Over €47,250 in potential incentives when you start selling on Amazon. Find out howOver €47,250 in potential incentives when you start selling on Amazon. Find out howSelling headphones successfully on Amazon.de — Your 2025 guide
A step-by-step guide
Why sell headphones on Amazon.de?
Amazon.de is Europe's largest online marketplace and offers access to millions of customers — ideal for selling electronics such as headphones.
In 2023, around 15.3 million headphones were sold online — a market worth over EUR 1 billion.
Demand is shifting sharply towards wireless models: Bluetooth and true wireless headphones are booming in Germany as consumers seek more comfort and freedom of movement (statista.com).
This promises great potential for new sellers — but also means competition from established brands and many competitors
This step-by-step guide explains how to successfully sell headphones on Amazon.de as a new seller (locally or internationally).
What are the requirements for selling on Amazon.de?
Before you start selling, there are a few requirements that must be met. Amazon requires you to register as a seller and provide verification of your identity and company details. The following steps are particularly important:
Amazon seller account: Create an Amazon Seller Central account. For commercial sellers, we recommend the Professional plan (€39 per month) sell.amazon.de, as there is no fee per sale. Alternatively, there is the Individual plan, which has no monthly fee, but has a charge of €0.99 per sold item sell.amazon.de.
Business registration: You must have a registered business/company. As a German seller, you must provide a legal notice that contains your company details. International sellers need to provide comparable proof of their business activities in their home country.
Tax registration: Amazon.de requires you to comply with German tax regulations. In practice, all sellers must be registered for tax purposes (with a VAT registration number or an OSS number) and provide proof of this to Amazon. Since 2019, online marketplaces have been required by law to check the valid tax registration of their retailers (Section 22f UStG [Umsatzsteuergesetz — German value added tax act]). You may not sell on Amazon.de without a VAT certificate (proof from tax office pursuant to Section 22f UStG).
Payment information: Provide a valid bank account for withdrawals in euro and a credit card for Amazon fees.
Identity verification: Upload valid identification documents (ID card or passport) and proof of address (such as a bank statement) so that Amazon can verify your account.
Return address in Germany: International sellers who use Fulfilment by Merchant (FBM) must either give a return address in Germany or provide free international return shipping. This is important to ensure that German customers have an easy return method if they'd like to return their product.
Product compliance: Make sure that your headphones meet all EU requirements. Electronic devices need to have a CE mark and, if applicable, WEEE registration (old electrical appliances) and packaging registration (LUCID) in Germany. This helps you to avoid legal problems and selling bans.
Example: Breakdown of headphone fees*
Selling price:
Referral fee (15%):
Fulfilment by Amazon fee (small package 900 g):
Storage fee:
€40
€6
€3.41
Approx. €0.05/month
*These are rough estimates and actual costs and margins may vary significantly depending on specific products, competition and other factors. Storage fees may vary depending on the size of the product and the time of year. Profit margins are approximate after taking into account key Amazon fees.
Private label vs. reselling — which business model should I choose?
There are two common strategies for selling headphones on Amazon: selling a private label or reselling existing brands.
Private label
You produce headphones under your own brand and sell them exclusively. The benefits of this is that there is no direct competition to your listing and you have full control over the product and price. You can carve out a niche and build your brand.
However, the disadvantages include higher initial investment (product development, trademark registration, start-up inventory) and increased marketing effort to build trust in an unknown brand.
However, the disadvantages include higher initial investment (product development, trademark registration, start-up inventory) and increased marketing effort to build trust in an unknown brand.
Reselling
You buy existing brand headphones cheaply (wholesale or arbitrage) and list them on Amazon. Advantages: The products are well known and already in demand. You save time and effort when it comes to development and branding.
Disadvantages: You compete for the Buy Box with other vendors on the same product page, which often leads to price wars and lower margins. Also, you need to make sure that you only sell original goods with proof of invoice — Amazon takes strict action against counterfeit products, particularly when it comes to electronics. Some brands exclude distribution by retailers or require authorisations to do so.
Disadvantages: You compete for the Buy Box with other vendors on the same product page, which often leads to price wars and lower margins. Also, you need to make sure that you only sell original goods with proof of invoice — Amazon takes strict action against counterfeit products, particularly when it comes to electronics. Some brands exclude distribution by retailers or require authorisations to do so.
