Selling on Amazon: A basic guide

A few things to consider before you start selling. Prefer to read this later?
€39 (excluding VAT) per month plus sales commissions
new sellers
Over €47,250 in exclusive benefits for new brands!
Launch on Amazon today with a variety of incentives to help you start your business, including a 10% bonus on your brand's first €45,000 in sales, followed by 5% for the first year until you reach €900,000. You can get up to €47,250 in bonus value!*
*Incentives for new sellers are subject to the applicable terms and conditions. Visit Seller Central for more information.


Welcome to selling on Amazon

It's no secret: At Amazon, the customer is our top priority. And our customers want a trusted website where they can buy a wide variety of products, which is what makes sellers like you so important. We're always striving to find solutions to add value for our customers and to be the most customer-centric company in the world. As an Amazon selling partner, you are part of our offering to give customers a better selection, better prices and an exceptional customer experience.
Global sales

300 million active customers in over 180 countries

Magnifying glass

195 million unique visitors per month (in the US alone).

Prime Day

$3.5 billion reported by selling partners during Prime Day 2020

The benefits of Amazon

When you start selling on Amazon, you become part of the retail network that's home to all kinds of sellers, from Fortune 500 organisations to sellers who make handcrafted products. They all sell here for one reason: to reach the hundreds of millions of customers who visit Amazon to shop.
  • More than 200,000 entrepreneurs around the world exceeded $100,000 in sales in our stores in 2019.


Is Amazon the right choice for my business?

The short answer is: yes. The biggest brands sell on Amazon. And so do the emerging brands you'll soon be familiar with. Small and medium-sized businesses thrive here, and they account for more than half of the units sold in our stores around the world. Whatever your business and whatever its size, we are delighted about you growing with us. Find your fit and start selling today.

Don't have an Amazon seller account yet?

€39 per month (excluding VAT).

Before you start selling

Choose your plan

Amazon offers you the flexibility to sell one type of product or thousands, through Individual or Professional plans, respectively (think of them as standard or premium plans). Before you start registration, decide which plan best suits your business.

The Individual plan costs €0.99 (per product sold), while sellers using the Professional plan pay €39 per month regardless of the number of products sold. If you sell more than 40 products a month, the Professional plan is your best option. Whichever plan you choose, don't worry about making the wrong decision — you can change plans at any time. Please note that, in both cases, additional selling fees apply to the fixed rates.




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

Did you know...?

Tools for brand owners

If you're a brand owner, Amazon offers you tools to help you create, develop and protect your brand. Enrolling in Brand Registry can help you customise your brand and product pages, protect your brands and intellectual property and improve the brand experience for customers, all while providing access to additional advertising options and recommendations to improve traffic and conversion rates.

What you need to get started

To complete your registration, please make sure you have the following to hand:
  • 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 products in any country in the EU, you may need to register a VAT number for each country in which you sell. VAT is a tax that sellers registered in the EU add to the price of the products they sell and which they pass on to national tax authorities when they file their tax returns. You may be able to claim back part of your VAT.

How much does it cost to sell on Amazon?

Different types of selling fees may apply, depending on your selling plan and the types of products you sell.
Subscription fees
These are the fees you pay for your selling plan, and they vary depending on which plan you select.
  • For the Professional selling plan, a flat fee of €39 per month applies, and there is no per-unit fee.
  • On the Individual selling plan, a fee of €0.99 is charged for each product sold.
Selling fees
These fees are charged for each product sold and include the referral fee (which is a percentage of the selling price and which varies by product category) and the variable closing fee (which applies to media categories only).
Shipping fees
Amazon shipping fees apply when you fulfil your orders. We charge these shipping fees based on the product category and the shipping service selected by the buyer.
Fulfilment by Amazon fees
For products that Amazon fulfils for you (known as Fulfilment by Amazon), 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 will 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, updating your inventory, managing payments, and finding useful content to help you navigate your Amazon business. It's also where you list all your products.
Here are just some of the things you can do in Seller Central:
  • Track inventory and update your listings from the Inventory tab
  • Download custom professional reports and bookmark frequently used templates
  • Use customer metrics tools to monitor your performance as a seller
  • Contact Seller Support and open help tickets using the case log
  • Track daily sales for all the products you sell on Amazon
Seller Central account
Woman in a black jacket looking at her account on the Amazon Seller mobile application

Switch to mobile technology

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, all from your phone.
QR code to download the Amazon Seller app on your mobile
Click here to download the Amazon Seller app from the Apple App Store
Click here to download the Amazon Seller app from Google Play

VAT compliance

Understanding your VAT requirements

Depending on the nature of your business, you may need to register for a VAT number in a European country to comply with regulations. This depends on factors such as business location, fulfilment model and annual sales. Understanding the various VAT requirements and knowing how to comply with them will contribute to a smooth selling experience on Amazon.
Understanding your VAT requirements

Don't have an Amazon seller account yet?

