How to Sell on Amazon India in 2026: Registration, Fees, FBA and Your First Sale

Amazon.in is the marketplace most Indian brands start with, and it is also the one with the most published rules, which makes it easier to plan than most. This guide takes you from nothing to a first delivered order: what you need to register, how GST fits in, how to list a product, which of the three fulfilment models to pick, what the fees add up to, how to run a first ad, and what account health means before you have any history. Everything is checked against Amazon's own seller pages as of September 2026; where Amazon publishes no number we say so. For the full fee tables see our Amazon seller fees guide, and to model your own product use the Amazon fee calculator.

What do you need to register as an Amazon.in seller?

Amazon's registration page is blunt about it: "You require only 2 things to sell on Amazon.in", a "GST or PAN" and an "Active Bank Account". It also claims "It takes only 15 minutes to setup your account". In practice the 15 minutes covers the form; verification of your documents can take a few days.

What you will be asked for, in the order the form asks:

• A mobile number and email for OTP verification.
• Your legal business name and type (sole proprietor, partnership, LLP or private limited company).
• GSTIN for every category except GST-exempt goods such as books, where PAN alone is accepted.
• PAN of the business or the proprietor.
• A bank account in the business name, with IFSC, for payouts.
• A pickup address for Easy Ship and Self Ship, and a signature (drawn or uploaded) that prints on invoices.
• Your store name as customers will see it.

Amazon does not charge a registration fee on Amazon.in, and there is no monthly subscription on the Indian marketplace as of September 2026; you pay per sale. The seller identity check is done by matching the name on the GST certificate, the PAN and the bank account, so make sure all three agree before you start. A mismatch is the single most common reason a new account sits in "pending verification" for a week.

Do you need GST to sell on Amazon India?

For almost everything, yes. Under GST law an e-commerce operator must collect TCS on sales made through it, which requires the seller to hold a GSTIN regardless of turnover for inter-state supply. Amazon accepts PAN alone only for GST-exempt categories, books being the usual case. If you are below the GST threshold and sell exempt goods within your state, you can start on PAN; everyone else registers for GST first.

GST matters in two more places. Amazon's fee page states it applies "18% (eighteen percent) GST to all fees", so every fee line below is 18% higher in cash terms, and a registered seller claims that back as input credit. And if you use FBA, each Amazon fulfilment centre you stock has to be added as an additional place of business (APOB) on your GST registration; Amazon's FBA page lists this as step two of joining. Our glossary entry on GST on marketplace fees covers the accounting side.

How do you list your first product?

Amazon describes two paths. If the product already exists on Amazon.in, "you can simply list your product by matching it to the existing product": search by barcode or name in Seller Central, click Sell this product, and add your price, quantity and condition. If it is new, you "create a listing for your product" with "product details, dimensions, images, features and variations". The listing then has an ASIN, Amazon's product identifier, which every ad, report and stock movement refers to.

What a new listing needs, at minimum:

• A GS1 barcode (EAN or UPC) unless your brand is enrolled in Brand Registry with a GTIN exemption.
• Title, five bullet points, description, brand name and category.
• At least one image on a pure white background at 1,000 px or larger, plus lifestyle shots.
• Package dimensions and weight, which drive the weight handling fee.
• Price, MRP, HSN code and tax code.

Some categories are gated: Amazon asks for invoices, brand authorisation or safety certificates before it lets you list in them. Check whether your category needs approval before you buy stock. If your listings need photography, copy or bulk cataloguing, that is the first job our Amazon account management team takes on.

FBA, Easy Ship or Self Ship: which fulfilment model should a new seller pick?

Amazon's registration page describes the three options in one line each. With FBA, "Amazon takes care of storage, packing, delivery, and provides customer support. You get the Prime badge on your listings." With Easy Ship, "You store the products and Amazon delivers them to your customers." With Self Ship, "You handle both storage and delivery of products yourself or through third-party shipping services."

Most new sellers start on Easy Ship because it needs no inbound shipment and no minimum stock, then move their top ten SKUs to FBA once they know what sells. Amazon encourages this with its new-seller offer: first-time FBA sellers get transport to the fulfilment centre free (capped at Rs 1,000), storage free and removals free for the first 100 units or 3 months, whichever comes first. Referral, closing and weight handling fees still apply during the offer.

How much does Amazon charge, and what is left on a Rs 999 order?

Amazon's own formula is "Profit = Selling Price minus (Referral Fee + Closing Fee + Weight Handling Fee + Other Applicable Fees + Product Cost)". The four buckets, as of September 2026:

• Referral fee: a percentage by category. Amazon now advertises zero referral fee on most products priced up to Rs 1,000; above that, category rates from about 5% to 25% apply, and mobiles and laptops carry flat rates at every price.
• Closing fee: a fixed amount per unit by price band and channel. Raised on 7 September 2026; for a Rs 501 to Rs 1,000 item it is Rs 30 on FBA, Rs 48 on Easy Ship and Rs 51 on Self Ship.
• Weight handling fee: Amazon's delivery charge, by weight slab and distance. Not charged on Self Ship. For 500 g to 1 kg it is Rs 54 on FBA regional, Rs 85 FBA national and Rs 75 flat on Easy Ship.
• FBA-only fees: pick and pack at Rs 17 per standard unit, storage at Rs 50 per cubic foot per month, removals at Rs 10 per unit standard.

