Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveHow to start selling on Amazon: a 7-step guide
Get an overview of how to create a seller account, list products, manage customer orders and more
€39 (excluding VAT) per month plus sales commissions
Welcome to selling on Amazon
At Amazon, we are laser-focused on the customer—and this drives your growth. With hundreds of millions of active customer accounts worldwide and 195 million unique monthly visitors in the United States alone, sellers have access to a reliable demand. On Prime Day 2021, partners surpassed $1.9 billion in revenue, proving that greater choice, competitive pricing and a great customer experience translate into real growth.
#1
Get ready to sell on Amazon
Choose a selling plan
Amazon gives you the flexibility to sell one type of product or sell thousands. 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.
For both plans, Amazon also charges a referral fee for each sale, which is a percentage of the total transaction and varies by product category. Visit our pricing page for an overview of sales fees.
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.
Understand your customers
Becoming an Amazon selling partner allows your business to target business customers (B2B) and individual consumers (B2C) right from the outset as a partner. When you add listings, they will automatically be available to both groups, allowing you to maximise the potential of a single seller account.
What type of Amazon seller are you? Leverage your strengths and create your selling strategy with a variety of programmes designed to support your unique business.
#2
Create your seller account
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
• Phone 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
• Phone number
• A bank account where Amazon can send you the proceeds from your sales
For detailed registration steps and frequently asked questions, see our Registration Guide.
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.
#3
Stay VAT-compliant
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.
#4
List your products
List your products
What can you sell on Amazon? It depends on the product, category and brand.
Some categories are open to all sellers, others require a Professional seller account, others require authorisation to sell, and others include products that cannot be sold by third-party sellers.
To sell products protected by a copyright, trademark or patent, you must be the legal owner of those rights or be a distributor authorised by the owner.
Some categories are open to all sellers, others require a Professional seller account, others require authorisation to sell, and others include products that cannot be sold by third-party sellers.
To sell products protected by a copyright, trademark or patent, you must be the legal owner of those rights or be a distributor authorised by the owner.
FAQs:
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.
The table below provides an overview of Amazon's product categories, but visit Seller Central Help to learn more about restrictions and how to request approval. If you ship orders with Fulfilment by Amazon (FBA), be sure to review the specific list of restrictions for FBA products.
Additional restrictions may apply for second-hand products and refurbished products. See certified refurbishment requirements for more information.
Additional restrictions may apply for second-hand products and refurbished products. See certified refurbishment requirements for more information.
Product categories
Product category
Example products
Conditions allowed
Categories not requiring approval
Car and motorcycle
Parts, tools and equipment, accessories
Specific considerations or requirements may apply.
Requirements (login required)
Specific considerations or requirements may apply.
Requirements (login required)
New, certified refurbished, used, collectible
Baby products (excluding clothing)
Pushchairs and prams, car seats, highchairs, toys, furniture, bedding, feeding, changing, monitors, safety, potties. Approval may be required for holiday selling¹
New only
BMVD
Books, music, video, DVD, Blu-ray. Specific considerations or requirements may apply.
New, refurbished, used, collectible
Computing
Desktops, laptops, netbooks, tablets, printers, computer accessories
New, refurbished, used
Consoles and video games
Consoles and video games.
New, refurbished, used
Televisions, audio (including car audio), GPS, phones, cameras, electronic accessories Approval may be required for specific products²
Requirements (login required)
Requirements (login required)
New, certified refurbished, used
DIY and tools
Hand tools, hardware, workwear, site and safety equipment, fire alarms and safety, power tools, power tool accessories, electrical, decorating, garden and landscaping tools, building materials, plumbing and bathroom, parts
New, certified refurbished, used, collectible
Garden and outdoors
Seeds and plants, birds and wildlife, pest control, plant care, decor and lighting, tools and accessories, leisure and fitness, garden furniture, statues and ponds, outdoor living.
New, certified refurbished, used
Kitchen and home
Appliances: Small appliances, home appliances, parts.
Home living: Homeware, furniture, home decor, kitchen and dining, lighting, arts and crafts.
Home living: Homeware, furniture, home decor, kitchen and dining, lighting, arts and crafts.
