Amazon Saheli: Empowering Women Entrepreneurs in India

Have you ever dreamed of starting your own business? Maybe launching a fashion line, creating beautiful handmade jewellery, or selling organic skincare?

But then the doubts creep in—“I don’t have the resources. I don’t have a team. I don’t even know where to start.”

You think, “Maybe it’s just not possible.”

If that sounds like you, you’re not alone.

Thousands of women across India have dreams just like yours but they are held back by limited support, financial challenges, or simply not knowing how to begin.

The good news? Times are changing.

Today, more opportunities than ever are opening up for women to earn, grow, and pursue their dreams. And among them, starting an e-commerce business stands out as one of the most empowering one.

That’s where Amazon Saheli comes in.

Whether you’re just starting out or waiting for the right moment, this might be the story that inspires your next step.

So, let’s dive in and explore what Amazon Saheli is all about and how it works.

What’s Amazon Saheli?

Amazon Saheli is an initiative launched by Amazon India in 2017 to uplift and empower women entrepreneurs across the country. Think of it as a platform that not only empowers women but also helps them turn their business dreams into reality. Through this program, Amazon gives women-led businesses the chance to showcase and sell their products on a dedicated storefront on Amazon.in—aptly named the Amazon Saheli store (in Hindi, Saheli literally means a female friend).

This isn’t just a small corner of the internet. The Saheli store is filled with amazing products handcrafted by women. Some popular categories include:

• Handloom sarees and apparel
• Handicrafts and tribal art
• Organic and herbal skincare
• Home decor and eco-friendly products
• Jewellery and accessories
• Wellness products
• Grocery and snacks from local kitchens

In simple terms, Amazon Saheli helps women start and scale their business—without needing a physical store or a big budget.

Meet the Amazon Saheli Partners

Of course, big change doesn’t happen in isolation. Amazon has joined hands with some powerful partners—like SEWA, Tata Power, and the National Urban Livelihoods Mission—to help bring Saheli to life.

These partners do a lot more than just cheer from the sidelines. They play a hands-on role in identifying potential women entrepreneurs, helping them get started, and guiding them through the onboarding process. From documentation to registration and beyond, they act as a bridge between the sellers and Amazon Saheli.

The aim? To give these women not just a platform, but a real shot at economic independence—and a large customer base to reach.

Who Can Join Amazon Saheli

Now, if you’re wondering whether you or someone you know can become a Saheli seller, here’s what you need to know:

• If you’re a woman entrepreneur already selling on Amazon, great! You’re eligible.
• If you’re a woman associated with one of Amazon’s Saheli partners and looking to start selling—welcome aboard.

So, whether you’re a craftswoman from Kutch or a home-chef from Kerala, Amazon Saheli is open to helping you grow your business.

And if you’re part of an NGO or not-for-profit that wants to support women sellers, you can apply to become an official partner too. It’s all about building an inclusive ecosystem where women thrive.

Perks of Selling with Amazon Saheli

If you’re wondering what makes the Saheli program extra special, take a look at some of its key benefits.

Spoiler alert: Amazon makes it easier (and more rewarding) for women to launch their businesses!

Feature	Details
Reduced Referral Fee (for initial period)	Sellers enjoy waived referral fees as an introductory benefit.
Dedicated Account Management	Support for onboarding, listing, and growing on Amazon.
Free Imaging and Cataloguing	Assistance with professional product images and listings.
Increased Visibility	Products are featured on a Saheli-branded storefront on Amazon.in.
Training and Skill Development	Workshops and webinars on online selling, cataloguing, and marketing.

1. Lower Referral Fee

Amazon is making it easier for women to start and grow their businesses. How? By cutting down the Referral or Sell on Amazon (SOA) fee for those connected with Amazon Saheli partners. That includes sellers supported by government bodies, NGOs, or non-profits working with the program.

For one whole year, the referral fee is capped at 12% or even less—depending on what you’re selling i.e., your product category. It’s a small change that can make a big difference, especially for women looking to take that first step into online selling.

2. Account Management Support

For the first 30 days, Saheli sellers also get a dedicated account manager. They guide them through the Seller Central and ensure everything runs smoothly. It’s like having your own Amazon mentor.

3. Personalized Training

New to selling online? No worries. Amazon provides both online and offline training. This ensures that you understand the entire process, from setting up your account to listing your first product.

