Getting started
Selling on Amazon

Whether you have an established e-commerce business, a great idea for a new product, or you just have a passion for selling, here's how to take that next step with Amazon.
€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.

Before you start

Choose a selling plan

With the Individual selling plan, you'll pay €0.99 every time you sell an item. The Professional selling plan costs €39 per month, regardless of how many items you sell. For both plans, Amazon also collects a referral fee on each sale, which is a percentage of the total transaction and varies by product category. Visit our pricing page for a summary of referral fees.
Amazon app showing product listings of water bottles that can be fulfilled through Amazon <i>Prime</i>

Consider your selling strategy

Resellers find popular products that already exist and offer them in Amazon's stores.

Brand owners manufacture their own products—or source goods to sell under a private label—to offer buyers a unique selection.

Lots of sellers do both. You can choose whichever method works for your goals.

What is the New Seller Guide?

Time is of the essence — and the first 90 days are particularly crucial for Amazon selling partners. That's why we've created the What is the New Seller Guide, a data-driven mix of brand, logistics, pricing and promotional services designed to support the growth of new selling partners.

Selling partners who use services from the What is the New Seller Guide can benefit from more than €47,250 in incentives for new selling partners.
Illustration of a sales chart with an arrow moving up and to the right

Understand your audience

Becoming a Seller on Amazon enables your business to target business customers (B2B) and individual consumers (B2C) from the beginning of your seller journey. When you add listings, they will automatically be available to both groups, enabling you to maximise the potential of a single seller account.

B2C customers

  • Hundreds of millions of worldwide active customer accounts
  • Millions of products delivered in 200+ countries and territories
  • 200 million worldwide Prime members
  • Over 50% of all products orders are sold by our third-party selling partners

B2B customers

  • Millions of registered business costumers ranging from small businesses to large enterprises (Over 50% of FTSE 100 companies are UK business customers).
  • B2B costumers have a larger basket size on average than B2C.
  • On average, B2B customers return products less frequently.
  • Use B2B tools to help you make the most out of your growth potential with business customers.
  • Learn more about needs of B2B customers using in-demand selection recommendations.
  • Over 50% of all products orders are sold by our third-party selling partners

Create an Amazon seller account

You can use your customer account to start selling, or you can create a new Amazon seller account with your business email. Before you sign up, make sure you're ready with the following:
  • Business mail address or Amazon customer account
  • Chargeable credit card (international credit cards are also accepted)
  • Valid passport or national ID (identity verification protects sellers and customers)
  • Company registration details (with VAT number if possible)
  • Telephone number
  • A bank account where Amazon can send you proceeds from your sales
Amazon Seller Central home screen interface

Amazon jargon:

Seller Central

Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage inventory, update pricing, communicate with buyers, review your performance, contact Technical Account Management and add new products.
Woman in a black blazer looking at her account in the Amazon Seller mobile app

Go mobile

Use the Amazon Seller app to track sales, fulfil orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos and create listings — all from your phone.
QR code to download the Amazon Seller app to your mobile phone
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on the Google Play Store

Understanding your VAT requirements

Depending on the nature of your business, you will be required to register for a VAT number in a European country as per the regulations. This depends on multiple factors, some of which are: place of business establishment, fulfilment model, and your annual sales. Having awareness of various VAT requirements, and knowing how to comply with them, will contribute to a frictionless selling experience on Amazon.
Learn about VAT requirements for selling on Amazon

Adding your products

What canyou sell on Amazon? It depends on the product, the category, and the brand.

Some categories are open to all sellers, some require a Professional Seller account, some require approval to sell and some include products that cannot be sold by third-party sellers.

To sell branded products protected by copyright, trademark or patent, you must be the legal owner of the brand or an authorized reseller. Visit Seller Central to learn more about Amazon's intellectual property policy for sellers. The following table provides a general overview of Amazon product categories, but you can visit Seller Central Help to access further information about restrictions and how to request approval. If you deliver orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.

For pre-owned and refurbished products, additional restrictions may apply. Please see Certified Refurbished requirements for more information.

