SELL
How to sell on Amazon
Whether you have an established e-commerce business, a great idea for a new product, or you just have a passion for selling, here’s how to take that next step with Amazon.
€39 (excl. VAT) per month + referral fees
More than €47,250 in benefits reserved for new brands!
Launch on Amazon today and benefit from a variety of incentives to help kickstart your business, including a 10% bonus on your first €45,000 in branded sales, followed by a 5% bonus through your first year until you reach €900,000 — up to €47,250* in bonus value!
*Incentives for new sellers are subject to the applicable terms and conditions. Visit Seller Central for more details.
Before you start
Choose a selling plan
With the Individual plan, you’ll pay €0.99 each time you sell an item. The Professional plan costs €39 per month, no matter how many items you sell. For both plans, Amazon also collects a referral fee on each sale, which is a percentage of the total transaction and varies by product category. Visit our pricing page for a summary of referral fees.
Consider your selling strategy
Resellers find popular products that already exist and offer them in Amazon's stores.
Brand owners manufacture their own products—or source goods to sell under a private label—to offer buyers a unique selection.
Lots of sellers do both. You can choose whichever method corresponds to your goals.
Brand owners manufacture their own products—or source goods to sell under a private label—to offer buyers a unique selection.
Lots of sellers do both. You can choose whichever method corresponds to your goals.
New Seller Guide
Speed matters in business — and for Amazon sellers, the first 90 days are particularly important. That's why we created the New Seller Guide, a set of brand, logistics, pricing, and promotional services based on data science and designed to stimulate growth for new sellers.
Sellers who use the services offered in the New Seller Guide can benefit from more than €47,250 of new seller incentives.
Sellers who use the services offered in the New Seller Guide can benefit from more than €47,250 of new seller incentives.
Understand your audience
Becoming a selling partner on Amazon enables your business to target business customers (B2B) and individual consumers (B2C) right from the start of your seller journey. When you add listings, they will automatically be available to both groups, enabling you to maximise the potential of a single seller account.
B2C customers
- Hundreds of millions of active customer accounts worldwide
- Millions of products delivered in over 200 countries and territories
- 200 million Prime members around the world
- Over 50% of all products ordered are sold by our selling partners
B2B customers
- Millions of registered business customers ranging from small businesses to large enterprises (over 50% of FTSE 100 companies are UK business customers).
- On average, B2B customers have a larger basket size than B2C customers.
- On average, B2B customers return products ordered/purchased less frequently.
- Use B2B tools to help you make the most out of your growth potential with business customers.
- Learn about the needs of B2B customers using in-demand selection recommendations.
- Over 50% of all products orders are sold by our third-party selling partners
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. Before signing up, make sure you have the following:
- Business email address or Amazon customer account
- Chargeable credit card (international cards are also accepted)
- Valid passport or national ID (identity verification protects sellers and customers)
- Company registration details (with VAT number if possible)
- Telephone number
- A bank account where Amazon can send you proceeds from your sales
Amazon jargon:
Seller Central
Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage inventory, update pricing, communicate with buyers, review your account status, contact selling partner support, and add new products.
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.
Understanding your VAT requirements
Depending on the nature of your business, you will be required to register for VAT in a European country as per the regulations. This depends on multiple factors, including: country of establishment, fulfilment model, and your annual sales. Understanding the various VAT requirements and knowing how to comply with them helps to ensure a seamless selling experience on Amazon.
Add your products
What can you sell on Amazon? It depends on the product, the category, and the brand.
Some categories are open to all sellers, some require a Professional seller account, some require approval to sell, and others include products that cannot be sold by selling partners.
To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorised reseller. Visit Seller Central to learn more about Amazon’s intellectual property policy for sellers. The table below provides an overview of Amazon 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, be sure to review the specific list of FBA product restrictions.
For pre-owned and refurbished products, additional restrictions may apply. Please see Certified Refurbished requirements for more information.
Some categories are open to all sellers, some require a Professional seller account, some require approval to sell, and others include products that cannot be sold by selling partners.
To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorised reseller. Visit Seller Central to learn more about Amazon’s intellectual property policy for sellers. The table below provides an overview of Amazon 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, be sure to review the specific list of FBA product restrictions.
For pre-owned and refurbished products, additional restrictions may apply. Please see Certified Refurbished requirements for more information.
Product categories
Product categories
Product examples
Conditions authorised
Categories requiring approval
Grocery
Beverages, Baby Food, Biscuits & Snacks, Confectionery, Cereals, Cooking & Baking, Seasoning & Condiments, Tinned Food, Pasta & Rice, Spreads, Sauces, Fresh & Frozen Food, Hampers, Home-Care & Cleaning. Category available to Professional sellers only. Requirements (login required)
New only
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (login required)
Requirements (login required)
New only
Beer, Wine & Spirits
New only
Beauty
Fragrance, Skincare, Makeup, Hair Care, Bath & Shower. See also Health & 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 & Equipment, Massage Equipment, Tanning Appliances, Scales, SAD Lights, Independent Living & Mobility
Requirements (login required)
Requirements (login required)
New only
Product listing details
To start selling a product on Amazon, create a product listing in Seller Central (or via API). A product listing includes:
- A product identifier, such as GTIN, UPC, ISBN, or EAN specifying the exact item you’re selling. You can get a UPC code directly from GS1, or request an exemption.
