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    Seller registration guide

    How to register as an Amazon seller

    Use our step-by-step guide to create your Amazon seller account. Find out what you need to register, get answers to common questions and learn what to do after you've created an account.
    Illustration of a woman registering as a seller on Amazon.

    Choose a selling plan first

    Our selling plans give you the freedom to pay per sale or stick to a flat monthly fee. You can change or cancel your plan at any time using Seller Central after verification.
    Below are the two key plans that we offer:
    Choose the Individual Selling Plan if you're selling fewer than 35 items a month and you're still deciding what to sell or you don't plan on using advanced selling tools.
    Registration for individual sellers
    Choose the Professional Selling Plan if you're selling more than 35 items a month and keen to leverage our advanced selling and advertising tools.
    Register as a professional seller
    Select a viable selling plan here or download selling plans here.

    Commercial requirements for selling on Amazon DE

    Anyone who sells products regularly and with the intention of making a profit on Amazon DE is considered commercially active under German law and must file a business registration with the responsible trade office before they list their first item. The exact fees and processing times vary by municipality; contact your local authority directly for the latest information.

    After registering your business, you will receive the questionnaire for tax registration from the tax office, which you can use to apply for your tax ID. This tax ID is mandatory for opening an account in Seller Central. If your annual turnover falls below the legal thresholds, you may be exempt from VAT liability under the small business regulation in accordance with paragraph 19 of the German VAT Act (Umsatzsteuergesetz — UStG); check the current limits with your tax advisor or directly with the tax office.

    In addition, commercial sellers in Germany must meet further legal requirements, including registration in the LUCID Packaging Register in accordance with the German Packaging Act (Verpackungsgesetz) as well as a legally compliant imprint and a privacy policy. Amazon DE provides you with resources in Seller Central to help you meet these requirements. New sellers can also use the New Seller Guide, which provides practical tips for starting and growing on Amazon.

    Get started with the registration process

    While timelines for seller registration can vary, in many cases you'll be able to complete the process in just a few hours. Then you'll need to verify your identity as the primary contact for your business, a process that usually takes three business days or less.
    Illustration of a woman managing her business online with Amazon warehouse.
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    Learn how to sell on Amazon.

    Before you create your seller account, make sure that you have the following:

    Understanding these verification requirements will help you complete the registration and verification process faster. These checks help us maintain a marketplace that customers can trust and protect your business.

    Type of verification

    Target

    What do you need to provide?

    Identity verification
    Proof of identity for your point of contact (POC)
    Government-issued ID
    Verification of business legitimacy (commercial sellers)
    Proof of business identity and operational status
    Business licence
    Address verification
    Verification of business addresses for commercial sellers or residential addresses for private individuals
    Proof of address such as bank statement or utility bills
    Business association (commercial sellers)
    Evidence of the relationship between the POC and the company
    Business relationship document such as employment contract, share certificate or power of attorney
    Credit card verification
    Payment and expense processing
    Credit card details with CVV/CVC
    Bank account verification
    Payment method verification
    Bank account details; provide account statement if not automatically verified

    Create your Amazon seller account

    Create your seller account with your name, email address and password.
    On the next page, you'll need to complete two-step verification by entering the one-time password sent to your registered phone number. Then click Continue.
    Five-step guide to registering as an Amazon seller.

    Six steps to register

    Step 1: Provide business information

    The first type of information you'll provide during registration helps us understand your business.
    • Business location: Select the country where your business is registered. If you operate as an individual or your business isn't otherwise incorporated, select the country where you're doing business from.
    • Business type: Select the option that best describes your business (state owned, publicly listed, privately owned, charity, sole proprietor). If you operate as an individual or your business isn't otherwise incorporated, select "None, I am an individual".
    • Business name: Enter the exact name used to register your business with the relevant authority.
    • Company registration number: Enter the number you were issued when you registered your business (not required for individual sellers).
    • Registered business address: Enter the address that appears on your business licence (not required for individual sellers).
    • Phone number for verification: Enter your phone number, including the country code, and verify it with a text or call.
    To verify your business, you need an official document issued by a government agency that contains important information about your company (company name, registration number, business activities, registered address, managing director and current status). You can request a copy of your company's registration from your national or local business registry. A business licence is only required for commercial sellers. Private sellers do not have to present a business license.

