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.

If you already have products that you want to sell, you're one important step ahead of most new sellers — you can focus directly on the sales process. Follow these five steps to get started on Amazon Germany and make your first sale.

Note: This content is informative. Consult a qualified German tax adviser regarding your specific situation, particularly on matters relating to VAT and business registration.

Step 1 — Select a selling plan:
Amazon Germany offers two selling plans:
• Individual selling plan: per item sold
• Professional selling plan: monthly flat rate with access to advanced seller tools
The latest prices and features can be found in Seller Central. Higher-volume sellers typically choose the Professional plan for access to advertising, mass uploading and detailed reports.

Step 2 — Register a Seller Central account:
Typical documents required for German business sellers:
• Valid passport or ID
• Recent account statement from your business account
• Company registration certificate: Excerpt from the commercial register or business licence
• VAT identification number (VATIN) — mandatory for commercial sellers in Germany; if you do not have one yet, apply to the Federal Central Tax Office
• Credit card and bank details for payments
Current document requirements and KYC requirements can be found in Seller Central.
Registration: sell.amazon.de

Step 3 — List products on Amazon.de:
There are two options for existing products:
• ASIN matching: If the product already exists on Amazon.de, search for the ASIN and add your listing to the existing product page — this is the fastest way to make your first sale
• New item: If your product isn't listed on Amazon yet, create a new listing — an EAN/GTIN barcode is typically required
Optimise titles, bullet points and product images to promote visibility and conversion.

Step 4 — Select a fulfilment model:
• Fulfilment by Amazon (FBA): Amazon handles storage, packaging, fulfilment, customer service and returns. FBA offers automatically receive the Prime logo.
• Fulfilled by Merchant (FBM): You store and ship your items yourself, giving you full control but higher operating costs
For beginners with an existing product range, FBA is often the fastest way to get the Prime logo and build visibility. Current FBA fees and delivery performance for Germany can be found in Seller Central.

Step 5 — Optimise your first sale:
• Pricing strategy: Check market prices for your product and Buy Box criteria — Amazon Revenue Calculator helps calculate margins
• Advertising: Sponsored Products campaigns increase visibility of new listings; the latest minimum budgets and bidding recommendations can be found in the Campaign Manager in Seller Central
• Customer reviews: Use the "Request a Review" button in Seller Central — a policy-compliant way to ask for a review after the sale

New seller benefits:
Amazon offers programmes to help new sellers on Amazon.de — these typically include incentives, credits and free subscription periods. Current programme conditions, eligibility and specific benefits can be found in Seller Central and at /growth.

Important note for German sellers:
In Germany, having a VAT identification number (VATIN) is mandatory for commercial sellers. It is applied for at the Federal Central Tax Office. If you want to work as a foreign seller on Amazon.de, Amazon VAT Services can help you register in several EU countries — current programme conditions can be found in Seller Central. We recommend that you consult a qualified German tax adviser before starting.

For the latest pricing, document requirements and programme terms, visit sell.amazon.de and Seller Central.

Amazon Seller Central is the platform that sellers use to manage their Amazon business. Through the Seller Central dashboard, sellers can create product listings, manage their inventory, process orders, analyse sales figures and monitor the performance of their seller account.

With Amazon Seller Central, sellers can:

1. Create and update product listings.
2. Manage stocks and inventory.
3. Track orders, returns and customer messages.
4. Analyse sales reports and business insights.
5. Monitor account performance and key seller metrics.
6. Manage advertising, pricing and fulfilment options.

Seller Central is the one-stop shop for managing and growing an Amazon business on a daily basis.