New, certified refurbished, used
Large appliances
Cookers and ovens, dishwashers, fridges and freezers, washing machines and tumble dryers, parts
New, certified refurbished, used
Lighting
Indoor and outdoor lighting, torches, light bulbs and lighting accessories
New, certified refurbished, used.
New light bulbs only.
New light bulbs only.
Musical instruments
DJ equipment and musical instruments.
New, certified refurbished, used
Office and stationery
Printer ink, office supplies, office furniture
New, certified refurbished, used, collectible
Pet products
Pet food, habitats, clothing, training, grooming, healthcare, toys, leads, aquariums, terrariums
New only
Shoes and accessories
Shoes, boots, sandals, slippers, shoe accessories, handbags, wallets. Approval may be required for specific products. Only available to Professional sellers. Requirements (login required)
New only
Software and PC games
Software, video and PC games. Approval may be required for specific products²
New, refurbished, used, collectible
Sporting goods
Sports equipment, bicycles, tents, fan gear
New only
Toys and games
Games and puzzles, outdoor and sports toys, arts, crafts and school supplies, vehicles, dolls, cuddly toys, building sets, learning and exploration, infants/pre-school, action figures, fancy dress. Approval may be required for Christmas selling¹
New, refurbished, used, collectible
Categories requiring approval
Grocery
Beverages, baby food, biscuits and snacks, sweets, cereals, cooking and baking, dressings and condiments, tinned food, pasta and rice, spreads, sauces, fresh and frozen food, baskets, household care and cleaning Category available only to Professional sellers. Requirements (login required)
New only
Jewellery
Earrings, necklaces, rings, bracelets (also see Watches). Only available to Professional sellers.
Requirements (login required)
Requirements (login required)
New only
Beer, wine and spirits
Alcoholic beverages, spirits, wine, beer, cider.
(Approval independent of Grocery).
Requirements (login required)
(Approval independent of Grocery).
Requirements (login required)
New only
Beauty
Fragrance, skincare, makeup, hair care, bath and shower. See also Health and Personal Care.
Requirements (login required)
Requirements (login required)
New only
Personal care appliances
Hair care appliances, oral care appliances, skincare appliances, shaving and hair removal appliances, foot care appliances, healthcare appliances and equipment, massage equipment, tanning appliances, scales, SAD lamps, mobility and day-to-day living.
Requirements (login required)
Requirements (login required)
New only
What you need to start listing products
To start selling a product on Amazon, create a product listing in Seller Central (or using the API). A product listing includes:
- A product identifier, such as GTIN, UPC, ISBN or EAN to specify the exact product you're selling. You can get a UPC code directly from GS1, or request an exemption.
- An SKU, which is a product identifier that you create to track your own inventory
- Offer details, including price, product condition, quantity available, and shipping options
- Product details such as name, brand, category, description and images
- Keywords and search terms to help shoppers find your product
If another seller already offers the same product, you'll match an existing listing (meaning that some details will already be in place, such as the product identifier). If you're the first seller to offer a certain product, you'll create a new listing.
Amazon terminology:
ASIN
Every product for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers may sell the same ASIN.
Product detail page
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.
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.
1.
Title
200 characters maximum, capitalise the first letter of every word
2.
Images
500 x 500 or 1,000 x 1,000 pixels for increased listing quality
3.
Variations
Such as different colours, scents or sizes
4.
Key points
Short, descriptive phrases highlighting key features and benefits
5.
Featured offer ("Buy Box")
The offer featured on a detail page. Customers can add to their basket or "Buy Now"
6.
Other offers
The same product sold by multiple sellers offering different prices, shipping options, etc.
7.
Description
Keywords improve the likelihood of users finding your listing
Explore other categories
#5
Deliver products to customers
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.
How FBA 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.
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.
Revenue calculator
Calculate your Amazon revenue
Provide product details and fulfilment costs, and view real-time cost comparisons between different fulfilment methods.
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.
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.
#6
Attract customers
Once your products go live in Amazon stores, there are a number of things you can do to attract customers. Amazon Flywheel outlines our method for driving growth.
Below are several options for using Amazon Flywheel principles to generate momentum for your business.
Below are several options for using Amazon Flywheel principles to generate momentum for your business.
