Amazon India is actively bringing more small-scale entrepreneurs and sellers onto its platform before the festive season, offering incentives and support. With over 1.4 million sellers across India, Amazon is launching new initiatives to facilitate onboarding and enhance customer experiences. Amit Nanda, Director of Selling Partner Services at Amazon India, emphasized Uttar Pradesh's importance as a market with 1.6 lakh sellers from the state. Amazon India offers a 50% fee waiver and referral program to encourage new sellers during the festive season. The fee waiver is valid for 60 days, reducing upfront costs for new sellers joining between August 27 and November 4. Amazon offers the ""Great Indian Referral Offer"" for seller incentives and provides training and support for small businesses. They have simplified registration, a Sale Event Planner, and a New Seller Success Center to streamline online selling. Live training webinars are also available for new sellers.