This isn't just an agency. This is a story.
It's a story about starting from zero. About learning the hard way. About building something real.
We didn’t just read about the Amazon marketplace. We’ve lived through its chaos. Its changes. Its evolution.
We're not just consultants. We're operators. And we're here to help you win.
From the ground up.
2016
Learning the Basics
We started working at an Amazon agency. Learning the fundamentals. How the platform worked. How to optimize listings. How to run PPC campaigns.
That year, Amazon opened A+ Content to all brands (previously only for vendors). They also banned incentivized reviews, forcing everyone to build legitimate review strategies. The wild west was ending. We learned to do things the right way from day one.
2017
Building the Playbook
We dove deeper. Account audits. Content creation. PPC management. We realized that communication was everything daily updates, weekly reports, monthly strategy calls. It became our playbook.
Amazon launched Brand Registry 2.0, giving brands more control but adding complexity. Amazon Advertising (formerly AMS) was rebranded, signaling a major shift toward advertising as a core revenue driver.
2018
The Physical World
It wasn’t just digital anymore. We learned product photography. Videography. The complex world of FBA shipments, prep requirements & fulfillment center logistics.
Amazon launched Storefronts (giving brands their own mini-websites) and the Early Reviewer Program. Amazon Advertising was rebranded again to Amazon Advertising Platform. The marketplace was maturing fast.
2019
Scaling Operations
The team was growing. The agency split Amazon operations and design into two offices. We learned how to manage growth, delegate, and build systems.
Amazon changed FBA fees (again). They launched Amazon Live for livestream shopping. The platform was evolving faster than ever.
2020
The Great Remote Work Experiment
COVID hit. The world shut down. We learned how to work remotely. For the first time, we felt what our international clients had been experiencing all along.
Amazon restricted FBA shipments to essential items only (March-April 2020), causing chaos for sellers. We helped clients navigate the storm. Amazon also required business names and addresses to be publicly displayed on listings transparency became mandatory.
2021
The Low Point
The pandemic took its toll. The agency lost 40% of its clients. 30% of the staff were laid off. It was brutal. A lesson in survival.
Amazon discontinued the Early Reviewer Program. They introduced the Vine program enhancements. Restock limits became a constant challenge. The landscape shifted again, and we adapted.
2022
The Rebound
Things started to turn around. We learned how to do sales properly. We found new clients. We rebuilt.
Amazon opened Premium A+ Content to all brands (previously invite-only). They launched Buy with Prime, extending Prime benefits beyond Amazon. New opportunities emerged, and we seized them.
2023
The Leap
We took the biggest risk of our lives. We left the agency and started Sellers Umbrella Ecommerce Solution LLP. From managing a team of 60+ to starting from zero. Alone.
It was terrifying. It was the beginning.
Amazon cracked down on fake reviews harder than ever, removing over 200 million fake reviews. Legitimate strategies became more valuable. We were already doing things the right way.
2024
The Foundation
Official Amazon Partners
Official Amazon SPN Partner
Official Amazon Ads Partner
Amazon's SPN accepts only vetted and qualified providers who meet rigorous standards. This badge means we’ve been vetted and approved by Amazon as a trusted service provider. We’ve demonstrated consistent results, maintained high client satisfaction scores, and proven our expertise across account management, advertising, and growth strategy.
We also saw a gap. Our clients kept asking: “Can you help us source products from India?” Most agencies couldn’t. They didn’t have the legal infrastructure. They weren’t registered exporters. They couldn’t handle government compliance, export licenses, or customs paperwork.
So we built it. We registered MerchantXporter a fully licensed sourcing and export entity with all the necessary government certifications: Ministry of Corporate Affairs, Ministry of Commerce and Industry, GST, Spice Board, FSSAI, and APEDA.
2025
The Growth
We grew from 2 people to 8. Then to 18+. We proved our model worked.
Amazon introduced new product title requirements (80-character limits in many categories). They ended “Buyer Reviews” and replaced them with “Customer Reviews.” They removed FBA prep services, forcing sellers to prep themselves or use third parties.