Product categories

Product category

Sample products

Acceptable conditions

Categories not requiring approval
Car & Motorbike
Parts, Tools & Equipment, Accessories.
Some specific considerations/requirements may apply.
Requirements (sign-in required)
New, Certified Refurbished, Used, Collectible
Baby Products (excluding baby clothes)
Pushchairs & Prams, Car Seats, High Chairs, Toys & Games, Furniture, Bedding, Feeding, Changing, Monitors, Safety, Potty Training. Approval may be required for selling during the Christmas period¹
New only
Books, Music, Video, DVD (BMVD)
Music, Books, Video/DVD/ Blu-ray. Some specific considerations/requirements may apply.
New, Refurbished, Used, Collectible
Desktops, Laptops, Netbooks, Tablets, Printers, Computing Accessories.
New, Refurbished, Used
Consoles & Video Games
Consoles and video games.
New, Refurbished, Used
TVs, Audio (inc. car audio), GPS, Phones, Cameras, Electronic Accessories. Approval may be required for specific products²
Requirements (sign-in required)
New, Certified Refurbished, Used
Home Tools & Home Improvement
Hand Tools, Hardware, Workwear, Site & Safety Equipment, Fire Alarms & Security, Power Tools, Power Tool Accessories, Electrical, Decorating, Garden & Landscaping Tools, Building Material, Plumbing & Bath, Parts.
New, Certified Refurbished, Used, Collectible
Garden & Outdoors
Seeds & Plants, Birds & Wildlife, Pest Control, Plant Care, Décor & Lighting, Tools & Accessories, Leisure & Fitness, Garden Furniture, Structures & Ponds, Outdoor Living.
New, Certified Refurbished, Used
Kitchen & Household
Appliances: Small Appliances, Home Appliances, Parts.
Home Living: Homeware, Furniture, Home Décor, Kitchen & Dining, Lighting, Arts & Crafts.
New, Certified Refurbished, Used
Large Electrical Appliances
Cookers & Ovens, Dishwashers, Fridges & Freezers, Washing Machines & Tumble Driers, Parts
New, Certified Refurbished, Used
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New, Certified Refurbished, Used.
Light bulbs new only.
Musical Instruments & DJ Equipment
DJ Equipment and Musical Instruments.
New, Certified Refurbished, Used
Office Products & Stationery
Printer Ink, Office Supplies, Office Furniture
New, Certified Refurbished, Used, Collectible
Pet Supplies
Pet Food, Habitats, Apparel, Training, Grooming, Healthcare, Toys & Games, Leads, Aquatics, Terraristics
New only
Shoes & Accessories
Shoes, Boots, Sandals, Slippers, Accessories, Handbags, Wallets. Approval may be required for specific products. Available to Professional sellers only. Requirements (sign-in required)
New only
Software & Computer Games
Computer Software, Video and PC games. Approval may be required for specific products²
New, Refurbished, Used, Collectible
Sports & Outdoors
Sports Equipment, Cycling, Tents, Fan Gear
New only
Toys & Games
Games & Puzzles, Outdoor & Sports Toys, Arts, Crafts & School Supplies, Vehicles, Dolls, Cuddly Toys, Building Sets, Learning & Exploration, Infants/Preschool, Action Figures, Fancy Dress. Approval may be required for selling during the Christmas period¹
New, Refurbished, Used, Collectible
*categories requiring prior approval
Beverages, Baby Food, Biscuits & Snacks, Confectionery, Cereals, Cooking & Baking, Seasoning & Condiments, Tinned Food, Pasta & Rice, Spreads, Sauces, Fresh & Frozen Food, Hampers, Home Care & Cleaning. Category available to Professional sellers only. Requirements (sign-in required)
New only
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
New only
All Watches. Available to Professional sellers only. Requirements (sign-in required)
New only
Outerwear, Athletic Wear, Underwear, Belts, Wallets
Requirements (sign-in required)
New only
Beer, Wine and Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Separate approval from Grocery).
Requirements (sign-in required)
New only
Fragrance, Skincare, Make-up, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (sign-in required)
New only
Health & Personal Care
First Aid, Nutrition. See also Beauty.
Requirements (sign-in required)
New only
Personal Care Appliances
Hair Care Appliances, Oral Care Appliances, Skincare Appliances, Shaving and Hair-Removal Appliances, Footcare Appliances, Healthcare Appliances & Equipment, Massage Equipment, Tanning Appliances, Scales, SAD Lights, Independent Living & Mobility
Requirements (sign-in required)
New only

Product listing details

To start selling a product on Amazon, you'll create a product listing in Seller Central (or via API). A product listing includes:
  • A product identifier, such as GTIN, UPC, ISBN or EAN to specify the exact item you're selling. You can get a UPC code directly from GS1, or request an exemption.
  • A SKU, which is a product ID you create to track your own inventory.
  • Offer details, including price, product condition, available quantity and shipping options.
  • Product details like name, brand, category, description and images.
  • Keywords and search terms to help buyers find your product.
If another seller already offer the same product, you'll match an existing listing (which means some details will already be in place, like the product identifier). If you're the first seller to offer a product, you'll create a new listing.

Amazon jargon:


Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers may offer the same ASIN.