Both business models can be successful. Choose the best fit for you based on your budget, risk tolerance and long-term goals. The private label model offers higher potential for brand building, while reselling can be easier to get started.
VAT rules in Germany and the EU
It is important to process VAT correctly:
- 19% VAT in Germany: All prices on Amazon.de include 19% VAT. If you are required to pay tax in Germany, you must pay this VAT to the tax office. Small business owners (annual revenue of under €22,000) may sell without VAT invoicing.
- EU OSS threshold: If you sell as an EU retailer to customers in other EU countries, there is an EU-wide delivery threshold of €10,000 net annual revenue. If this threshold is exceeded, you must either register for VAT in the respective countries or use the One Stop Shop (OSS) to report the VAT centrally.
- FBA warehouse in the EU: If you store goods in Amazon warehouses in Germany or other EU countries (e.g. as part of Pan-European FBA), you will need to pay tax in each country where you have inventory. You need your own VAT registration for these countries and must pay VAT there.
- Imports from non-EU countries: For direct deliveries from abroad to German customers, Amazon automatically collects and pays import VAT for orders up to €150 (IOSS). If the products cost more than this amount, customs and duties must be organised by the seller (with the help of a customs service provider where required). Non-EU traders should also check whether they need a tax representative.
- Tip: If needed, you can use Amazon's VAT Services or a tax advisor to process registrations and VAT reports correctly. This can help avoid mistakes and penalties.
Shipping and fulfilment: FBA, FBM or MCF?
Amazon offers various fulfilment options:
- FBA (Fulfilment by Amazon): You send your inventory to Amazon's warehouse in Germany. Amazon handles shipping, returns and customer support for your orders. Your products get the Prime logo, which encourages customers to make a purchase. For FBA, you pay storage fees (per m³/month) and shipping fees per shipped item, depending on their size and weight (usually a few euro per shipment). Advantages include fast Prime shipping and Amazon handling; whereas disadvantages are the additional costs and less control over the shipping process.
- FBM (Fulfilment by Merchant): You store and ship the products yourself (or using third-party logistics [3PL]). This saves on FBA fees and gives you full control over packaging and shipping. However, your listings won't have a Prime logo and you'll need to provide fast shipping and customer service yourself. German customers expect quick delivery (1–3 days) and smooth returns processing, which can be a challenge for international sellers without local infrastructure.
- MCF (Multi-Channel Fulfilment): If you use FBA, you can also use your Amazon inventory to fulfil orders from other sales channels. Amazon will then send your headphones on your behalf to customers who order from your own online shop, for example. The fees are roughly the same as FBA costs, but external orders do not have Prime labelling.
Tip: Many sellers start by using FBA to provide German customers with optimal service. You can combine fulfilment options at a later date (e.g. fulfil some ASINs using FBM with special delivery). Compare costs and test which solution is most efficient for your business.
Optimising product listings (Amazon.de standards)
An optimised product listing in German increases your visibility and conversion rate:
- Title with keywords: State the key terms and characteristics in the product title. Ex. Brand and model, type (in-ear/over-ear), important features (Bluetooth, noise cancelling). Keep the title clear and factual and avoid using marketing clichés.
- Bullet points: List the five most important product features as bullet points. Emphasise relevant information such as sound quality, battery life, comfort and special features (e.g. microphone, waterproof). Each bullet point should be written in a customer-oriented manner and highlight an advantage of your product.
- Description and A+ Content: Describe your product in detail in the product description. When selling your own brand, use A+ Content to display additional images and text in an appealing layout. Ensure that the text is professionally written in German. A good translation can build customer trust.
- Product images: Use high-resolution photos. Your main image must show the headphones in full against a white background. Additional images should highlight details (e.g. control elements, package contents) and examples of use. High-quality images increase the likelihood of clicks and purchases.
- Reviews and questions: Reviews are important, especially at the beginning. Use programmes like Amazon Vine (for Brand Registry sellers) to get initial reviews. Answer customer questions in the FAQ section of the product page in a timely and friendly manner. This shows customer orientation and helps indecisive buyers.
Advertising and promotions on Amazon.de
To stand up to the fierce competition in the headphone market, you should make use of Amazon's advertising options and special promotions:
- Sponsored Products: Keyword-based ads that give your product a prominent position in search results. You only pay for each click on your product (cost per click). Select relevant German keywords (e.g. "Bluetooth headphones", "noise-cancelling headphones") and set a daily budget. Sponsored Products significantly increase visibility and are key for new listings.