We stayed ahead of every change. MerchantXporter became fully operational, handling end-to-end sourcing, quality control, and export compliance. We became the only agency that could take a brand from product idea to Amazon bestseller—all under one roof.
2026
The Future
We’re going from 18+ to 35+. We’re adding enterprise-level clients. We’re building the future of Amazon commerce.
Amazon continues to evolve, new FBA fee structures, stricter return policies, Remote Fulfillment with FBA expansion. We’re not just keeping up. We’re staying ahead.
With Sellers Umbrella and MerchantXporter working together, we’re not just an agency. We’re a complete infrastructure for building Amazon brands.
Why Us?
We’ve been in your shoes.
No long-term contracts. We earn your business every day. Or you can leave.
You’re a priority. We see clients as partners. Not paychecks.
Tailored solutions. We build a strategy that fits you.
Constantly evolving. Amazon changes. We stay ahead of it.
True 360° capabilities. From sourcing (via MerchantXporter) to scaling on Amazon (via Sellers Umbrella), we handle it all.
Serving all markets
$200M+
In client revenue generated
350+
Brands scaled
9+
Years in business (since 2016)
Why we only work with international clients.
Partnering only with international brands gives us broader insights and world-class standards. that’s why we proudly say: It’s not a limitation. It’s our superpower.
We made a deliberate choice early on: instead of trying to serve everyone everywhere, we'd focus exclusively on brands in the USA, UK, UAE, Australia, Canada, Italy, and Germany.
Why? Because when you specialize, you get really, really good. We know the nuances of these marketplaces like the back of our hand. We understand the cultural differences, the regulatory requirements, the competitive landscapes, and the consumer behaviors that make each market unique.
We know that what works in the US doesn't always work in the UK. That UAE shoppers have different expectations than Australian ones. That German compliance requirements are no joke. And we've built our processes, our team, and our expertise around serving these markets exceptionally well.
When you work with us, you're not getting a generalist agency that's figuring out your market on the fly. You're getting specialists who've been operating in your market for years. And that makes all the difference.
We made a deliberate choice early on: instead of trying to serve everyone everywhere, we'd focus exclusively on brands in the USA, UK, UAE, Australia, Canada, Italy, and Germany.
Why? Because when you specialize, you get really, really good. We know the nuances of these marketplaces like the back of our hand. We understand the cultural differences, the regulatory requirements, the competitive landscapes, and the consumer behaviors that make each market unique.
We know that what works in the US doesn't always work in the UK. That UAE shoppers have different expectations than Australian ones. That German compliance requirements are no joke. And we've built our processes, our team, and our expertise around serving these markets exceptionally well.
When you work with us, you're not getting a generalist agency that's figuring out your market on the fly. You're getting specialists who've been operating in your market for years. And that makes all the difference.
It's not a limitation. It's our superpower.
Frequently
asked questions.
Got questions? We’ve got answers.
Where is your team located?
Our core team is based in Ahmedabad, India, with a global operational perspective. We manage international brands across the USA, UK, UAE, Australia, Canada, Italy, and Germany. We have built a lean, focused team of 18+ specialists who are experts in their respective fields.
How long have you been in business?
We have been operating since 2016. Over the past 9+ years, we have navigated the complete evolution of the Amazon marketplace, generated over $200M in client revenue, and scaled more than 100 brands to success across seven international markets.
What is MerchantXporter?
MerchantXporter is our fully licensed sourcing and export entity. It allows us to handle end-to-end product sourcing, quality control, and export compliance for international brands. This gives us the unique capability to take a brand from product concept to Amazon bestseller under one roof.
What are your core values?
We believe in transparency, radical honesty, and principle-driven business. We are not interested in quick wins or empty promises. We focus on sustainable growth, real partnerships, and solving actual problems rather than selling unnecessary services.
How did Sellers Umbrella start?
