How to sell on Amazon Now: seller registration guide

Updated October 2026

To sell on Amazon Now, the only official starting point is Amazon’s seller portal, sell.amazon.in, which does not mention Amazon Now. There is no public route into Amazon Now stores.

Some Amazon Now dark stores are partner More stores.

Amazon Now has 853 locations across 126 cities, so where you launch matters as much as getting listed.

Official Amazon Now seller sign-up page

Route	What it is	Address
Sell on Amazon	Amazon India’s official seller sign-up. It does not mention Amazon Now.	sell.amazon.in

How to get your products listed on Amazon Now

Register as an Amazon seller on sell.amazon.in.
Ask Amazon seller support whether your products can be stocked for Amazon Now.
If you already supply More supermarkets, ask your buyer how partner-store stock is chosen.

Documents you need to sell on Amazon Now

GST registration
PAN
Bank account details

Amazon’s standard seller requirements; Amazon Now may have its own criteria.

What Amazon Now looks for in a new product

Before you apply, check your product against what quick-commerce buyers ask for:

Products that sell fast in small packs, because each store has little shelf space
Long remaining shelf life when stock reaches the warehouse
A scannable barcode, correct MRP and complete label on every unit
Steady supply, so stores do not run out once your product is live

Does Amazon Now buy your stock or charge a commission?

Amazon Now delivers from its own dark stores and from partner More stores it uses as dark stores. Amazon sellers may get a chance to sell through it, subject to Amazon’s criteria.

The answer decides your margins. In a marketplace model you own the stock and pay the app a commission on each sale. In an inventory model the app buys stock from you at an agreed price and sets the selling price itself.

Amazon Now commission and seller margins

Amazon has not published any Amazon Now fees. Ask Amazon for the full fee schedule before you send stock.

On top of commission or margin, budget for delivery to the warehouse, rejected and expired stock, and promotions. What you pay becomes the app’s income per order in quick-commerce unit economics.

Amazon Now purchase orders, warehouse checks and payment

Amazon has not published how its purchase orders, warehouse checks and payment cycle work for Amazon Now.

When an app buys your stock, it sends a purchase order (PO). You deliver to its warehouse by the date on the PO, and the warehouse checks quantity, barcodes, MRP labels and expiry dates before it accepts the goods. The check is called inwarding. Only accepted stock is paid for and sent on to stores.

Ask Amazon in writing for:

the PO lead time
the minimum shelf life it accepts
who pays for rejected or expired stock
how many days it takes to pay you

GST registration for selling on Amazon Now in other states

GST registration is by state. Say you sell as a marketplace seller and keep stock in the app’s warehouse in a state where you are not registered. You generally need a GST registration in that state. In a state where you are already registered, the warehouse is added as an additional place of business (APOB).

If the app buys your stock instead, you are making a sale to the app, and the paperwork is different. Amazon Now warehouses are likely to be in the states with the most Amazon Now stores. General guide only, not tax advice, so ask a GST practitioner before you ship.

Amazon Now ads for brands

Amazon does not publish an advertising programme for brands on Amazon Now. Ask your category manager whether sponsored listings are available once you are live.

Best cities to launch on Amazon Now

Stock usually goes to the app’s city warehouse first, then out to stores. The counts show all Amazon Now stores in each city, and your product may reach only some of them.

#1 121 Amazon Now stores Bengaluru Karnataka
#2 98 Amazon Now stores Delhi Delhi
#3 51 Amazon Now stores Pune Maharashtra
#4 49 Amazon Now stores Hyderabad Telangana
#5 44 Amazon Now stores Chennai Tamil Nadu
#6 42 Amazon Now stores Mumbai Maharashtra
#7 35 Amazon Now stores Gurugram Haryana
#8 25 Amazon Now stores Kolkata West Bengal
#9 21 Amazon Now stores Ghaziabad Uttar Pradesh
#10 19 Amazon Now stores Ahmedabad Gujarat
#11 18 Amazon Now stores Noida Uttar Pradesh
#12 16 Amazon Now stores Jaipur Rajasthan
#13 15 Amazon Now stores Faridabad Haryana
#14 13 Amazon Now stores Lucknow Uttar Pradesh
#15 12 Amazon Now stores Thane Maharashtra

States with the most Amazon Now stores

Figures show stores.

Karnataka ~151
Maharashtra 135
Delhi 98
Uttar Pradesh 77
Telangana 69
Haryana 64
Tamil Nadu ~60
West Bengal ~59

Smaller towns are in the list of all Amazon Now cities.

Fake Amazon Now listing agents and scams

On 3 October 2025 Blinkit’s CEO warned that people were charging brands for “fast-track” listings, and said there are no paid shortcuts. Treat any agent offering a paid route into Amazon Now the same way. Apply only on Amazon’s own domain, and never pay a personal UPI account for onboarding.

Frequently asked questions about selling on Amazon Now

Is there a fee to register as a seller on Amazon Now?

No. You apply on Amazon’s own seller page, and it lists no registration fee. Commission, margins or fees apply only once you sell, as agreed in your contract.

Do I need an FSSAI licence to sell on Amazon Now?

Yes, for any food or drink product. The FSSAI number must be on the label and is checked during onboarding. Non-food items do not need FSSAI, but you still need GST, correct MRP and label declarations, and brand papers.

Do I need a GS1 barcode to sell on Amazon Now?

Amazon’s public pages do not say. Quick-commerce warehouses scan barcodes when stock arrives and prefer GS1 codes, which GS1 India issues. Get one before you print packaging, so you do not have to relabel stock.

Selling on other quick delivery apps

Seller routes and margins differ from app to app, and the comparison of quick-commerce seller programmes puts them in one table.