Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveHow to start selling on Amazon: A 5-step guide
All the information you need to sign up, list your products, ship your orders and grow your business in five clear steps
€39 (excl. VAT) per month + referral fees
Incentives and reduced fees designed to reduce your upfront costs
Eligible new sellers can get up to €47,250 in incentives*
Eligible new sellers can get the New Brand Bonus (automatic discounts on your referral fees), Sponsored Ads credits, FBA shipping credits, Vine credits and Coupon credits — all designed to help you launch and grow on Amazon with lower upfront costs.
Lower referral and FBA fees
We have lowered FBA fulfilment fees for parcels, expanded our Low-Price FBA programme and reduced referral fees in key categories like clothing and accessories, home products, grocery, pet clothing and food — designed to help you keep more from every sale.
1.
Choose your sales plan
Amazon gives you the flexibility to sell just one type of item or thousands.
Before registering, pick the plan that best fits your business.
- The individual sales plan costs €0.99 per sale.
- The professional plan costs €39 per month, no matter how many items you sell.
Whichever plan you choose, Amazon also charges a fee on each sale that is a percentage of the total transaction and varies by product category. The cost of selling on Amazon depends on your selling plan, product category, fulfilment strategy and other variables. The options are flexible, so you can find the combination that works best for you and your goals. Visit our pricing page for a summary of referral fees.
2.
Register to sell on Amazon
What do you need to register?
To finalise your registration, ensure you have the following items to hand. Understanding these verification criteria will help you get through the registration and verification process more quickly. These checks help us maintain a trusted marketplace for customers and protect your business.
Verification type
What do you need to provide?
Point of contact (POC) identity verification
Government-issued ID
Business legitimacy check (business sellers)
Business licence document
Business address verification for business sellers or residential address for individuals
Proof of address document such as a bank statement or utility bill
POC and business association (business sellers)
Business relationship document such as employment contract, shareholder certificate or letter of authorisation
Credit card verification
Credit card details with CVV/CVC
Bank account verification
Bank details; if not auto-verified, provide a bank statement
For detailed registration steps and FAQs, refer to our registration guide.
Once you register as an Amazon partner, 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 portal to your Amazon business and a one-stop shop for managing your selling account, adding product information, making inventory updates, managing payments and finding helpful content to help you navigate your Amazon business. It’s also where you list all of your products.
VAT
What you need to know before selling
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, some of which are country of establishment, fulfilment model and annual sales. Understanding the various VAT requirements, and knowing how to comply with them, will contribute to a seamless selling experience on Amazon.
3.
Listing 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 some include products that cannot be sold by third-party sellers.
FAQ:
What are restricted product categories?
It's important that customers are able to shop with confidence on Amazon, This is why some product categories 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.
See Seller Central Help to learn more about restrictions and how to request validation. 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 review the requirements for certified refurbished products to learn more.
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.
4.
Deliver your products
Select the right shipping option
Amazon selling partners have two options for getting orders to buyers: they can do it themselves, maintaining their 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 does Fulfilment by Amazon work?
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 representing over 150 million square feet of storage space. With FBA, you can store your items on those shelves. You also benefit from Amazon’s world-class customer service and returns, along with other advantages (like automatic Prime eligibility and free Super Saver shipping) that help you grow your business – fast.
Revenue calculator
Compare estimates by shipping method
Calculate fees, costs and revenues for a current or future product by comparing Fulfilled by Amazon and your own shipping method:
- Try the revenue calculator.
- Search for a product in the Amazon catalogue or define a product using dimensions, weight, category, price and shipping costs.
- Review and adjust Fulfilled by Amazon and Seller service entries to calculate and recalculate fees, costs and revenue.
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. It is therefore important to ensure that you set prices that remain profitable. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, ship and confirm your orders, and track your shipments. Seller Fulfilled Prime allows you to deliver products directly from your own warehouse using the Prime badge, which offers free, express delivery to Prime customers. Not only are you increasing your visibility, but this service has also shown that it builds customer trust and thus boosts sales.
Set shipping rates apply to all products sold with an Individual plan. It is therefore important to ensure that you set prices that remain profitable. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, ship and confirm your orders, and track your shipments. Seller Fulfilled Prime allows you to deliver products directly from your own warehouse using the Prime badge, which offers free, express delivery to Prime customers. Not only are you increasing your visibility, but this service has also shown that it builds customer trust and thus boosts sales.
5.
Attract customers
After putting your products online in Amazon stores, there are several tactics available to you 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.
Offer 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 offer
Amazon advertising solutions create new ways for you to reach and engage buyers, whether they're just starting to compare products or are ready to make a purchase. Ads appear where customers will see them (such as on the first page of search results or product detail pages).
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 deals and vouchers
Customers like to save money. That's why promotions are an incentive to make a purchase right away. There are three types of promotions: discounts, free shipping and ‘buy one, get one free’. You can also offer discounts in the form of a percentage or an amount with digital coupons.
