Amazon.com Inc's Indian subsidiary announced on Monday that it will reduce the cost for new sellers on its platform as the e-commerce giant prepares for the holiday season in one of its main countries.

All new sellers who register on Amazon.in between Aug. 28 and Oct. 26, and debut within 90 days, will receive a 50% discount on the price they pay to sell their items on the platform, according to a statement. "We have over a million Indian merchants who will have the opportunity to expose their items to buyers across the country over the Christmas season," said Vivek Somareddy, Amazon India's director of fulfillment channels.

Amazon “Great Indian Festival," begins on September 23

Amazon's annual festive season sale, the "Great Indian Festival," begins on September 23. During the festival season, Indians make the majority of their large-ticket purchases.

Before the Indian festival season, which began in October this year, Amazon and its Walmart Inc.-backed local rival Flipkart Internet offer big discounts on everything from apparel to cellphones and home appliances.

Amazon created a $250 million startup fund for India last year

After facing criticism from local merchants, Amazon created a $250 million startup fund for India last year, intending to put the country's small companies online.

The firm has been investing in expanding infrastructure, which has grown to include a network of over 60 fulfillment facilities around the country.

Many shops have long claimed that e-commerce behemoths like Amazon and Flipkart violate federal restrictions and harm small businesses. All charges have been refuted by the corporations.