Selling shoes on Amazon
Step-by-step guide
Why sell shoes online in France?
The French shoe market is continuing to grow, with more and more consumers shopping online.
According to Statista, the French shoe market is expected to generate several billion euro in 2025, with a compound annual growth rate (CAGR 2025–2030) of more than 3.5%. Furthermore, over 75% of such sales are expected to be made through online platforms.
This rise is due to changing shopping habits, especially among younger generations like millennials and Gen Z, who value convenience, easy returns and sustainability.
Amazon.fr is an ideal channel to get started, thanks to its visibility, fulfilment tools and the trust consumers place in it.
Before you start: Plan your shoe business
Before you put your first pair of shoes online, laying the groundwork for your business is key.
Define your niche
Are the shoes you are going to sell for sports, formal wear or school? Will they be vegan or handmade? The clearer your positioning is, the easier it will be to stand out from the crowd.
Examples of profitable niches:
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Running or CrossFit trainers
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Sturdy school shoes
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Vegan or sustainable shoes
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Comfortable pumps for everyday wear
Research the competition on Amazon.fr
Look for similar products, analyse titles, images, reviews and prices. Pay attention to negative reviews; they reveal areas for improvement.
Did you know?
WGSN Mindset reported last May that men's lightweight lace-up Oxford shoes were a sustainable ankle-height design for Amazon for spring/summer 2025, using predictive analytics data custom-designed for Amazon.
In the 90 days leading up to May 2025, Google searches for this item increased worldwide by 150% compared to the previous year, with the updated data for spring/summer 2025 remaining within the expected confidence interval, confirming that WGSN forecasts were accurate.
Calculate your budget
Consider all costs:
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Manufacturing or procuring the product
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Shipments and storage
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Advertising (Amazon Ads)
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Amazon fees (including a 15% commission for the shoes category)
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VAT and administrative fees
Revenue calculator
Estimate your Amazon revenues
Provide your product details and shipping costs to view real-time cost comparisons for different shipping methods.
Step 1
Register as a seller on Amazon France
To get started, go to sell.amazon.fr and create a seller account. You will need:
- Identity document (ID card/passport)
- French or European bank account (IBAN)
- Valid EU tax address
- Valid credit/debit card
- Tax information (registration as a micro-enterprise or a company)
Selling plans available:
Individual Plan
€0.99 per sale + commissions. Ideal for getting started with low volumes.
Professional Plan
€39 per month (excluding VAT) + commissions. Recommended if you plan to sell more than 40 products/month or use advanced tools.
Once registered, you get access to the Seller Central dashboard, where you can manage your products, sales, promotions and reports.
Step 2
Comply with legal obligations in France
Selling on Amazon means operating as a business.
Registering your business
Register as a micro-enterprise (sole proprietor) via the French Guichet Unique (one-stop shop) or create a company (SARL [société à responsabilité limitée — limited liability company], SAS [société par actions simplifiée — simplified joint-stock company] etc.), then get your SIREN/SIRET numbers.
VAT Filing
Depending on your structure and turnover, or if you use FBA (Fulfilment by Amazon) with international shipments, you'll need to deal with VAT (standard 20% rate for majority of shoes). You can register for the EU OSS (One Stop Shop) to simplify VAT within the EU.
Extended producer responsibility (packaging)
If you sell packaged products, you must obtain a unique identifier (UIN) from ADEME (the French Agency for Ecological Transition) and join an eco-organisation (e.g. Citeo) under the ERP (extended producer responsibility) for packaging, then pay the eco-contribution.
Step 3
Create engaging product listings that lead to sales
Your listing is a gateway to your product. Make it stand out with clear text, quality images and content adapted to the French buyer.
Key items for a good listing:
Key items for a good listing:
- Optimised title: include brand, model, type, men's/women's, colour and shoe size. For example: "Men's black trainers size 42".
- Images: at least five high-resolution photos, including of the side, front and sole, as well as being used in real life (lifestyle).
- Bullet points: detail materials, when to wear, comfort, size guide, returns and benefits.
- Long description: outline the brand's story, the user experience and what makes the shoes unique.
- Product ID: use an EAN code or request a GTIN exemption if you are selling a private label.
Add a size guide and provide EU/UK/US conversions if you're selling internationally.
Step 4
Choose a fulfilment model: FBA or FBM?
1. Fulfilment by Amazon (FBA)
Amazon stores, packs, delivers and manages returns for you. Ideal for:
- High rotation products
- Scaling up without managing shipping
- Accessing Prime and increasing your chances of getting the Featured Offer
Drawbacks:
- Fixed storage and fulfilment costs
- Specific inventory shipping requirements
- Use the FBA Revenue Calculator tool to work out your margins.
2. Fulfilled by Merchant (FBM)
You manage storage, packaging and shipping yourself.
Benefits:
- Greater control and personalisation of the package
- Lower costs if you have low volume or specific products
Drawbacks:
- No access to Prime (except through Seller Fulfilled Prime)
- You'll need to ensure compliance with Amazon delivery standards
Step 5
Launch and grow your shoe store
Once your catalogue is active, focus on:
Competitive pricing
Research similar prices and adjust yours according to supply and demand. Consider offering temporary discounts or coupons.
Advertising and visibility
Use Amazon Ads to launch campaigns:
- Sponsored Products (individual products)
- Sponsored Brands (if you have a registered brand)
- Sponsored Display (retargeting outside of Amazon)
Use productive keywords, such as:
- "buy shoes online"
- "cheap men's trainers"
- "comfortable women's shoes"
Managing reviews
Activate the "Request a review" option in Seller Central after each purchase. Positive reviews improve your ranking and consumers' confidence.
Customer service
Respond to messages in under 24 hours Ensure deliveries are punctual and make returns easy.
Analysis and optimisation
Review Seller Central reports to identify:
- High conversion products
- Most frequently bought sizes
- Recurring issues (reviews, questions)
Improve your listings, prices or fulfilment strategy according to this data.
For example: Breakdown of fees for shoes*
Selling price:
Referral fees (15%):
Shipping costs Fulfilment by Amazon (1.9 kg light envelope):
Storage fees:
€40
€6
€6.84
€0.17/month
*These estimates are approximate; actual costs and margins can vary significantly based on products, competition and other factors. Storage costs may vary depending on the size of the product and the time of year. Profit margins are approximate ranges, calculated after taking into account the main Amazon fees.
Frequently asked questions
1. Can I sell used shoes on Amazon.fr?
No. Only new shoes are allowed in this category.
2. What taxes do I have to pay as a seller?
VAT (standard rate 20%) applies depending on your structure and turnover, or if you sell with FBA. If you are a micro-entrepreneur, you declare your income under income tax.
3. Do I need my own brand to sell shoes?
No, you can resell existing brands (some require approval) or create your own private label.
4. Is it mandatory to use FBA?
No, you can manage your own shipments (FBM), although FBA offers benefits like Prime and better visibility.
5. How do I register as a seller on Amazon France?
You can do so from sell.amazon.fr and will need your ID, a bank account and your tax documents.
All in all: Start your online shoe business today
Selling shoes on Amazon France is an excellent opportunity for digital entrepreneurs. If you have the right strategy, great tools and comply with all the rules, you can build a profitable and scalable business from home.
Whether you're selling 10 pairs per month or aiming for hundreds, Amazon gives you the platform to grow. Define your niche, take care of your listings and build trust with your customers. The online marketplace is booming. Are you joining us?
Whether you're selling 10 pairs per month or aiming for hundreds, Amazon gives you the platform to grow. Define your niche, take care of your listings and build trust with your customers. The online marketplace is booming. Are you joining us?
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