Worked example, a Rs 999 product weighing 800 g packed, in a category charging 6.5% referral in this band (many categories would be 0%), delivered regionally:

Self Ship looks cheapest until you add a Rs 70 to Rs 90 courier bill, at which point it is level with Easy Ship and without Amazon's tracking or COD collection. Storage and returns are excluded above; both hit FBA harder. Amazon deposits "payment for your sales (minus the Amazon seller fees)" into your bank "every 7 days" after delivery. Run your own numbers in the fee calculator before setting a price.

How do you get your first sale?

A new listing has no reviews, no sales rank and no search history, so Amazon's organic ranking gives it little. The reliable first lever is a small Sponsored Products campaign, which puts your listing in search results and on product pages and charges per click.

A sensible first campaign:

• One automatic-targeting campaign per product group, Rs 300 to Rs 500 a day, default bid near Amazon's suggested range.
• Run it for two weeks, then pull the search term report, move the converting terms into a manual exact-match campaign and add the wasteful ones as negatives.
• Judge it on ACoS, ad spend divided by ad sales; at launch a high ACoS is acceptable because the goal is sales velocity and reviews, not profit on the ad itself.

Alongside ads, price competitively against the existing offers on the same ASIN so you hold the Buy Box, enrol in Amazon's Request a Review flow on every delivered order, and add a coupon for the first month. Our Amazon ads guide goes deeper on structure and bids.

What does account health mean for a brand-new seller?

Amazon scores every seller on the Account Health Rating, built from policy compliance, and on performance metrics: the order defect rate (target under 1%), late shipment rate (under 4%), pre-fulfilment cancellation rate (under 2.5%) and valid tracking rate (over 95%). These are the same targets on day one as on day 1,000, and a new account with 20 orders can breach them with a single defect. The practical rules for the first quarter: dispatch every Easy Ship order on the day it arrives, never cancel for stock-outs (keep quantity accurate instead), answer buyer messages within 24 hours, and respond to any policy notification the day you get it. Our Amazon account health guide explains each metric and what to do when one slips.

What is Amazon SPN, and should you use a service provider?

Amazon's Service Provider Network is, in Amazon's words, "a network of third-party service providers listed with Amazon on the SPN network to help you work on launching, managing and growing your business". As of September 2026 it lists over 750 providers for India across categories including imaging, cataloguing, A+ content, account management, advertising optimisation, FBA preparation, accounting, taxes, compliance and translation. Providers have to "meet a pre-defined service specific criteria", and the directory shows "verified peer reviews" from around 37,000 Amazon.in sellers.

You reach it from Seller Central, filter by service, location and language, and contact a provider; the contract and price are between you and them, and Amazon takes no cut. Blooprint Automation is an SPN verified partner and an Amazon Ads Advanced Partner, which means Amazon has checked our processes and our ads team. Whether you need a provider at all depends on time: a founder with 30 SKUs and a day job usually does; a company with a two-person e-commerce desk may only need help with ads or photography. Read the Amazon SPN glossary entry for how the vetting works.

What mistakes do new Amazon.in sellers make?

• Registering with a GSTIN, PAN and bank account in three different names.
• Pricing from MRP minus a margin, without adding the closing fee, weight handling and 18% GST on fees.
• Sending 500 units into FBA before a single unit has sold, then paying storage and removal on the 400 that did not move.
• Guessing the package weight; Amazon charges on the higher of actual and volumetric weight.
• Skipping Brand Registry when a trademark application would take a week to file; it unlocks A+ content and Sponsored Brands.
• Launching without ads and concluding after a month that "Amazon does not work".

FAQ

Is there a fee to register as a seller on Amazon.in? No. Amazon.in has no registration fee and no monthly subscription as of September 2026; you pay referral, closing and shipping fees per sale, plus 18% GST on those fees.

Can I sell on Amazon India without GST? Only in GST-exempt categories such as books, where Amazon accepts PAN alone. For every other category you need a GSTIN before you register.

Which is cheaper, FBA or Easy Ship? On the Rs 999, 800 g example FBA costs Rs 195.81 in fees and Easy Ship Rs 221.77, so FBA is cheaper per delivered order and adds the Prime badge. FBA adds storage and removal costs on stock that does not sell, so it wins only on SKUs that turn.

When does Amazon pay sellers? Amazon says sales proceeds minus fees are deposited into your bank account every 7 days after order delivery.

What is Amazon SPN? The Service Provider Network is Amazon's directory of vetted third-party agencies for imaging, cataloguing, ads, account management and more. Blooprint is a listed SPN partner; you hire and pay the provider directly.

How long until my first sale? With a competitive price, a complete listing and a small Sponsored Products campaign, most sellers see first orders within the first two weeks. Without ads it can take months.

Getting help with Amazon.in

Registration is the easy part; the work is in listings, pricing, fulfilment choice and the first ninety days of ads and account health. If you would rather have an SPN-listed team do it, see our Amazon account management service. We start with a free audit of your catalogue and fee structure and tell you what to fix before you spend on stock or ads.