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.
How do I structure a product title on Amazon FR?
A title produced on Amazon FR should start with the brand name, followed by the product type, the main technical characteristic, and then the size, colour or quantity at the end of the title. U
Use Arabic numbers and standard metric abbreviations, place the most important keywords in the first 80 characters for visibility on mobile devices, and confirm the category's character limit in Seller Central before publishing.
Use Arabic numbers and standard metric abbreviations, place the most important keywords in the first 80 characters for visibility on mobile devices, and confirm the category's character limit in Seller Central before publishing.
How many bullet points can you write for a product listing on Amazon FR?
Amazon FR allows up to five key points per product listing. Use them all to cover the most important benefits and features, prioritising the information the buyer needs to make a confident purchase decision.
Check Seller Central for the character limits and formatting rules that apply to your product category.
Check Seller Central for the character limits and formatting rules that apply to your product category.
When does Amazon pay sellers?
Amazon pays sellers according to a set payment schedule, subject to the applicable payment policies and account verification. Proceeds from sales are generally transferred to the seller's registered bank account after applicable fees are deducted.
The exact time frame may vary depending on factors such as account status, the payment method selected and any deductions related to orders. Sellers can check their Amazon dashboard to keep track of payments, transactions and available balances.
Pricing information can also be useful when evaluating the costs associated with selling on Amazon.
The exact time frame may vary depending on factors such as account status, the payment method selected and any deductions related to orders. Sellers can check their Amazon dashboard to keep track of payments, transactions and available balances.
Pricing information can also be useful when evaluating the costs associated with selling on Amazon.
How do I publish a book on Amazon KDP in France?
Amazon Kindle Direct Publishing (KDP) is a self-publishing platform that allows authors and publishers to publish digital books (eBooks), paperback and hardback books and then sell them on Amazon.
To publish a book with Amazon KDP, you generally need to:
1. Create a KDP account with your Amazon account.
2. Prepare your manuscript and cover according to Amazon format requirements.
3. Add book information including title, description, keywords and categories.
4. Define pricing, distribution rights and publishing options before submitting your book.
Once approved, your book will be available for sale on selected Amazon marketplaces and can be updated as needed.
Authors who are new to selling online can also consult a guide for new sellers to gain a better understanding of the tools and options available on Amazon.
To publish a book with Amazon KDP, you generally need to:
1. Create a KDP account with your Amazon account.
2. Prepare your manuscript and cover according to Amazon format requirements.
3. Add book information including title, description, keywords and categories.
4. Define pricing, distribution rights and publishing options before submitting your book.
Once approved, your book will be available for sale on selected Amazon marketplaces and can be updated as needed.
Authors who are new to selling online can also consult a guide for new sellers to gain a better understanding of the tools and options available on Amazon.
What is Amazon Vendor and how is it different from Seller Central?
Amazon Vendor is an invitation-only program, where businesses sell their products directly to Amazon as a wholesale supplier. Amazon buys inventory from the supplier and then becomes responsible for selling the products to customers. This includes managing prices, availability and customer relationships.
Conversely, Seller Central allows businesses to sell directly to customers on the Amazon marketplace while maintaining control over their product sheets, prices, inventory and sales strategy.
The main differences between Amazon Vendor and Seller Central are as follows:
1. Business model: Vendor sellers sell their products to Amazon in bulk, while Seller Central sellers sell directly to customers.
2. Price control: Amazon generally controls the sale prices of Vendor products, while Seller Central sellers set their own prices.
3. Inventory management: Amazon takes ownership of inventory purchased through Vendor, while Seller Central sellers remain the owners of their inventory until sale.
4. Access to the program: Amazon Vendor is invitation-only, while Seller Central is available to eligible businesses that wish to sell on Amazon.
The choice between Amazon Vendor and Seller Central depends on the business model, growth goals and the level of control the business requires.
Businesses seeking to develop their sales to professional customers can also discover B2B-related opportunities.
Conversely, Seller Central allows businesses to sell directly to customers on the Amazon marketplace while maintaining control over their product sheets, prices, inventory and sales strategy.
The main differences between Amazon Vendor and Seller Central are as follows:
1. Business model: Vendor sellers sell their products to Amazon in bulk, while Seller Central sellers sell directly to customers.
2. Price control: Amazon generally controls the sale prices of Vendor products, while Seller Central sellers set their own prices.
3. Inventory management: Amazon takes ownership of inventory purchased through Vendor, while Seller Central sellers remain the owners of their inventory until sale.
4. Access to the program: Amazon Vendor is invitation-only, while Seller Central is available to eligible businesses that wish to sell on Amazon.
The choice between Amazon Vendor and Seller Central depends on the business model, growth goals and the level of control the business requires.
Businesses seeking to develop their sales to professional customers can also discover B2B-related opportunities.
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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