Sell Products on Amazon USA from India: Step by Step Process

Dreaming of taking your local business global? Sell products on Amazon USA from India is one of the most exciting and lucrative opportunities today. Thanks to Amazon’s vast infrastructure and Amazon Global Selling Program, Indian sellers can now easily reach millions of customers across the United States — all from the comfort of their homes or small warehouses.

Imagine this: You’re sitting in Delhi, Mumbai, or Bangalore, sipping your chai, while your product gets delivered to someone in New York or Los Angeles. Magical, right? Well, it’s not just a dream anymore. Thousands of Indian sellers are already cashing in by exporting everything from handicrafts, home décor, skincare products, yoga mats, ethnic wear, spices, and more to the U.S. market.

So, why is the U.S. market so attractive? It’s simple. High purchasing power, a massive e-commerce user base, and the popularity of Indian-made products make the USA a goldmine for e-commerce entrepreneurs.

In this step-by-step guide, we’ll break down exactly how you can get started — even if you have zero experience in exports or e-commerce. We’ll talk about documentation, setting up your account, product listings, shipping, marketing, handling payments, taxes, and more. Let’s dive in and start building your international e-commerce empire!

Sell products on Amazon USA from India

Before jumping straight into the process, you need to understand the platform that’s making this all possible — Amazon Global Selling (AGS).

What is Amazon Global Selling?

Amazon Global Selling is a program that allows sellers from one country to sell products on Amazon marketplaces in other countries. For you, this means being able to register and sell on Amazon.com (USA) even though you are located in India.

Think of it like this: Amazon provides the store, handles the logistics (if you choose FBA), gives access to a massive customer base, and all you have to do is list your product and manage your business.

Key Benefits of Amazon Global Selling:

• Global exposure: Your products can reach customers in all 50 states without you ever leaving India.
• Higher profit margins: U.S. consumers are willing to pay more for quality, uniqueness, and authenticity.
• Built-in trust: Amazon handles payment security, customer support, and order fulfillment if you opt for FBA (Fulfillment by Amazon).
• Ease of entry: With the Amazon Global Selling program, entering a foreign market is no longer limited to big exporters. Even small startups and artisans can go global.

• Access to a massive customer base: Over 150 million Prime members in the USA alone.
• Trust and credibility: People trust buying from Amazon. You piggyback off that trust.
• No need to set up a physical store abroad: Everything is digital and handled remotely.
• FBA (Fulfillment by Amazon): You ship inventory to Amazon’s U.S. warehouse, and they take care of storage, packaging, delivery, returns, and customer service.
• Payment settlements in INR: You don’t need to open a U.S. bank account. You’ll get your earnings directly in your Indian account.

This model is ideal for manufacturers, traders, small business owners, and even solopreneurs looking to expand globally without a massive investment. Let’s now move to the next most important question—is it legal?

Is It Legal to Sell on Amazon USA from India?

The good news? Yes, it’s 100% legal to sell products from India to customers in the U.S. via Amazon, provided you follow some essential legal and export regulations.

1. Export Laws and Compliance

The Indian government encourages exports, and platforms like Amazon make it easier than ever. However, since you’re sending goods outside the country, you need to comply with Indian export regulations, including:

• Having an Import Export Code (IEC) issued by DGFT (Director General of Foreign Trade)
• Ensuring your products comply with U.S. import regulations
• Filing shipping bills and maintaining export documentation

2. IEC Code – Your Entry Ticket

You can’t legally export goods from India without an IEC (Import Export Code). It’s a 10-digit code that acts like your passport for international trade.

Here’s how to apply for IEC:

• Visit the DGFT website (https://www.dgft.gov.in)
• Fill out the online application form
• Upload required documents (PAN card, address proof, business registration)
• Pay the fee (Rs. 500 as of now)
• You’ll receive the code on your registered email in 1-2 working days

Pro Tip: IEC registration is a one-time process — valid for lifetime and can be used for multiple marketplaces and products.

So now that legality is sorted, let’s move on to what you actually need to begin.

Requirements to Start Selling on Amazon USA

Okay, ready to get serious? Let’s list out everything you need to start selling on Amazon USA from India.

1. Required Documents

Before registering, make sure you have these in place:

• Import Export Code (IEC)
• GST Registration (for domestic compliance)
• PAN Card of individual or business
• Bank account in India (preferably current account)
• Business registration proof (Sole Proprietorship/Partnership/LLP/Pvt Ltd)
• Mobile number and email ID
• Address proof of business

If you’re starting small, even a sole proprietorship will work. But if you’re planning big, consider registering a private limited company for better credibility and easier scaling.

