The beginner's guide to selling on Amazon

A few things to consider before you start selling
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Welcome to selling on Amazon

It’s no secret: at Amazon, the focus is on customers. They want a trusted destination where they can purchase a wide variety of goods. That's why selling partners like you are so important. We’re always looking for ways to add value for our customers and be the world’s most customer-centric company. As an Amazon seller, you take part in offering those customers a better selection, better prices, and top-notch customer experience.

Hundreds of millions of worldwide active customer accounts

Magnifying glass

195 million unique visits per month (in the US alone)

Prime Day

Over $1.9 billion sales by selling partners during Prime Day 2021


The Amazon edge

When you start selling on Amazon, you become part of a retail destination that’s home to all kinds of sellers, from Fortune 500 organisations to artisan vendors who make handcrafted goods. They all sell here for one reason: you can reach hundreds of millions of customers who visit Amazon to shop. More than half of the products sold worldwide on Amazon come from our selling partners.
  • More than 200,000 entrepreneurs worldwide surpassed $100,000 in sales in our stores in 2019.


is Amazon right for my business?

The short answer is Professional selling plan: Yes. Many well-known brands sell on Amazon. So do emerging brands that will pop on your radar soon. Small and medium-sized businesses thrive here, and they account for more than half the units sold in our stores worldwide. Whatever your business - and whatever size it is - we’re excited about you growing with us. Find your fit and start selling today.

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Before you start selling

Choose your plan

Amazon gives you the flexibility to sell one or thousands of items with Individual or Professional selling plans. You can think of these as standard or premium plans. Before you commence registration, decide which plan fits your business best.

The Individual plan costs €0.99 per item sold, while sellers using the Professional plan pay €39 per month, no matter how many items they sell. If you sell more than 40 items a month, the Professional plan makes a lot of sense. Whichever plan you choose: don't worry about making the wrong choice – you can change plans at any time. Note that in both cases, additional referral fees apply to the flat rates.


Individual selling plan

Professional selling plan

This plan might be right for you if...
  • You sell fewer than 40 items a month
  • You don't need advanced selling tools or programmes
  • You're still deciding what to sell
  • You sell more than 40 items a month
  • You want access to APIs and more selling reports
  • You want to sell with programmes like Handmade

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.

What you’ll need to get started

In order to complete your registration, please ensure you have the following handy:
  • Business email 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.


What is a VAT number and why do I get one?

If you sell goods in any EU country, it’s likely you may be required to register for Value Added Tax (VAT) in each country you sell in. VAT is a tax that VAT-registered traders in the EU add to the price of the goods they sell, and pass on to the national tax authorities when they file their tax returns. You may be able to claim back a portion of your VAT.

How much does it cost to sell on Amazon?

There are a few different types of referral fees you might pay, depending on your selling plan and the types of products you sell.
Subscription fees
These are the fees you pay for your selling plan. They vary depending on the plan you choose.
  • On the Professional selling plan there’s a flat fee of €39 per month and no per-item fee.
  • On the Individual selling plan there’s a €0.99 fee for each item sold.
Referral fees
These fees are charged per item sold, and they include referral fees (which are a percentage of the selling price and vary depending on the product’s category), and variable closing fees (which apply only to media categories).
Fulfilment fees
When you fulfil orders yourself, Amazon delivery rates apply. We charge these delivery rates based on the product category and delivery service selected by the buyer.
FBA fees
For products that Amazon fulfils for you (known as Fulfilment by Amazon, or FBA), there are fees for order fulfilment, storage, and optional services.
Review the fees that may be associated with your account.

Get to know Seller Central

What is Seller Central?

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.
Below are a just few of the things you can do from Seller Central.
  • Keep track of your inventory and update your listings from the Inventory tab
  • Download custom business reports and bookmark templates you use often
  • Use customer metrics tools to monitor your seller performance
  • Contact Selling Partner Support and open help tickets using the Case Log
  • Keep track of your daily sales for all the products you sell on Amazon
Seller Central Account
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 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 Google Play

VAT compliance

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.
Understanding your VAT requirements

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How to list products

Listing your first product

To sell a product on Amazon, you must first create a product listing. Either match an existing listing (if somebody else is already selling the same product on Amazon), or create a new listing (if you are the first or only seller).

The specific way sellers upload and list their products varies depending on their selling plan. To put it simply: sellers using a Professional seller account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems, while Individual sellers list products one at a time.
Listing your first product

Did you know:

Sell to both B2B and B2C customers with one account

Once you successfully list your product, it will become available to both B2C and B2B customers. This enables you to extend the reach of your offers from a single account
without any additional fees.

What you need to start listing products

In most cases, products must have a Global Trade Item Number (GTIN), such as a UPC, an ISBN, or an EAN. Amazon uses these product IDs to identify the exact item you’re selling. If you match a listing, you won’t need to provide a product ID since it already exists. If you’re adding a product that’s new to Amazon, you may need to purchase a UPC code or request an exemption.
In addition to a product ID, here’s some of the important information that goes into each product listing:
  • SKU
  • Product title
  • Product description and bullet points
  • Product images
  • Search terms and relevant keywords


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.

