This question comes with a lot of context. In 2019, Amazon India had fewer active sellers, lower advertising costs, and easier ranking for new products. In 2026, the platform is more competitive. So is it still worth starting? The answer depends entirely on how you approach it.
What Has Changed Since 2019
Advertising costs have increased. Average Cost Per Click on Amazon India PPC was ₹2–₹4 in 2018–2019. In 2026, competitive categories see CPCs of ₹8–₹20. This means the advertising phase of a launch is more expensive and requires better-optimised campaigns to be sustainable. Sellers who run undisciplined PPC now lose money much faster than they would have five years ago.
Competition in popular categories is significantly higher. Categories like Bluetooth speakers, basic kitchenware, and generic phone accessories now have hundreds of similar listings. Selling a ‘me-too’ product in these categories is extremely difficult for a new brand. This is not a reason to avoid Amazon India — it is a reason to choose your category and product more carefully.
What Has NOT Changed
The fundamental economics of factory-direct private label remain excellent. A seller sourcing a product at ₹100–₹150 from a Chinese factory and selling it at ₹599 on Amazon India with healthy margins — that model works as well in 2026 as it did in 2019. The platform’s size is larger, the customer base is larger, and Indian consumers’ comfort with online shopping has increased.
The opportunity for sellers who differentiate — better quality, better branding, better listing content, genuine customer problem-solving — is larger than ever. The average quality of competing products on Amazon India in many categories is still low. There is consistent room for a product that is genuinely better.
The Honest Answer
Amazon India in 2026 is worth it for sellers who: have ₹3–₹4 lakh to invest properly, choose products with data rather than gut feeling, go factory-direct for healthy margins, and commit to the 6–12 month timeline for results. It is not worth it for sellers who expect quick money, who start with ₹50,000, or who skip the research phase.
The sellers who failed on Amazon India in 2026 failed the same way sellers failed in 2019 — wrong product, wrong supplier, insufficient capital. The platform did not make them fail. Their approach did.
ALI’S TAKE
In 2026, I would still start on Amazon India if I were starting fresh today. The market is larger than ever, the fulfilment infrastructure is better, and the tools available to sellers are more powerful. I would be more selective about my product category and I would go factory-direct on Day 1 instead of learning that lesson the expensive way like I did.
— Ali Lokhandwala | Amazon Seller | ₹3.5 Crore/Month Revenue
Frequently Asked Questions
Is Amazon India too saturated to start in 2026?
Not in general — but specific categories are saturated. Phone cases, generic Bluetooth speakers, and mass-market yoga mats are extremely competitive with established sellers and thin margins. Categories like specific kitchen tools, baby products, home organisation, outdoor gear, and health products still have accessible entry points for new private label sellers with validated, differentiated products.
What is the average income for Amazon India sellers in 2025?
Published data from Amazon India indicates that sellers in the ₹10–₹50 lakh annual revenue range represent a growing segment, with top performers exceeding ₹1 crore annually. However, averages are meaningless for individual planning. What matters is whether your specific product, margin structure, and business approach are viable — not what the average seller earns.
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