2. Choose the Right Product to Export

Here’s where most sellers go wrong — they try to sell what they like, not what the market wants. You must do your product research.

How to pick a winning product:

• Check trending items on Amazon USA
• Use tools like Jungle Scout, Helium 10, or AMZScout to find demand
• Look for lightweight, non-perishable products
• Avoid categories that require complex certifications (e.g., electronics, health supplements)
• Study your competition, reviews, and pricing

Hot niches from India: Yoga products, handicrafts, jewelry, ethnic wear, skincare, herbal supplements, stationery, home décor, kitchen tools.

Popular products from India doing well on Amazon USA include:

• Yoga mats and accessories
• Herbal skincare and ayurvedic supplements
• Handcrafted jewelry
• Indian home décor
• Organic teas and spices

Choosing the right product can make or break your Amazon journey. Spend time here and validate your ideas with data.

How to Register for Amazon USA Seller Account from India

Step-by-Step Registration Guide

1. Go to Seller Central USA: Navigate to https://sellercentral.amazon.com
2. Click “Sign Up”: Start the registration process.
3. Enter Business Details: Legal name, address, and contact info.
4. Select Business Type: Choose from individual, sole proprietorship, or company.
5. Identity Verification: Upload scanned copies of PAN, utility bill, and a valid government-issued ID.
6. Tax Interview: Complete the W-8BEN form to declare that you are a non-U.S. entity (no U.S. tax obligations).
7. Payment Method: Link your Indian bank account via Payoneer, Wise, or Amazon Currency Converter.
8. Product Listings: Once approved, you can start listing products.

Verification and Documentation Process

Amazon may take 5–10 working days to review your application. In some cases, a video call verification is scheduled where you show your original documents (passport, utility bill, etc.).

Once verified, you get access to Seller Central Dashboard where you can start managing your account, create listings, and set up shipping.

Setting Up for International Shipping

Choosing the Right Shipping Partner

Shipping your products from India to the U.S. is one of the most critical steps in your Amazon selling journey. The key to smooth shipping lies in partnering with reliable international logistics providers. The most popular and trusted options for Indian sellers include:

• DHL Express
• FedEx International
• UPS
• India Post EMS (for budget shipping)
• Aramex

Each courier service has its pros and cons based on delivery speed, tracking capabilities, and pricing. For time-sensitive or valuable products, go with express couriers like DHL or FedEx. For lightweight or less urgent shipments, India Post EMS can be a cost-effective option.

Also, don’t forget to compare:

• Delivery timeframes
• Import duties handling
• Real-time tracking features
• Pickup and insurance options

Some shipping aggregators like Shiprocket X, Shyplite, and Vamaship offer discounts and help you manage multi-carrier shipments under one dashboard.

Amazon FBA vs FBM for Indian Sellers

Amazon offers two fulfillment methods:

• Fulfilled by Amazon (FBA)
• Fulfilled by Merchant (FBM)

FBA (Fulfillment by Amazon):
You send bulk inventory to Amazon’s U.S. warehouse. They handle storage, packaging, delivery, returns, and even customer support.

Pros:

• Prime badge eligibility
• Faster shipping = higher conversions
• Amazon handles all logistics

Cons:

• Higher costs (storage + fulfillment)
• Requires bulk shipment to U.S.

FBM (Fulfilled by Merchant):
You (or your logistics partner) ship each order directly to the customer.

Pros:

• Lower upfront cost
• You maintain control over inventory

Cons:

• No Prime badge
• Slower delivery can impact buyer trust

Best Practice: Start with FBM to test the market. Once you validate demand, switch to FBA for scalability.

How to Ship Your Inventory to the USA

If you’re opting for FBA:

1. Create a Shipment Plan in Seller Central
2. Label each product with Amazon barcode (FNSKU)
3. Box and palletize your inventory as per Amazon’s guidelines
4. Book international shipping to the assigned Amazon warehouse
5. Use customs brokers to simplify import paperwork and avoid delays

If you’re using FBM:

• Prepare for order-wise shipping
• Include customs declaration (CN22 or CN23) for each parcel
• Keep a standard shipping template and return policy ready

Shipping can seem overwhelming initially, but once the process is streamlined, it becomes just another part of your e-commerce routine.

Listing Products on Amazon USA Marketplace

Keyword Research

Keywords are how customers find your product. Just like Google, Amazon has its own search engine — and your goal is to appear at the top.

