Amazon India launches STEP to empower 7 lakh sellers


NEW DELHI: E-commerce player Amazon has announced the launch of STEP, a performance-based benefit program which is designed to help sellers in accelerating their growth on The company claims that STEP will help in simplifying the seller experience by offering customized and actionable recommendations which help sellers improve key customer experience metrics and in turn, their growth.
Amazon also said that by improving performance, sellers can unlock benefits across multiple levels like ‘Basic’, ‘Standard’, ‘Advanced’, ‘Premium’ & more. These benefits include fee waivers, faster disbursement cycles, priority seller support and world-class free account management. STEP puts sellers in charge of their success on by helping them track their performance, benefits and growth in real-time through the STEP Dashboard on Seller Central.
Starting 1 December 2020, all sellers on will enjoy ‘Standard’ benefits up to 31 March 2021, and effective 1 April 2021 will be eligible for ‘Basic’, ‘Advanced’, ‘Premium’ and more based on their performance from 1 January to 31 March 2021.
With the launch of STEP, Amazon is introducing its revised fee structure, which was earlier deferred to after Diwali. The revised fees, effective 1 December 2020, are linked to STEP levels and include waiver on weight handling fees and lightning deal fees as part of STEP benefits. In addition, there will be reduction in closing fee charges for products in low price range (Rs 250-500) and zero disposal fees for items shipped from Amazon fulfilment centres. has taken several initiatives this year to help its seller community of more than 7 lakh sellers overcome obstacles and get their businesses back on track. These include free Covid-19 health insurance (offered by Acko in partnership with Amazon), on demand payment disbursement, relaxation in performance metrics, fee waivers on inventory storage fees and 50% waiver on ‘Sell on Amazon’ fees for small sellers, and deferring its marketplace fee revisions to December 2020.




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