Amazon doubles seller count, products for upcoming festival season sale

Gopal Pillai, Director and GM, Seller Services

Gopal Pillai, Director and GM, Seller Services

Unleashes several seller-initiatives, including rewards and recognition programmes

E-commerce Goliath, is pumping up its arsenal for the upcoming annual festival sale with twice the number of sellers who are offering nearly double the product selection, compared to last year.

The e-tailer has grown its seller count to 2,25,000, up from 1,40,000 last December; its product selection to 160 million, up from 95 million in last December and is adding 2,00,000 products every day to ramp up its selection compared to 1,60,000 products.

Seller conference

To prep its vast seller base to reach a state of absolute readiness for the Diwali sale, the e-tailer held ‘Amazon Connect,’ its flagship National Seller Conference at Delhi on Monday where over 400 of its top sellers interacted with’s senior leadership to understand seller-centric products/services, get a sneak peak into upcoming innovations and have their concerns addressed.

“In the run-up to the Diwali sale, we have been onboarding 2,500 new sellers every week, since the last six weeks, largely driven by our recently introduced ‘Registration to Launch’ experience on our Android Seller App. The app enables sellers to register, list products and go live on without having to use a PC. Sixty per cent of our new sellers are discovering Amazon through their smartphones and over 70 per cent of these sellers are coming from Tier-2 and -3 cities,” Gopal Pillai, Director and GM, Seller Services, Amazon India, told BusinessLine.

The e-tailer has launched a dedicated microsite — Amazon Sellerbration— for its sellers to get information on various offers/deals for sellers, tips and tricks to succeed, important sale dates, training schedules, webinars, classroom sessions and seller testimonial videos to inspire them to give their best.

Seller Cafes

“This year we are setting up 45 Seller Cafes pan India for on-ground seller support vs 24 last year, where sellers can set up Amazon seller accounts and receive guidance in-person from Amazon trained e-commerce specialists. Our Seller University Program which trains and educates new and existing sellers through online and offline sessions, has reached a milestone with over 100,000 unique sellers participating,” said Pillai.

Amazon is prepping its 23,000 Global Seller base offering 65 million products to cater to customers around the world, by opening a separate storefront on the India page of www., named ‘Diwali Bazaar’ with a selection of diyas, rangoli, puja thalis, incense sticks, idols of gods and goddesses, lights & lanterns, home décor, festival ethnic wear, sweets, chocolates, gift hampers, festival home furnishings and Indian accessories for men and women.

Rewards and recognition

Sellers who sell the most this Diwali will be crowned ‘Sales Ka Baadshah’ and can win cash prizes and get a chance to fly to the Amazon headquarters in Seattle. Sellers who bring in the most high-demand products into the Fulfilment Centres will win cash, Smart TV and iPhone8. ‘Advertising ka Baadshah’ title will go to sellers who spend maximum on sponsored products, who will also win cash and a chance to visit the Amazon’s Bengaluru office.