    All commercial sellers must provide proof of address, such as a recent bank statement or utility bills.

    Choose the right type of company before registration

    Commercial sellers on Amazon DE must register their business with their local trade office before creating a selling account, as Amazon requires a business licence as proof of business activity as part of the verification process.

    Choosing the legal form best suited to you depends on your circumstances. A sole proprietorship is the easiest and most affordable way to get started, as no minimum capital is required. A civil law partnership (GbR — Gesellschaft bürgerlichen Rechts) is suitable when starting a business with others, with all partners bearing unlimited liability with their personal assets.

    If you want to limit personal liability from the outset, you can set up an entrepreneurial company (with limited liability) (Unternehmergesellschaft [haftungsbeschränkt]) or a limited liability company (GmbH — Gesellschaft mit beschränkter Haftung). Both forms separate business and private assets, but come with higher administrative workloads and legal obligations to keep records. Since the choice of legal form has legal and fiscal consequences, getting advice from a qualified tax specialist is recommended before you register.

    Regardless of the type of company you choose, you need a VAT identification number (VAT ID number) to sell on Amazon DE. Apply for this from the competent tax office before or immediately after you register your business. Amazon DE checks this information as part of the account opening process; not having a VAT ID number can delay or prevent your selling account from being approved.
    What type of company do you have?
    You can review the descriptions below to select the correct company type in the registration form.

    Type of company

    Description

    State-owned enterprise
    An enterprise that is either wholly or partly owned and/or operated by a state
    Listed company
    A company the shares of which are listed on a public stock exchange and available for public trading. Examples include:
    United Kingdom, Ireland: PLC
    Germany: AG
    Spain: SA
    France: SA
    Italy: SpA
    The Netherlands: NV
    Sweden: AB
    Poland: SA
    Belgium: SA/NV
    Privately-owned companies
    A company that is controlled and operated by private individuals or other companies. The commercial seller is registered as part of a commercial or professional activity. Examples include:
    United Kingdom: LLP, LTD
    Ireland: LTD
    Germany: GmbH
    Spain: SL
    France: SARL, SAS
    Italy: SRL
    Italy: BV
    Sweden: AB
    Poland: sp. z o.o
    Belgium: SRL/BV
    Charitable organisation
    A legally recognized, tax-exempt, non-profit organisation that: 1. is founded and operated for charitable purposes; 2. uses all resources for these activities; 3. does not distribute income for private benefit and 4. does not contribute to political organisations and does not cooperate with them.
    Private person (I don't have a registered company)
    A private person sells without establishing an officially registered company. This includes sole proprietors or self-employed persons who operate under local law, are allowed to sell commercially and are responsible for meeting applicable tax and regulatory obligations. As a private seller, you still have access to Amazon's sales tools and resources to professionally grow your business.
    FAQ
    Which documents are accepted for company verification?
    You need an official document issued by a government agency that contains important information about your company (company name, registration number, business activities, registered address, managing director and current status). You can request a copy of your company's registration from your national or local business registry. A business licence is only required for commercial sellers. Private sellers do not have to present a business license.
    What alternative documents can you submit if your business licence was issued more than 180 days ago?
    We need the following documents to prove that your business is valid (typically if your business licence was issued more than 180 days ago)

    • Clearance certificate or an equivalent document that expressly states that the company is currently active and complies with regulations.
    • Different countries have different names for such certificates, for example "certificate of existence", "attestation de situation" and "Aktif Belge".
    • Recently issued or renewed business license

