Become an Amazon seller

€39 (excl. VAT) per month + referral fees
Over €47,250 in benefits exclusively for new brands!
Get started with Amazon today and benefit from a variety of incentives to help you kick-start your business, including a 10% bonus on your first €45,000 in branded sales, followed by 5% in the first year until you reach €900,000, which equates to a bonus of up to €47,250!*
* Incentives for new selling partners are subject to the respective terms of use. Visit Seller Central to learn more.

Sellers in Germany have seen an average 37%* increase in sales when switching to FBA as a result of the fast delivery times that customers love.

* This percentage is based on an analysis of data per channel from Q4/2019 to Q4/2020 (excluding Q2/2020 due to the impact of COVID-19). This serves only as a general guide. It does not reflect real-time updated data and is not specific to an ASIN or product category. Actual results may vary depending on a variety of factors, including but not limited to seasonality, selling price and existing delivery solution. Amazon does not guarantee any particular outcome for your business by using FBA.
computer icon with Amazon Smile logo

millions of customers

Fresh new startups and Fortune 500s. B2B and B2C. Brand owners and resellers. They all sell on Amazon to reach hundreds of millions of active customers worldwide.
shipping icon, aeroplane on top and truck on bottom

Smiling faces on every delivery

Leave the shipping, returns, and customer service to us with Fulfilment by Amazon (FBA). Want to take care of shipping yourself? You can do this too.
shipping icon, aeroplane on top and truck on bottom

Make money

Choose from flexible selling plans, product categories, and fulfilment options that fit your business needs.
Just have a few items to sell?
A businesswoman looking at her phone
icon: a star in a circle
Incentives for new selling partners

Start with €47,250 in incentives

Are you ready to start selling on Amazon? As a new seller, you can benefit from a range of incentives.
icon: check mark
10% bonus on your first €45,000 in branded sales, then a 5% bonus throughout your first year until the bonus value reaches €47,250
icon: check mark
€90 credit for Amazon Fulfilment Network fulfilment fees as part of the Amazon Partnered Carrier programme or €180 credit for fulfilment fees when using Amazon Global Logistics
icon: check mark
When you use Fulfilment by Amazon, you’ll get free storage and customer returns with automatic registration for the FBA New Selection programme
icon: check mark
Additional credit: €180 for Amazon Vine customer reviews, €45 for Sponsored Products ads and €45 for Amazon vouchers
*Valid only if you register your brand in the Amazon Brand Registry


Get answers to frequently asked questions about using Amazon for e-commerce.
How do I start a business on Amazon?
Starting as a seller on Amazon is easier than you think. To start selling on Amazon, you simply have to carry out the following steps one by one:
  • First, set your selling plan based on the number of products you think you'll be selling per month. We offer two selling plans: Individual and Professional. We even have a simple fee calculator for selling on Amazon to help you understand how much you can earn from each selling plan for a specific number of products sold.
  • Next, you need to complete the registration process. To do this, you'll need your Amazon customer account information or a work email address and your (or your company's) credit card details. You will also need a valid identity document (e.g. a passport copy or an identity card). If you run a business, you'll also need your company registration details, including your VAT registration number, phone number and bank account information.
  • Once your registration is complete, you will be granted access to your Seller Central account from where you can manage your business.
  • Next, you can offer your products by listing and uploading a product ID, SKU, product title, product description, product images and search terms, as well as relevant keywords and the costs for each product on Amazon.
  • Now you need to choose the right shipping option to deliver your products to your customers.
  • Now you're ready to sell your products on Amazon.
Is Amazon the right store for you?
The short answer is: yes. The biggest household brands are sold on Amazon. The same applies to emerging brands that will pop up on your radar soon.
Small and medium-sized companies thrive here and account for more than half of the sales in our stores worldwide.
Whatever your company is – and no matter how big it is – we're excited to see you grow with us. Find your business model and start your online shop today.
How long does it take for Amazon to pay its sellers?
Amazon will disburse your account balance 14 days after you register your seller account. This means that Amazon will make a payment to your bank account on your disbursement date. The disbursement process repeats every 14 days.
How much does it cost to sell a product on Amazon?
The referral fees you pay depend on your selling plan and the type of products you sell.

Selling plan chargesThese are the fees you pay for your selling plan, and they vary depending on which plan you have selected.
If you choose the Professional selling plan, you'll be charged a flat fee of €39 per month rather than a per-item fee (meaning you'll only pay €39 per month regardless of how many items you've sold).
If you choose the Individual selling plan, you pay a fee of €0.99 for each item you sell on Amazon.
Referral fees
These fees are charged per item sold and include brokerage fees (which are a percentage of the selling price and vary by product category) and variable closing fees (which apply only to media categories).

Fulfilment fees
When you fulfil orders yourself, Amazon shipping rates apply. We calculate these shipping rates based on the product category and shipping service selected by the buyer

Fulfilment by Amazon
Products that Amazon fulfils for you (known as Fulfilment by Amazon or FBA) are subject to order fulfilment, storage, and optional services fees.
How much money do Amazon sellers make as a beginner?
There isn't one right answer, but the fact is that Amazon offers you unlimited growth potential. Once you start selling your products, there are multiple ways to grow your Amazon business.

As soon as you launch your Amazon selling business, we provide you with plenty of tools to help you take your business to the next level. As a brand owner, you can generate more revenue with the Perfect Launch Plan while enjoying the benefits of Amazon's new brand bonus.
Do I need a limited liability company to sell on Amazon?
No You don't need a limited liability company to sell on Amazon. As a sole proprietor, you can immediately start selling under your name. A sole proprietorship is fine if you're just getting started with e-commerce and want to try your hand at selling on Amazon. Learn more about selling on Amazon through the Seller University.
How can I register as a seller on Amazon?
To get started, you'll first need to complete your registration. Please make sure you have the following to hand:
  • Business email address or Amazon customer account
  • Credit card with sufficient credit (international cards are also accepted)
  • Valid passport or national ID (identity verification protects sellers and customers)
  • Company registration details, including VAT registration number.
Our handy beginner's guide provides detailed information on everything you need to know to become a seller on Amazon.
What items must be approved to sell on Amazon?
Some categories are open to all sellers, while others require a professional selling account. There are also some product categories that require official approval from Amazon for you to start selling. There are also certain product categories that cannot be sold by third-party sellers.

The following product categories must be approved to sell on Amazon:
  • Grocery
  • Jewellery
  • Watches
  • Clothing
  • Beer, wine & spirits
  • Health & personal care
  • Personal care devices
For more detailed information, visit the Seller University to learn how to be successful as an Amazon seller.
Who can sell on Amazon?
Anyone can start selling on Amazon! Both emerging brands and some of the biggest Fortune 500 companies call Amazon home. Whatever your business is – and whatever size it is – with us, you can reach hundreds of millions of customers who visit Amazon every day to shop.
Whether you're an individual or a professional, you can start here with all the information you need.
Illustrated woman standing in front of boxes on a conveyor belt in an Amazon Fulfilment Centre

Stay connected

Sign up for helpful tips on building an Amazon business
Zero spam. Unsubscribe at any time.

Start selling today

Selling on Amazon allows you to reach millions of potential customers, whether you’re selling one or many items.
€39 (excl. VAT) per month + referral fees
two Amazon boxes
Amazon logo: Germany
© 2024 Inc. or its affiliates
Facebook logo
Twitter logo
LinkedIn logo
TikTok logo
YouTube logo