How to sell shoes on Amazon Italia
A step-by-step guide
Why sell shoes online on Amazon Italia?
The online shoe market in Italy is booming. According to Statista, the estimated value of the online footwear sector in 2025 is EUR 1.76 billion, with annual growth of 6.41%. Trainers and casual shoes dominate the scene, followed by growing segments such as vegan and Made in Italy shoes.
Key benefits of selling on Amazon:
Access to millions of active customers in Italy
Reliability of the Amazon brand
Option of managing fulfilment, returns and customer support through FBA
Opportunity to sell in other European marketplaces with a single account
Did you know?
In May last year, WGSN Mindset identified ballet flats as a Sustained Riser for Amazon's S/S 25 season, using predictive analysis data customised for Amazon.
Global Google searches for the style grew 90% YoY in the 90 days to May 2025, and actual sales have tracked within WGSN's predicted confidence range, validating the forecast accuracy.
Global Google searches for the style grew 90% YoY in the 90 days to May 2025, and actual sales have tracked within WGSN's predicted confidence range, validating the forecast accuracy.
Revenue calculator
Estimate your Amazon revenue
Provide product details and fulfilment costs and you will be able to view a real-time cost comparison between different fulfilment methods.
Planning: How to build a strong business
Before diving into online shoe sales, it's essential to have a clear strategy. The first step is defining your niche: you could specialise in running shoes, orthopaedic footwear, eco-friendly models or formal shoes.
What to consider in the planning phase:
•
Analysing competitors on Amazon.it:
Analyse the prices, reviews, titles and images of best-selling products.
•
Identifying market gaps:
For example, a shortage of large sizes or specific colours.
•
Budget and costs to calculate from the start:
- Production and sourcing
- Branding and images
- Shipping and logistics
- Amazon fees (15% for the footwear category)
- Initial advertising investment
Step 1:
Register an Amazon Seller Account
To open a store on Amazon Italia, go to sell.amazon.it and fill in the form with your details.
Required documents:
- Identity document (passport or ID card)
- Bank details (IBAN)
- Valid telephone number
- Tax information: VAT number and registration with the Camera di Commercio (chamber of commerce)
Seller plan types:
Individual
€0.99 per item sold — suitable for those with few products
Professional
€39/month — recommended for regular sales and access to tools such as Amazon advertising
Once you've completed registration, you'll log in to Seller Central, the platform for managing products, orders, advertising and data.
Step 2:
Legal and tax obligations
To sell legally on Amazon Italia, you must comply with Italian and European tax regulations.
Essential requirements:
- An active VAT number (even as a sole proprietorship)
- Registration with the chamber of commerce
- Addition of VAT information to your Seller Central profile
If you also sell abroad, consider the OSS (One Stop Shop) scheme, which allows you to manage your VAT returns throughout the European Union from a single interface.
Useful tool
Amazon's VAT Transactions Reports help you manage tax deadlines with greater precision.
Step 3:
How to create effective product listings
High-quality listings improve search rankings and increase conversion rates. It's crucial to include comprehensive information, quality images and relevant SEO keywords.
Optimal product listing structure:
- A clear, keyword-rich title (e.g. "Men's Running Shoes, size 42 — Black — Non-slip sole")
- High-resolution images (min. 5, ≥1000 px) showing various angles and details
- Bullet points to highlight:
- Materials and comfort
- Size and fit
- Type of use (sports, office, leisure)
- Return and warranty options
- Detailed description with a convincing human tone
- Product code (EAN/UPC, or a GTIN exemption if you are a private-label brand)
If your product is available in different sizes and colours, use the variant (parent-child) function. Also include a size guide to reduce returns.
Step 4:
FBA vs FBM — Which fulfilment method should you choose?
Amazon gives you two ways to ship products: FBA (Fulfilment by Amazon) and FBM (Fulfilled by Merchant).
Fulfilment by Amazon (FBA)
With FBA, you send your inventory to Amazon's fulfilment centres. Amazon handles:
- Storage and packaging
- Shipping (Prime included)
- Returns and customer service
Potential benefits:
- Prime badge eligibility
- Greater visibility in search results
- High reliability for customers
Possible challenges:
- Storage costs and FBA fees
- Preparation compliance (labels, seals, packaging)
FBM (Fulfilled by Merchant)
With FBM, you manage your own shipping and returns.
Potential benefits:
- Full control over branding and shipping
- Lower fees for low-volume or bespoke products
Possible challenges:
- Prime badge not available (unless enrolled in Seller Fulfilled Prime)
- Responsibility for deliveries and customer service
Many sellers adopt a hybrid model, combining FBA for best-sellers and FBM for more niche items.
Step 5:
How to grow your business on Amazon
Once your catalogue is launched, focus on growth. Optimising product listings and pricing is essential to remain competitive. Use tools like Automate Pricing to adjust your listings dynamically.
Sponsored Products advertising campaigns allow you to appear in privileged positions in search results. Set targeted keywords ("women's sneakers", "'lightweight men's summer shoes") to reach interested customers. After each order, use the "Request a Review" button to accumulate positive feedback.
Check Seller Central reports regularly to monitor crucial metrics such as conversion rate, CTR and Buy Box performance. You can use this data to continuously optimise your sales strategies.
Sponsored Products advertising campaigns allow you to appear in privileged positions in search results. Set targeted keywords ("women's sneakers", "'lightweight men's summer shoes") to reach interested customers. After each order, use the "Request a Review" button to accumulate positive feedback.
Check Seller Central reports regularly to monitor crucial metrics such as conversion rate, CTR and Buy Box performance. You can use this data to continuously optimise your sales strategies.
Expanding into other European marketplaces
Your Amazon Europe account also allows you to sell in Germany, France, Spain and other EU countries without having to open a new account. Thanks to the integrated tools, Amazon automatically translates product listings, manages international fulfilment (via Pan-European FBA) and calculates the VAT for each country.
If you own a brand, Brand Registry offers IP protection, access to A+ Content and advanced analytical tools (such as Brand Analytics), which are essential for scaling your business and standing out in the market.
If you own a brand, Brand Registry offers IP protection, access to A+ Content and advanced analytical tools (such as Brand Analytics), which are essential for scaling your business and standing out in the market.
Example: Fee breakdown for shoes*
Selling price:
Referral fee (15%):
FBA fulfilment fee (standard parcel 1.9 kg):
Storage cost:
€40
€6
€6.05
€0.17/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.
FAQ
1. Can I sell second-hand shoes on Amazon Italia?
No, only new shoes are allowed in the footwear category.
2. Do I need to have a VAT number to start selling?
Yes, it is mandatory, even for those starting out as an individual seller.
3. Which brands need approval?
Some well-known brands require Amazon approval. Check in the "Approvals" section of Seller Central.
4. Which is better, FBA or FBM?
FBA is ideal for those who want to outsource fulfilment and obtain the Prime badge. FBM offers more flexibility and control. A mixed strategy is advisable.
5. Do I need to register an SRL (limited company) to get started?
No, you can start as a sole proprietorship or self-employed.
"WGSN Mindset is proud to partner with Amazon Fashion to become a valuable source for its forward-looking trend insights.
By leveraging the forecasts generated by our market-leading predictive analytics model, Amazon helps fashion brands enhance their selections, driving tangible growth."
By leveraging the forecasts generated by our market-leading predictive analytics model, Amazon helps fashion brands enhance their selections, driving tangible growth."
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