    Other official documents:
    • Tax clearance certificate or VAT registration with current date of issue
    • Official register extract from a government website showing that the company is active
    • Extracts from the commercial register (if accepted regionally)
    What if my country isn't listed?
    Please check back at a future date as we work to expand the number of accepted countries.
    Why do I need to provide my business type?
    You need to provide your business type to help us collect the relevant business information to comply with identification and verification measures.
    Which stores am I registering in?
    When you register for an Amazon selling account, you are completing a single, global seller registration with Amazon. As part of this registration, we automatically create linked accounts that give you access to sell globally in the UAE, KSA, Egypt, North American stores (United States, Canada and Mexico), European stores (United Kingdom, Germany, France, Italy, the Netherlands, Poland, Sweden and Spain), Japan, Singapore and Australia. This means that your information is collected as part of a global Amazon seller account and may be shared with and processed by Amazon affiliates worldwide, including outside the EEA and UK (for example, in the United States), to support account creation, identity verification, fraud prevention, compliance with legal obligations and access to Amazon stores worldwide. Once your account is created, you can choose in which specific stores you wish to list and sell products, subject to any additional local requirements.
    Do I need to open an account for multiple stores at the same time?
    No. To make it easier for you to sell globally, Amazon uses a single seller account registration process that gives you the ability to sell across Amazon stores worldwide, including in the UAE, KSA, Egypt, North America, Europe, Japan, Singapore and Australia. During registration, your seller information is collected once and used to create a global seller account. You can then decide which specific stores you wish to sell in when you create product listings, and whether additional information is required to meet local legal or regulatory requirements for particular stores.
    What are the terms and conditions I'm agreeing to?
    These terms and conditions govern selling in a particular region or on the marketplace. By default, you need to register in all regions — North America, Europe, Asia-Pacific, the Middle East and North Africa.
    What is the correct phone number format?
    The phone number must be prefixed with your country code. The correct format is *************
    What should I do if I don't have a phone number or don't receive a text?
    You can enter your landline number and select the "Call" option to receive the phone verification PIN.
    What should I do if I don't receive the text with the PIN?
    Check that you've entered your phone number in the correct format. Request the PIN again.
    What should I do if my country isn't listed with a "Call" option?
    If the "Call" option isn't available in your country, choose the text option.

    Step 2: Provide seller information

    The next information you provide will help identify you as your business's primary contact person.


    Use a government-issued ID, such as a passport, to enter the following information:
    • Full legal name (including middle name)
    • Nationality
    • Country of birth
    • Date of birth
    • Identity Verification
    • Residential address
    • Phone number (add an additional number if necessary)
    You must also provide:

    Regardless of whether you are a beneficial owner of the company, a legal representative of the company or both, you must upload a document that proves your relationship with the company (such as an employment contract, a share certificate, a power of attorney or articles of association).

    All private sellers must provide proof of address (such as a recent bank statement or utility bill).
    Frequently asked questions about the contact person
    Which documents prove my relationship with the company?
    You can provide the following:
    • Articles of association/constitutional documents
    • Power of attorney
    • Business licence, if your name is on the document.
    Which documents can I use as proof of address?
    You can provide the following:
    • Bank statement
    • Utility bills such as gas, water, electricity, TV, Internet, mobile phone or landline bills
    Why does the "primary contact person" need to provide their personal information?
    The primary contact person is the person who has access to the seller account, provides the registration information on behalf of the account holder and initiates transactions such as disbursements and refunds.
    Who is a "beneficial owner"?
    A beneficial owner is a natural person who directly or indirectly owns more than 25% of the shares or voting rights of the business or that controls the business via other means.
    What if my business is held by another company?
    If another company (parent company) has enough shares (25% or more) or voting rights in the registered company, the beneficial owners of the parent company must be added to the list of beneficial owners. We may request this information if needed once you have completed registration.
    Who is the business's "legal representative"?
    A legal representative of the business has specific powers and is legally authorised by your business to manage and act on its behalf (for instance: accepting terms and conditions, opening a payment account etc.). The legal representative does not necessarily have to be the owner of the business.
    What should I do if I am the primary contact person but not the legal representative?
    If the person registered as primary contact is not a legal representative, the legal representative of the registered business provides a letter of authorisation. This document authorises the primary contact person to act on behalf of the business. We will let you know if this document is required.
    How is the primary contact person defined?
    The primary contact person is the person who has access to the Amazon seller payment account, provides the registration information on behalf of the account holder (the registered seller) and initiates transactions such as disbursements and refunds. Actions taken by the primary contact person are deemed to be taken by the account holder.
    Illustration of a woman entering product details on the Amazon seller dashboard.