Tools for keyword research:

• Helium 10 (Magnet + Cerebro)
• Jungle Scout Keyword Scout
• Amazon Auto Suggest
• SellerApp

Start with seed keywords like “Yoga Mat,” then expand into long-tail keywords such as “Eco-Friendly Yoga Mat for Beginners.” Look for:

• High search volume
• Low competition
• Commercial intent

Always include primary keywords in your:

• Product title
• Bullet points
• Backend search terms

Optimizing Listings for the US Market

American customers look for clarity, trust, and value. Optimize listings keeping U.S. shopping behavior in mind:

• Title: Include brand, key feature, material, and product type
• Bullet Points: List top 5 benefits or features in a clear format
• Description: Tell a story — what problem your product solves and why it’s better
• A+ Content (if Brand Registered): Add visuals, charts, and enhanced modules

U.S. customers appreciate transparency, so include dimensions, usage instructions, and warranty details clearly.

Product Images, Descriptions, and SEO

High-quality images are non-negotiable. Amazon allows up to 9 images — use them well:

• Main image on white background
• Lifestyle images (e.g., a person using the product)
• Infographics (e.g., product features and dimensions)
• Zoom-enabled close-ups

For SEO, optimize not just product titles, but also backend search terms:

• Avoid repetition
• Add synonyms and misspellings
• Use lowercase, no commas

Pro Tip: Add “Made in India” badge to win trust and highlight authenticity.

Pricing Strategy for the US Market

Understanding Competition

U.S. buyers are savvy and comparison-driven. Before setting your price, study:

• Existing competitors
• Their pricing
• Reviews and ratings
• Delivery timelines

You can’t always compete on price, especially against Chinese sellers. So focus on value differentiation:

• Better packaging
• Organic or handmade tags
• Eco-friendly features
• Local sourcing appeal

Factoring in Amazon Fees, Shipping, and Customs

Amazon USA has several fees that directly impact your profit margins. Here’s how to price correctly:

Pricing Formula:

Landing Cost (Product + Packaging + International Shipping)

• Amazon Fees (Referral + FBA or FBM)
• Customs Duty (If applicable)
• Profit Margin = Final Selling Price

Example:

• Product cost: $3
• FBA Fees: $4.50
• Shipping & Customs: $2
• Target Profit: $5
• Total Price: $14.50 (rounded to $15.99 for psychological pricing)

Use the Amazon FBA Calculator to simulate fees and determine net profit.

How to Stay Profitable

To maintain healthy margins:

• Source smarter: negotiate better with suppliers
• Avoid oversized products: higher fees
• Bundle products to increase average order value
• Track ACoS in ad campaigns

Also, monitor return rates — high returns = profit leak.

Handling Payments and Currency Conversion

Getting Paid in INR from Amazon USA

You don’t need a U.S. bank account to receive Amazon payments. Once your sales start, Amazon will disburse your earnings every 14 days.

But since you’re selling in USD and bank account is in INR, you need a payment gateway service to handle this conversion.

Role of Payoneer, Wise, and Other Payment Solutions

Popular options for Indian Amazon sellers:

• Payoneer: Most popular for Amazon. Creates a virtual U.S. bank account and settles in INR.
• Wise (formerly TransferWise): Offers real-time exchange rates and low fees.
• Amazon Currency Converter for Sellers (ACCS): Direct payment to your Indian bank with Amazon’s inbuilt system.

Comparison:

Choose based on volume and your comfort with tech integrations.

Taxes and Compliance

GST in India

As an Indian seller exporting goods through Amazon USA, it’s crucial to understand how GST (Goods and Services Tax) applies to your business. Fortunately, exports from India are zero-rated under GST, which means:

• No GST is charged on the invoice.
• You can claim input tax credit (ITC) on your purchases.

To benefit from this, you’ll need to file a Letter of Undertaking (LUT) with the GST portal every financial year. LUT allows you to export without paying IGST. If you don’t file an LUT, you must pay IGST and later claim a refund — a lengthier process.

Pro Tip: Always mention your GSTIN on invoices, maintain clean records, and file monthly returns (GSTR-1 and GSTR-3B) to stay compliant.

Import Duties in the USA

When your products reach the U.S., they pass through customs, where import duties and taxes may apply. The U.S. Customs and Border Protection (CBP) assesses duties based on:

• Product HS code (Harmonized System)
• Declared value
• Country of origin

If you’re using FBA, Amazon’s customs broker handles this on your behalf. For FBM, work with a customs clearance agent or shipping partner who can file accurate documentation.

