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 selling account, list products, fulfil customer orders and more
€39 (excl. VAT) per month + referral fees
Welcome to selling on Amazon
At Amazon, we obsess over customers — and that scale helps you grow. With hundreds of millions of active customer accounts worldwide and 195 million monthly unique visitors in the US alone, selling partners tap into trusted demand fast. During Prime Day 2021, selling partners recorded over $1.9 billion in revenue — proof that better selection, sharper prices and great customer experience drive real growth.
1.
Get ready to sell on Amazon
Choose a selling plan
Amazon offers you the flexibility to sell one type of item or thousands. Before you start registration, decide which plan best fits your business.
- The Individual plan costs €0.99 per item sold.
- Sellers using the Professional plan pay €39 per month, no matter how many items they 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.
Did you know?
Tools for brand owners
If you own a brand, Amazon offers tools to help you build, grow, and protect it. Enrolling in Brand Registry can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers - along with unlocking additional advertising options and recommendations on improving traffic and conversion.
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.
What type of Amazon selling partner are you? Play to your strengths and create your sales strategy with a variety of programmes designed to support your business in specific ways.
2.
Create your seller account
What you’ll need to get started
In order to complete your registration, please ensure that you have the following:
• 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.
• Telephone number
• A bank account where Amazon can send you 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.
• Telephone number
• A bank account where Amazon can send you proceeds from your sales
For detailed registration steps and FAQs, refer to our registration guide.
Once you register as an Amazon seller, you’ll have access to your Seller Central account. Think of Seller Central as your go-to resource for selling on Amazon. It’s a dashboard for managing your seller account, adding product information, updating inventory, managing payments, and finding useful content to help you grow your Amazon business. It’s also where you list all of your products.
3.
Stay VAT compliant
Understanding your VAT requirements
Depending on the nature of your business, you will be required to register for VAT numbers in a European country as per the regulations. This depends on multiple factors, some of which are country of establishment, fulfilment model, and your annual sales. Understanding the various VAT requirements, and knowing how to comply with them, will contribute to a seamless selling experience on Amazon.
4.
List your products
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.
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.
FAQ:
What are restricted product categories?
It's important that customers are able to shop with confidence on Amazon, which is why some product categories (like certain grocery or automotive products) are known as "restricted product categories". Amazon might require performance checks, additional fees, and other qualifications in order for you to sell certain brands or list items within restricted categories. You’ll be able to request approval from within Seller Central.
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.
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 not requiring approval
Automotive
Parts, Tools & Equipment, Accessories.
Specific considerations/requirements may apply.
Requirements (login required)
Specific considerations/requirements may apply.
Requirements (login required)
New, Certified Refurbished, Used, Collectible
Baby Products (excluding clothes)
Pushchairs & Prams, Car Seats, Highchairs, Toys, Furniture, Bedding, Feeding, Changing, Monitors, Safety, Potty Training. Approval may be required for holiday selling.
New only
BMVD
Music, Books, Videos/DVDs/ Blu-ray. Some specific considerations /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
Consumer Electronics
TVs, Audio (inc. car audio), GPS, Phones, Cameras, Electronic Accessories. Approval may be required for specific products.
Requirements (login required)
Requirements (login required)
New, Certified Refurbished, Used
DIY & Tools
Hand Tools, Hardware, Workwear, Site & Safety Equipment, Fire Alarms & Security, Power Tools, Power Tool Accessories, Electrical, Decorating, Garden & Landscaping Tools, Building Material, Plumbing & Bath, Parts.
New, Certified Refurbished, Used, Collectible
Garden & Outdoors
Seeds & Plants, Birds & Wildlife, Pest Control, Plant Care, Decor & Lighting, Tools & Accessories, Leisure & Fitness, Garden Furniture, Structures & Ponds, Outdoor Living.
New, Certified Refurbished, Used
Kitchen & Home
Appliances: Small Appliances, Home Appliances, Parts.
Home Living: Homeware, Furniture, Home Decor, Kitchen & Dining, Lighting, Arts & Crafts.
Home Living: Homeware, Furniture, Home Decor, Kitchen & Dining, Lighting, Arts & Crafts.
New, Certified Refurbished, Used
Large Appliances
Cookers & Ovens, Dishwashers, Fridges & Freezers, Washing Machines & Tumble Driers, Parts
New, Certified Refurbished, Used
Lighting
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New, Certified Refurbished, Used.
Light bulbs new only.
Light bulbs new only.
Musical Instruments
DJ Equipment and Musical Instruments.