    Step 3: Provide billing information

    Next, enter your credit card information and billing address. We'll use these details to process payments and expenses.

    You must provide:
    • Card number and expiry date
    • Security code (CVV/CVC) — the 3–4 digit code on your card
    • Billing address
    Frequently asked questions about payments
    Why do I need to provide my credit card details?
    We will charge your card the subscription fee (if applicable) for the first month; we will charge your seller account balance in future months or your card if you have negative balance in your account at the end of a settlement period.
    Can I enter the details for a different credit card after opening an account?
    You can provide the details of a new credit or debit card at any time via "Account Info" under the "Settings" tab of your account.
    When will the subscription be fee charged?
    The subscription fee will be charged as soon as you complete the registration process and your information is verified.
    Which credit cards are accepted?
    We accept the following credit or debit cards: AMEX, VISA and Mastercard. We do not accept alternative payment methods such as prepaid cards, gift certificates, cheques or online payment systems (PayPal).
    What is the monthly subscription fee?
    You will be charged a Professional referral fee of GBP 25 for the first month. You will continue to be charged this fee each month that you have active listings. If you do not have any active listings, you will not be charged a subscription fee in that month. If you sell in other stores, you will pay the equivalent of USD 39.99 per month. This amount is distributed proportionally across the countries or regions in which you have active listings and calculated separately in the respective local currency. You can downgrade your account plan to an Individual account at any time. Please visit this page for more information.
    What happens when I enter my credit or debit card details?
    When you enter a new card or update your information for an existing card, Amazon will ask your bank to verify your identity and validate your card. Amazon will not actually make the charge.
    What if I don't want to sell in a specific marketplace later?
    When you register for an Amazon seller account, we automatically create linked accounts that give you access to sell in Australia, Japan, the United Arab Emirates and the Kingdom of Saudi Arabia, as well as North American and European marketplaces. If you only sell in one marketplace, you will only be charged for that marketplace. You can close or downgrade your account(s) using the self-service tool on Seller Central after registration.
    What if I later decide I no longer want to sell in a specific store?
    When you register for an Amazon seller account, we automatically create linked accounts that give you access to sell in Australia, Japan, the United Arab Emirates and the Kingdom of Saudi Arabia, as well as North American and European stores. If you only sell in one store, you will only be charged for that store. You can close or downgrade your account(s) to an Individual account at any time after registration using the self-service tool on Seller Central.

    Step 4: Provide store and product information

    Once you've provided payment information, enter the name of your business as you'd like it to appear on Amazon Europe stores. We call this your "store". It will appear to customers in each of your offers and in your public seller profile.

    You will also be asked to provide information about:
    • Product codes
    • Business certifications
    • Manufacturer or brand status
    Review your documents: Before you continue, you can view the documents you've uploaded and replace them as needed.
    Frequently asked questions about the store
    What is a store name?
    The store name is the name displayed to buyers for your Amazon listings on your seller profile.
    What are UPCs and how do I find or get them?
    In most cases, Amazon requires sellers to have industry-standard product identifiers such as Universal Product Codes (UPC, or ISBN in the case of books).
    What is Amazon Brand Registry?
    Amazon Brand Registry is a free programme that provides sellers with a suite of additional selling benefits and protection tools.
    What if my store name is already being used by another seller?
    Your Amazon store name needs to be unique and doesn't have to match your business name. If another seller is already using your preferred name, select a variation or an alternative name.
    Can I change my store name later?
    Yes, you can provide a new display name by accessing the "Settings" tab of your seller account.
    Why should I provide my trademark information?
    Amazon Brand Registry helps you protect your registered trademarks on Amazon and create an accurate and trusted experience for customers. Currently, brands must have a registered trademark to be eligible for registration.
    Why is my listing enabled in multiple marketplaces?
    The EU supports unified registration and, as a part of that, we register sellers in all the marketplaces in Europe. The marketplaces in the EU8 are the UK, Germany, Italy, Spain, France, the Netherlands, Sweden and Poland.
    If I create my listings in a particular store, does that mean my products are only available to customers in that country?
    No, not necessarily. Customers from countries where Amazon does not have its own store buy from neighbouring stores. For example, Austrian and Danish customers shop on Amazon.de because there is not a separate store in their country. So if you have a listing in a specific marketplace, customers from these "export destinations" can also find it, provided that Export is activated. Please visit this page for more information.
    When I register my seller account and create my listings in a particular store, will I automatically sell to all countries covered by that store?
    Creating a global Amazon seller account does not automatically mean that you are selling in every country or store. If you enrol in FBA, you are automatically enrolled in FBA Export so your listings will be automatically approved for export. For MFN (Merchant Fulfilled Network) sellers, you will need to activate international shipping in the store from which you want to reach international customers. You can do that in the shipping templates. Regardless of where you sell or ship products, your seller account information is maintained as part of a global Amazon seller account. This means your information may be shared with, transferred to, stored by and processed by Amazon affiliates worldwide, including outside the EEA and UK (for example, in the United States), to support account management, identity verification, fraud prevention, compliance with legal obligations and access to Amazon stores worldwide.
    Warehouse worker scanning a package for Amazon order fulfilment.

