Amazon continues to be one of the most important marketplaces for sellers in India, and 2025 has brought a substantial set of policy changes and new features that every seller needs to understand. From fee restructuring to new advertising tools, here is a complete breakdown of what has changed and how Indian sellers should respond.
Fee Structure Changes
Amazon has revised its referral and closing fee slabs for several categories in 2025, with lower fees for high-volume sellers in electronics and fashion, while introducing tiered storage fees based on how quickly inventory sells through. Sellers should review their category-specific fee schedule regularly, as pricing strategies that worked last year may no longer be optimal.
FBA Updates
Fulfilment by Amazon has introduced faster inbound processing times and expanded regional fulfilment centers across tier-2 cities in India. This reduces last-mile delivery times significantly, helping sellers qualify for faster delivery badges that improve buy box eligibility.
Sponsored Products Ads
The advertising dashboard now includes AI-generated bid suggestions and automated campaign optimization based on real-time conversion data. Sellers can set target ACOS goals and let Amazon’s system adjust bids automatically, reducing the need for constant manual campaign management.
Brand Registry
Brand Registry enrollment now includes enhanced counterfeit protection tools and automated A+ content suggestions generated from existing product images and bullet points, making premium content creation faster for registered brands.
Global Selling
Amazon Global Selling has simplified export documentation requirements and expanded the number of marketplaces Indian sellers can access from a single unified dashboard, reducing the operational overhead of managing multiple international storefronts separately.
Listing Requirements
New listing quality requirements now factor in image resolution, mandatory bullet point structures, and mobile-preview compliance. Listings that do not meet these updated standards may see reduced visibility in search results, making a listing audit an important first step for sellers this year.
Easy Ship Improvements
Easy Ship now offers more flexible pickup slots and better real-time tracking integration, helping sellers who prefer to manage their own inventory outside FBA maintain competitive delivery speeds.
Returns Policy Changes
Amazon has adjusted its returns window for select categories and introduced stricter seller protection against fraudulent return claims, requiring more detailed documentation from buyers for high-value returns.
Performance Metrics
The seller performance dashboard now tracks additional metrics including delivery experience scores and customer satisfaction trends over rolling 30-day and 90-day periods, giving sellers earlier warning signs before account health issues escalate.
Launchpad Program
The Launchpad program, aimed at helping new and innovative brands gain visibility, has expanded its onboarding support and marketing credits for eligible startups, making it more accessible for smaller Indian brands entering the marketplace.
How Sellers Should Respond
Given these changes, sellers should prioritize a full listing audit against the new quality requirements, review advertising campaigns to take advantage of automated bidding tools, and closely monitor the updated performance metrics to avoid account health issues. Building strong SEO practices around product listings, as covered in our e-commerce SEO guide, also complements these marketplace-specific optimizations.
Comparing Marketplaces
Many Indian sellers operate across multiple marketplaces simultaneously. Understanding how these Amazon changes compare to updates on platforms like other e-commerce tools and marketplaces helps sellers allocate their time and ad budgets more effectively across channels.
Conclusion
2025 has brought meaningful changes to how Amazon India operates, from fee restructuring to smarter advertising automation. Sellers who stay ahead of these policy shifts, particularly around listing quality and performance metrics, will be better positioned to maintain strong visibility and profitability throughout the year.
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