How to start selling on Amazon: 7-step guide
Get an overview of how to create a selling account, list products, fulfil customer orders and more
€39 (excl. VAT) a month + additional selling fees
Welcome to selling on Amazon
At Amazon we put our customer first — and our scale helps your business grow. With hundreds of millions of active customer accounts worldwide and 195 million unique monthly visitors in the United States alone, selling partners have access to reliable demand. Prime Day 2021 saw partners record more than 1.9 billion dollars in revenue: proof that greater selection, competitive prices and an excellent shopping experience generate real growth.
1.
Get ready to sell on Amazon
Choose a selling plan
Amazon gives you the flexibility to sell one type of item or sell thousands. Before you start to sign up, decide which plan best fits your business.
- The Individual selling plan costs €0.99 per item sold
- Selling partners using the Professional selling plan pay €39/month, regardless of the number of items sold.
For both plans, Amazon also charges a referral fee on each sale, which is a percentage of the total transaction and varies by product category. Visit our pricing page for a summary of selling fees.
Did you know?
Tools for brand owners
If you own a brand, Amazon offers tools to help you enhance, grow and protect it. Enrolling in Brand Registry can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve your customer experience. Amazon also gives you access to additional advertising options and recommendations to boost traffic and conversion.
Understand your audience
Becoming a seller on Amazon allows your business to target business customers (B2B) and individual consumers (B2C) right from the outset of your journey as a selling partner. When you add listings, they'll automatically become available to both groups, allowing you to maximise the potential of a single seller account.
What type of Amazon seller are you? Play to your strengths and create your selling strategy with a variety of programmes designed to support your unique business.
2.
Create an Amazon seller account
What you'll need to get started
To complete your registration, please make sure that you have the following to hand:
• Business email address or Amazon customer account
• Chargeable credit card (international cards are also accepted)
• Valid passport or ID document Identity verification protects both sellers and customers
• Company registration details, including VAT number
• Telephone number
• A bank account where Amazon can send you the proceeds of your sales
• Chargeable credit card (international cards are also accepted)
• Valid passport or ID document Identity verification protects both sellers and customers
• Company registration details, including VAT number
• Telephone number
• A bank account where Amazon can send you the proceeds of your sales
For detailed registration steps and FAQs, check out our Registration Guide.
Once you register as an Amazon seller, you'll have access to your Seller Central account. Think of Seller Central as your go-to resource for selling on Amazon. It's a portal for accessing your Amazon business and a one-stop shop for managing your selling account, adding product information, updating your inventory, managing payments and finding useful content that will help you navigate your Amazon business. It's also where you list all your products.
3.
Stay VAT compliant
Understanding your VAT requirements
Depending on the type of activity that you carry out, you'll be required to obtain a VAT number in a European country as per current regulations. This depends on several factors, such as the location of the business, the fulfilment model and annual sales. Understanding and complying with the various VAT requirements will allow you to sell seamlessly on Amazon.
4.
List your products
Add your products
What can you sell on Amazon? It depends on the product, the category and the brand.
Some categories are open to all selling partners, others require a Professional seller account, others require approval to sell and others include products that cannot be sold by third-party selling partners.
To sell branded products protected by copyright, trademarks or patents, you must be the legal owner of the brand or an authorised reseller.
Some categories are open to all selling partners, others require a Professional seller account, others require approval to sell and others include products that cannot be sold by third-party selling partners.
To sell branded products protected by copyright, trademarks or patents, you must be the legal owner of the brand or an authorised reseller.
FAQ:
What are restricted product categories?
It's important that customers are able to shop with confidence on Amazon, which is why some product categories (like certain food products or products in the Car and Motorbike category) are known as "restricted product categories". Amazon may require performance checks, additional fees and other requirements to allow you to sell certain brands or list items within restricted categories. You'll be able to request approval in Seller Central.
The table below provides an overview of Amazon product categories, but visit the Help section of Seller Central to learn more about restrictions and how to request approval. If you ship orders using Fulfilment by Amazon, make sure that you check the specific list of Fulfilment by Amazon product restrictions.
Additional restrictions may apply for used and refurbished products. See Certified Refurbishment requirements for more information.
Additional restrictions may apply for used and refurbished products. See Certified Refurbishment requirements for more information.
Product categories
Product category
Example products
Conditions allowed
Categories not requiring approval
Car and Motorbike
Car or Motorcycle Parts, Tools and Equipment, Accessories.
Specific considerations
/requirements
may apply.
Requirements (sign-in required)
Specific considerations
/requirements
may apply.
