Amazon India marketplace revenue hit $7.2 billion in 2025. But most sellers we talk to have the same complaint: “I’m doing ₹10L/month in sales but only keeping ₹50K in profit.”
The reason? Amazon’s fee structure quietly eats 30-45% of your selling price. Unless you optimize every lever, you’re working for Amazon, not for yourself.
The Real Fee Breakdown (₹1,000 Product Example)
Fee Component
FBA
FBM (Easy Ship)
Referral fee (varies by category)
₹150-200 (15-20%)
₹150-200 (15-20%)
Closing fee
₹20-30
₹20-30
FBA fulfillment fee
₹45-80 (size dependent)
₹0
FBA storage fee (per month)
₹5-15
₹0
Shipping (Easy Ship)
₹0
₹50-80
GST on fees (18%)
₹40-55
₹35-55
Total fees
₹260-380 (26-38%)
₹255-365 (25-36%)
Add your COGS (₹300-400 for a typical D2C product) and you’re looking at ₹560-780 in costs on a ₹1,000 product. That leaves ₹220-440 gross margin — before PPC, returns, and overhead.
FBA vs FBM: When to Use Each
Use FBA When:
Your product is small/light (lower fulfillment fees)
You want Prime badge (increases conversion 30-50%)
You can’t handle fulfillment at scale (1,000+ orders/month)
You sell nationally and need fast delivery across India
Use FBM (Easy Ship) When:
Your product is large/heavy (FBA fees become prohibitive)
You’re in a high-return category (fashion, electronics) — FBA return fees add up
You have your own warehouse near metro cities
You want more control over packaging and brand experience
Amazon PPC: Stop Wasting Money
The 3-Campaign Structure
Auto Campaign — Let Amazon find keywords. Budget: 30% of PPC spend. Purpose: keyword discovery.
Manual Exact Match — Your proven keywords (from auto campaign data). Budget: 50%. Purpose: profitable conversions.
Manual Broad Match — New keyword testing. Budget: 20%. Purpose: finding new opportunities.
PPC Optimization Rules
Target ACoS below referral fee % — If referral fee is 15%, your ACoS should be under 15% to break even on ads.
Negate bleeding keywords — Any keyword with 20+ clicks and 0 sales → add as negative.
Bid on competitors — Run competitor brand name campaigns. Low volume but high conversion if your product is competitive.
Dayparting — Reduce bids 50% between 12am-6am. Most Amazon India purchases happen 7pm-11pm.
A+ Content That Converts
Module 1: Hero image + headline — Show the product solving a problem. Not just the product sitting on white background.
Module 2: Comparison table — Your product vs generic alternatives. Highlight 3-4 key differentiators.
Module 3: How it works — 3-4 step visual guide showing usage.
Module 4: Social proof — Screenshot reviews, ‘As seen in’ logos, certification badges.
Module 5: Brand story — Who you are, why you made this product. Builds trust for new brands.
When to Go D2C Alongside Amazon
If Amazon fees are eating your margins, consider a D2C website alongside your Amazon store:
Factor
Amazon
D2C Website
Customer acquisition cost
Lower (Amazon’s traffic)
Higher (you pay for traffic)
Margin per sale
25-40% lower (fees)
Full margin
Customer data
Amazon owns it
You own it
Repeat purchases
Customer stays on Amazon
You can remarket directly
Brand building
Limited
Full control
The sweet spot: Use Amazon for discovery and volume, D2C for repeat purchases and brand building.
Need Help Optimizing Your Amazon Presence?
At Growww Tech, we optimize Amazon seller accounts and build D2C websites as complementary channels. Get a free Amazon account audit.
