You can do it

Many Amazon sellers are entrepreneurs: they start, build, invent, experiment. None of this is easy, but we're here to help with an ever-growing library of free resources to guide you to success.
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VAT Knowledge Centre

Everything you need to know about managing VAT.
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Seller University

Learn about the sales tools available to you with the help of our video tutorials.
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Events and webinars

Follow the expert virtual training offered to give your online business a huge edge in Europe.
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Developer tools

Take advantage of Amazon Marketplace Web Service (MWS), an API that helps you increase efficiency and reduce uptime.
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Find answers to the most commonly asked questions from sellers.
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Other resources

Access help pages, seller forums and resource downloads.
VAT Knowledge Centre

VAT Knowledge Centre

Understanding the basic concepts and existing VAT requirements is essential for succeeding as an Amazon selling partner. Being aware of these requirements and knowing how to comply with them will help ensure a smooth selling experience on Amazon. This page should help you learn more about VAT within the European Union as an Amazon selling partner. Here you'll find information on current regulations and how some actions may entail VAT obligations. In addition, we'll highlight the steps that you need to take to ensure compliance with your VAT obligations and the solutions available to you.

What is Seller University?

Seller University is a series of free training videos created to help you learn how to sell on Amazon. Create listings faster. Learn how to use the essential tools and applications. Understand the rules and restrictions that products are subject to. Learn how to make the most of FBA, advertising, promotions and more.

Watch Seller University videos on YouTube or in Seller Central, after creating an Amazon selling account.
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Events and webinars

Events and webinars

Knowledge is power: the training offered by our experts will give your online business a huge edge. Explore the world of e-commerce, with webinars covering a wide range of topics, including best practices and procedures for selling on Amazon, VAT management, advertising options and logistics management programmes that can grow your business across Europe.

Developer tools

Amazon Marketplace Web Service (MWS) provides web developers with a simple and highly effective API that allows them to exchange data on listings, orders, payments, reports and more. This allows selling partners to increase sales efficiency, reduce workload and improve response times for customers. Amazon MWS is available to selling partners with a Professional Amazon selling account or an Amazon Payments account.
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Get answers to frequently asked questions on using Amazon for e-commerce.


What is selling on Amazon?
Selling on Amazon is a programme that allows individuals and businesses to sell their products and inventory online through Amazon stores, such as Amazon.it.
Why should I sell on Amazon?
Two important reasons? The opportunity to showcase your products to hundreds of millions of potential customers and the ability to start selling quickly without having to build a business website or a physical store.
Can I list my products in all Amazon product groups?
Authorisation may be required to list certain products in certain product groups. To learn more, see the Sell page.
What types of products cannot be listed on Amazon.it?
Some products may not be listed due to compliance with legal or regulatory restrictions (for example, prescription drugs) or Amazon policies (for example, photos of crime scenes). For detailed information, see our Restricted Products support section.
What is Amazon A to Z?
The A to Z guarantee programme is designed to handle cases where a customer did not receive a product or received a product that was materially different from what they ordered or expected. We ask customers to contact their selling partner first if there is a problem. If the selling partner fails to resolve the issue, the customer can file an A to Z guarantee claim. When Amazon receives the claim, it sends the selling partner an automated email containing details of the claim, in response to which basic information about the order and the fulfilment process must be sent. We then establish the method for handling the claim, which may also be the refund of the order to the customer at the expense of the selling partner.
How do I open a new Amazon seller account?
Visit the Pricing page to sign up for the Professional plan or the Individual plan. You can use your Amazon customer account or create a new account with your business email address. To register, you must provide the following information:
  • Credit card or
  • Telephone number
  • Bank account information
  • VAT number, if your business is registered for VAT
  • Email address
Can I downgrade my Professional selling account?
Yes. If you don't want to pay a monthly subscription fee, you can downgrade your account from the Professional plan to the Individual plan from the My services page in Seller Central (login required).

If you downgrade, your account will remain open and you can continue to list items on Amazon as an Individual seller, but you will lose access to Professional plan benefits such as uploading in bulk, order reports, seller-customised delivery rates or special listing features. Also, bear in mind that only Professional seller listings can get featured offer status on product detail pages.
How do I close my Amazon seller account?
To permanently close your Amazon seller account, request for your account to be closed in Seller Central. Note that you can use our Listing status feature to suspend listings, or you can remove them altogether, keeping your account for future use. Before permanently closing your account, remember to cancel and remove listings and complete all transactions.