Requirements (sign-in required)
New, Certified Refurbished, Used, Collectible
Children's products (excluding clothing)
Pushchairs and prams, Car seats, Highchairs, Toys, Furniture, Cots and cribs, Nursing and feeding, Nappy changing, Baby monitors, Safety, Potty training. Approval may be required for selling over holiday periods¹
New only
BMVD
Books, Music, Video/DVD/Blu-Ray. Specific considerations/requirements
may apply.
may apply.
New, Refurbished, Used, Collectible
Computers
Desktops, Laptops, Netbooks, Tablets, Printers, Computer Accessories
New, Refurbished, Used
Consoles and Video Games
Consoles and video games.
New, Refurbished, Used
Electronics
TV, Audio (including car audio systems), GPS, Phones, Cameras, Electronic accessories. Approval may be required for certain products²
Requirements (sign-in required)
Requirements (sign-in required)
New, Certified Refurbished, Used
DIY and Tools
Hand tools, Hardware, Workwear, Safety and Protection, Fire Safety, Power Tools, Power Tool Accessories, Electrical Supplies, Decorating, Gardening and Landscaping Tools, Building Materials, Plumbing, Tap parts.
New, Certified Refurbished, Used, Collectible
Garden and Outdoors
Seeds and Plants, Birds and Wildlife, Pest Control, Plant Care, Décor and Lighting, Tools and Accessories, Leisure and Fitness, Garden Furniture, Structures and Ponds, Outdoor Living.
New, Certified Refurbished, Used
Kitchen and Home
Appliances: Small Appliances, Home Appliances, Spare Parts.
Home: Homeware, Furniture, Home Décor, Kitchen and Dining, Lighting, Arts and Crafts.
Home: Homeware, Furniture, Home Décor, Kitchen and Dining, Lighting, Arts and Crafts.
New, Certified Refurbished, Used
Large Appliances
Cookers and Ovens, Dishwashers, Fridges and Freezers, Washing Machines and Tumble Dryers, Product parts
New, Certified Refurbished, Used
Lighting
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New, Certified Refurbished, Used.
Light bulbs new only.
Light bulbs new only.
Musical Instruments
DJ Equipment and Musical Instruments.
New, Certified Refurbished, Used
Stationery and Office Products
Cartridges and Toners, Stationery and Office Products, Office Furniture
New, Certified Refurbished, Used, Collectible
Pet Supplies
Pet Food, Habitats, Clothing, Training, Grooming, Healthcare, Toys, Leads, Aquariums, Terrariums
New only
Shoes and Accessories
Shoes, Boots, Sandals, Slippers, Shoe Accessories, Handbags, Wallets. Approval may be required for some specific products. Available to Professional selling partners only. Requirements (sign-in required)
New only
Software and Electronic Games
Computer Software, Video and Electronic Games. Approval may be required for some specific products²
New, Refurbished, Used, Collectible
Sporting Goods
Sports Equipment, Bicycles, Tents, Fan Gear
New only
Toys and Games
Games and Puzzles, Sports and Outdoor Games, Crafts and School Supplies, Models and Vehicles, Dolls, Cuddly Toys, Building Sets, Educational and Scientific Toys, Action Figures, Fancy Dress. Approval may be required for selling during the Christmas season¹
New, Refurbished, Used, Collectible
Categories requiring approval
Food products
Beverages, Weaning and Baby Food, Biscuits and Snacks, Confectionery, Cereals, Cooking and Baking Provisions, Oils, Vinegars and Salad Dressings, Tinned Food, Pasta and Rice, Spreads, Sauces, Fresh and Frozen Food, Laundry Baskets, Household Cleaning and Care. Category available to Professional selling partners only. Requirements (sign-in required)
New only
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional selling partners only.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Watches
All watches. Available to Professional selling partners only. Requirements (sign-in required)
New only
Clothing
Jackets and Coats, Sportswear, Underwear, Belts, Wallets.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Beer, Wine and Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Approval separate from Food products).
Requirements (sign-in required)
(Approval separate from Food products).
Requirements (sign-in required)
New only
Beauty
Fragrances and Perfumes, Skincare, Makeup, Hair Care, Bath and Body. See also Health and Personal Care.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Health and Personal Care
First Aid, Nutrition. See also Beauty.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Personal Care Accessories
Hair Care Devices, Oral Care Devices, Skin Care Devices, Shaving and Hair Removal Devices, Footcare Devices, Healthcare Devices and Equipment, Massage Devices, Tanning Devices, Scales, SAD lamps, Independent Living and Mobility
Requirements (sign-in required)
Requirements (sign-in required)
New only
What you need to start listing products
To start selling a product on Amazon, you'll need to create a listing in Seller Central (or via API). A product listing includes:
- Product identifier, such as GTIN, UPC, ISBN or EAN to specify the exact item that you're selling. You can get a UPC code directly from GS1 orrequest an exemption.
