How to sell speakers on Amazon France
Step-by-step guide
Selling speakers on Amazon France represents a lucrative opportunity in a market worth $1.17 billion in 2025. This comprehensive guide takes you through the process step by step: seller registration, CE and VAT compliance, pricing strategies, ad optimisation and after-sales management to succeed in the audio sphere.
Speaker market and consumer trends
The French speaker market represents a considerable opportunity for new sellers. According to Statista, this market is expected to generate a turnover of $1.171 billion in 2025, with expected annual growth of 5.54% until 2029.
The best-performing segments include smart speakers with voice assistants like Amazon Alexa and Google Assistant, which are gaining popularity thanks to their ability to manage smart home devices and provide information through voice control.
French consumers are primarily looking for exceptional audio quality and designs that match their home decor, creating exciting opportunities for sellers who can meet these specific expectations.
Revenue calculator
Estimate your Amazon revenues
Provide your product details and shipping costs to view real-time cost comparisons for different shipping methods.
Set up your Amazon seller account
If you're ready to expand your speaker business online, Amazon makes it easy to reach customers who are actively looking for great audio products.
Choose your selling plan
Start by selecting the plan that fits your goals. If you're only planning on selling a few portable speakers per month, the Individual plan may be for you. If you're planning higher-volume sales or want access to advanced tools, the Professional plan is the best fit. Learn more about Amazon selling plans.
Understand your audience
Speakers are popular with individuals and businesses alike. Selling Business-to-Consumer (B2C) connects you to hundreds of millions of customers around the world, including 200 million Prime members who value fast delivery. Selling Business-to-Business (B2B), such as to offices, gyms or schools, can generate bulk orders and fewer returns. Determining whether you're targeting home entertainment, portable audio or professional equipment will help you tailor your ads.
Get your documents ready
To register as a French seller, you'll need:
- A business email address or an Amazon customer account
- A chargeable credit card (international cards are also accepted)
- A valid passport or ID (for identity verification)
- Your company registration details, including the VAT number
For a detailed guide to the registration process, check out the Amazon registration guide.
Choose your delivery option
The choice between Fulfilment by Amazon (FBA) and Fulfilled by Merchant (FBM) depends largely on the characteristics of your speakers. For smaller, lightweight models, FBA can help you expand quickly by giving your products the Prime badge, one-day delivery, and outsourced customer service. However, check that your speakers meet Amazon's size and weight limits — packages should not exceed 25 inches on one side and 50 pounds in total weight.
For bulkier or heavier speaker systems, you may need to balance storage costs and packaging requirements with Fulfilled by Merchant, which allows you to manage logistics yourself. Bear in mind that electronics with batteries or electronic components may require additional certifications and must meet safety standards before entering fulfilment centres.
Demand for speakers often peaks during the festive season and sales events like Black Friday. If you opt for FBA, consider the impact of storage costs during off-peak periods, especially if your products are seasonal.
For bulkier or heavier speaker systems, you may need to balance storage costs and packaging requirements with Fulfilled by Merchant, which allows you to manage logistics yourself. Bear in mind that electronics with batteries or electronic components may require additional certifications and must meet safety standards before entering fulfilment centres.
Demand for speakers often peaks during the festive season and sales events like Black Friday. If you opt for FBA, consider the impact of storage costs during off-peak periods, especially if your products are seasonal.
Learn more about delivery options on the Fulfilment by Amazon page.
Planning your inventory and delivery strategy early on will help you stay ahead of the curve and deliver reliably to your customers.
Planning your inventory and delivery strategy early on will help you stay ahead of the curve and deliver reliably to your customers.
Ensuring compliance
Before selling speakers on Amazon France, you must fulfil your tax and regulatory obligations. By carefully preparing, you'll prevent any delays to going live and you'll build trust with your customers from day one.
VAT Requirements
VAT applies to most goods sold in France and Europe. If you plan to sell speakers in France, you must first determine if you need to register for VAT, what rate to apply, how to issue VAT‑compliant invoices and how to file your periodic returns. Your obligations may vary depending on where your business is set up, where your inventory is stored (including via FBA with cross-border storage), and your sales volume.
For speakers, the standard French VAT rate generally applies, but obligations differ depending on whether you're selling passive systems or amplified speakers with built-in electronic components. To determine your situation and next steps, start here: Do I need a VAT number?
If you import speakers or components from outside of Europe, you may face customs duties and import VAT, which is generally recoverable if you are registered for VAT in the importing country. Amazon offers educational resources and optional tools to support registration and filing, but staying compliant is still down to you. Download our VAT handbook to learn more.
For speakers, the standard French VAT rate generally applies, but obligations differ depending on whether you're selling passive systems or amplified speakers with built-in electronic components. To determine your situation and next steps, start here: Do I need a VAT number?
