Learn how to sell on Amazon

Many Amazon sellers are entrepreneurs — kick-starting, building, inventing, experimenting. None of that is easy but we’re here to help with a growing library of free resources to guide you towards success.
Man and woman holding a stack of Amazon boxes to ship
Illustrated VAT Knowledge Centre

VAT Knowledge Centre

All you need to know about managing VAT.
Illustrated Amazon Seller University graduation cap

Seller University

Master the selling tools at your disposal with the help of our tutorial videos.
Illustrated calendar

Events & Webinars

Get expert virtual training to give your online business the edge in Europe.
Illustrated Amazon Cloud

Tools for Developers

Take advantage of Amazon Marketplace Web Service (MWS) – an API to boost efficiency and reduce labour.
Illustrated magnifying glass


Find answers to the most common questions we receive from sellers.
Light-blue chat bubble with an ellipsis, and a white chat bubble with a smiley face

Other Resources

Access help pages, seller forums, and resource downloads.
VAT Knowledge Centre

VAT Knowledge Centre

Understanding the basic concepts and applicable VAT regulations is important for your success as a seller on Amazon. Having awareness of these requirements, and knowing how to comply with them, will contribute to a frictionless selling experience on Amazon. On this page, we would like to help you as a seller on Amazon to deepen your knowledge of EU VAT. Here you can find information on applicable regulations and to what extent you may be subject to VAT obligations. We'll also show you what steps you need to take to ensure VAT compliance and what solutions are available to you.

What is Seller University?

Seller University is a series of free training videos created to help you learn how to sell on Amazon. Create product listings faster. Master the key tools and applications. Understand product rules and restrictions. Learn how to take advantage of FBA, advertising, promotions, and more.

Watch Seller University videos on YouTube or in Seller Central, once you create an Amazon seller account.
Woman typing
Events & Webinars

Events & Webinars

Knowledge is power — and our expert training will give your online business the edge. Explore the exciting world of eCommerce, with webinars covering a wide range of topics including guidance and best practices for selling on Amazon, handling VAT, advertising options and fulfilment programmes that can grow your business across Europe.

Tools for Developers

Amazon Marketplace Web Service (MWS) offers web developers a simple, highly effective API that lets you exchange data on listings, orders, payments, reports, and more. This enables sellers to increase selling efficiency, reduce labour requirements, and improve response time to customers. Amazon MWS is available to sellers with a professional Amazon seller account or an Amazon payments account.
Tools for Developers


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


What is selling on Amazon?
Selling on Amazon is a programme that lets individuals and businesses sell their products and inventory online through Amazon stores, like Amazon.de
Why should I sell on Amazon?
Two major reasons are: the opportunity to put your product in front of hundreds of millions of potential customers, plus the ability to start selling fast without having to set up a business website or physical store.
Can I list my products in all Amazon categories?
Prior approval may be required to list certain products in certain categories. Check out the Sell page for more information.
What type of products cannot be listed 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). For detailed information, please see our Restricted Products Help section.
What is the A-Z Programme?
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 was ordered or expected. We ask customers to first contact the seller when they have a problem. If the seller fails to resolve the problem, the customer can file an A-to-Z claim. When Amazon.de receives the claim, we send the seller an automated email which details the claim and requests a response with basic information about the order and the fulfilment process. We will then determine how the claim will be settled which may include reimbursement of the order to the customer, at the seller’s expense.
How do I open a new Amazon seller account?
Visit the Pricing page to sign up for the professional plan or the individual plan. You can use your 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
  • Telephone number
  • Bank account information
  • VAT number, if your company is VAT registered
  • E-mail address
Can I downgrade my professional Amazon seller account?
Yes. If you don’t want to be charged a monthly subscription fee, you can downgrade your account from the professional plan to the individual plan from the My Services page in Seller Central (login required).

If you downgrade, your account will remain active and you will be able to continue selling items on Amazon as an individual seller. However, you lose access to the benefits of a professional seller plan, such as bulk uploads, order reports, seller-adjusted delivery rates or special listing features. Also, keep in mind that only offers from professional sellers are eligible for featured offer status on product detail pages.
How do I close my Amazon seller account?
To permanently close your Amazon seller account, request 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 remove your listings and resolve all transactions.


