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 howSell shoes online on Amazon Germany
A step-by-step guide
The shoe market in Germany: Growing online potential
The German shoe market is evolving. An increasing number of consumers are buying shoes online from the comfort of their own home, with fast delivery and easy returns.
The German shoe market is evolving. An increasing number of consumers are buying shoes online from the comfort of their own home, with fast delivery and easy returns.
According to Statista, sales in the German online shoe market are expected to reach over EUR 10 billion by 2025. Trainers, children's shoes and sustainable models are particularly popular.
The number of shoes sold online is rising steadily and already accounts for around 30% of the total market.
Younger target groups in particular—such as millennials and Gen Z—value fast delivery times, precise fit, sustainable production and transparent brands. Those who cater to these trends can position themselves on the market for the long term.
Online sales through platforms such as Amazon offer a quick and scalable entry point.
Did you know?
In May last year, WGSN Mindset highlighted ballet flats as a sustained riser for Amazon for the 2025 spring/summer season, based on predictive analytics data developed specifically for Amazon.
In the 90 days leading up to May 2025, global Google searches for this item rose by over 90% compared to the previous year. The updated data for spring/summer 2025 has so far been exactly within the predicted confidence interval, reinforcing the accuracy of WGSN's forecasts.
In the 90 days leading up to May 2025, global Google searches for this item rose by over 90% compared to the previous year. The updated data for spring/summer 2025 has so far been exactly within the predicted confidence interval, reinforcing the accuracy of WGSN's forecasts.
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Getting started: Defining your niche
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The first step towards having a successful Amazon shop starts with choosing the right niche. Think about what type of shoes you want to sell: fashionable trainers, elegant business shoes, functional sports shoes or perhaps even orthopaedic or vegan models.
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It is important that your selection appeals to a clear target group and stands out from the competition.
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To do this, analyse the selection on Amazon.de. Which shoes sell well? Where are the gaps in the market? Customer reviews provide insight into what is important to buyers — be it fit, material quality or durability.
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If you find a product that solves existing problems more effectively, you've identified your niche in the market.
Set up a seller account: How to get started on Amazon.de
Once you know which shoes you want to sell, you can set up your Amazon seller account. On sell.amazon.de, you can choose between two selling plans:
Individual plan
The Individual plan is suitable for beginners with fewer than 35 sales per month. You don't pay a monthly fee, just a referral fee of €0.99 per item
Professional plan
The Professional plan, on the other hand, has a net fee of €39 per month and provides access to advanced tools such as advertising, inventory management and statistics — ideal if you're wanting to sell regularly.
To enrol, you need an identification document, your bank details, a credit card and your company's tax details. Once you've successfully enrolled, you'll have access to Amazon Seller Central — your hub for listings, orders, customer support and more.
Legal basis: business, taxes and obligations
If you sell shoes online, you are considered a commercial seller in Germany. This means that you must register your company with the trade office, either as a sole proprietor or a limited company (UG or GmbH). Depending on your revenue, you may also need a VAT registration number (VAT ID), which you can apply for at the German Federal Central Tax Office.
If you have an annual turnover of less than €22,000, you can benefit from the Kleinunternehmerregelung (German small business regulation), which means that the VAT on your invoices will be waived. However, as soon as you regularly sell or deliver to other EU countries (e.g. through FBA), you will need a VAT ID and to participate in the EU OSS (One Stop Shop).
Remember to check the packaging requirements. You must register with the LUCID Packaging Register and license your shipping packaging with a dual system provider (such as Zentek or Interseroh). Otherwise, Amazon may block you from selling.
Listings that lead to sales: How to showcase your shoes effectively
A good product listing can make or break your venture. Start with a clear, search-engine-optimised title. Include key terms such as brand, model, gender, colour and size. The more specific and informative your title is, the better your product will rank in searches.
- The product description should not only provide technical details, but also suggest how to use the product. Explain whether your shoes are intended for sports activities, the office or everyday use. Ensure that your text is clear, emotive and authentic.
- Your images are just as important. High-resolution photos with a white background are mandatory, and we also recommend including photos showing the shoes being worn. An integrated size chart minimises returns and creates trust. Use Amazon variation listings to clearly group together different sizes and colours, providing a better customer experience and higher conversion rates.