- An SKU, which is a product identifier that you create to track your inventory
- Offer details, including the price, product condition, available quantity and shipping options
- Product details such as name, brand, category, description and images
- Keywords and search terms to help buyers find your product
If another selling partner already offers the same product, you'll need to associate it with an existing listing (which means that some details will already be in place, such as the product identifier). If you're the first selling partner to offer a product, you'll need to create a new listing.
Amazon jargon:
ASIN
Every product offered for sale on Amazon receives an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers can offer the same ASIN.
The product detail page
The listing details will be displayed on a 'product detail page'. If you've ever shopped on Amazon.com, you'll have seen one. Product detail pages are where customers can find all the relevant information about a particular item.
When multiple selling partners offer the same product, Amazon combines data from these various offers into a single detail page. Selling partners who offer the product can provide product detail page information, or request product detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you more control over product detail pages using your brand name.
When multiple selling partners offer the same product, Amazon combines data from these various offers into a single detail page. Selling partners who offer the product can provide product detail page information, or request product detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you more control over product detail pages using your brand name.
1.
Title
200 characters maximum, capitalise the first letter of every word
2.
Images
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
3.
Variations
Different colours, scents or sizes
4.
Bullet points
Short, descriptive sentences highlighting key features and benefits
5.
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their basket or choose "Buy Now".
6.
Other offers
The same product sold by multiple selling partners offering a different price, shipping options, etc.
7.
Description
Keywords that increase the chances that people will find your listing
Explore other categories
5.
Ship products to customers
Select the right fulfilment option
Amazon selling partners have two options for delivering products to their buyers: you can do it yourself, managing inventory and shipping products to customers (merchant fulfilment) or you can entrust Amazon to take responsibility for packaging, labelling and shipping products through Fulfilment by Amazon. Each of the two options has its own particular advantages: you just need to decide which one is right for your business.
How Fulfilment by Amazon works
Step 1
Ship your inventory to Amazon. It will be scanned and made available for sale.
Step 2
With each order, Amazon packs and ships the product directly to the customer.
Step 3
Amazon collects payments from customers and pays the available amounts to you every two weeks.
Step 4
Amazon's customer service team handles questions, returns and refunds.
Amazon has more than 175 fulfilment centres around the world, featuring more than 14 million square metres of storage space. With Fulfilment by Amazon, you can store your products on our shelves. You can also use Amazon's excellent services, such as customer service and returns, as well as other advantages (such as automatic Prime eligibility and free shipping) that allow you to quickly scale your business.
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.
Fulfilling your own orders
Merchant-fulfilled means that you are in charge of storing and shipping products directly to customers. Amazon charges shipping fees based on the product category and the shipping service selected by the customer, and then transfers the amount to you in the form of shipping credit.
The shipping rates that you set apply to all products sold with an Individual selling plan. This means that you can set prices that are profitable for you. Amazon's Buy Shipping tool allows you to save money on shipping labels thanks to Amazon's network of trusted partners. It also allows you to ship and confirm orders and track shipments.
The shipping rates that you set apply to all products sold with an Individual selling plan. This means that you can set prices that are profitable for you. Amazon's Buy Shipping tool allows you to save money on shipping labels thanks to Amazon's network of trusted partners. It also allows you to ship and confirm orders and track shipments.
6.
Attract customers
Once your products go live in Amazon's stores, there are several ways that you can attract customers. The Amazon Flywheel describes our method for driving growth.
Below are a few ways to consider using the "Amazon Flywheel" principles to generate momentum for your business.
Below are a few ways to consider using the "Amazon Flywheel" principles to generate momentum for your business.
Provide fast shipping
Customers often buy products with the Amazon Prime badge, which you can get by using Fulfilment by Amazon to ship products from one of our fulfilment centres.
Advertise your offers
Help improve the visibility of individual products and boost brand awareness by advertising in search results and on product pages. Another way to promote your products is running a deal or a coupon.
Set competitive prices
Many customers are looking for the best offer. Seller Central tools like automated repricing and bulk pricing for Amazon Business customers can help you stay competitive.
Create promotions and coupons
Customers want to save, and promotions are an incentive to make an immediate purchase. There are three types of promotions: discounts, free shipping and promotions that offer customers the option to buy two products for the price of one. You can also offer percentage or money-off discounts through digital coupons.
7.
Grow after your first sale
The moment that you start selling on Amazon you can start growing your business. The tools that we offer can help you take things to the next level.
Amazon jargon:
Seller University
Seller University is an online resource from Amazon, with videos that include step-by-step guides, tutorials and training to help entrepreneurs start (and grow) their business on Amazon.