Provide fast shipping
Customers often shop for products with the Amazon Prime badge, which you can get by using Fulfilment by Amazon to ship products from one of our fulfilment centres.
Advertise your deals
Help improve the visibility of individual products and boost brand awareness by advertising in search results and on product pages. Running a deal or offering a coupon is another way to promote your products.
Set competitive prices
Many customers shop around for the best price. Seller Central tools, such as automated repricing and bulk pricing for Amazon Business customers, can help you stay competitive.
Create 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.
#7
Grow from your very first sale
From the moment you start selling on Amazon, you can grow your business. We have tools to help you reach the next level and then some.
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.
Sell and ship across Europe
With just one account, you can manage your listings and inventory and reach customers all across Europe, in five Amazon EU marketplaces (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it and Amazon.es). To keep up to date with Brexit-related changes, visit our Help page Preparing Your Amazon Business for Brexit (login required)
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 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.
New Seller Guide
Speed matters—and for Amazon sellers, the first 90 days are especially critical. That's why we invented the New Seller Guide, a set of brand, logistics, pricing and promotional services that are backed by data science and designed to fuel the growth of new sellers.
Get started with over €47,250 in incentives
10% back on your first €45,000 in eligible brand sales, then 5% during your first year until you reach €900,000 in eligible brand sales
€90 in shipping credits when using Amazon's Partner Carrier Programme
Up to €1000 in credits to create Sponsored Products ads
€45 in credits to create Amazon Vouchers
Did you know...?
We have tools that help you grow your online business, operate more efficiently and automate key processes with solutions created by Amazon and approved third parties.
FAQ
What types of products can be sold online?
When you take your niche market and your business objectives into account, you can sell just about anything online.
On Amazon, you can sell many product categories that don't require approval. Some of these are Computers, Cars and Motorcycles, Kitchen and Home, Large Appliances, Pet Products or Shoes and Accessories.
There are specific categories of products such as Grocery, Jewellery and Watches that will require prior approval from the Amazon team before they can be included in your list.
On Amazon, you can sell many product categories that don't require approval. Some of these are Computers, Cars and Motorcycles, Kitchen and Home, Large Appliances, Pet Products or Shoes and Accessories.
There are specific categories of products such as Grocery, Jewellery and Watches that will require prior approval from the Amazon team before they can be included in your list.
Why sell online on Amazon?
Selling on Amazon can help your company reach a wider audience and more potential customers. In addition, Amazon business partners have access to a variety of resources that can help them increase their business’s visibility and sales.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and expand their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help companies with niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits by becoming an Amazon selling partner.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and expand their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help companies with niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits by becoming an Amazon selling partner.
What mistakes should be avoided when selling online?
Avoiding common mistakes such as lack of information about your products, poor customer service and an unclear audience is essential for successful online sales.
It's important to have a clear understanding of your business’s capacity and to address fulfilment and compliance issues that can affect the efficiency and reputation of your business. An alternative to streamline these processes is to use services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is essential to growing your online business.
It's important to have a clear understanding of your business’s capacity and to address fulfilment and compliance issues that can affect the efficiency and reputation of your business. An alternative to streamline these processes is to use services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is essential to growing your online business.
What are New Seller Incentives on Amazon?
New Seller Incentives are a set of benefits that Amazon offers to new business partners to increase their visibility, growth and success when selling online.
These incentives may include promotional credits, commission credits, or free storage, and vary depending on the programmes the seller is enrolled in. For example, by joining programmes such as Brand Registry, Fulfilment by Amazon (FBA) or Advertising on Amazon, new sellers can access a range of benefits designed to support their launch and accelerate their growth on Amazon.
You can find more details about incentives for new sellers in each programme here.
These incentives may include promotional credits, commission credits, or free storage, and vary depending on the programmes the seller is enrolled in. For example, by joining programmes such as Brand Registry, Fulfilment by Amazon (FBA) or Advertising on Amazon, new sellers can access a range of benefits designed to support their launch and accelerate their growth on Amazon.
You can find more details about incentives for new sellers in each programme here.
Start selling today
Selling on Amazon allows you to reach tens of millions of buyers, whether you sell one product or millions. Your account is set up for selling across Europe.
€39 (excluding VAT) per month plus sales commissions
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