How much do Indian D2C brands sell on Amazon? One shelf against the reported revenue of 23 companies
Across 23 Indian D2C companies, one Amazon India shelf equals 0.20% to 45.5% of reported revenue, with a median of 4.4%, according to impuls8's shelf reads of August to November 2026; it is a check on the method, not any company's Amazon share.
One shelf against the whole company
| Company and year | Shelf | Reported revenue | This shelf on Amazon | Shelf as share of revenue |
|---|---|---|---|---|
| Decode Age, FY25 | Supplements | ₹15 crore | ₹6.8 crore | 45.5% |
| Wellbeing Nutrition, FY26 (acquired) | Supplements | ₹244 crore | ₹60.4 crore | 24.8% |
| Sleepy Owl (FY25) | Coffee | ₹44 crore | ₹8.6 crore | 19.5% |
| Kapiva, FY26 | Supplements | ₹464 crore | ₹83.2 crore | 17.9% |
| Imagine Marketing (boAt), FY26 | Audio | ₹2,931 crore | ₹428.6 crore | 14.6% |
| BlaBliBlu (run rate, Mar 2026) | Fragrance | ₹100 crore | ₹9.9 crore | 9.9% |
| Bella Vita (FY25) | Fragrance | ₹456 crore | ₹43.9 crore | 9.6% |
| Nexxbase (Noise), FY25 | Audio | ₹1,048 crore | ₹72.6 crore | 6.9% |
| Deconstruct (FY25) | Skin brightening | ₹130 crore | ₹8.3 crore | 6.4% |
| Mosaic Wellness, FY25 | Supplements | ₹736 crore | ₹44.7 crore | 6.1% |
| GoBoult (Boult), FY25 | Audio | ₹763 crore | ₹41.5 crore | 5.4% |
| Fullife (Fast&Up, Chicnutrix), FY25 | Supplements | ₹256 crore | ₹11.4 crore | 4.4% |
| OZiva, FY26 (acquired) | Supplements | ₹463 crore | ₹19.9 crore | 4.3% |
| AdilQadri (CY2024) | Fragrance | ₹120 crore | ₹4.4 crore | 3.7% |
| Mokobara (FY25) | Luggage | ₹230 crore | ₹8.2 crore | 3.6% |
| Dermatouch (FY26) (acquired) | Skin brightening | ₹131 crore | ₹4.2 crore | 3.2% |
| Pilgrim (FY25) | Skin brightening | ₹408 crore | ₹12.6 crore | 3.1% |
| HealthKart, FY26 | Supplements | ₹2,052 crore | ₹64.0 crore | 3.1% |
| Minimalist (FY26) (acquired) | Skin brightening | ₹690 crore | ₹20.1 crore | 2.9% |
| Plix’s parent, FY26 (acquired) | Supplements | ₹864 crore | ₹8.6 crore | 1.0% |
| Blue Tokai (FY25, cafés included) | Coffee | ₹325 crore | ₹2.2 crore | 0.70% |
| Heads Up For Tails (run rate, 2026) | Pet food | ₹400 crore | ₹1.6 crore | 0.40% |
| RENEE Cosmetics (FY26) | Nail care | ₹440 crore | ₹0.89 crore | 0.20% |
The shelf figure is a floor at consumer price, read in one month and annualised. Revenue is the company's whole reported revenue for the year shown.
What this ratio is, and what it is not
It is not a company's Amazon share. It sets one shelf we measured on Amazon India against everything the company reports selling, on every channel and in every category. It checks our method: where a brand is mostly one category and sells heavily on Amazon, the ratio runs high (Decode Age 45.5%); where a brand sells mostly elsewhere, it runs low (RENEE Cosmetics 0.20%).
- Across 23 Indian D2C companies, one Amazon shelf equals 0.20% to 45.5% of reported revenue; the median is 4.4%.
- For 5 companies the shelf is 10% of revenue or more.
- Revenue is as reported in filings or the press, for the year shown in each row.
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How we measured
Each shelf figure is the brand's Amazon India sales on one shelf impuls8 read: "bought in past month" at its lower bound, times the price, times twelve, read on the dates of each shelf report (August to November 2026, several during the festive sale). Revenue is the company's reported figure from filings or the press, as published in each shelf report. Only Indian D2C companies are included, and those bought by larger companies are marked.
Questions people ask
How much of a D2C brand's sales come from Amazon in India?
Nobody outside a company can measure its full Amazon share. What impuls8 can show is one Amazon shelf against reported revenue: across 23 Indian D2C companies it runs from 0.20% to 45.5%, with a median of 4.4%.
Do D2C brands in India depend on Amazon?
Some do more than others. For 5 of 23 companies impuls8 checked, a single Amazon shelf equals 10% or more of reported revenue; for others it is under 1%.
Which Indian D2C brand sells the largest part of its revenue on one Amazon shelf?
Of the 23 companies impuls8 checked, Decode Age: its supplements shelf on Amazon India equals 45.5% of its reported revenue (Decode Age, FY25).
Source: impuls8 (impuls8.com), 18 Amazon India shelf reads, 17 Aug 2026 to 4 Nov 2026.
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