E-commerce giant Amazon has reportedly started a new program called ‘Select’ in India. As per trusted sources, the program will enable emerging brands in the country to get access to a suite of brand building tools and services.

Amazon India, which is a rival of Walmart-backed Flipkart, has recently exceeded the milestone of four lakh sellers on its platform. Gopal Pillai, Director and General Manager at Amazon India, was quoted saying that the company had been piloting Select since the last few months and has worked with more than 100 brands.

Furthermore, the company has helped them gain access to a set of brand building tools and a range of services active in discovery, brand consulting inputs, consumer insights, and enhanced brand protection services.

Pillai further elaborated that the focus of the program is to strengthen long-term relationships with brands to aid them in generating measurable value for their businesses on Amazon India and take them a step closer to realize their business aspiration.

Amazon aims to help throughout a brand’s value chain, starting from generating assortment insights, to providing quick-turnaround logistics solution, and bringing traffic to their products. Select is a horizontal/cross-category services aimed at new and existing brands with unique product solutions, said Pillai.

In a statement about the growth of sellers on its platform, Pillai revealed that the company had one lakh sellers on board three years ago and it took around 11 months to double the seller base. However, it took just 15 months for Amazon to grow from 2 lakh to 4 lakh sellers who offer more than 170 million products to customers. These numbers represent the strong growth trajectory the company has embarked on in the Indian market, cite sources.

According to sources familiar with the development, brands working with Amazon under the Select program include Miss Chase, Soul Fit, The Yaya Café, Skin Elements, Zink London and Daily Objects.

With the festive season around the corner, the company has reduced prices across main product categories and has offered several benefits under its seller's program, cite sources.