How to Sell on Amazon India: Complete Guide for Beginners (2026)

Let me be upfront: selling on Amazon India is not as simple as the YouTube ads make it sound. But it's also not rocket science. When we helped Adaa Bazaar — a fashion brand based right here in Greater Noida — get their catalogue live on Amazon.in, the process took about three weeks from zero to first sale. Not three days, not one weekend. Three weeks, because there are real steps that can't be skipped.

This guide walks you through everything — the documents, the fees, the mistakes that will cost you time and money, and what nobody tells you before you start.

Step 1: Get Your GSTIN First

This is non-negotiable. You cannot sell on Amazon India without a GST registration number. Don't let anyone tell you otherwise. Amazon will ask for it at registration and again when you list products.

If you're a small seller with revenue under ₹40 lakh per year, you might think you're exempt from GST. Technically, you might be for your other business. But e-commerce is different — the GST council has a specific provision that makes GST mandatory for all e-commerce sellers regardless of turnover. So just get it done.

The process: apply on the GST portal (gstin.gov.in), get your ARN (Application Reference Number), and then the GSTIN certificate follows in 7–15 working days. Cost? Zero if you do it yourself. A CA will charge ₹1,000–3,000 to handle it for you, which is worth it if forms stress you out.

Step 2: Set Up Your Amazon Seller Central Account

Go to sell.amazon.in and click "Start Selling." You'll need:

• Your business email address (use a dedicated one, not your personal Gmail)
• Active Indian mobile number
• GST number
• Bank account details (current account preferred — savings works too)
• PAN card
• Your business address

Amazon has two selling plans: Individual (₹0/month but ₹99 per item sold) and Professional (₹999/month, no per-item fee). If you're planning to sell more than 10–15 items a month, go Professional from day one. The math works out quickly.

Step 3: Understand Amazon's Fee Structure

This is where most new sellers get surprised. Amazon doesn't just take one cut — there are multiple fees layered on each sale.

Referral Fee: This is the commission Amazon takes per sale. It varies by category. For clothing and fashion, it's typically 10–15%. For electronics, 5–8%. For books, around 15%. Check the Amazon Seller Central fee schedule for the exact percentage for your product category — it changes.

Closing Fee: A flat fee per order, usually ₹5–20 depending on the price band.

FBA Fees (if you use Fulfilled by Amazon): This includes pick & pack, storage, and shipping. For a typical apparel item, this adds another ₹50–120 per order. In return, your products get Prime badge, faster delivery, and Amazon handles returns. For Adaa Bazaar, using FBA made a massive difference in their conversion rate — Prime listings sell more. Full stop.

Easy Ship vs Self-Ship vs FBA: Easy Ship means Amazon picks up from your location and delivers. Self-Ship means you courier it yourself. FBA means you send stock to Amazon's warehouse and they handle everything. For most sellers starting out, Easy Ship is the sweet spot — no upfront inventory commitment, and Amazon handles last-mile delivery.

Step 4: Set Up Your Catalogue

This is where most sellers lose. Your catalogue is not just uploading photos and typing a description. Amazon's algorithm (called A9) ranks products based on keyword relevance, sales velocity, reviews, and how well your listing is filled out.

Product Title

Keep it under 200 characters. Include: Brand Name + Product Type + Key Feature + Size/Color/Material. For example: "Adaa Bazaar Women's Anarkali Kurta | Rayon Fabric | Floral Print | Sizes S–3XL." Don't stuff it with random keywords — Amazon actually penalises that now.

Bullet Points

Five bullet points. Each one should answer a customer question: What is it made of? How does it fit? What occasion is it for? Is there a size chart? What's the wash care? These bullets drive conversions. Don't waste them on generic phrases like "High Quality Product."

Images

Main image must be on a white background. Minimum 1000×1000 pixels. Amazon recommends 2000×2000 for zoom functionality. For clothing, you need lifestyle images too — plain white background alone won't sell a kurta. Invest in decent product photography. A professional product shoot in Delhi NCR costs ₹3,000–8,000 for 10–15 products. It's worth every rupee.

Step 5: Brand Registry (Do This If You Have a Trademark)

Amazon Brand Registry gives you control over your brand's presence on Amazon. You can edit listings, remove unauthorized sellers using your images, and access A+ Content (enhanced product descriptions with images and comparison tables).

To register, you need a registered trademark in India. The trademark application process takes 18–24 months for full registration, but you can apply for Brand Registry with a pending application too — Amazon accepts "Pending" status now. File your trademark with IP India, get the TM number, and use that to apply on brandregistry.amazon.com.

For Adaa Bazaar, getting Brand Registry meant they could use A+ Content, which visibly improved their product pages and lifted conversions. It's one of the highest-ROI steps a serious seller can take.

Common Mistakes That Will Cost You Time and Money

Wrong product category: Listing a dupatta under "Accessories" instead of "Ethnic Wear" kills your search visibility. Spend time finding the right category. Wrong category = wrong customer = no sales.

Ignoring account health: Amazon tracks your Order Defect Rate, Late Shipment Rate, and Cancellation Rate. If any of these cross their thresholds, your selling privileges can get suspended. Ship on time. Always.

Setting price without checking competition: Search for your product on Amazon before setting your price. If competitors are selling a similar kurta for ₹399 and you've priced yours at ₹799 with no differentiation, you won't sell. Either price competitively or justify the premium in your listing.

Not running any ads: Organic ranking on Amazon takes time. When you launch a new product, run Sponsored Products ads from day one — even ₹100/day helps generate initial sales velocity, which feeds the algorithm, which improves organic rank. Chicken and egg, but you have to start somewhere.

What to Expect in the First 90 Days

Realistic expectations: Month 1 is about getting your listing indexed, learning what's working and what isn't, and generating the first handful of reviews. Month 2 is where you start optimising — A/B testing titles, adjusting ad bids, fixing listings that aren't converting. Month 3, if you've done the work, is when you start seeing consistent daily orders.

Don't expect to be profitable on day one. Amazon's fees are real. Your margins need to account for referral fees, FBA/shipping costs, ad spend, and returns. Fashion categories have higher return rates — factor in 8–15% return rate when calculating margins.

If you want professional help managing your Amazon account — from catalogue creation to ad campaigns — check out our marketplace management services. We handle the day-to-day so you can focus on your product and supply chain.