligible new products in Amazon’s Vine program (Brand Registry required) for initial reviews from vetted reviewers.
• Use the “Request a Review” button in Seller Central for every order — compliant and free.
• Include a tasteful package insert inviting honest feedback.

9Your First 90 Days: The Launch Roadmap

10The 5 Mistakes That Kill New Amazon Sellers

Frequently Asked Questions

Start Right, or Restart Later

Everything in this guide is doable yourself with time and attention. But the launch window matters: Amazon gives new listings a honeymoon period of ranking favour, and mistakes in your first 90 days are much harder to undo than to avoid.