Reduced fees for 2026 = bigger margins. This is how much you can saveReduced fees for 2026 = bigger margins. This is how much you can saveHow to sell on Amazon:
A 7-step guide
Get an overview of how to create a seller account, list products, fulfil customer orders and more.
€39 (excl. VAT) per month + referral fees
Welcome to selling on Amazon
Amazon puts the customer first — and that reach drives your growth. With hundreds of millions of active customer accounts worldwide and 195 million monthly unique visitors in the USA alone, selling partners benefit from reliable demand. Prime Day 2021 saw selling partners make over $1.9 billion in revenue — proof that more choice, sharper prices and a world-class shopping experience drive real growth.
#1
Get ready to sell on Amazon
Choose a selling plan
Amazon gives you the flexibility to sell either individual items or a large range of products. Before you sign up, decide which selling plan is best for your business.
- The Individual selling plan costs €0.99 per item sold.
- The Professional selling plan costs €39/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 selling fees.
Did you know:
Tools for brand owners
If you own a brand, Amazon offers tools to help you build, grow, and protect it. Brand Registry can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers. At the same time, you get access to additional advertising options and recommendations on improving traffic and conversion.
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.
What type of Amazon seller are you? Leverage your strengths and create your sales strategy with a variety of programmes designed for your unique business.
#2
Create your seller account
What you’ll need to get started
In order to complete your registration, please ensure you have the following handy:
• Business mail address or Amazon customer account
• Chargeable credit card (international cards are also accepted)
• Valid passport or ID Identity verification protects sellers and customers
• Company registration details, including VAT number
• Telephone number
• A bank account where Amazon can send you the proceeds from your sales
• Chargeable credit card (international cards are also accepted)
• Valid passport or ID Identity verification protects sellers and customers
• Company registration details, including VAT number
• Telephone number
• A bank account where Amazon can send you the proceeds from your sales
For detailed registration steps and FAQs, please see our Registration Guide.
Once you register as an Amazon seller, you’ll have access to your Seller Central account. Think of Seller Central as your go-to resource for selling on Amazon. It’s a portal to your Amazon business and a one-stop shop for managing your selling account, adding product information, making inventory updates, managing payments, and finding helpful content to help you navigate your Amazon business. It’s also where you list all your products.
#3
Stay VAT compliant
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.
#4
List products
Add 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.
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.
FAQ:
what are restricted product categories?
It is important that customers can shop with confidence on Amazon. For this reason, some product categories (such as certain food or automotive products) are considered "restricted categories". Amazon might require performance checks, additional fees, and other qualifications in order for you to sell certain brands or list items within restricted categories. You’ll be able to request approval from within Seller Central.
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.
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)
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
Computers
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)
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.
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
Lighting
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New, Certified Refurbished, Used.
Light bulbs new only.
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
Grocery
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
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Beer, Wine and Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Separate approval from Grocery).
Requirements (sign-in required)
(Separate approval from Grocery).
Requirements (sign-in required)
New only
Beauty
Fragrance, Skincare, Make-up, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (sign-in required)
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)
Requirements (sign-in required)
New only
What you need to start listing products
To start selling a product on Amazon, you'll create a product listing in Seller Central (or via the 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.
- An 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:
ASIN
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
Your offer details will be displayed on a "product detail page". If you've ever shopped on Amazon.com, 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.
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.
1.
Titles
Max 200 characters, capitalise the first letter of every word
2.
Images
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
3.
Variants
Such as different colours, scents, or sizes
4.
Product features (bullet points)
Short, descriptive sentences highlighting key features and benefits
5.
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now”
6.
Other offers
The same product sold by multiple sellers offering a different price, delivery options, etc.
7.
Description
Keywords improve the chances that people will find your listing
Discover other categories
#5
Ship products to customers
Selecting the right fulfilment option
Amazon sellers have two options for getting shoppers their stuff: you can do it yourself, maintaining your own inventory and delivery products to customers (merchant-fulfilment), or have Amazon take responsibility for packaging, labelling, and delivery products through Fulfilment by Amazon (FBA). Each method has its own set of benefits—you just have to decide which one is right for your business.
How Fulfilment by Amazon works
Step 1
Deliver your inventory to Amazon. It will be scanned and made available for sale.
Step 2
With each order, Amazon packages and delivers the product directly to the customer.
Step 3
Amazon collects payment from the customer and pays you available funds every two weeks.
Step 4
Amazon’s customer service team handles questions, returns and refunds.
Benefits of Fulfilment by Amazon
Amazon has more than 175 logistics centres with some 14 million square metres of warehouse space around the world. With Fulfilment by Amazon, you too can store your goods on our shelves. You can also take advantage of first-class customer service and Amazon returns, as well as other benefits (such as automatic Prime eligibility for eligible products and free shipping from €39) that will enable you to quickly scale your business.