The product detail page

Amazon Seller Central product detail page showing where descriptions go
Your offer details will be displayed on a "product detail page". If you've ever shopped on, you will have seen one. Product detail pages are where customers find all of the relevant information about a particular item.

When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.

If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
Max 200 characters, capitalise the first letter of every word
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
Such as different colours, scents, or sizes
Product features (bullet points)
Short, descriptive sentences highlighting key features and benefits
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now”
Other offers
The same product sold by multiple sellers offering a different price, delivery options, etc.
Keywords improve the chances that people will find your listing

Amazon jargon:

Featured offer ("Buy Box")

If more than one seller offers a product, they may compete for the Featured Offer ("Buy Box"), the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for the Featured Offer placement.

Attracting costumers

Once your products go live in Amazon's stores, there are a number of things you can do to attract customers. The Amazon Flywheel describes our method for driving growth.

Below are some possible ways to put "Amazon Flywheel" principles into practice to generate momentum for your business.
Flywheel attracting customers
Amazon <i>Prime </i>delivery screen with "Same-Day Delivery" selected

Provide fast delivery

Customers often buy products with the Amazon Prime badge, which you get for eligible products when you use Fulfilment by Amazon to ship your products via one of our fulfilment centres.

Sell and deliver across Europe

With just one account you can reach customers all across Europe, and manage your listings and inventory within five EU marketplaces (,,, and To help you stay informed about changes related to Brexit, please visit our Prepare your Amazon Business for Brexit help page (login required)
Sell and dispatch across Europe
Graph showing Amazon Seller Central's automated repricing and bulk pricing tools

Advertise your offers

Improve visibility of individual products and boost brand awareness by advertising in search results and on product pages. Running a deal or a coupon is another way to promote your products.

Set competitive prices

Many customers seek the lowest price when selecting a particular item to buy. Seller Central tools like automated repricing and bulk pricing for Amazon Business customers can help you stay competitive.
Graph showing Amazon Seller Central's automated repricing and bulk pricing tools

After your first sale

The moment you start selling on Amazon is the moment you can start growing. We have tools in place to help you take things to the next level.

Get customer reviews

Customer product reviews benefit both customers and sellers. Make sure you're familiar with the right way to get more product reviews as well as which ways are less favourable, and avoid policy violations.
Amazon customer's 4.5-star product review
Sellers reading reviews

Sellers reading reviews

The great thing about Amazon is that it provides live feedback in real time: How is the product received and how good is your personal performance as a seller?
Ramin GolzariManaging Director, Highlander Outdoor

Boost your sales

Selling in Amazon stores enables you to build a worldwide company from your laptop. Advertising, promotions and global selling are just a few ways to expand.
Amazon Seller Central interface displaying growth opportunities for an Amazon seller account
Graph showing the status of an Amazon seller account

Stay successful

We set a high bar for Amazon sellers because we want to provide a seamless, trustworthy and enjoyable shopping experience for customers.

Frequently Asked Questions

Get answers to the frequently asked questions about using Amazon for e-commerce.
What type of products can you sell online?
With your niche, target audience and business goals in mind, you can sell just about anything online.

On Amazon, you can sell products from numerous categories that don't require approval, such as Computers, Automotive Parts & Accessories, Home & Kitchen, Electronics, Pet Supplies, or Shoes & Accessories.

Certain product categories, such as Watches, Beauty, Clothing or Health & Personal Care, require prior approval from the Amazon team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can help your business reach a larger target audience and more potential customers. Furthermore, Amazon's selling partners have access to a wide range of resources that can help you increase visibility and boost sales for your business.

Amazon offers selling partners access to a library of learning resources to help you find out about various topics and expand your knowledge. Various programmes, including Amazon Handmade, are intended to help more specialised companies grow exponentially.

Becoming an Amazon selling partner allows you to start an online business with low investment and secure payment methods, and offers you credibility and many more benefits.
Do I have to be self-employed to sell on Amazon?
Selling on Amazon is open to anyone, regardless of your employment status. Amazon offers two selling plans, one for individuals and one for professional sellers. Once you've decided which plan is best for you, you can start selling in Amazon stores.

Remember, if your sales revenue exceeds a certain limit, you may need to register as an independent company and pay taxes.
What mistakes should you avoid when selling online?
When selling online, it's crucial for success to avoid common mistakes such as having insufficient product information, poor customer service and a poorly defined target audience.

It's important to have a clear understanding of your business capacity and address logistics and delivery issues that can impact your company's efficiency and reputation. One way to simplify this process is to use services such as Fulfilment by Amazon.

Developing a solid business strategy that takes these factors into account is critical to selling online successfully.
Just have a few items to sell?
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