New Delhi, Sept. 8 -- Amazon India is transforming its role from a mere e-commerce marketplace to a comprehensive business partner for its sellers, particularly as the high-stakes festive season approaches-a period projected to drive a 27 per cent surge in sales.

The company has implemented substantial fee reductions across several categories. Referral fees have been set to zero for over 12 million products priced below Rs 300.

Additional cuts have been introduced in popular segments like fashion and home appliances to support its vast network of 1.7 million sellers, more than half of whom operate from smaller towns.

Further enhancing its seller support, Amazon India rolled out AI-powered tools designed to streamline operations. These ...