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 various incentives to help you get started, including a 10% bonus on your first €45,000 in branded sales, followed by a 5% bonus through the first year until you reach €900,000, which is a bonus value of up to €47,250!*
*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.
Amazon app showing product listings of water bottles that can be shipped through Amazon Prime

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.

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.
Learn from the most successful selling partners

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 Seller Central home screen interface

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.
Woman in a black blazer looking at her account in the Amazon Seller mobile app

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 to your phone
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on Google Play

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.
Laptop seller - Selling on Amazon France

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.

Product categories

Product categories

Product examples

Conditions authorised

Categories not requiring approval
Parts, Tools & Equipment, Accessories.
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
Music, Books, Videos/DVDs/ Blu-ray. Some specific considerations /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
Consumer Electronics
TVs, Audio (inc. car audio), GPS, Phones, Cameras, Electronic Accessories. Approval may be required for specific products.
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.
New, Certified Refurbished, Used
Large Appliances
Cookers & Ovens, Dishwashers, Fridges & Freezers, Washing Machines & Tumble Driers, Parts
New, Certified Refurbished, Used
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New, Certified Refurbished, Used.
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
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
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (login required)
New only
All Watches. Available to Professional sellers only. Requirements (login required)
New only
Outerwear, Athletic Wear, Underwear, Belts, Wallets.
Requirements (login required)
New only
Beer, Wine & Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Separate approval from Grocery).
Requirements (login required)
New only
Fragrance, Skincare, Makeup, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (login required)
New only
Health & 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 & Equipment, Massage Equipment, Tanning Appliances, Scales, SAD Lights, Independent Living & Mobility
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:


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

Amazon Seller Central product detail page showing where descriptions go
Details of your listing will be displayed on a “product detail page.” If you’ve ever shopped on, 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.
200 characters max., capitalise the first letter of every word
500 x 500 or 1000 x 1000 pixels to improve listing quality
Such as different colours, scents, or sizes
Bullet points
Short, descriptive sentences highlighting key features and benefits
Featured Listing ("Buy Box")
The Featured Listing on a detail page. Customers can add the item to their cart or “Buy Now”
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
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.
Flywheel to attract customers
Provide fast shipping

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 (,,, and To help you stay informed of changes related to Brexit, please visit our Prepare your Amazon business for Brexit help page (login required)
Selling online - Selling on Amazon France
Graph showing Amazon Seller Central’s automated repricing and bulk pricing tools

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

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.
Amazon customer’s 4.5-star product review
Sellers read reviews

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.
Grow your business
Graph showing the status of an Amazon seller account

Stay successful

We set a high bar for Amazon sellers because we want to provide a seamless, trustworthy, pleasant shopping experience for customers.


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.
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.
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.
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.
Just have a few items to sell?
€39 (excl. VAT) per month + referral fees
Amazon logo: France
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