- A SKU, which is a product ID created to track your own inventory
- Offer details, including price, product condition, quantity available, and shipping options
- Product details like name, brand, category, description, and images
- Keywords and search terms to help buyers find your product
If another seller already offers the same product, you’ll match an existing listing (which means some details will already be in place, like the product identifier). If you’re the first seller to offer a product, you’ll create a new listing.
Amazon jargon:
ASIN
Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different to a GTIN or SKU. Multiple sellers may offer the same ASIN.
The product detail page
Details of your listing will be displayed on a “product detail page.” If you’ve ever shopped on Amazon.com, you’ll already be familiar with this. Product detail pages are where customers find all of the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider signing up for Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider signing up for Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
1.
Heading
200 characters max., capitalise the first letter of every word
2.
Images
500 x 500 or 1000 x 1000 pixels to improve listing quality
3.
Variations
Such as different colours, scents, or sizes
4.
Bullet points
Short, descriptive sentences highlighting key features and benefits
5.
Featured Listing ("Buy Box")
The Featured Listing on a detail page. Customers can add the item to their cart or “Buy Now”
6.
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
7.
Description
Keywords improve the chances that people will find your listing
Amazon jargon:
Featured Listing ("Buy Box")
If more than one seller offers a product, they may compete for the Featured Listing (“Buy Box”), the most visible listings on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Listing placement.
Attract customers
Once your products go live in Amazon's stores, there are a number of tactics you can use to attract customers. The Amazon Flywheel describes our method for driving growth.
Here are a few ways to make use of the “Amazon Flywheel” principles to grow your business.
Here are a few ways to make use of the “Amazon Flywheel” principles to grow your business.
CUSTOMER EXPERIENCE
Provide fast shipping
Customers often buy products that have the Amazon Prime badge. To get it, use FBA to send products from one of our fulfilment centres.
Sell and ship across Europe
With just one account you can reach customers, manage your listings and inventory all across Europe via our five European marketplaces (Amazon.fr, Amazon.co.uk, Amazon.de, Amazon.it and Amazon.es). To help you stay informed of changes related to Brexit, please visit our Prepare your Amazon business for Brexit help page (login required)
TRAFFIC
Advertise your listings
Help improve the visibility of individual products and boost brand awareness by advertising in search results and on product pages. Running a promotion or coupon is another way to promote your products.
PRICING
Set competitive prices
Many customers shop for the best price. Seller Central tools, like automated repricing and bulk pricing for Amazon Business customers, can help you stay competitive.
After your first sale
The moment you sell on Amazon is the moment you can start expanding. We have tools in place to help you take things to the next level and then some.
Get customer reviews
Customer product reviews benefit customers and sellers. Make sure you’re familiar with the right and wrong ways to get more product reviews and avoid policy violations.
Sellers read reviews
The great thing about Amazon is that it gives you live real-time feedback in terms of how the product is being perceived and how you as a seller are performing.Ramin GolzariManaging Director, Highlander Outdoor
Grow your business
Selling in Amazon stores enables you to build a worldwide company from your laptop. Advertising, promotions, and global selling are just a few ways to grow your business.
Stay successful
We set a high bar for Amazon sellers because we want to provide a seamless, trustworthy, pleasant shopping experience for customers.
FAQ
Get answers to Frequently Asked Questions about using Amazon for e-commerce.
What type of products can you sell online?
Depending on your niche, target audience and business goals, you can sell almost anything online.
Many product categories, such as computers, electronics, car accessories, kitchenware, furniture and decor, household lighting and lamps, musical instruments or office supplies, do not require validation to sell on Amazon.
Other product categories, such as watches, beauty products, clothes or health and personal care products, need to be approved by the Amazon team before they can be listed.
Many product categories, such as computers, electronics, car accessories, kitchenware, furniture and decor, household lighting and lamps, musical instruments or office supplies, do not require validation to sell on Amazon.
Other product categories, such as watches, beauty products, clothes or health and personal care products, need to be approved by the Amazon team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can help your business reach a wider audience and more potential customers. What's more, Amazon selling partners have access to a variety of resources that can help increase 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 develop more specialised businesses.
You can start your online business with a low initial investment, use secure payment methods, benefit from the credibility of the site and enjoy many more benefits by becoming an Amazon seller.
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 develop more specialised businesses.
You can start your online business with a low initial investment, use secure payment methods, benefit from the credibility of the site and enjoy many more benefits by becoming an Amazon seller.
Do I need to be self-employed to sell on Amazon?
Selling on Amazon is open to anyone, regardless of their professional status. Amazon offers two selling plans, one for individuals and the other for business sellers. Once you have decided which plan is best for you, you can start selling on the site.
Remember that if your revenue exceeds a certain threshold, you may need to register as an independent business and pay taxes accordingly.
Remember that if your revenue exceeds a certain threshold, you may need to register as an independent business and pay taxes accordingly.
What mistakes should you avoid when selling online?
Successful online sales require you to avoid common mistakes such as a lack of product information, poor customer service and a poorly defined target audience.
It is important to fully understand your business capacity and to address logistics and order-processing issues that can affect the efficiency and reputation of your business. One way to streamline these processes is to use services like Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to the success of an online sales operation.
It is important to fully understand your business capacity and to address logistics and order-processing issues that can affect the efficiency and reputation of your business. One way to streamline these processes is to use services like Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to the success of an online sales operation.
Just have a few items to sell?
Start selling today
Selling on Amazon allows you to reach tens of millions of shoppers, whether you're selling one item or millions. Your account configuration is set to sell across Europe.
€39 (excl. VAT) per month + referral fees
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