Also note:

• Some goods under $800 (de minimis threshold) are duty-free.
• High-value items may require FDA or FCC approval depending on the category.

How to Manage Compliance with Ease

To avoid any legal or financial troubles:

• Maintain accurate invoices for every shipment
• Use trusted logistics partners who understand U.S. import laws
• Keep your IEC, GST, and bank KYC updated
• File your taxes on time, both in India and (if required) in the U.S.

While it sounds overwhelming, using expert help — like chartered accountants or Amazon SPN (Service Provider Network) consultants — can simplify your life.

Customer Service and Returns

Handling International Customer Queries

Your Amazon USA success depends on how well you serve your customers, not just what you sell. U.S. buyers expect:

• Fast response times (within 24 hours)
• Clear, courteous, and professional communication
• Transparent policies on returns and warranties

If you’re using FBA, Amazon handles customer service, shipping issues, and return logistics. You can focus solely on business growth.

For FBM:

• Use tools like Zoho Desk, Freshdesk, or even Seller Central messaging to manage support tickets.
• Respond in fluent English, and always maintain a positive tone.
• Prepare FAQs and standard templates for common queries (delivery delays, warranty, tracking updates).

Managing Returns and Feedback

Returns are an unavoidable part of e-commerce, especially in the U.S. where customer-friendly policies dominate. Here’s how to deal with them:

FBA Returns:

• Amazon auto-approves returns.
• Refunds are processed from your seller account.
• Returned items are inspected and restocked (if in sellable condition).

FBM Returns:

• You must provide a U.S. return address (use a third-party service like ShipBob, MyUS, or Return Helpers).
• You’ll handle refunds and potential reshipping costs.

Feedback Management Tips:

• Politely resolve issues before customers leave bad reviews.
• Use the “Request a Review” feature in Amazon to ask for ratings.
• Monitor your seller feedback score weekly.
• Aim for a 4.7+ star rating — it directly impacts your rankings and Buy Box eligibility.

Returns may seem like a pain, but managing them professionally earns customer trust and boosts long-term credibility.

Marketing Your Products in the USA

Amazon PPC

Amazon’s internal advertising system — Pay Per Click (PPC) — is a game-changer. It helps you appear in top search results instantly, even if your product is new.

Types of Amazon Ads:

• Sponsored Products: Most common. Appear in search and product pages.
• Sponsored Brands: Show your brand and multiple products (requires brand registry).
• Sponsored Display: Retargeting ads across Amazon and third-party sites.

Start with auto campaigns to identify top-performing keywords. Then create manual campaigns with high-converting search terms.

Set a realistic budget ($5–$20/day initially), track your ACoS (Advertising Cost of Sales), and optimize weekly.

Pro Tip: Don’t run PPC on out-of-stock items. Amazon penalizes poor inventory management.

External Marketing (Social Media, Influencers, etc.)

Don’t rely solely on Amazon traffic. Drive your own audience using:

• Instagram and Pinterest: Best for fashion, décor, and lifestyle products
• YouTube: Product demos, unboxings, and tutorials
• Influencer Marketing: Collaborate with U.S.-based micro-influencers
• Email Marketing: Collect customer emails (outside Amazon) via giveaways or landing pages

You can also build a Shopify store and redirect traffic to Amazon, boosting your organic ranking and credibility.

Marketing creates brand equity, drives conversions, and keeps your product in front of the right eyes consistently.

Scaling Your Amazon USA Business

Increasing Product Range

Once you’ve found your winning product(s), it’s time to scale.

Strategies to expand:

• Launch complementary products (e.g., yoga mats → blocks → straps)
• Bundle products to increase average order value
• Target different niches using the same base product (e.g., organic cotton → clothing, bedsheets, bags)

Listen to customer feedback. If people love your product but ask for more colors or features — give it to them.

Automation Tools and Software for Scaling

As your operations grow, manual handling becomes a bottleneck. Use software tools to automate:

• Inventory & Order Management: Zoho Inventory, Linnworks, TradeGecko
• Accounting: QuickBooks, Tally Prime (with Amazon integration)
• Customer Service: Freshdesk, eDesk, Help Scout
• Analytics & Reporting: Sellerboard, Helium 10, Jungle Scout
• Price Monitoring: RepricerExpress, Seller Snap

Scaling is about systems, not stress. The more streamlined your operations, the faster you grow without losing control.