If you import speakers or components from outside of Europe, you may face customs duties and import VAT, which is generally recoverable if you are registered for VAT in the importing country. Amazon offers educational resources and optional tools to support registration and filing, but staying compliant is still down to you. Download our VAT handbook to learn more.
Product compliance requirements
Requirements vary depending on the type of speaker — passive, amplified or wireless. Each option has its own compliance standards. Prepare your documents in advance to avoid complications.
•
CE marking and standards:
ensure that your speakers meet applicable European compliance requirements, including Electromagnetic Compatibility (EMC) and electrical safety standards for amplified models. The CE marking must be visible and durable.
•
Labelling and French language:
all speakers must include the mandatory information in French, including guidelines for use, safety warnings and statements about restricted materials. Energy efficiency labels may apply to amplified systems.
•
Environmental responsibilities:
understand the obligations that may apply to electronic equipment, including recycling/disposal symbols and extended producer responsibilities for waste from electrical and electronic equipment.
•
Technical documentation:
maintain a declaration of conformity, a technical file and test reports based on your type of speaker. Be ready to respond quickly if your ads are flagged during dangerous goods checks.
For an overview of compliance areas and how to manage them on Amazon, visit the Selling partner compliance hub.
For example: Breakdown of fees for speakers*
Selling price:
€40
Referral fees (15%):
€6
Fulfilment by Amazon shipping costs (900 g light envelope):
€5.79
Storage fees:
€0.05 per 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.
Attracting customers and increasing sales
1
Set competitive prices
- Customers compare speakers based on specific criteria: type (Bluetooth, bookshelf, soundbars), power, audio quality, and brand. Always analyse the total price including delivery, as this strongly influences the purchase decision. For portable Bluetooth speakers, pay particular attention to the competition in terms of battery life and features (watertightness, voice assistant).
- If you sell to businesses, offer discounted rates on multipacks or full audio systems. Use automated pricing rules on your strategic SKUs: set minimum/maximum thresholds to preserve your margins while remaining eligible for the Featured Offer (Buy Box).
- Test different price points for your bundles (speaker + cables + stand) versus individual products, and adjust prices in line with different variations (colour, finish) that may justify a premium.
2
Create deals and vouchers
- Offers are essential, especially during seasonal peaks: back to school (September), summer outdoor events, and the festive season for tech gifts. Use Deals and Vouchers to highlight your bestsellers, launch new models or sell off less popular colours.
- Deals increase your visibility on the offers page and drive sales during Amazon events.
- Plan your inventory to avoid running out mid-season, and test different discount levels: premium speakers are often more heavily discounted than basic models. Discover every type of deal available to optimise your strategy.
3
Advertise your products
- With Amazon Ads, you can reach customers where they shop. Start by targeting highly relevant searches ("waterproof Bluetooth speaker", "TV soundbar") and use product targeting on your direct competitors.
- In the growth phase, expand to sub-segments (gaming speakers, Hi-Fi audio, multiroom systems) and increase your budgets before the French seasonal peaks.
- To maximise the average basket, test cross-sell ads for your accessories (cables, stands, carrying cases) from your main product pages. Explore all the advertising solutions to boost your visibility.
By combining smart pricing with automation, targeted deals and finely tuned advertising, all year round you can keep your speakers competitive and visible on the French market.
After your first sale
Get customer reviews on your speakers
Reviews help buyers make confident choices, and tell you what is working well. Accurately describe power (RMS watts), connectivity (Bluetooth, Wi-Fi, cable), dimensions, weight and battery life to avoid misunderstandings.
Use clear images showing the ports, control buttons and included accessories (cables, remote, adapter). Ship quickly, respond to messages promptly and include a polite request for feedback on the packing slip.
If recurring feedback indicates problems (sound quality different than expected, connection issues, insufficient packaging), update your descriptions, images and FAQs. Check out our customer review guidelines to optimise your approach
Use clear images showing the ports, control buttons and included accessories (cables, remote, adapter). Ship quickly, respond to messages promptly and include a polite request for feedback on the packing slip.
If recurring feedback indicates problems (sound quality different than expected, connection issues, insufficient packaging), update your descriptions, images and FAQs. Check out our customer review guidelines to optimise your approach
Ensure after-sales support that is tailored to the speakers
For audio equipment, technical documentation in French is essential: include the user manual, CE certifications, warranty conditions and safety guidelines that comply with European regulations.
Have clear policies for replacements in case of manufacturing defects, connectivity issues or damage during transport. Keep common replacement accessories (cables, adapters) in stock and offer technical support for setup issues. Communicate realistic response times and make your contact information easy to find.
To prevent returns, use shockproof packaging with corner and connector protection, and include a quick-start guide that explains initial setup and checks on receipt.
