Amazon’s STEP Programme to Accelerate Amazon Sellers Business in India

Updated on : December 2, 2022
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Amazon’s STEP Programme to Accelerate Amazon Sellers Business in India - KwickMetrics

Amazon India has recently launched a performance based benefit program for Amazon India sellers exclusively to help sellers to boost their growth in The online E-commerce giant also mentioned that it will help 7 Lakh Amazon Indian sellers on its platform to accelerate their growth. Amazon STEP has come up with four levels of benefits.

They are,

  1. Basic
  2. Standard
  3. Advanced
  4. Premium

The reason behind these levels is to simplify the seller experience by providing customised and actionable recommendations to improve key customer experience metrics.

This will help sellers to unlock benefits such as online and offline training, waiver in weight handling fees and lightning deal fees, faster disbursement cycles, priority seller support, and free world-class account management.

STEP helps sellers to boost their performance on key seller controllable metrics such as cancellation rate, late dispatch rate and return rate, among others, using customised, and actionable recommendations. As sellers improve their performance, they can unlock benefits associated with every level.

Performance evaluation

The performance of the seller will be measured on Cancellation Rate, Late Dispatch Rate, Seller Controllable Return Rate, Out of Stock Views, Prime Listing Customer Views, Regional In-Stock Views, and Net Sales.

Sellers can unlock ‘Advanced’ level benefits, including the maximum weight handling fee & lightning deal fee waiver by meeting the thresholds on the first 5 metrics. The two metrics i.e. regional stock and net sales volume are applicable only for the ‘Premium’ Level. Sellers will have to meet the criteria of all the metrics of a level to be classified under that level.

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Amazon STEP has been launched on December 1, 2020. Initially, all amazon Indian sellers will start with benefits corresponding to the “Standard” level. The performance evaluation of a seller will begin on January 1, 2021.

The first evaluation cycle will end on March 31, 2021. They have enabled the STEP dashboard for sellers to familiarise themselves before 1 month of evaluation.

During the first evaluation, the seller will have the Standard benefits, after completion of the evaluation based on sellers performance they will be given the benefit levels. The performance evaluation will continue to happen on a quarterly basis and the benefits also will change on a quarterly basis.


You don’t need to register or pay for STEP. You will be automatically enrolled in Amazon STEP.

The evaluation will be done only if you have fulfilled at least 30 orders and have at least 5 distinct ASINs in the evaluation period. If you do not fulfill the above criteria, you will be at the ‘Standard’ level and receive ‘Standard’ benefits.


The E-Commerce giant’s new feature will surely help Indian amazon sellers to increase their sales. The quarterly evaluating program will help sellers to stay connected and focused on their business.

If you want to concentrate more on your business performance metrics and reports to get the premium level benefits from Amazon STEP, click the below link.

KwickMetrics will help you to get more and more insights about your Amazon business for your better and easy understanding.

Happy Selling! 😄

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