4. Imaging and Cataloguing Help

Getting your products camera-ready is a big part of selling online. Amazon supports Saheli sellers with professional product photoshoots and cataloguing services. This makes sure that your product pages look sharp, informative, and totally on-point.

5. Better Visibility

Being part of the Saheli program means your products are featured in a dedicated storefront, giving you a better shot at getting discovered. From fashion to handmade home decor, Saheli showcases products across a wide range of categories. This makes it easier for customers to find what they love while Amazon sellers experience improved visibility.

Plus, you can tap into powerful Amazon marketing tools like Sponsored Products and Sponsored Brands to boost your visibility.

6. Marketing Support

Here’s where it gets exciting. Amazon promotes Saheli products through several channels—like the homepage of Amazon.in, digital ads, PR campaigns, influencer shoutouts, and even social media buzz.

They’ve also launched special campaigns to support small businesses. One example? The ‘Stand for Handmade’ initiative in 2020, which gave sellers a complete fee waiver during a 10-week campaign and boosted sales post-lockdown. Oh, and yes—celebrities like Vidya Balan also helped promote it along with Amazon Prime!

Amazon also celebrates events like Small Business Day, Smbhv, and National Handloom Day to shine a spotlight on local women-led brands.

How to Join/ Register for Amazon Saheli

The only thing you really need to get started is your passion. If you’re ready to grow your business, the rest is simple. Here’s how it works:

Step 1: Fill the Application

Just submit the online form. If you meet the basic criteria, the Amazon team will get in touch with you.

Step 2: Get Trained and Set Up Your Account

If you’re a new seller and linked to a Saheli partner, Amazon will assign you an Account Manager. You’ll get step-by-step training and support for the first 30 days.

But what if you are an existing Amazon seller?

No worries! Your account can be added to the Saheli program and you will be offered marketing support to boost your sales.

That’s it—just few simple steps to turn your dream into a business.

Why Amazon Saheli Matters

In India, women make up nearly half the population but contribute only about 20% to the GDP. Many of them have the skills, passion, and creativity to succeed but lack the right support.

In the world where everything is becoming digitized, it’s important that local businesses and small sellers get aware about digital tools present today. With e-commerce becoming a major part of people’s day-to-day life, Amazon has decided to bridge this gap.

And here’s the cool part—Amazon doesn’t stop at just offering a storefront. They support these women in launching, running, and growing their businesses on the platform. Today, more than 80,000 women artisans are part of the Saheli program. Behind the scenes, seven partner NGOs are working hard to onboard, guide, and support these women. It’s a real community effort—and it’s working.

Take for example Ruma Devi, a traditional artisan from Rajasthan who was once unsure if her hand-embroidered work would ever reach customers outside her village. With Amazon Saheli, her products found buyers across India, and her income grew several times over. Today, she’s a national award-winning artisan and role model for rural women.

Ruma’s story is just one of thousands.

Real Women, Real Impact

Let’s talk about a few more inspiring stories that prove how Amazon Saheli is a game-changer.

Geeta Devi from Uttar Pradesh

Geeta runs a group of SHG women who make pickles, papads, and masalas. Earlier, they relied on word of mouth and small-town markets. With the help of Amazon Saheli, their products are now available across India, and their group income has doubled in two years.

Habbana Weavers from Karnataka

A small community of handloom weavers in Karnataka were on the verge of giving up due to lack of demand. Through Amazon Saheli, their looms are back in action—and their designs are featured in homes as far away as Gujarat and Goa.

Amazon Saheli is not just helping women open online stores—it’s helping them reclaim confidence, independence, and the future they deserve.

Final Thoughts: You Can Do This Too

We often think that success belongs only to people with big capital or powerful networks. But programs like Amazon Saheli are changing the rules. It’s a full support system that connects women-led businesses, self-help groups (SHGs), NGOs, and micro-entrepreneurs directly to millions of customers through Amazon’s massive online marketplace. Together, these women and the NGOs aren’t just selling products—they’re building networks, inspiring others, and helping more women step confidently into entrepreneurship.

If you have a talent, a skill, or even just a small dream—you can turn it into a business.

You don’t have to start big or need to know everything. You just need to start.

Remember those thousands of women we talked about at the beginning? Many of them took their first step with Amazon Saheli. Now, they’re not just earning—they’re leading, inspiring, and uplifting others too.

And who knows—maybe your story is the next one waiting to be told.

FAQs for Amazon Saheli