How to sell speakers on Amazon Italia
A step-by-step guide
Selling smart speakers on Amazon Italia requires complying with product safety regulations, adhering to Amazon's listing rules and selecting the correct fulfilment method. This guide explains everything Italian sellers need to know, from ensuring CE compliance and setting up an Amazon seller account to creating and optimising smart speakers for market success.
Trends and market overview
The Italian smart speaker market is experiencing steady and promising growth.
According to the latest data, the speaker market in Italy reached a value of about 251 million dollars in 2025, with a compound annual growth rate (CAGR) of 7.10% expected until 2029. This represents a significant opportunity for sellers looking to enter this booming industry.
Amazon maintains its leading position among speaker brands preferred by Italian consumers, consolidating its presence in the domestic market.
In the coming years, the demand for smart speakers equipped with voice assistants will continue to grow, fuelled by growing interest in domotics and home automation. For this reason, smart speakers constitute a potentially lucrative niche for those who want to sell on Amazon Italia to explore.
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Commercial benefits for sellers
The Italian smart speaker market offers excellent opportunities for sellers aligned with consumer trends and the Amazon platform. Key benefits include:
•
Increasing usage
More and more Italian families are using smart speakers in their homes.
•
Trust in the brand
Amazon Echo maintains a leading position in the Italian market with strong brand recognition.
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Growth potential
Demand continues to rise across product lines, supported by growing digital penetration.
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Required features
Voice control, connectivity and audio quality are the strengths most appreciated by consumers.
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Growth of e-commerce
With Italian e-commerce reaching 85.88 billion dollars in 2023 and expected growth of 8.6% year on year, sales of smart speakers through platforms such as Amazon are sure to remain solid.
Product compliance: Things to consider before getting started
Before starting, make sure that all the products you want to sell comply with Italian and European regulations. For example, Amazon has a detailed product compliance page that you can consult.
In general, all products must include:
In general, all products must include:
•
CE marking
Mandatory for all electrical and radio devices; indicates compliance with EU safety standards
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Italian plug
Devices must use type F (Schuko) or type L plugs (three round pins), compatible with the Italian voltage of 230 V and frequency of 50 Hz
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Importer details
If you're going to import your product, label the package with your Italian address and your VAT number data
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Compliance documentation
Keep EU compliance declarations and safety test reports
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Marketing statements
Don't make unverified or misleading claims about your products
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Environmental regulations
Register with the WEEE system, if applicable, and include the crossed-out bin symbol on electronic products
Keep digital copies of all compliance documents, as Amazon or other platforms may require them at any time. Insufficient documentation may cause your listing to be removed or your account to be suspended.
Creating your Seller Account
To start selling products on Amazon, you'll need to take a few basic steps:
First, register on Amazon Seller Central, creating your Italian Seller Account by providing your identification data, the details of your business registration, payment details, return address, shipping information and a description of your business.
Next, choose the Selling Plan that best suits your needs: Amazon offers two options: the Individual plan and the Professional plan. Select the one that best matches your business model by consulting Amazon's pricing page to compare features.
It's important to understand Amazon's fees: Expect brokerage fees to generally range from 7% to 15% for both selling plans, plus any additional costs if you decide to use services like Fulfilment by Amazon (FBA).
Once your registration is complete, you can start uploading your items and configuring your shipping settings. If you are subject to VAT, you will need to register with the Agenzia delle Entrate (Italian Revenue Agency) and enter your VAT number on Amazon. For more information, consult the Amazon VAT Knowledge Centre, where you will find all the information you need to ensure compliance with your tax obligations.
How to create a listing on Amazon
When creating a smart speaker listing on Amazon, you must follow a strategic approach that combines technical precision and commercial appeal.
- Start with a certified product identifier: Use a GS1 barcode or a Global Trade Item Number (GTIN), or request a GTIN exemption if your product is not branded. Choose the 'Electronics' category or the most relevant sub-category carefully to help customers easily find your product.