- Sponsored Brands: If you have a registered brand, you can display banner ads that feature your logo and several products. These appear at the top of the search results and increase awareness of your brand. Sponsored Brands are suitable for highlighting your entire range of headphones, but you need to be enrolled in Amazon Brand Registry.
- Coupons: With coupons, you can temporarily apply discounts that are marked with an eye-catching coupon label on the listing. Customers can activate the coupon and receive a €5 discount in their basket, for example. Each coupon redeemed will incur a €0.50 fee to movesell.de. Coupons are popular with German customers and can significantly increase your click rate.
- Lightning Deals and promotions: Take advantage of Amazon's promotions where available, such as Lightning Deals (limited-time offers, e.g. offers that appear for a few hours on the Deals page) or multi-buy promotions (buy two, get one for less). Lightning Deals entail applying an attractive discount and incur offer fees, but can attract a lot of attention in a short period of time.
- Brand Registry and other tools: The Amazon Brand Registry is highly recommended for private-label sellers. You need a registered trademark for this. Registration is free and unlocks helpful tools, including A+ Content, extended advertising formats (Sponsored Brands/display) and protection against product piracy. Registered brands can also join the Vine programme, which makes it easier to get authentic reviews.
Frequently asked questions (FAQ)
Do I need a German tax ID to sell on Amazon.de?
Yes, tax registration is usually required. Amazon requires all sellers to have a valid VAT or OSS registration and, if applicable, a tax certificate pursuant to Section 22f UStG. If you store goods in Germany or generate revenue of more than €10,000 annually from German customers, you must register in Germany for tax purposes (or use the OSS).
What are the fees for selling headphones on Amazon.de?
Amazon charges a referral fee per sale, usually around 15% of the gross selling price in the electronics category. If you have selected the Professional plan sell.amazon.de, there is also the basic monthly fee of €39.
If you use FBA, there are additional fulfilment fees for storage and shipping. With Amazon's fee calculator or revenue calculator, you can calculate the exact costs in advance.
If you use FBA, there are additional fulfilment fees for storage and shipping. With Amazon's fee calculator or revenue calculator, you can calculate the exact costs in advance.
Which types of headphones sell best in Germany?
There is a clear trend towards wireless Bluetooth headphones with additional features such as noise-cancelling capabilities statista.com. True wireless earbuds and over-ear headphones with active noise cancellation are particularly popular.
Premium brands dominate the upper price segment, while cheaper models are in high demand in the mass market.
Premium brands dominate the upper price segment, while cheaper models are in high demand in the mass market.
Do I have to be fluent in German to sell on Amazon.de?
It is very helpful to have German language skills or have someone on your team who speaks German. Amazon expects you to answer customer enquiries in German and provide legally required texts (e.g. product information, legal notices) in German.
If you don't speak German yourself, you can use professional translators or agencies. It is important that your communication with customers is error-free and polite in order to make a professional impression.
If you don't speak German yourself, you can use professional translators or agencies. It is important that your communication with customers is error-free and polite in order to make a professional impression.
What is the step-by-step process for starting to sell?
Start by registering an Amazon selling account on Seller Central (register now). Go through the registration process and submit all of the required information and documents.
After activating your account, create your first product listing: Select the category (e.g. for headphones, go to Electronics > Audio > Headphones), upload high-quality images and add titles, bullet points and a product description in German. Set a competitive price and check that all information (EAN, brand, model) is correct.
As soon as the listing is live, customers can find and order your headphones. Use Amazon advertising (e.g. Sponsored Products) right from the start to increase your visibility.
After activating your account, create your first product listing: Select the category (e.g. for headphones, go to Electronics > Audio > Headphones), upload high-quality images and add titles, bullet points and a product description in German. Set a competitive price and check that all information (EAN, brand, model) is correct.
As soon as the listing is live, customers can find and order your headphones. Use Amazon advertising (e.g. Sponsored Products) right from the start to increase your visibility.
Conclusion
Selling headphones on Amazon.de can be very successful in 2025 if you follow the key guidelines. From meeting legal requirements to choosing the appropriate business model and optimising listings and advertising, every step contributes to success.
With a professional appearance, good customer service and knowledge of the German market, even new sellers can grow sustainably.
Start now and use the potential of the Amazon.de marketplace to bring your headphones to millions of customers!
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