Successful listing = successful launch

Following best practices for adding listings can have a big impact on their success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images, and concise feature bullets to your items. Avoid things that could negatively impact your launch:
Artisanal products

Variation issues

Products that vary only by colour, scent or size might be a good candidate for listing as variations. Ask yourself if the customer would expect to find the products together on the same page. If not, list them separately.
Image conformity

Image compliance

Your images must be at least 500 x 500 pixels (increase the size to 1,000 x 1,000 for high-quality listings) and set against a plain white background. The product should fill at least 80% of the image area.
Barcode - product identifiers

Product IDs

Make sure you’re meeting the requirements for product UPCs and GTINs (Global Trade Item Number). Consistency in these codes helps promote confidence in the range of products shown in the Amazon catalogue.

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The product detail page

Amazon Seller Central product detail page showing where descriptions go
A product detail page is where customers view a product sold on Amazon. If you’ve shopped on Amazon, you’ll probably recognise the product detail page. It’s where customers can find all the relevant information about a particular item.

When multiple sellers offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other sellers and manufacturers, and request detail page reviews if you think the information is not correct.

As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
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

One account – all of Europe

Amazon has unified its online European marketplaces, so you can sell your products, create and manage your product offers and control your inventory throughout the EU, all from one European seller account.
Sell across Europe
Take your business beyond borders and reach millions of customers all across Europe, through,,, and
Learn more

VAT tools and resources

Every country in the EU has its own VAT laws; Amazon’s VAT support services help you navigate VAT easily and efficiently – and at no cost for the first year.
Learn more at VAT Knowledge Centre

Translation services

Build stronger customer relationships by servicing them in their own language. Use Amazon’s translation services to translate your product offers and information.

How to deliver products

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.
Selecting the right fulfilment option

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.
Three sponsored product listings of water bottles available with Amazon <i>Prime</i> delivery

Your Products Fulfilled across Europe

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 let 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 Across Europe

Did you know

You only pay for the services you use?

Our flexible rate structure makes it easy to be more competitive.
With FBA, you only pay for the services you use.
There are no subscription fees, contracts or minimum inventory requirements.
Deliver your products to our fulfilment centres and pay for fulfilment services and storage space used.

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.

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.

If you’re fulfilling your own orders

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You’ve made your first sale. What’s next?

Managing your Amazon business

Your first sale is a big milestone—but it’s just the beginning of your growth opportunities selling on Amazon. Once your store is up and running, there are a few important things to keep in mind.

Performance metrics (and why they matter)

Amazon sellers operate at a high standard so we can provide a seamless, delightful shopping experience. We call it being customer-obsessed, and as an Amazon seller it means keeping an eye on these key metrics:
  • Order defect rate (a measure of a seller’s customer service standards): < 1%
  • Pre-fulfilment cancel rate (initiated by the seller before delivery): < 2.5%
  • Late delivery rate (orders that deliver after the expected date): < 4%
You can keep tabs on your performance and make sure you’re meeting your targets in Seller Central.
Graph showing the health of an Amazon seller account

Customer reviews

Customer product reviews are an integral part of the shopping experience on Amazon, and they benefit both customers and sellers. Make sure you’re familiar with the right way and wrong way to get more product reviews and avoid policy violations.
Review icon

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.

Don't have an Amazon seller account yet?

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Opportunities for business growth

This is only the beginning

The moment you’re selling on Amazon is the moment you can start growing your Amazon business. Once you’ve launched your business, Amazon has tools in place to help you take your business to the next level (or the next couple of levels).


Amazon’s advertising solutions create new ways for you to reach and engage shoppers, regardless of whether they’re just starting to compare products, or ready to make a purchase. Ads show up right where customers will see them (like the first page of search results or product detail pages).

Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
Sponsored Products
Sponsored Products are ads for individual product listings on Amazon, so they help drive product visibility (and product sales). They appear on the search results pages and on product detail pages.
Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. They’re search-result ads that feature your brand logo, a custom headline, and up to three of your products.
Amazon Stores
Stores are custom multi-page shopping destinations for individual brands that let you share your brand story and product range with others (and you don’t need website experience to use them).

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.

Global expansion

Selling globally is a huge milestone for any business. It means hundreds of millions of new customers and the potential for a big boost in sales. Global expansion has a lot of moving parts, but with Amazon Global Selling, you get to use Amazon’s global infrastructure to put your products in front of a worldwide audience.

When it’s time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.

What makes a great seller?

A checklist for growth

Speed matters in business. For Amazon selling partners, the first 90 days are particularly important to establish marketing, delivery, pricing, and other business processes to quickly generate sales after launch. Amazon data scientists refer to the use of five selling programmes—Brand Registry, A+ Content, Fulfilment by Amazon, Automated Pricing and Advertising—within those first 90 days as Perfect Launch. Selling partners who take these five steps within this critical time frame can generate sales faster, as the examples of many of the most successful selling partners have already shown.

Ready to follow their example? The launch guide is simple:
Enrol your brand in Brand Registry.
Enhance your product detail pages with A+ Content
Get set up with Fulfilment by Amazon
Automate pricing on your offers
Create promotional campaigns for Sponsored Products, coupons and/or offers.
Illustration of a sales chart with an arrow moving up and to the right

Your first 90 days

The first three months after you launch your Amazon business are an important time for establishing practices that will boost your performance from then on.
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