Sellers Umbrella was founded by Nirav, who began his career as a computer operator and evolved into managing a specialized Amazon agency serving international brands. The agency has grown from a two-person operation to a team of 18+ specialists, with a 2026 goal of reaching 35+ team members and expanding into enterprise client engagements.
Ready to work with
an agency that actually cares?
Let's talk about where your brand is, where you want it to be, and how we'll get you there. No sales pitch. No pressure. Just an honest conversation about what's possible.
Insights & What’s new
February 24, 2026
6 minutes
Amazon Makes Prepaid Return Label Program Mandatory for All Seller-Fulfilled Orders
In a move to standardize the customer return experience, Amazon has made its Prepaid Return Label (APRL) program mandatory for all U.S. seller-fulfilled orders, effective February 8, 2026. This change eliminates the long-standing exemption for high-value items and introduces faster refund processing times, creating significant operational and financial impacts for sellers.
What This Means for Sellers
Previously, sellers could opt out of the APRL program for high-value items, allowing them to manage returns and refunds for these products directly. With the new policy, all seller-fulfilled returns must now use an Amazon-provided prepaid return label, regardless of the item’s value.
In addition, the refund processing window has been reduced from 14 days to just 7 days, and direct buyer-seller messaging during the returns process is no longer allowed.
The Impact on Your Business
Sellers who previously managed their own returns for high-value items will now face several new challenges:
- Increased Costs: Sellers will now be charged for the prepaid return labels on all returns, which could significantly impact margins, especially for sellers with high return rates.
- Faster Refunds: The 7-day refund window will require sellers to process returns and issue refunds more quickly, potentially impacting cash flow.
- Less Control: The elimination of buyer-seller messaging during returns gives sellers less opportunity to resolve issues or offer alternative solutions before a refund is issued.
What You Need to Do Now
- Enroll in APRL: If you haven’t already, you must enroll in and use the Prepaid Return Label program for all your seller-fulfilled orders.
- Update Your Processes: Adjust your internal workflows to accommodate the faster 7-day refund processing timeline.
- Budget for Returns: Factor the cost of prepaid return labels into your pricing and financial projections.
This is a major shift in how Amazon handles seller-fulfilled returns. If you need help understanding how this change will impact your business or want to explore strategies for mitigating the increased costs, please contact us for a consultation.
February 24, 2026
6 minutes
Amazon Cracks Down on Third-Party Tools with New Compliance Requirements
Amazon has put all sellers on notice with a major update to its Business Solutions Agreement (BSA), introducing strict new compliance requirements for all third-party tools, including AI-powered software, automation scripts, and even virtual assistants. Sellers have until March 4, 2026, to ensure all tools they use are fully compliant with the new rules, or risk account suspension.
What This Means for Sellers
The new policy, announced on February 17, 2026, directly targets the use of automated systems that interact with Seller Central. This includes a wide range of tools that many sellers rely on for pricing, listing management, inventory automation, and even browser scraping.
The key changes include:
- AI Restrictions: A new prohibition on using Amazon materials to develop or improve AI/ML models, along with restrictions on data mining and reverse engineering.
- New Agent Policy: All AI agents must now clearly identify themselves as automated systems, comply with the new policy at all times, and cease access immediately if Amazon requests.
The Impact on Your Business
Any seller using a non-compliant tool after the March 4 deadline is at risk of immediate account action, including suspension or termination. This is a significant shift in Amazon’s approach to third-party software, and it places the burden of compliance squarely on the seller.
What You Need to Do Now
- Audit Your Tools: Immediately review every third-party tool and service you use that interacts with your Amazon account.
- Contact Your Vendors: Reach out to each vendor and request written confirmation that their tool is fully compliant with Amazon’s new BSA and Agent Policy.
- Implement a Kill Switch: Have a plan in place to immediately disable any tool if Amazon requests it. The new policy gives Amazon the right to demand you cease using any automated system at any time.
This is a critical update that requires immediate attention. If you are unsure whether your tools are compliant, or if you need help finding compliant alternatives, please contact us. We can help you navigate this new landscape and ensure your business remains protected.
