Become an Amazon selling partner

€39 (excl. VAT) a month + additional selling fees
Over €47,250 in exclusive benefits for new brands!
Create a seller account on Amazon today with a series of incentives to grow your business, including 10% back on the first €45,000 of branded products you sell, followed by 5% back for the first year until you reach €900,000 in sales (up to €47,250 back)!*
* Incentives for new selling partners are subject to the applicable terms and conditions. Visit Seller Central for more details.

On average, Selling Partners experienced a 50%* increase in sales when they converted their products to Fulfilment by Amazon in Italy, as a result of faster delivery times appreciated by customers.

* This figure is based on a per-channel analysis of data from the fourth quarter of 2019 to the fourth quarter of 2020 (excluding the second quarter of 2020, given the impact of the COVID-19 pandemic). It is provided only as a general reference point. It does not reflect data updated in real time and does not specifically affect any ASIN or product category. Actual results may vary based on a wide range of factors, including, but not limited to, seasonality, selling price and the existing fulfilment solution. Amazon does not guarantee any particular outcome for your business by using Fulfilment by Amazon.
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Reach millions of people

Brand new startups and Fortune 500 companies. B2B and B2C. Brand owners and resellers. They all sell on Amazon to reach hundreds of millions of active customers around the world.
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Deliver smiles

Leave delivery, returns and customer service to us with Fulfilment by Amazon. Want to take care of delivery yourself? You can.
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Increase success

Choose from flexible selling plans, product categories and fulfilment options that fit your business needs.
Only have a few items to sell?
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Incentives for new sellers

Start selling with €47,250 in incentives

Are you ready to start selling on Amazon? As a new seller, you can benefit from a range of incentives.
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A 10% bonus on your first €45,000 in branded sales, then a 5% bonus throughout your first year, up to a bonus value of €47,250
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€90discount on Amazon Fulfilment Network shipping fees using the Amazon Partnered Carrier Programme or €180 credit towards fulfilment costs when using Amazon Global Logistics
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If you use FBA, you can benefit fromfree storage and customer returns with automatic registration for the FBA New Selection Programme
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Additional credits: €180 for Amazon Vine customer reviews, €45 for Amazon Sponsored Products ads and €45for Amazon vouchers
*Applicable only if you register your brand in the Amazon Brand Registry


Get answers to frequently asked questions about using Amazon for e-commerce.
How can I start selling on Amazon?
Becoming a selling partner with Amazon is very simple. To start selling on Amazon, you need to follow these steps:
  • First, choose your selling plan based on the number of products that you want to or plan to sell each month. We offer you two types of plans: Individual and Professional. We also have an easy free Sell on Amazon fee calculator to help you understand how much you can earn with each plan based on a certain number of products sold.
  • Next, you'll need to complete the registration process by creating your account as an Amazon customer or using a business email address, as well as entering your (or your company's) credit card details. You'll also need to submit a valid ID document (a copy of your passport or identity card, for example). If you run a business, you will also need to share your company's registration details, including tax certificates (such as a VAT certificate). Finally, you'll need to provide your phone number and bank details.
  • Once your registration is complete, you'll have access to your Seller Central account, where you can manage your business.
  • You will then need to list your products by adding a product ID, SKU, product title, description, images, search terms, relevant keywords and the cost of each product.
  • Then you'll need to choose the right fulfilment option to deliver your products to your customers.
  • You are now ready to start selling on Amazon.
Is Amazon the right choice for my business?
The short answer is yes. The biggest household brands sell on Amazon and so do emerging brands that will soon be on your radar. Small and medium-sized businesses thrive here, and account for more than half of the units sold in our stores around the world. Whatever your business – and whatever its size – we're happy that you're growing with us. Find your fit and launch your online store today
How long does it take for Amazon to pay its sellers?
Amazon pays you 14 days after your Seller Account has been registered. This means that Amazon will pay into your bank account on the appointed date. The payment process repeats every seven days.
How much does it cost to sell a product on Amazon?
The selling fees that you pay depend on your selling plan and the types of products that you sell.

Selling plan fees
These are the fees that you pay for your selling plan, and they vary depending on which plan you select.
If you choose the Professional selling plan, you incur a flat fee of €39 a month and no per-item fee (this means that you only pay €39 each month regardless of how many items you have sold).
If you choose the Individual selling plan, you pay a fee of €0.99 for each item that you sell on Amazon.

Selling fees
These fees are charged on each item sold and include referral fees (which are a percentage of the selling price and vary depending on the product group) and variable closing fees (which only apply to Media product groups).

Delivery costs
When you fulfil orders yourself, Amazon's delivery rates apply. We charge these delivery rates based on the product group and delivery service selected by the buyer.

Fulfilment fees
For products that Amazon fulfils for you (known as Fulfilment by Amazon), there are fees for order fulfilment, storage and optional services.
How much can Amazon sellers make when first starting out?
There is no single correct answer, but the fact is that Amazon offers you unlimited growth potential. As soon as you start selling your products, there are multiple ways to grow your Amazon business.

Immediately after you launch your Amazon Seller business, we offer you numerous tools to help you take your business to the next level. As a brand owner, you can generate more revenue with the Perfect Launch plan while reaping the benefits of Amazon's new brand bonus
Do I need to be a registered business to sell on Amazon?
Absolutely NOT. To sell on Amazon, you don't need to be an LLC (limited liability company). You can immediately start selling under your name as a sole trader. Being a sole trader is fine if you're just getting started in e-commerce and want to try your hand at selling on Amazon. You can learn more about selling on Amazon through Seller University.
How can I register as a seller on Amazon?
To get started, you will need to complete your registration first. Please make sure that you have the following ready:
  • 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
Our handy Beginner's Guide contains detailed information on everything you need to know about becoming a seller on Amazon.
Which products require approval to be sold on Amazon?
Some categories are open to all sellers, while others require a Professional seller account. There are also some product groups that require official approval from Amazon for you to start selling. Lastly, there are also some product groups that cannot be sold by third-party sellers.

Product groups requiring approval to be sold on Amazon are as follows:
  • Grocery
  • Jewellery
  • Watches
  • Clothing
  • Beer, Wine and Spirits
  • Health and Personal Care
  • Personal Care Appliances
For more detailed information, visit Seller University to learn how to succeed as an Amazon seller.
Who can sell on Amazon?
Anyone can start selling on Amazon! Both emerging brands and the largest Fortune 500 organisations call Amazon home. Whatever your business – and whatever its size– we can help you reach millions of customers who visit Amazon to shop every day.
Whether you're just starting out or already a pro, you can get started with all the information you need here.
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€39 (excl. VAT) a month + additional selling fees
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