How to become an Amazon seller

Whether you have an established e-commerce business, a great idea for a new product, or you just have a passion for selling, this is the next step you should take with Amazon.
€39 (excluding VAT)/month plus additional selling fees
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.

Before you start

Choose a selling plan

With the Individual plan, you'll pay €0.99 every time you sell a product. The Professional plan costs €39 per month, regardless of the number of products you sell. 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.
Amazon app displaying a list of water bottle products that can be shipped through Amazon Prime

Consider your sales strategy

Retailers find popular products that already exist and offer them in Amazon stores.

Brand owners make their own products (or supply products to sell under their own label) in order to offer buyers a unique selection.

Many selling partners do both. You can choose whichever method works best to help you achieve your goals.

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.

Sellers who adopt services in the New Seller Guide can take advantage of more than €47,250 in New Seller Incentives
Learn from the most successful sellers

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.

B2C customers

  • 300 million active customer accounts worldwide
  • Millions of products delivered in more than 200 countries and territories
  • 150 million Prime customers worldwide
  • More than 50% of all product orders are sold by our selling partners to third parties

B2B customers

  • Millions of registered business customers ranging from small businesses to large companies (more than 50% of the top 100 companies on the London Stock Exchange (FTSE) are UK business customers.)
  • On average, B2B customers have larger baskets than B2C customers.
  • On average, B2B customers return products less often.
  • Use B2B tools that help you make the most of your growth potential with business customers.
  • Learn about the needs of B2B customers using in-demand selection recommendations.
  • More than 50% of all product orders are sold by our selling partners to third parties

Create an Amazon seller account

You can use your customer account to start selling, or you can create a new Amazon seller account with your business email address. Before you sign up, make sure you have the following ready:
  • Business email address or Amazon customer account
  • Chargeable credit card (international credit cards are also accepted)
  • Valid passport or national ID card (identity verification protects sellers and customers)
  • Company registration details (with VAT number if possible)
  • Phone number
  • A bank account where Amazon can send you the proceeds from your sales
Seller Central Home screen interface

Amazon terminology:

Seller Central

Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage your inventory, update prices, communicate with buyers, review your account status, contact selling partner support, and add new products.
Woman in a black jacket looking at her account on the Amazon Seller mobile application

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, 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 the Google Play Store

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.
Illustration of woman with a laptop

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. Visit Seller Central for more information on Amazon's Intellectual Property Policy for sellers. 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.

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)
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
Books, music, video, DVD, Blu-ray. Specific considerations or requirements may apply.
New, refurbished, used, collectible
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)
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.
New, certified refurbished, used
Large appliances
Cookers and ovens, dishwashers, fridges and freezers, washing machines and tumble dryers, parts
New, certified refurbished, used
Indoor and outdoor lighting, torches, light bulbs and lighting accessories
New, certified refurbished, used.
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
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
Earrings, necklaces, rings, bracelets (also see Watches). Only available to Professional sellers.
Requirements (login required)
New only
All watches. Only available to Professional sellers. Requirements (login required)
New only
Outerwear, sportswear, underwear, belts, wallets.
Requirements (login required)
New only
Beer, wine and spirits
Alcoholic beverages, spirits, wine, beer, cider.
(Approval independent of Grocery).
Requirements (login required)
New only
Fragrance, skincare, makeup, hair care, bath and shower. See also Health and Personal Care.
Requirements (login required)
New only
Health and personal care
First aid, nutrition. See also Beauty.
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)
New only

Product listing details

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:


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

Amazon Seller Central product detail page showing where descriptions go
Offer details will be displayed on a "product detail page". If you've ever shopped on, you've seen one. Product detail pages are where customers can find all the relevant information about a particular product.

When multiple sellers are offering the same product, Amazon combines the data from those offers on a single product detail page. Sellers offering the product can contribute detailed information to the page or request detailed reviews of the page if the information shown is incorrect.

If you sell your products under a registered trademark, consider signing up for the Amazon Brand Registry, a free service that gives you more control over the product detail pages that use your brand.
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 likelihood of users finding your listing

Amazon terminology:

Featured offer ("Buy Box")

Sellers who offer more than one product can compete for the Featured Offer ("Buy Box"), the most visible offers on the product detail page. Sellers must meet performance requirements to be eligible for Featured Offer placement.

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.
Flywheel attracts customers
Amazon Prime shipping screen with "Get it today" selected

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.

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 (,,, and To keep up to date with Brexit-related changes, visit our Help page Preparing Your Amazon Business for Brexit (login required)
Fulfilment by Amazon
Graph showing automated repricing and bulk pricing tools in Amazon Seller Central

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.
Graph showing automated repricing and bulk pricing tools in Amazon Seller Central

After your 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.

Get customer reviews

Customer product reviews benefit customers and sellers. Make sure you understand the right and wrong ways to get more product reviews and avoid policy violations.
Amazon customer review giving the product 4.5 stars
Sellers read reviews

Sellers read reviews

The good thing about Amazon is that it gives you real-time updates on how the product is being perceived and how you are performing as a seller.
Ramin GolzariManaging Director, Highlander Outdoor

Grow your business

Selling in Amazon stores allows you to build a global business from your laptop. Advertising, promotions and global sales are just a few ways you can expand.
The Amazon Seller Central interface shows the growth opportunities for an Amazon Seller account
Graph showing the status of an Amazon Seller account

Continue to succeed

We have set a very high bar for Amazon sellers because we want to provide customers with a seamless, trustworthy and satisfying shopping experience.


Get answers to the most frequently asked questions about using Amazon for e-commerce.
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.
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.
Do I need to be self-employed to sell on Amazon?
Anyone can sell on Amazon, regardless of the circumstances of their employment. Amazon offers two selling plans, one for individuals and one for professional sellers. Once you've decided which plan is best for you, you can start selling on the website.

Take into consideration that you will need a company to sell on Amazon Spain, which can be registered in your name as a sole proprietor or as a limited liability company.
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.
Do you only have a few products to sell?
© 2024, Inc. or its affiliates.
Facebook logo
Twitter logo
LinkedIn logo
TikTok logo
YouTube logo