Amazon Saheli Accelerate Season 2

Amazon Saheli Accelerate Season 2 is a structured scale-up program run by Amazon India in partnership with DPIIT and Startup India. It selects 50 women-led businesses — nearly three times the size of the first season — with a deliberate emphasis on founders based in Tier-2 and Tier-3 cities who are either building or ready to build direct-to-consumer (D2C) brands online.

The programme is built around an intensive three-day in-person bootcamp. Participants receive one-on-one mentorship from Amazon executives, industry veterans, and faculty from IIT-Delhi's incubation cell. Tracks cover digital marketing, financial management, brand building, and sustainable business practices. Each founder is assigned a Saheli Associate who helps them through every step of onboarding onto Amazon.in — including free cataloguing, imaging, and listing support — removing the most common operational hurdles for new sellers.

Beyond the bootcamp, founders get ongoing access to Amazon Seller University courses and peer learning groups. The programme concludes with a Demo Day where a selection of founders pitch directly to venture capitalists, providing a structured path to external capital for those who are investor-ready.

Please note that the programme does not offer a cash grant. Its true value lies in the infrastructure access, caliber of mentorship, and the ready-made distribution channel that Amazon provides — making it especially valuable for product entrepreneurs who want to validate and grow their business online without having to build a full sales operation from scratch.

• Women entrepreneurs at any stage looking to grow their business with Amazon support.
• Cohort size of 50 women-led businesses — triple the first season's intake.
• Priority focus on founders from Tier-2 and Tier-3 cities.
• Free 3-day bootcamp with mentoring from Amazon leaders and IIT-Delhi faculty.
• Complimentary cataloguing, imaging, and listing support on Amazon.in.
• Demo Day pitching opportunity with venture capitalists.

The programme is open to women-led or women-founded businesses where women hold at least 51% ownership. Cooperatives and self-help groups may also apply, in addition to registered companies.

Applicable legal structures include sole proprietorships, partnerships, limited liability partnerships, and private limited companies — all must be registered in India.

Businesses must either already be active sellers on Amazon.in or be planning to start selling on the platform. There is no minimum revenue requirement: applicants at any stage from ideation to scale-up are considered.

Founders from Tier-2 and Tier-3 cities are particularly encouraged to apply, as are businesses creating climate-positive, sustainable, or socially impactful products. All applicants should demonstrate growth potential, product innovation, and readiness to commit to the programme.

Amazon Saheli Accelerate Season 2 is open to startups at any stage. It is open to startups registered anywhere in India.

Amazon Saheli Accelerate Season 2 accepts applications on a rolling basis — there is no fixed cut-off date, so eligible startups can apply at any time. Because rolling programmes can pause without notice, confirm the window is still open on the official site before you start.

• No cash grant is provided — the programme offers non-financial benefits.
• A three-day in-person bootcamp at no cost, covering digital marketing, financial management, brand-building, and sustainability.
• Hands-on mentorship from Amazon leaders, industry practitioners, and IIT-Delhi incubation faculty.
• Each participant is assigned a Saheli Associate who provides one-on-one support for onboarding onto Amazon.in, including free cataloguing, imaging, and listing.
• Continued access to Amazon Seller University modules and peer-learning circles throughout the programme.
• A Demo Day where select founders pitch to venture capitalists, opening a pathway to equity funding.

Amazon Saheli Accelerate Season 2 is offered by Amazon India, a corporate programme. It is delivered directly by Amazon India as a grant. You can verify current details and timelines on the provider's official website before applying.

Applications are submitted through the Startup India portal. They are then reviewed based on product innovation, growth potential, and eligibility fit. Shortlisted founders are further evaluated by Amazon and the programme partners. A final cohort of 50 women entrepreneurs is selected and onboarded into the programme. After selection, participants attend the three-day bootcamp, followed by ongoing mentorship, workshops, and the Demo Day pitching event.

Before you apply to Amazon Saheli Accelerate Season 2, keep the following documents ready:

• A pitch deck or short business plan describing the problem, product and traction
• Company registration documents and PAN
• Founder identification (PAN / Aadhaar) and brief profiles
• Recent financial statements or projections
• Product details — a demo, prototype or working link if available

Exact requirements are confirmed on the official application portal — treat this as a preparation checklist.