€39 per month (excluding VAT).

How to list products

Listing your first product

To sell a product on Amazon, you must first create a product listing. You can link it to an existing listing (if someone is already selling the same product on Amazon) or create a new listing (if you're the first or only seller).

The specific way sellers upload and list their products varies depending on their selling plan. In other words, sellers using a Professional seller account have the option of listing their products in large batches by uploading them in bulk or by managing inventory with third-party systems, while Individual sellers list their products one at a time.
Listing your first product

Did you know...?

You can sell to B2B and B2C customers with a single account

Once you have successfully listed your product, it will be available to both B2C and B2B customers. This allows you to extend the reach of your offers from a single account
at no additional cost.

What you need to start listing products

In most cases, products must have a Global Trade Item Number (GTIN), such as a UPC, ISBN, or EAN. Amazon uses these product identifiers to identify the exact product you are selling. If you associate it with a listing, you don't need to provide a product identifier, since it already exists. If you're adding a new product to Amazon, you may need to purchase a UPC code or request an exemption.
In addition to a product identifier, some of the important information included in each product listing is shown below:
  • SKU
  • Product title
  • Product description and list of features
  • Product images
  • Search terms and relevant keywords


What are restricted product categories?

It is important that customers can shop with confidence on Amazon, which is why some product categories (such as certain grocery or automotive products) are known as "restricted product categories". Amazon may require performance checks, additional fees, and other qualifications in order for you to sell certain brands or list products within restricted categories. You can request authorisation in Seller Central.

A detailed listing means a successful launch

Following best practices for adding listings can have a big impact on your success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images and concise lists of features to your products. Avoid aspects that could negatively impact your launch:
Handcrafted products

Variation issues

Products that only vary by colour, scent or size may 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 compliance

Image compliance

Images must be at least 500 x 500 pixels (increase the size to 1,000 x 1,000 for high-quality listings) and have a white background. The product must fill at least 80% of the image area.
Barcode - Product identifier

Product identifiers

Make sure you meet the product UPC and GTIN requirements. Consistency in these codes helps to build confidence in the range of products shown in the Amazon catalogue.

Don't have an Amazon seller account yet?

€39 per month (excluding VAT).

Product detail page

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

When multiple sellers offer the same product, Amazon combines data from all offers on a single product detail page (so that we can provide customers with the best experience). You can provide product information on a product detail page, along with other sellers and manufacturers, and request revisions of the product detail page if you think the information is incorrect.

As you develop your product detail pages, try to think about what's most likely to help customers find your products, find answers to their questions and make a purchase decision. Aim for the best customer experience by making your listings concise, accurate and easy to understand.
200 characters maximum, capitalise the first letter of every word
500 x 500 or 1,000 x 1,000 pixels for increased listing quality
Such as different colours, scents or sizes
Key points
Short, descriptive phrases highlighting key features and benefits
Featured offer ("Buy Box")
The offer featured on a detail page. Customers can add to their basket or "Buy Now"
Other offers
The same product sold by multiple sellers offering different prices, shipping options, etc.
Keywords improve the chances that users will find your listing

One account for all of Europe

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

VAT tools and resources

Every country in Europe has its own VAT laws. Amazon's tax assistance services help you manage VAT easily and efficiently, and at no cost for the first year.
Learn more n our Amazon Tax Central

Translation services

Build stronger relationships with customers by communicating with 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 benefit from Amazon's trusted shipping partner network, which provides two options for getting products to buyers: you can either do it yourself, keeping your own inventory and shipping products to customers yourself (seller fulfilment), or have Amazon pick, label and ship your products through Fulfilment by Amazon. Each method has its own benefits, you just need to decide which one is right for your business.
Selecting the right fulfilment option

Advantages of Fulfilment by Amazon

Amazon has more than 175 fulfilment centres around the world, which feature more than 150 million square feet of storage space. With Fulfilment by Amazon, you can store your products on those shelves. You also get Amazon's excellent customer service and returns, along with other benefits (such as automatic Prime eligibility on your eligible products and FREE shipping) that will help you expand your business quickly.
Three sponsored water bottle product listings available with Amazon Prime delivery

Your products, across Europe

Fulfilment by Amazon is the ultimate solution for building and growing your brand identity around the world. Choose which countries you want to expand into to start selling products in Europe and let Amazon store and distribute those items based on expected customer demand, at no additional cost.
By selling products in Europe with Fulfilment by Amazon, you can save up to 53% and increase your sales by up to 30%. Plus, you'll benefit from faster deliveries and the Prime badge.
Fulfilment across Europe

Did you know:

You only pay for the services you use!