Have clear policies for replacements in case of manufacturing defects, connectivity issues or damage during transport. Keep common replacement accessories (cables, adapters) in stock and offer technical support for setup issues. Communicate realistic response times and make your contact information easy to find.
To prevent returns, use shockproof packaging with corner and connector protection, and include a quick-start guide that explains initial setup and checks on receipt.
Keep performing well while selling speakers
Customers and Amazon are closely monitoring your performance: communicate proactively about the status of shipments, prevent delays and make it easy to get in touch. Handling returns professionally (most items are returnable for at least 30 days depending on your seller agreement) can turn disappointment into a positive review of your service.
Monitor the main reasons for speakers being returned (damage during transport, sound expectations not met, compatibility issues) and reduce the number of such returns through more accurate descriptions, quality checks and appropriate packaging.
Avoid common policy pitfalls (non-compliant safety declarations, warranty disputes, counterfeiting charges) by maintaining comprehensive documentation and accurate listings. Download our best practices guide to learn more: your next speaker sale will be easier—and more profitable—than the first.
Monitor the main reasons for speakers being returned (damage during transport, sound expectations not met, compatibility issues) and reduce the number of such returns through more accurate descriptions, quality checks and appropriate packaging.
Avoid common policy pitfalls (non-compliant safety declarations, warranty disputes, counterfeiting charges) by maintaining comprehensive documentation and accurate listings. Download our best practices guide to learn more: your next speaker sale will be easier—and more profitable—than the first.
FAQs: Selling speakers on Amazon
How can I sell speakers on Amazon in France?
To sell speakers on Amazon France, you must first create a seller account and choose between the Individual (€0.99 per sale) and Professional (€39 per month) plan.
Your speakers must meet European compliance standards (CE marking) and you may need to register for VAT depending on your turnover. Check out our registration guide to get started and see the detailed pricing for the various plans.
Your speakers must meet European compliance standards (CE marking) and you may need to register for VAT depending on your turnover. Check out our registration guide to get started and see the detailed pricing for the various plans.
Do I need a VAT number to sell speakers?
In France, you must register for VAT if your turnover exceeds certain thresholds (generally €85,800 for sales of goods). For intra-community sales, specific rules apply depending on the volume of your transactions.
Amazon may also require a VAT number for certain categories of electronics. For more detailed information, see our Do I need a VAT number? page and download our VAT guide.
Amazon may also require a VAT number for certain categories of electronics. For more detailed information, see our Do I need a VAT number? page and download our VAT guide.
What are the compliance requirements for speakers?
Speakers sold in France must bear the CE marking and comply with European directives on electromagnetic compatibility and electrical product safety. You must provide an EU declaration of conformity and keep the technical documentation for 10 years. Bluetooth speakers must also be compliant with radio equipment regulations. Visit our compliance hub for comprehensive information on regulatory requirements.
How should I ship my speakers: through FBA or Fulfilled by Merchant?
With Fulfilment by Amazon (FBA), Amazon stores, packs and ships your speakers, giving you access to Prime and improving your visibility. Fulfilled by Merchant gives you more control but requires you to manage logistics and respect the delivery times expected by French customers.
For heavy or bulky speakers, FBA can be particularly beneficial because Amazon handles the high transport costs. Compare shipping options to find the solution that best fits your business.
For heavy or bulky speakers, FBA can be particularly beneficial because Amazon handles the high transport costs. Compare shipping options to find the solution that best fits your business.
How do I optimise my speaker ads to attract more buyers?
Use relevant keywords in your titles like "Bluetooth speaker", "portable speaker", or "audio system", and include important technical specifications (power, battery life, connectivity). High-quality photos showing the speakers from different angles and in use are essential.
Use Amazon promotional tools like vouchers and discounts to drive sales, and consider advertising solutions to improve your visibility in search results.
Use Amazon promotional tools like vouchers and discounts to drive sales, and consider advertising solutions to improve your visibility in search results.
What are the expected costs for selling speakers on Amazon?
Fees include the seller subscription (€39 per month for the Professional plan), referral fees (varying by category and selling price) and FBA fees if you choose this option. For speakers, generally consider between 8% and 15% in referral fees depending on the sub-category.
FBA fees depend on your products' weight and dimensions, which can be significant for large speakers. Check our fees page to accurately calculate your costs.
FBA fees depend on your products' weight and dimensions, which can be significant for large speakers. Check our fees page to accurately calculate your costs.
Explore other categories
Start selling today
Selling on Amazon allows you to reach tens of millions of buyers, whether you’re selling one item or millions. Your account configuration is set to sell across Europe.
On this site, we use cookies and similar tools (known collectively as "cookies") to provide services to you and improve them, and to show ads. To learn more about how Amazon uses cookies, please read the Amazon Cookies Notice.