How much does it cost to sell on Amazon.de?
Amazon has two selling plans. The professional seller plan costs €39 (excl. VAT) per month plus a per-item fee that varies by category. The individual seller plan costs €0.99 per unit sold plus a per-item fee that varies by category. If you plan to sell fewer than 40 items a month, the individual plan may be best for you.

In addition to the cost of your selling plan and referral fees, other costs may apply, depending on how you ship orders, whether you decide to advertise on Amazon etc.
What are the differences between a professional seller account and an individual account?
Third-party sellers can sell in Amazon's stores by signing up for the professional plan or the individual plan. With the Individual plan, sellers pay a fee for each unit they sell. With the professional plan, sellers 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 only applies to professional seller accounts and begins as soon as you finish the registration process. Your first monthly subscription fee will be charged upon registration unless you’re signing up with a promotional offer.
How do I get paid?
Amazon first settles your account 14 days after you register. Subsequently, the payment process repeats every 14 days. It normally takes 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 “Selling on Amazon” account balance. Referral Fees, Variable Closing Fees, customer refunds, customer claims, or charge backs, if any, can affect your balance.


How do I manage my selling account?
Use the Seller Central website to manage all parts of your Amazon business. Seller Central is the website where you manage your selling account, add product information, update inventory, and manage orders and payments.
How do I add inventory?
You have four options for entering product-related info:
  • Use the Sell on Amazon button on Amazon product pages.
  • Use the Add a Product feature on Seller Central to list one new product at a time.
  • Use Excel-based inventory files to add multiple product listings at once.
  • Use Amazon Marketplace Web Service to do bulk uploads and get bulk reports.
How will I know when I make a sale?
Amazon notifies you by email or SMS text message when you receive an order. You can choose either notification method in your account settings.
How much does it cost to ship items I sell on Amazon?
Shipping fees depend on whether you plan to fulfil orders yourself, or use Fulfilment by Amazon (FBA) to handle your logistics 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 featured offer?
The featured offer (sometimes called the "Buy Box") is the place on a product detail page where customers start the purchase process by adding items to their shopping carts. A key feature of Amazon store is that the same product can have multiple offers from multiple sellers. If more than one seller offers the same product in new condition, they can compete for the featured offer for that product.

To compete for a place as the featured offer, you must have a professional seller account and demonstrate that you consistently offer customers a positive buying experience. Amazon uses performance-based criteria to determine featured offer eligibility and placement status. Eligible listings that are not ranked as the featured offer can be placed in the More Buying Choices box. Amazon does not guarantee placement in either of these locations.
Can I offer gift wrap and gift messaging services to my customers on Amazon.de?
Yes, for sales in categories other than Books, Video and DVDs. Our Gift Messaging service allows customers to write gift messages for individual items or for entire orders, and our Gift Wrap service allows customers to select and pay for gift-wrapping for each item in their order. As an Amazon Services seller, you can make either or both of those services available to buyers of your items.
How do I sell my products in other Amazon stores internationally, such as amazon.com and amazon.co.jp?
In other Amazon shops, sales are similar to those in Germany. When you set up a professional seller 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.
Day One logo

Other Resources

Seller App

Get sales alerts and respond to customers any time with the Amazon Seller app.
App Store
Google Play Store

Amazon Seller Forums

Get answers to your questions from Amazon employees and fellow sellers.

Amazon seller help

Dive deep on specific topics related to selling on Amazon.

The Beginner's Guide

Find out what you'll need to start selling in our stores.

Third-party resources

You can find trusted third-party resources in the Marketplace Appstore, which offers applications to help you automate, manage, and grow your business, and the Service Provider Network, a comprehensive directory of services to help you with key aspects of selling. Developers and service providers are vetted by Amazon during the application process, reviewed by customers, and continuously audited for compliance.

Amazon does not endorse other third-party resources such as conferences, consulting, and online training. Use caution when engaging non-Amazon resources to avoid scams and misinformation that could lead to the suspension of your seller account.
Just have a few items to sell?
€39 (excl. VAT) per month + referral fees
Amazon logo: Germany
© 2024 Amazon.com Inc. or its affiliates
Facebook logo
Twitter logo
LinkedIn logo
TikTok logo
YouTube logo