Fulfilment across Europe
With just one account, you can reach customers and manage all your listings and inventory all across Europe through our five European marketplaces (Amazon.it, Amazon.co.uk, Amazon.fr, Amazon.de and Amazon.es). To help you stay informed of changes relating to Brexit, please visit our Prepare your Amazon Business for Brexit help page (login required)
Amazon offers a range of fulfilment solutions across Europe, so that you can choose the one that suits your business best. Fulfilment by Amazon's Pan-European Programme is the most popular and the fastest: products are stored and distributed by fulfilment centres across the European Union. With the European Logistics Network, products are shipped from central storage in the country of origin. With International Inventory, however, goods are stored and shipped by the fulfilment centres in the countries that you specify.
Amazon offers a range of fulfilment solutions across Europe, so that you can choose the one that suits your business best. Fulfilment by Amazon's Pan-European Programme is the most popular and the fastest: products are stored and distributed by fulfilment centres across the European Union. With the European Logistics Network, products are shipped from central storage in the country of origin. With International Inventory, however, goods are stored and shipped by the fulfilment centres in the countries that you specify.
New Seller Guide
Speed matters — and for Amazon sellers, the first 90 days are especially critical. That's why we invented the New Seller Guide, a set of brand, logistics, pricing and promotional services that are backed by data science and designed to fuel the growth of new sellers.
Get started with over €47,250 in incentives
10% back on your first €45,000 in eligible branded sales, then 5% back for the first year until you reach €900,000 in eligible branded sales
€90 credit in inventory shipping fees for using the Amazon Partnered Carrier programme
Up to €1000 credit to create Sponsored Products ads
€45 credit to create Amazon vouchers
Did you know?
We have tools to help you grow your online business, work more efficiently and automate core workflows with solutions created by Amazon and approved partners.
FAQs
What type of products can you sell online?
Depending on your niche, target audience and business goals, you can sell almost anything online.
On Amazon, you can sell products from numerous categories that don't require approval, such as Computers, Automotive Parts & Accessories, Home & Kitchen, Electronics, Pet Supplies, or Shoes & Accessories.
Certain product categories, such as Watches, Beauty, Clothing or Health & Personal Care, require prior approval from the Amazon team before they can be listed.
On Amazon, you can sell products from numerous categories that don't require approval, such as Computers, Automotive Parts & Accessories, Home & Kitchen, Electronics, Pet Supplies, or Shoes & Accessories.
Certain product categories, such as Watches, Beauty, Clothing or Health & Personal Care, require prior approval from the Amazon team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can help your business reach a wide audience and more potential customers. Furthermore, Amazon selling partners have access to a variety of resources that can help increase visibility and sales.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and expand their knowledge. Various programmes, including Amazon Handmade, are designed to help more specialised businesses grow exponentially.
You can start an online business with a low investment and benefit from secure payment methods, reliability and many other advantages by becoming an Amazon seller.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and expand their knowledge. Various programmes, including Amazon Handmade, are designed to help more specialised businesses grow exponentially.
You can start an online business with a low investment and benefit from secure payment methods, reliability and many other advantages by becoming an Amazon seller.
What mistakes should be avoided when selling online?
The key to successful online sales is to avoid common mistakes such as having insufficient product information, poor customer service and a poorly defined target audience.
It's important to have a clear understanding of your business capabilities and to address logistics and order fulfilment issues that may impact your company's effectiveness and reputation. One way to simplify these activities is to use services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is essential for successful online sales.
It's important to have a clear understanding of your business capabilities and to address logistics and order fulfilment issues that may impact your company's effectiveness and reputation. One way to simplify these activities is to use services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is essential for successful online sales.
What are the benefits of New Seller Incentives on Amazon?
New Seller Incentives (NSI) are a set of benefits that Amazon offers to new sellers to increase their visibility, promote growth and improve the chances of success in online sales.
These incentives may include promotional credits, commission credits or free storage, and vary based on the programmes the seller signs up for. For example, by participating in programmes such as the Brand Registry, Fulfilment by Amazon (FBA) or Amazon Advertising, new sellers may be entitled to a series of incentives designed to support their launch and promote faster growth on Amazon.
You can find more details on the New Seller Incentives for each programme here.
These incentives may include promotional credits, commission credits or free storage, and vary based on the programmes the seller signs up for. For example, by participating in programmes such as the Brand Registry, Fulfilment by Amazon (FBA) or Amazon Advertising, new sellers may be entitled to a series of incentives designed to support their launch and promote faster growth on Amazon.
You can find more details on the New Seller Incentives for each programme here.
Start selling
today
Selling on Amazon allows you to reach tens of millions of customers, whether you're selling one product or millions. Your account is set up to sell across Europe.
€39 (excl. VAT) a month.
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