Our flexible pricing structure helps you to be more competitive.
With Fulfilment by Amazon, you only pay for the services you use.
There are no subscription fees, contracts or minimum inventory requirements.
Send your products to our fulfilment centres and only pay for the services and storage space used.

How Fulfilment by Amazon works

Step 1

Ship your inventory to Amazon. It will be scanned and made available for sale.

Step 2

With each order, Amazon packages and ships the product directly to the customer.

Step 3

Amazon receives payment from the customer and transfers available funds to you every two weeks.

Step 4

Amazon's customer service team handles questions, returns, and refunds.

If you fulfil your own orders

Seller fulfilment simply means that you store and ship products directly to customers yourself. When you fulfil orders yourself, Amazon charges shipping fees based on the product category and shipping service selected by the customer and then transfers the amount to you in the form of a shipping credit.

The established shipping rates apply to all products sold under the Individual plan, so it's important to make sure that you can still price the products cost-effectively. Amazon's Buy Shipping tool can help you get a great deal on shipping labels with Amazon's trusted carrier network, which allows you to ship, confirm and track your orders.

If you fulfil your own orders

Don't have an Amazon seller account yet?

€39 per month (excluding VAT).

You've made your first sale. Now what?

Managing your Amazon business

Your first sale is an important milestone, but it's only the beginning of your opportunities for growth as a seller on Amazon. Once your store is up and running, there are a few important things to keep in mind.

Performance indicators (and why they matter)

Amazon sellers follow very strict rules so that we can offer a smooth, pleasant shopping experience. We call this being customer-focused. And, as an Amazon seller, this means you need to monitor these key indicators:
  • Order defect rate (measure of a seller's customer service standards): < 1%
  • Pre-fulfilment cancellation rate (initiated by the seller before shipment): < 2.5%
  • Late shipment rate (orders that ship after the expected date): < 4%
You can monitor your performance and make sure you're meeting your targets in Seller Central.
Graph showing the status of an Amazon seller account

Customer reviews

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

Amazon terminology:

Seller University

Seller University is an Amazon online resource, with videos that include step-by-step guides, tutorials and training to help entrepreneurs start (and grow) their Amazon business.

Don't have an Amazon seller account yet?

€39 per month (excluding VAT).

Opportunities for business growth

This is just the beginning

You can grow your Amazon business from the moment you start selling on the platform. Once you've launched your business, Amazon has tools to help you take your business to the next level (or to the next couple of levels).


Amazon's advertising solutions create new ways for you to reach and engage shoppers, whether they're comparing products or making a purchase. Ads appear right where customers will see them, such as the first page of search results or product detail pages.

Amazon offers three advertising solutions and you can access all of them in Seller Central.
Mobile sponsored products
1. Sponsored Products
Sponsored Products are ads for individual product listings on Amazon that help boost product visibility (and sales). They appear on search results pages and product detail pages.
Mobile sponsored brands
2. Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. They are search result ads that feature your brand logo, a custom title, and up to three of your products.
3. Amazon Stores
Stores are custom multi-page shopping destinations for individual brands that let you share your brand story and product offerings. (And you don't need any website experience to use them.)

Promotions and coupons

Customers want to save money and promotions are an incentive to purchase items now. There are three types of promotions: discounts, free shipping and "buy one, get one free". You can offer percentage- or money-off discounts with numerical coupons.

Global expansion

Selling internationally 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 involves managing many elements but, with Amazon Global Selling, you can use Amazon's global infrastructure to show your products to the world.

When you want to take your business to the next level, use Amazon Global Selling to list and sell your products in one of our online stores in North America, Europe and Asia.
Blank GS map

What makes an excellent seller?

Growth checklist

Time is money. For Amazon business partners, the first 90 days are especially critical when establishing marketing practices, fulfilment, pricing, and other variables that accelerate performance after launch. Amazon's data scientists refer to the use of five selling programmes (Brand Registry, A+ Content, Fulfilment by Amazon, Automated Pricing and Ads) within those first 90 days as the Perfect Launch. Selling partners who complete these five steps within that critical time frame can generate sales quicker, as many of the most successful selling partners have already done.

Ready to join? The sales guide is simple:
Register your brand in the Brand Registry
Improve detail pages for products with A+ content
Set up Fulfilment by Amazon
Automate the pricing of your offers
Create advertising campaigns, vouchers or Sponsored Products 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 to establish practices that will improve your performance going forward.

Start selling today

€39 a month (excluding VAT).
© 2024, Inc. or its affiliates.
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