    Step 5: Provide bank account details

    Finally, provide your bank account details so we can send you the proceeds from your sales.

    You must enter:
    • Name of account holder
    • Bank account number and sort code

    If we are unable to automatically verify your account, you will be asked to upload a recent bank statement (dated within the last 180 days). As we review your data, you'll see the status "In progress."

    Step 6: Identity verification and document collection

    Once you've submitted your store information, you'll be asked to upload the following documents:

    • Take a photo of your face and government-issued ID.
    • Attend or make an appointment for a video call with an Amazon representative. You should have your government-issued ID (the same ID you used when you registered) and proof of home address ready for the call.
    • Upload a government-issued ID

    What happens next?

    • We verify your data using secure procedures
    • Most reviews are completed within a few business days
    • You'll receive updates via email during the process
    • If we need additional information or documentation, we'll let you know what you need to provide
    Frequently asked questions about verification
    Why is verification needed?
    To protect our marketplaces for buyers and sellers, we verify the information provided about businesses and the people involved in them.
    What are the requirements for uploading documents?
    When uploading documents, use high-quality colour scans or photos that show all four corners and have legible text. Don't use screenshots or blurry images, and make sure that relevant documents are signed.
    How will I know that I've been verified?
    We will email you about the progress once verification is complete.
    What can I do while being verified?
    While you wait for verification, have a look at the success stories of other Amazon global sellers. Click here to learn more.

    Prepare to sell during your verification period

    While you wait for Amazon to verify your registration details, use this time to set up your business for success.
    An Amazon seller working from home on a desktop computer in a cosy environment.

    Configure your account and start selling

    Once you've completed seller registration, you'll have access to Seller Central, the hub for your seller account.

    Before you start selling, make sure that you configure your seller account for your business. Consider adding other users if you'd like help with certain tasks.

    Once you've configured your account, you can use Seller Central to:
    • List and price products
    • Manage inventory
    • Fulfil customer orders
    • And much more
    Learn how to sell on Amazon and use our beginners' guides and resources to get your business off to a successful start.
    Learn how to sell on Amazon

    FAQs

    What documents do I need to become an Amazon seller?
    To register as an Amazon seller, you must provide certain documents for verification.

    These generally include:

    1. Valid identity document (passport or ID)
    2. Proof of address (such as a bank statement or invoice)
    3. Bank account information
    4. Company documents, if applicable

    These requirements are part of the process to sell online and be approved as an Amazon seller.
    Do I have to have a registered business to sell on Amazon DE?
    Yes. If you sell on Amazon DE on an ongoing basis with the intention of making a profit, you must register your business with the local trade office and provide your business licence as part of the Amazon seller verification process. Private individuals who occasionally sell personal items do not need to do this. However, business registration is required under German law as soon as business activity becomes regular.

    Start selling today

    Selling on Amazon allows you to reach millions of potential customers, whether you’re selling one or many items.
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