Fees stopped being the deciding factor in 2026
For years the first question was “which one takes less commission.” That question has largely been neutralised.
Flipkart introduced a zero-commission model for products under ₹1,000 in November 2025 and extended it to all fashion products regardless of price by July 2026. Amazon followed platform-wide in March 2026, expanding zero referral fees across a very large share of its catalogue and eliminating referral fees entirely for products below ₹300 in many categories.
Referral fees still apply above those thresholds and still vary by category — anywhere from near zero on some fashion items up to around 22% on high-end luxury. But if you sell value-priced goods, commission is no longer the axis on which to choose.
What actually differentiates them now: fixed fees, settlement speed, fulfilment cost, category strength, and return rates in your specific category.
Where each one is stronger
Amazon
- Higher average order values. Buyers arrive with more intent for considered purchases and are less price-anchored.
- Better fulfilment infrastructure. FBA is more mature, with wider reach and more predictable delivery performance.
- Stronger for brands. Brand Registry, A+ content, and Storefronts give you real presentation control — closer to a brand page than a listing.
- Better in electronics, home, beauty, books, and premium categories.
Flipkart
- Stronger in fashion and value categories, particularly outside metros.
- Deeper tier-2 and tier-3 reach, which is where Indian ecommerce growth actually is.
- A clearer seller-tier system. Bronze through Platinum, with concrete, published benefits at each level — faster settlement, a dedicated account manager, earlier sale-event access.
- More predictable fee structure. Consistent category rates rather than Amazon’s price-band tiers.
- The Big Billion Days effect. If your category performs in that window, it can be a very large share of an annual number.
The questions that actually decide it
Where are your customers? Metro and premium leans Amazon. Tier-2/3 and value leans Flipkart.
What is your price point? Above ₹1,000 the commission comparison matters again, and you should check your specific category rate on both.
What is your category’s return rate? Fashion returns are punishing on both platforms. Check the category norm before committing inventory.
Do you want to build a brand or move units? Amazon gives you more presentation control. Flipkart gives you more volume in the right categories.
How important is cash flow? Flipkart’s tier system rewards operational discipline with faster settlement. If you can hit Gold, that is a real working-capital advantage.
Our honest recommendation
Pick one. Learn it properly. Then add the other.
If you sell fashion, jewellery, or anything value-priced to a tier-2/3 audience — start with Flipkart. The audience fit is better and the tier system gives you something concrete to work toward.
If you sell premium, branded, or considered-purchase products — start with Amazon. Better buyer intent, better brand tools, better fulfilment.
Either way, the work that determines whether you succeed is the same on both: listing quality, image compliance, keyword coverage, inventory discipline, and return management. Platform choice matters much less than most sellers assume. Execution matters much more.
Sources
Commission and zero-fee changes from 2026 reporting including YourStory, GoNukkad, and GrowthJockey. Flipkart tier settlement timings from published seller-programme documentation. Category observations reflect the accounts we run.