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Amazon India Launches Program Name ‘STEP’ to Help Seven Lakh Sellers to Accelerate Their Growth

Amazon India on Monday, November 16, 2020, has launched a performance-based benefits program called STEP, designed to help 7 lakh sellers boost their growth on the marketplace.

“By using this new program, sellers can unlock benefit across multiple levels like basic, standard, advanced, premium, and more. These benefits comprise fee waivers, faster disbursement cycles, priority seller support and world-class free account management,” the statement reads.

“With the launch of improved performance-based program named STEP, Amazon India is presenting a revised fee structure that was earlier deferred to after Diwali. The retailer has introduced this feature to help sellers on its platforms to deal with financial stress affected by the nation-wide lockdown due to the global pandemic. It also offered them commissions on bringing varieties on its platform.”


The main aim of E-retailer to introduce STEP is to simplify the sellers’ experience by providing customized and actionable recommendations that will help them to improve customer experience metrics and in turn, their growth.

Under the customized and actionable recommendation feature, step allows sellers to improve key seller controllable metrics such as cancellation rate, late dispatch rate, and return rate.

The statement further added, starting December 1, 2020, all sellers on will get standard benefit up to March 31, 2021, and effective April 1, 2021, will be eligible for basic, advanced, premium, and others based on their performance from January 1 to, March 31, 2021. All sellers will get an opportunity to upgrade their level of doing business by adopting this improved performance-based platform and they also get corresponding benefits on the basis of their performance quarterly. has already taken numerous initiatives this year to help its seller community of more than 700,000 sellers overcome obstacles and get their business back on the track, the Company said.

“STEP offers objective and transparent criteria along with benefit designed to enhance seller work ethics and improve performance on these metrics in a predictable manner. We have enough time to work on this to get every small detail of the ‘STEP’ program and observing carefully its each element,” said Manish Tiwari, vice president, Amazon India.

‘STEP’ empowers sellers of all background and tenure to drive their growth on Amazon India by focusing on their performance on key metric which matters to customers. The company also said that Amazon India last week announced that the seller from its platform secured benefit from the long-month festive season and more than 99% of the country’s pin code has shopped on its platform during festive month sale.


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