Seller University

Training and learning resources that help companies and brands to be successful as Amazon selling partners.
Introduction to Seller University

For beginners

Things to know before you create your seller account

The most important topics for you to start selling

For brands:

Your story in Amazon stores

Build your brand

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FAQ

Get answers to frequently asked questions about using Amazon for eCommerce.

Overview

What is selling on Amazon?
Selling on Amazon is a programme that lets individuals and businesses sell their products online through Amazon's stores across the word, like Amazon.de.
Why should I sell on Amazon?
When you sell your products on Amazon, you can make your products visible to millions of potential customers and start selling quickly and easily without your own website or local store.
Can I list my products in all Amazon product categories?
Approval may be required to list products in certain product categories. See additional information here.
What products can't you list on Amazon.de?
Some products may not be listed as a matter of compliance with legal or regulatory restrictions (for example, prescription drugs) or Amazon policy (for example, crime scene photos). See our Category and Product Restrictions help page for full details.
What is the Amazon A-Z Guarantee?
The A-to-Z Guarantee programme is designed to handle situations where a customer either never received a product or received a product materially different from what they ordered or expected. We ask customers to first contact the selling partner when they have a problem. If selling partners don't solve the problem, customers can file an A-to-Z Guarantee claim. When Amazon receives a claim, we automatically send selling partners an email with the details of the claim and ask them to share basic information about the order and the fulfilment process. We will then decide on the claim. For example, selling partners could be asked to refund customers for the order at their own expense.
How do I open a new Amazon seller account?
Visit our plan options page to select and sign up for a Professional or Individual selling plan. You can use your regular Amazon customer account, or you can create a new account with your business email address. In order to register, you will need to provide the following information:
  • Credit or debit card information
  • Telephone number
  • Bank account information
  • VAT number, if your company is VAT registered
  • E-mail address
Can I downgrade my selling account from the Professional selling plan?
Yes. If you don’t want to pay a monthly subscription fee, you can downgrade your account from the Professional plan to the Individual plan from the "My programmes" page in Seller Central (login required).

If you downgrade, your seller account will remain active and you will be able to continue selling items on Amazon as an individual seller. However, you lose the benefits of a Professional selling plan, such as bulk uploads, order reports, adjusted delivery rates or special listing features. Also note that only offers from selling partners with a Professional selling plan are eligible as an "Add to Basket" offer on product detail pages.
How do I close my Amazon seller account?
To permanently close your Amazon seller account, request an account closure in Seller Central. Keep in mind that you can use our Listings Status feature to suspend your product listings, or you can remove them entirely but hold on to your account for future use. Before you close your account permanently, remember to cancel and/or remove your listings and resolve all transactions.

Pricing

How much does it cost to sell on Amazon.de?
Amazon has two selling plans. The Professional selling plan costs €39 (excl. VAT) per month plus a per-item referral fee that varies by category. The Individual selling plan costs €0.99 per product unit sold plus a per-item referral fee that varies by category. If you plan to sell fewer than 35 items a month, the Individual plan may be the best option for you.

In addition to the costs of your selling plan and referral fees, you may incur additional charges depending on how you fulfil orders or whether you run advertising campaigns for your products.
What are the differences between the Professional and Individual selling plans?
Selling partners can sell their products on Amazon by signing up for either a Professional or Individual selling plan. With the Individual plan, selling partners pay a fee for each unit they sell. With the Professional plan, selling partners pay one flat fee per month, no matter how many units they sell.
When do I start getting charged the monthly subscription fee?
The monthly subscription fee applies to Professional selling accounts only and begins as soon as you finish the registration process. Your first monthly subscription fee will be charged at that time unless you’re signing up with a promotional offer.
How do I get paid?
Amazon makes the first payment to your account 14 days after you register. Subsequently, the payment process repeats every 14 days. It normally takes up to five business days from the payment date until the money is available in your bank account. For payment to take place, you must have a bank account entered in your seller account and a positive or zero account balance. Referral fees, variable closing fees, customer refunds, customer claims or charge backs can affect your account balance and payment amount.

Selling

How do I manage my selling account?
Seller Central allows you to manage all aspects of your Amazon business. It's where you manage your seller account, add product information, update your inventory, and manage your orders and invoices.
How do I add products to my inventory?
There are four ways to add products to your inventory:
  • Click "Selling on Amazon" on Amazon product pages.
  • Use the "Add a Product" feature on Seller Central to create one product listing at a time.
  • Use Excel-based inventory files to add multiple product listings at once.
  • Use Amazon Marketplace Web Service to add products in bulk and receive reports on them.
How will I be notified of my sales on Amazon?
Amazon notifies you by email or SMS text message when you receive an order. You can select either notification method in your account settings, or both.
How much does it cost to fulfil products that I sell on Amazon?
Fulfilment costs depend on whether you fulfil orders yourself or use Fulfilment by Amazon to handle fulfilment and customer service.
How does Fulfilment by Amazon work?
With Fulfilment by Amazon (FBA), you store your products in Amazon's fulfilment centres. We pick, pack and deliver the orders and provide customer service for these products.
What is the "Add to Basket" offer?
The "Add to Basket" offer (sometimes called a Featured Offer) is the offer for customers to purchase your items on the product detail page by clicking on the shopping basket button. A key feature of all Amazon stores worldwide is that the same product can be sold by several selling partners. If more than one selling partner offers the same product in new condition, they compete for the "Add to Basket" offer for that product.

Only selling partners with a Professional selling plan are eligible to place the "Add to Basket" offer. You must also have positive seller performance. Amazon uses performance-based criteria to determine Featured Offer eligibility. Eligible listings that are not part of the "Add to Basket" offer will be placed under "All listings". Amazon does not guarantee placement in either of these locations.
Can I offer my products on Amazon.de with gift wrapping or with a personalised gift message?
Yes, for products outside the Books, Videos and DVDs categories. Our gift messaging service allows customers to write personalised gift messages for individual items or entire orders. With our gift wrapping service, you can offer gift wrapping for your products.
How do I sell my products in other international Amazon stores, such as amazon.com and amazon.co.jp?
Selling in other worldwide Amazon stores is similar to selling in Germany. When you set up a Professional selling account in Germany, you immediately have the option to list eligible products across North America (Canada and Mexico), Europe, Japan, Australia and elsewhere. Learn more about how to sell in Amazon stores worldwide.
Amazon logo: Germany
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