Amazon India is offering incentives to attract more small-scale entrepreneurs and sellers to its platform for the festive season. It has introduced several initiatives to onboard new businesses and enhance customer experiences. Amazon India's Director of Selling Partner Services, Amit Nanda, highlighted the significance of Uttar Pradesh's market. With 1.6 lakh sellers on their platform, Amazon launched new festive season initiatives, including a 50% fee waiver and referral program for new sellers, promoting entrepreneurship while reducing upfront costs. Amazon supports MSMEs and small businesses with training, support, and tools to navigate e-commerce platforms and improve success. Amazon will offer live training for new sellers to understand its marketplace better. The festive season will boost online shopping from tier 2 and 3 cities. Amazon India's reputation as a trusted shopping destination solidifies its position as a significant player in festive shopping.