How much does it cost to sell on Amazon.it?
Amazon has two selling plans. The Professional selling plan costs €39 (excl. VAT) a month plus a per-item referral fee that varies by product group. The Individual selling plan costs €0.99 per product unit sold, plus a per-item referral fee that varies by product group. If you're selling less than 40 items a month, the Individual plan may be better for you.

In addition to the selling plan cost and referral fees, other fees may apply depending on how you deliver orders, whether you choose to advertise or not, etc.
What are the differences between a Professional account and an Individual account?
Third-party sellers can sell in Amazon stores by signing up to the Professional or Individual selling plan. With the Individual plan, sellers pay a fee for each product unit sold. With the Professional plan, sellers pay a flat monthly fee, regardless of the number of units sold.
When do I start paying the monthly subscription fee?
The monthly subscription fee applies only to Professional selling accounts from the time that you complete the registration process. The first monthly subscription fee will be charged at the time of registration, unless you take advantage of a promotional offer when you sign up.
How do I get paid?
Amazon makes the first payment 14 days after the account is registered. Subsequently, payments are made every 14 days. It usually takes five business days from the payment date for the money to appear in your bank account. For payment to be made, you must have entered a bank account in your seller account and have a positive or zero balance on your Selling on Amazon account. Referral fees, variable closing fees, customer refunds, customer claims or any charge-backs can affect your balance.


How do I manage my selling account?
Use the Seller Central website to manage all aspects of your Amazon business. At the Seller Central website you can manage your selling account, add product information, update inventory and manage orders and payments.
How do I add inventory?
You have four options for entering product information:
  • Use the Sell on Amazon button on Amazon product pages.
  • Use the 'Add a product' feature on Seller Central to list one new product at a time.
  • Use Excel inventory templates to add multiple listings at the same time.
  • Use Amazon Marketplace Web Service for bulk uploads and concurrent reporting.
How do I know when I make a sale?
Amazon notifies you via email or text message when you receive an order. You can choose which notification method you prefer in your account settings.
How much does it cost to deliver the items that I sell on Amazon?
Delivery costs vary depending on whether you plan to fulfil orders yourself or use FBA for fulfilment and customer service.
How does Fulfilment by Amazon work?
With Fulfilment by Amazon, you can store your products in Amazon fulfilment centres, and we take care of picking, packing, delivering and providing customer service for these products.
What is the featured offer?
The featured offer (sometimes called the 'Buy Box') is the section of a detail page where customers begin the purchase process by adding items to their shopping carts. A key feature of the Amazon store is that there can be multiple offers from different sellers for the same product. If multiple sellers offer the same product in 'new' condition, they can compete for the featured offer for that product.

To compete for the featured offer, you need to have a Professional seller account and ensure that customers always have a great shopping experience. Amazon uses performance-based criteria to determine eligibility for the featured offer and placement status. Eligible offers that do not achieve featured offer status are eligible for placement in the 'More buying options' box. Amazon does not guarantee placement in any of these sections.
Can I offer gift wrap and personalised message services to my customers on Amazon.it?
Yes, for sales in product groups other than Books, Videos and DVDs. Our personalised message service allows customers to write gift messages for individual products or entire orders, and our gift wrap service lets customers select and buy gift wrapping for each item in the order. As an Amazon Services selling partner, you can make one or both services available to your buyers.
How may I sell my products in other Amazon stores internationally, such as amazon.com and amazon.co.jp?
Selling in other Amazon stores is similar to selling in Italy. When you set up a Professional selling account in Italy, you immediately have the option to list eligible products also in North America (Canada and Mexico), Europe, Japan, Australia and elsewhere. Learn more about how to sell in Amazon stores around the world.
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Other resources

Seller app

Get sales alerts and respond to customers at any time with the Amazon Seller app.
App Store
Google Play Store

Amazon Seller Forum

Get your questions answered by Amazon employees and other sellers.

Amazon Seller Help

Learn more about specific topics related to selling on Amazon.

Beginner’s Guide

Find out what you need to start selling in our stores.

Third-party resources

You can find trusted third-party resources in the Marketplace Appstore, which offers apps to help you automate, manage and grow your business, and in the Service Provider Network, a comprehensive directory of services to help you with key aspects of selling. Developers and service providers are vetted by Amazon during the application process, reviewed by customers and undergo ongoing compliance checks.

Amazon does not promote other third-party resources such as conferences, consultations and online training. Be very careful when using non-Amazon resources, to avoid running into scams and misinformation that could lead to your seller account being suspended.

Start selling today

€39 (excl. VAT) a month.
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