- In the 'Brand' field, enter details if you are authorised to sell existing brands; otherwise, use 'Generic'.
- Group colours or models under a main listing to consolidate reviews and provide a clearer overview to potential buyers.
- The title must be clear, descriptive and full of keywords, such as 'Wireless Smart Speaker with Bluetooth and Voice Assistant', which immediately captures attention and improves visibility in searches.
- Bullet points are crucial: Highlight essential features such as Bluetooth connectivity, battery life and compatibility with different devices.
- Upload at least five clear images that show the product from different angles and in everyday contexts, enabling customers to see the user experience in practice.
- In the description, provide detailed insights into connectivity, controls, and materials, creating a narrative that goes beyond technical specifications. Accurately fill in the technical fields such as weight, dimensions and energy specifications to provide customers with all the information they need to make an informed purchase.
- Include clear instructions on use and maintenance, potentially with a QR code that links to online guides or manuals. If applicable, clearly specify the warranty, return and customer service terms to increase consumer confidence in your product.
Smart speaker order fulfilment
Decide how to deliver your products to customers and how to manage returns. This process is called order fulfilment and includes storage, packaging and shipping.
As an Amazon seller, you have two main options:
As an Amazon seller, you have two main options:
Fulfilment by Amazon (FBA)
Amazon manages all the logistics and you automatically become eligible for Prime.
Fulfilment by Merchant (FBM)
As the seller, you ship all orders and manage after-sales customer support.
If you manage returns yourself, make sure you follow Amazon's return policies — generally 30 days from delivery. The same goes for customer support: Respond to buyer requests within 24 hours. Proactively manage negative reviews and constantly monitor seller health metrics to keep your account in good condition.
Growing your business with marketing and promotions
Here are a few ways to grow your business using Amazon tools along with other effective methods.
- You can launch Sponsored Ads campaigns to increase the visibility of your products in Amazon search results, a strategy that can help you reach customers who are already looking for speakers similar to yours.
- Set up promotional offers using coupons, vouchers and discounts to attract new buyers and encourage sales.
- Ask for reviews using the 'Request a Review' button in Seller Central, as positive reviews can have a significant impact on Italian customers' buying decisions.
- If you register a brand, you can improve your content using A+ Content to create more engaging descriptions and increase conversion through high-quality images and customised layouts.
- Monitor results using Amazon's analysis tools to evaluate the performance of your listings and identify areas for improvement.
- Finally, if you have a registered brand, consider using Amazon's customer engagement tools for targeted email campaigns that can help you build lasting relationships with your buyers.
Example: Fee breakdown for speakers*
Selling price:
€40
Referral fee (15%):
€6
FBA fulfilment fee (small parcel 900 g):
€4.95
Storage cost:
€0.05/month
* These are rough estimates; actual costs and margins may vary significantly depending on specific products, competitors and other factors. Storage costs may vary depending on the size of the product and the time of year. Profit margins are approximate ranges that take into account key Amazon costs and commissions.
FAQs
1. Can I sell non-branded smart speakers?
Yes, you can. Request a GTIN exemption and enter the product under the 'Generic' category, or leave the 'Brand' field empty if it's a non-branded product.
2. What legal documents do I need to sell smart speakers?
CE compliance documents, importer information and accurate packaging details are required. The CE mark is a fundamental requirement for all electronic devices sold in the European Economic Area, including Italy, and certifies that the product complies with EU safety, health and environmental protection standards.
3. Do I need a barcode to sell smart speakers?
Yes, unless Amazon grants a GTIN exemption for non-branded items.
4. How can I improve search visibility when selling speakers online?
Use keywords relevant to the Italian market in the title, bullet points and product description. Optimise the title by including the speaker's main features, activate Amazon advertising campaigns, and generate reviews and engagement to increase signs of trust with customers.
5. Which fulfilment method is better for selling speakers, FBA or FBM?
Both of these fulfilment methods have their advantages, depending on your business model and objectives. FBA offers Prime benefits and greater convenience, while FBM gives you more control but requires its own logistics.
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