- If you have your own brand, enrol in the Amazon Brand Registry. This gives you access to A+ Content, better brand protection and analytic tools.
Select a shipping model: FBA or FBM?
Amazon offers two delivery models: FBA (Fulfilment by Amazon) and FBM (Fulfilled by Merchant).
1. Fulfilment by Amazon (FBA)
With FBA, you ship your products to Amazon warehouses, where they are stored, packaged and shipped. Amazon will also handle returns and customer service. In return, you pay storage and shipping fees, but benefit from the Prime logo, better visibility and a high level of customer satisfaction.
2. Fulfilled by Merchant (FBM)
FBM means that you handle the shipping process yourself. This is particularly suitable for personalised, bulky or less popular products. You retain full control over shipping, but must comply with Amazon standards and respond to customer enquiries in a timely manner.
Many sellers use a combination of both methods — FBA for standard goods and FBM for specific cases. This allows you to remain flexible and profitable.
Grow your business: advertising, reviews, analysis
The key to growth is visibility, trust and consistent optimisation. Sponsored Products are an efficient way to get started with Amazon's advertising system. This means your products will feature prominently in search results, depending on the keyword selected. Sponsored Brands and A+ Content provide additional benefits if you want to grow your brand.
Your pricing strategy will also influence your sales figures. Keep an eye on the competition, test different price points and take advantage of promotions such as coupons or limited-time discounts.
Customer experience is key: Respond quickly to questions, meet delivery times and actively ask for reviews, for example through the "Request a review" feature in Seller Central. Regularly analyse your key figures, returns and customer feedback to optimise your product range.
Your pricing strategy will also influence your sales figures. Keep an eye on the competition, test different price points and take advantage of promotions such as coupons or limited-time discounts.
Customer experience is key: Respond quickly to questions, meet delivery times and actively ask for reviews, for example through the "Request a review" feature in Seller Central. Regularly analyse your key figures, returns and customer feedback to optimise your product range.
Example: Breakdown of shoe fees*
Selling price:
Referral fee percentage (15%):
FBA fee (light envelope 1.9 kg):
Storage fee:
€40
€6
€4.71
€0.17 per 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.
Did you know?
Using predictive analytics data developed specifically for Amazon, WGSN Mindset predicted in May last year that lightweight lace-up men's Oxford shoes would be a sustained riser in spring/summer 2025.
In the 90 days leading up to May 2025, global Google searches for this item rose by 150% compared to the previous year, and the updated data for spring/summer 2025 has so far been exactly within the predicted confidence interval, reinforcing the accuracy of WGSN's forecasts.
In the 90 days leading up to May 2025, global Google searches for this item rose by 150% compared to the previous year, and the updated data for spring/summer 2025 has so far been exactly within the predicted confidence interval, reinforcing the accuracy of WGSN's forecasts.
Frequently Asked Questions
1. Can I sell used shoes on Amazon?
No. Amazon only allows new products to be sold in the shoe category.
2. Do I need to register as an entrepreneur?
Yes, selling on Amazon is a commercial operation. You will need a registered business and, if applicable, a VAT ID
3. How many products do I need to get started?
A few items or versions are sufficient, as long as they are clearly listed and well presented.
4. Do I need my own brand?
No, but if you have a private label, you will get access to advanced features such as A+ Content and brand protection via Brand Registry.
5. How much does shipping with FBA cost?
Fees depend on weight, size and storage period. The Amazon Revenue Calculator can help you to calculate your costs.
Conclusion: The journey to selling shoes online successfully
Selling shoes online on Amazon.de offers great potential, especially for new sellers who have prepared carefully. With a clear niche, organised listings, legally compliant processes and a well-thought-out shipping strategy, even small suppliers can make a big impact.
Use Amazon tools, analyse your target group and adopt a long-term approach. The German online shoe market is growing — and with it, your opportunity for a successful start as a retailer.
Use Amazon tools, analyse your target group and adopt a long-term approach. The German online shoe market is growing — and with it, your opportunity for a successful start as a retailer.
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