Seller University

Educational content to help businesses, brands and entrepreneurs succeed as Amazon selling partners
Introduction to Seller University

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Learn, sell and earn on Amazon


Get answers to frequently asked questions about using Amazon to sell online.


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
Why should I sell on Amazon?
There are two main 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?
Approval may be required to list certain products in specific product groups. To learn more, see the Sell page.
What types of products cannot be listed on
Some products may not be listed due to compliance with applicable laws and regulations (for example, prescription drugs) or Amazon policies (for example, photos of crime scenes). For detailed information, see our Restricted Products Help section.
What is the A-to-z Guarantee programme?
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 account?
Visit the Pricing page to create a seller account with a Professional or Individual selling 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:
  • Chargeable credit card
  • 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, customised delivery rates for selling partners or special listing features. Also, remember that only Professional plan selling partner listings can be the featured offer on product pages.
How do I close my Amazon account?
To permanently close your Amazon selling partner 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 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 unit sold plus a per-item referral fee that varies by product group. If you expect to sell fewer than 40 items a month, the Individual plan may be better suited to your needs.

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 your products or not etc.
What are the differences between a Professional selling plan and an Individual selling plan?
Selling partners can sell in Amazon stores by registering an account with a Professional or Individual selling plan. With the Individual plan, selling partners pay a fee for each unit sold. With the Professional plan, selling partners 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 accounts with a Professional selling plan 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 selling partner 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 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 is the section of a product detail page where customers begin the purchase process by adding items to their baskets. A key feature of the Amazon store is that the same product can be sold by different selling partners. If several selling partners offer the same product in "new" condition, they may be eligible to compete for the featured offer for that product.

To be eligible for the featured offer, you must have a Professional selling partner account and ensure that customers always have a great shopping experience. Amazon uses sales performance criteria to determine eligibility for the featured offer. Eligible offers that are not chosen for the featured offer are eligible for the 'More Buying Choices' box. Amazon does not guarantee placement in any of these sections.
Can I offer gift wrap and personalised message services to my customers on
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, while our gift wrap service lets customers select and buy gift wrapping for each item in the order. As an Amazon 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 and
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 also list eligible products 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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