• New sellers recorded over 5X growth in units sold during the first week of AGIF 2026 compared to business-as-usual
• The number of new sellers crossing ₹1 lakh in sales grew 2.4X. The number of SMBs crossing ₹10 lakh in sales grows over 6X, while the number of new sellers reaching the same milestone grows over 4X
• Select women entrepreneurs associated with Amazon Saheli record 10X spike in sales, while Amazon Karigar sellers see over 1.5X spike
• Record SMB participation, up nearly 30% year-on-year, with over 70% of participating businesses from Tier 2 and Tier 3 cities
• Following Amazon’s fee reductions, in the first 24 hours the number of sellers offering products below ₹500 who recorded a 10X spike in sales grew over 2X year-on-year

Bengaluru, October 21, 2026: From women entrepreneurs in Churu and Bhopal to traditional artisans in Jodhpur and Saharanpur, small businesses across India recorded strong sales during the first week of Amazon India’s Great Indian Festival (AGIF) 2026. Overall seller sales grew 3.5X compared to business as usual (BAU), while products sold more than twice as fast. New sellers recorded over 2.5X growth in units sold, while the number of small and medium businesses (SMBs) crossing ₹10 lakh in sales grew over 4X. The festival also witnessed Amazon’s highest-ever seller participation, up nearly 30% year-on-year, with over 70% of participating businesses coming from Tier 2 and Tier 3 cities. This strong performance comes as Amazon continues to make selling simpler and more affordable, including through zero referral fees on products priced below ₹1,000.

Sachin Kaushik, Vice President, Selling Partner Services, Amazon India, said, “Every festive season, we see inspiring stories of entrepreneurs reaching new customers and achieving significant milestones. This year, we’re particularly encouraged by the success of new sellers, women entrepreneurs, artisans and small businesses, with over 70% of participating SMBs coming from Tier 2 and Tier 3 cities. From Jaipur and Kota to Nagaur and Nadia, entrepreneurs are building businesses that reach customers far beyond their local markets. At Amazon, we believe that when our sellers succeed, we succeed. That’s why we remain focused on making selling simpler and more affordable through lower selling fees, tools and support that help businesses of all sizes realise their full potential.”

New and existing small businesses achieve significant sales milestones

• The number of new sellers crossing ₹1 lakh in sales grew 4X, while the number crossing ₹10 lakh grew over 4X in the first week of AGIF highlighting the opportunity for emerging businesses to achieve significant sales milestones.
• Small and medium businesses recorded strong festive performance, with the number of SMBs crossing ₹10 lakh in sales growing over 4.6X during the first week.
• The momentum extended to larger sales milestones, with the number of sellers crossing ₹1 crore in sales growing over 1.5X.

Women entrepreneurs and artisans tap into festive opportunities

• Women entrepreneurs associated with Amazon Saheli witnessed strong festive momentum across cities including Churu, Bhopal, Jaipur and Kota, with several sellers recording a 10X spike in sales. These results highlight the growing opportunities for women-led businesses to reach customers beyond their local markets.
• Artisans and traditional craftspeople associated with Amazon Karigar recorded over 5X sales, with strong momentum across Jodhpur, Nagaur, Saharanpur, Ajmer and Nadia. Their performance reflects the opportunity for traditional craftspeople to bring locally made and handcrafted products to customers across India.

Jewellery, Shoes and Automotive among top-selling categories for sellers

• Jewellery, Shoes, Automotive, Major Appliances and Wireless emerged as the top five categories by sales for sellers during the first week of AGIF 2026, reflecting festive demand across a diverse range of

Helping sellers prepare for the festive season

Ahead of AGIF 2026, Amazon India launched its ‘Sell on Amazon’ digital campaign in September, reaching prospective sellers across 150+ cities and towns.

Amazon also launched its Festive Readiness Seller Academy, offering 10 expert-led sessions in partnership with three leading ecommerce influencers and Amazon Ads specialists. Covering festive preparation, advertising and business growth, the programme included sessions such as ‘How to Use AI for Festive Preparation’, interactive AI-enabled experiences and bite-sized Seller University resources. Sessions received an average rating of 4.5/5.

These initiatives reflect Amazon India’s continued focus on reducing the cost and complexity of selling while helping businesses across the country access new growth opportunities.