What Amazon Global Selling gives an Indian seller

Amazon Global Selling opens 18 international marketplaces to Indian sellers, including the USA, UK, UAE, and Australia. The scale is real: in 2023, Indian sellers exported over $8 billion worth of goods through the platform. That is the headline reason to look outward instead of fighting for the same domestic shelf everyone else is on.

The catch is that "global" is not one market. The US, Europe, the Middle East, and Asia-Pacific each reward different products. Fashion tends to move in Europe; electronics do well in the US. So the first real decision is not *whether* to sell abroad, it is *which* corridors match what you already make well. Start with one or two, learn how they behave, then widen.

How do you register and list products?

Registration is straightforward and mostly about having your paperwork ready before you start. You need valid business details, your GST number, and your PAN.

To register as an Indian seller, keep these handy:

• GST (Goods and Services Tax) number: mandatory for any business selling goods or services in India.
• PAN (Permanent Account Number): used for taxation, for both individuals and businesses.
• Business bank account: required to receive your settlements.
• Valid business information: the documents for your entity type, whether a sole proprietorship, a private limited company, or something else.

Once you are registered, listing is the next step. Amazon lets you attach existing products to their ASINs (Amazon Standard Identification Numbers) or create fresh listings for unique products, then publish across marketplaces like the US, Germany, and Japan. You can tailor each listing for its market, which is where the real visibility comes from later.

FBA or MFN: which fulfilment model fits you?

Amazon gives you two fulfilment paths, and the choice shapes your workload, your costs, and your delivery speed.

Merchant Fulfilled Network (MFN): you keep control. You store, pack, ship, and handle returns and customer queries yourself. This suits sellers who already have logistics muscle and want to own the whole chain.

Fulfilment by Amazon (FBA): Amazon does the heavy lifting. Your stock sits in their fulfilment centres, and they pick, pack, ship, and support the buyer. It also improves your odds of winning the Buy Box, the default "Add to Cart" slot on a product page that drives the bulk of sales.

For most sellers new to exporting, FBA is the practical starting point. Amazon's fulfilment network shortens delivery times, and faster delivery keeps buyers happy. The numbers back it: FBA products are 30% more likely to win the Buy Box than MFN products, and the Buy Box is where the sales concentrate.

Why fulfilment quality decides whether you scale

Good fulfilment is not a nice-to-have; it is what lets you grow without your ratings collapsing. A few concrete payoffs:

• Happier customers: on-time, reliable delivery builds the trust that turns a first order into a repeat one.
• Lower running costs: the right fulfilment model trims shipping spend, storage fees, and logistics headaches, freeing you to scale.
• Wider reach: international fulfilment centres put your products within fast-shipping range of more regions.
• Less operational drag: with Amazon handling packing and shipping under FBA, you spend your hours on marketing and product instead.
• A sharper edge: a smooth delivery experience is a real differentiator when buyers are choosing between similar listings.

Managing multiple marketplaces from one dashboard

Running a business across several countries sounds heavy, but Amazon's Seller Central dashboard keeps it in one place. From it you can monitor inventory across regions, track sales, manage orders and returns, and handle buyer questions and feedback.

The Linked Accounts feature is the one to know if you sell in more than one region. It lets you manage multiple international marketplaces from a single view, so you can sync listings, prices, and stock across, say, the US and Europe at once. That consistency is what stops multi-market selling from turning into multi-market chaos.

Amazon will also convert and transfer your earnings, and this is exactly where the payments question starts to matter, which we come back to below.

Export compliance and documentation you cannot skip

Exporting means paperwork, and getting it right is what keeps your goods (and your money) moving. Amazon's Export Compliance Dashboard helps you keep the essentials in order: Commercial Invoices, Certificates of Origin, Packing Lists, and the other documents customs authorities expect.

Requirements vary by destination. Exporting electronics to the US can trigger product-safety and standards rules; sending textiles to the EU may need a certificate of origin and specific labelling. The dashboard helps you track what each corridor demands so a shipment does not stall at the border.

One document to have on your radar from day one is your IEC (Import Export Code), the registration Indian businesses need to export. And on the money side, each inward payment generates a paper trail, the FIRA (Foreign Inward Remittance Advice) and, downstream, the e-BRC, which prove the export payment actually came in. Keep these; you will need them for GST and RBI purposes.

Every export payment you receive is tracked by the RBI through the Export Data Processing and Monitoring System (EDPMS), so keeping your FIRA and e-BRC in order is what closes each shipment out cleanly.

Optimising listings for each market

Your listing is the first impression, and a generic one converts poorly abroad. The Build International Listings (BIL) tool does a lot of the groundwork: it translates product descriptions into the target language and shows prices in local currency, so a French listing reads in French and prices in euros, a Japanese one in yen.

BIL automates the mechanics, but the parts that actually win the click still need a human pass:

• Titles and descriptions: tune them for what the local buyer searches and cares about.
• Images: meet the visual expectations of that market.
• Measurements: convert sizes, weights, and volumes to local units (centimetres or inches, litres or gallons).
• Keywords: adapt your search terms to local phrasing so buyers can actually find you.

The upside is measurable. As of July 2024, Statista reported 5.45 billion internet users worldwide, and Amazon's own data shows localised listings can lift sales by as much as 20%. Localisation is not polish; it is a sales lever.

How Indian Amazon sellers get paid (and where margin leaks)

Here is the part that decides how much of that $8 billion opportunity you actually keep. Selling on Amazon Global is now the easy bit. Getting paid, in full, in INR, without watching a chunk vanish into conversion charges, is where sellers quietly lose margin.

Two things eat into an export seller's take-home: opaque forex markups on every conversion, and slow or unclear settlement that makes reconciliation and GST filing painful. A weak payment setup does not announce itself; it just shows up as a smaller number in your bank account than you expected.

This is where a dedicated cross-border payments partner changes the maths. PayGlocal is an RBI-authorised cross-border payments provider (authorised as a Payment Aggregator - Cross Border - Inward & Outward, and as an Online Payment Aggregator) and part of the ICICI Bank Group. For an Amazon seller, the practical benefits are:

• Settlement in INR into your Indian bank account, with transparent, success-based pricing (you pay when you transact, not for setup or platform access).
• Automatic FIRA on each inward payment, so the export documentation you need for GST and RBI is generated for you rather than chased down.
• A high Payment Success Rate, so more of the international payments you are owed actually complete.

Amazon Global Selling genuinely lowers the barrier to selling abroad from India: register with your GST, PAN, and business account, pick FBA or MFN, keep your export documents in order, and localise your listings. Do that well and you can reach buyers across 18 marketplaces. Just remember that the sale is only half the job. How you collect and settle those payments decides how much of the win you keep.