Common Challenges Faced by Indian Sellers

Logistics Issues

Biggest hurdle? Shipping delays and customs clearance. Some common problems include:

• Missing documents (like invoices or HSN codes)
• Improper packaging leading to damaged goods
• Delays due to holidays or political restrictions

Solution: Work with experienced freight forwarders and always prepare documents accurately.

Account Suspension Risks

Amazon’s strict policies protect customers — but can frustrate new sellers. Reasons your account may be suspended:

• High return or defect rate
• Delayed order dispatch (FBM)
• Manipulating reviews
• Incomplete documentation

Preventive Tips:

• Monitor performance metrics
• Respond to warnings immediately
• Maintain clean paperwork
• Never incentivize or buy fake reviews

Coping with Negative Reviews

Every seller faces criticism. It’s how you respond that matters:

• Reach out politely and offer a resolution
• Investigate and fix the root problem
• Ask Amazon to remove reviews that violate policy

Use negative feedback as fuel to improve — not as a reason to quit.

Tips to Succeed as an Amazon Global Seller from India

Learning from Top Sellers

The fastest way to succeed? Learn from those who’ve already done it. Successful Amazon sellers follow tested practices — and so should you.

Here’s what top Amazon sellers from India have in common:

• They focus on customer value, not just price. Instead of trying to be the cheapest, they provide quality, great packaging, and trust.
• They treat Amazon like a real business. This means monitoring KPIs, inventory, returns, and cash flow — not just chasing sales.
• They test before scaling. Most start with small batches, run ads, and only reorder when the product proves itself.
• They build a brand. Long-term success on Amazon comes not from single product hits but from recognizable brand value.

Explore case studies, attend webinars, and follow top seller YouTube channels like Jungle Scout, Tatiana James, or Indian entrepreneurs who’ve cracked Amazon USA.

Continuous Learning and Improvement

Amazon’s platform is dynamic. What worked last year may not work today. That’s why continuous learning is essential.

Here’s how you can stay ahead:

• Join Amazon seller communities on Facebook, Reddit, and LinkedIn.
• Attend online summits and workshops hosted by tools like Helium 10, Payoneer, or Amazon SPN.
• Watch weekly updates on Seller Central for policy or feature changes.
• Subscribe to newsletters from reliable sources (e.g., eCommerceBytes, SellerApp blog).
• Always track what your competitors are doing — and do it better.

Treat your Amazon business as a skill. The more you sharpen it, the more successful you’ll become.

Conclusion

Selling products on Amazon USA from India is not just a side gig — it’s a legitimate, scalable, and global business model. With the Amazon Global Selling program, the road to reaching American customers is open to any Indian entrepreneur, manufacturer, or dreamer who wants to make their mark beyond borders.

Let’s recap the journey:

• You need the right documents: IEC, GST, PAN, and a registered business.
• Select winning products: ones that offer value, uniqueness, and lightweight shipping.
• Understand and master Amazon Seller Central, product listings, SEO, and ads.
• Choose the right shipping model: FBA for automation, FBM for control.
• Stay compliant with taxation laws and export-import regulations.
• Use tools and data to scale operations, expand product lines, and automate routine tasks.
• Most importantly, focus on customer experience, branding, and continuous learning.

Is it easy? No.

Is it worth it? Absolutely.

The world is shopping online more than ever before. And you, sitting in your city or town in India, can now be a part of that massive marketplace. Don’t let fear or paperwork stop you. Start small, think big, and keep pushing forward.

FAQs

Q1: Can I sell on Amazon USA from India without a US company?
Yes, you don’t need a US-registered business. You can register on Amazon USA with your Indian entity using the Import Export Code (IEC), a valid PAN card, and bank account.

Q2: How long does it take to start selling?
Once your documents are ready, you can complete Amazon registration in 1–2 days. Account verification takes another 5–7 working days. Listing products and arranging shipping might take 1–2 weeks.

Q3: Is Amazon FBA worth it for Indian sellers?
Yes, especially if you want to scale quickly. FBA gives you access to Amazon Prime customers, automates order fulfillment, and improves customer satisfaction. Just factor in fees and inventory planning.

Q4: Do I need a US bank account?
No. You can receive payments directly to your Indian bank using services like Payoneer, Wise, or Amazon’s Currency Converter system.

Q5: What is the best product category for Indian sellers on Amazon USA?
Some high-potential categories include yoga accessories, herbal and ayurvedic products, ethnic clothing, handcrafted home décor, stationery, and eco-friendly lifestyle items.