Revenue calculator
Estimate your sales on Amazon
Provide your product details and shipping costs, and see real-time cost comparisons between different shipping methods.
If you’re fulfilling your own orders
Merchant-fulfilled simply means you store and deliver products directly to customers yourself. Amazon charges delivery rates based on the product category and delivery service selected by the customer, then passes the amount on to you in the form of a delivery credit.
Delivery costs apply to all products sold on the Individual plan. As such, it is important that you can continue to set profitable prices for items. Amazon’s Buy Shipping tool can help you get a great deal on delivery labels with Amazon’s trusted network of delivery partners, to deliver and confirm your orders, and track your deliveries.
Seller Fulfilled Prime allows you to deliver products with Prime logo directly from your own warehouse. Prime customers can therefore benefit from free express delivery. This not only boosts your visibility, but it has been proven to increase customer trust, leading to increased sales.
Delivery costs apply to all products sold on the Individual plan. As such, it is important that you can continue to set profitable prices for items. Amazon’s Buy Shipping tool can help you get a great deal on delivery labels with Amazon’s trusted network of delivery partners, to deliver and confirm your orders, and track your deliveries.
Seller Fulfilled Prime allows you to deliver products with Prime logo directly from your own warehouse. Prime customers can therefore benefit from free express delivery. This not only boosts your visibility, but it has been proven to increase customer trust, leading to increased sales.
#6
Attract customers
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.
Below are some possible ways to put "Amazon Flywheel" principles into practice to generate momentum for your business.
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.
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.
Create promotions and coupons
Customers want to save, and promotions are an incentive to make a purchase now. There are three types of promotions: discounts, free delivery and a free product when you buy a product. You can also offer percentage or money-off discounts with digital coupons.
#7
Grow 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.
Amazon jargon:
Seller University
Seller University is an online resource from Amazon. It provides step-by-step how-to videos, tutorials, and training to help entrepreneurs start (and grow) their Amazon business.
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 (Amazon.de, Amazon.co.uk, Amazon.fr, Amazon.it and Amazon.es). To help you stay informed about changes related to Brexit, please visit our Prepare your Amazon Business for Brexit help page (login required)
Fulfilment by Amazon is the ultimate solution to build up and grow your international brand identity. Start selling in Europe by choosing the countries where you want to expand, and have Amazon store and distribute your products according to the expected customer demand, at no additional cost to you.
If you sell in Europe using Fulfilment by Amazon, you can save up to 53% and increase your sales by up to 30%. You also benefit from faster delivery through Amazon and the Prime logo.
Fulfilment by Amazon is the ultimate solution to build up and grow your international brand identity. Start selling in Europe by choosing the countries where you want to expand, and have Amazon store and distribute your products according to the expected customer demand, at no additional cost to you.
If you sell in Europe using Fulfilment by Amazon, you can save up to 53% and increase your sales by up to 30%. You also benefit from faster delivery through Amazon and the Prime logo.
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 New Seller Guide, a data-driven mix of brand, logistics, pricing and promotional services designed to support the growth of new selling partners.
Start with over €47,250 in incentives
10% rebate on your first €45,000 in eligible brand sales, then 5% in your first year until you reach €900,000 in eligible brand sales
€90 credit for shipping fees when you use the Amazon Partnered Carrier Programme
Up to €1000 credit for Sponsored Products ads
€45 credit for Amazon vouchers
Did you know?
We offer you tools that enable you to scale your online business, work more efficiently and automate central workflows — developed by Amazon and verified third-party providers.
FAQs
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.
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.
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.
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.
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.
What are New Seller Incentives on Amazon?
New Seller Incentives (NSI) are a package of services that Amazon offers new sellers to promote their visibility, growth and success in selling online.
These incentives may include promotional credits, fee credits or free storage, and vary depending on the programmes that selling partners sign up for. By participating in programmes such as Amazon Brand Registry, Fulfilment by Amazon (FBA) or Amazon Advertising, new selling partners can be eligible for various incentives that are specifically designed to make it easier to start selling and accelerate growth on Amazon.
Detailed information on New Seller Incentives per programme can be found here.
These incentives may include promotional credits, fee credits or free storage, and vary depending on the programmes that selling partners sign up for. By participating in programmes such as Amazon Brand Registry, Fulfilment by Amazon (FBA) or Amazon Advertising, new selling partners can be eligible for various incentives that are specifically designed to make it easier to start selling and accelerate growth on Amazon.
Detailed information on New Seller Incentives per programme can be found here.
Start selling today
Selling on Amazon allows you to reach millions of potential customers, whether you’re selling one or many items.
€39 (excl. VAT) per month + referral fees
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