New, Certified Refurbished, Used
Office Products
Printer Ink, Office Supplies, Office Furniture
New, Certified Refurbished, Used, Collectible
Pet Supplies
Pet Food, Habitats, Apparel, Training, Grooming, Healthcare, Toys, Leads, Aquatics, Terrariums
New only
Shoes & Accessories
Shoes, Boots, Sandals, Slippers, Shoes Accessories, Handbags, Wallets. Approval may be required for specific products. Available to Professional sellers only. Requirements (login required)
New only
Software & PC Games
Computer Software, Video Games and PC. Approval may be required for specific products²
New, Refurbished, Used, Collectible
Sporting Goods
Sports Equipment, Bikes, Tents, Fan Gear
New only
Toys & Games
Games & Puzzles, Outdoor & Sports Toys, Arts, Crafts & School Supplies, Vehicles, Dolls, Soft Toys, Building Sets, Learning & 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 & 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
What you need to start listing products
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
A product detail page is where customers view a product sold on Amazon. If you’ve shopped on Amazon before, you’ll probably recognise the product detail page. It’s where customers can find all the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other sellers and manufacturers, and request detail page reviews if you don’t think that the information is correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
When multiple sellers offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other sellers and manufacturers, and request detail page reviews if you don’t think that the information is correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
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 offer ("Buy Box")
The Featured Offer on a detail page. Customers can add the item to their basket 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
Explore other categories
5.
Deliver products to customers
Selecting the right fulfilment option
Amazon selling partners have two options for getting shoppers their stuff: you can do it yourself, maintaining your own inventory and shipping products to customers (merchant fulfilment), or have Amazon take responsibility for packaging, labelling and shipping products through Fulfilment by Amazon (FBA). Each method has its own set of benefits; all you have to do is decide which one is right for your business.
How Fulfilment by Amazon 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 collects payment from the customer and pays you the funds available every two weeks.
Step 4
Amazon’s customer service team handles any questions, returns, and refunds.
Around the world, Amazon has more than 175 fulfilment centres providing over 150 million square feet of storage space. With Fulfilment by Amazon, you can store your goods on these shelves. You also get Amazon's global customer service and returns, as well as other benefits (like automatic Prime eligibility on your eligible products and free fast shipping) that allow you to scale your business quickly.
Revenue calculator
Estimate your Amazon revenues
Provide your product details and shipping costs to view real-time cost comparisons for different shipping methods.
If you’re fulfilling your own orders
Merchant-fulfilled simply means you store and ship products directly to customers yourself. Amazon charges shipping rates based on the product category and shipping service selected by the customer, then passes the amount on to you in the form of shipping credit.
Set shipping rates apply to all products sold with an Individual plan, so it's important that you always price your items so that they are cost-effective for you. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, to ship and confirm your orders, and track your shipments
Set shipping rates apply to all products sold with an Individual plan, so it's important that you always price your items so that they are cost-effective for you. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, to ship and confirm your orders, and track your shipments
6.
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.
Below are some ways to consider using "Amazon Flywheel" principles to generate momentum for your business.
Below are some ways to consider using "Amazon Flywheel" principles to generate momentum for your business.
Provide fast shipping
Customers often buy products that have the Amazon Prime badge, which you can get by using Fulfilment by Amazon (FBA) to ship products from one of our fulfilment centres.
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.
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.
Create promotions and coupons
Customers want to save, and promotions are an incentive to make a purchase now. There are three types of promotions: money off, free shipping and buy one get one free. You can also offer percentage or money-off discounts with digital coupons.
7.
Grow 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.
Amazon jargon:
Seller University
Seller University is an online resource from Amazon, with videos featuring 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 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).
Amazon offers a range of fulfilment solutions across Europe, so you can choose the one that best suits your business. Pan-European FBA is the fastest and most popular service: Amazon stores and distributes your products from fulfilment centres in the European Union. With the European Fulfilment Network, your products are shipped from a central storage facility in their country of origin. With Multi-Country Inventory, inventory is stored and shipped from fulfilment centres located in the specified countries.
Amazon offers a range of fulfilment solutions across Europe, so you can choose the one that best suits your business. Pan-European FBA is the fastest and most popular service: Amazon stores and distributes your products from fulfilment centres in the European Union. With the European Fulfilment Network, your products are shipped from a central storage facility in their country of origin. With Multi-Country Inventory, inventory is stored and shipped from fulfilment centres located in the specified countries.
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 branded sales, then 5% during your first year until you reach €900,000 in eligible branded sales
€90 in credits for inventory shipping fees using the Amazon Partnered Carrier programme
Up to €850 in credits to create Sponsored Products ads
€45 credit to create Amazon vouchers
Did you know?
We've got tools to help you scale your online business, operate more efficiently and automate key workflows using tools created by Amazon and approved third parties.
FAQs
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.
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.
What are New Seller Incentives on Amazon?
New Seller Incentives (NSI) are a set of benefits that Amazon offers to new sellers in order to increase their visibility, growth and success when selling online.
These incentives may include promotional credits, fee discounts or free storage. They vary depending on the programmes the seller is enrolled in. For example, by joining programmes such as Brand Registry, Fulfilment by Amazon (FBA) or Amazon Ads, new sellers may be eligible for a variety of incentives designed to make it easier to launch and accelerate their growth on Amazon.
You can find more details about the New Seller Incentives for each programme here.
These incentives may include promotional credits, fee discounts or free storage. They vary depending on the programmes the seller is enrolled in. For example, by joining programmes such as Brand Registry, Fulfilment by Amazon (FBA) or Amazon Ads, new sellers may be eligible for a variety of incentives designed to make it easier to launch and accelerate their growth on Amazon.
You can find more details about the New Seller Incentives for each programme here.
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.
€39 (excl. VAT) per month + referral fees
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