SELL

How to start
selling on Amazon

Whether you have an established e-commerce business, a great idea for a new product, or you just have a passion for selling, here’s how to take that next step in becoming an amazon seller.
€ 39 (excl. VAT) per month + selling fees
Man in een geruit overhemd en vrouw in een roze trui die een pakket opent van Amazon-fulfilment

Before you start

Choose a selling plan

With the Individual plan, you’ll pay € 0,99 every time you sell an item. The Professional plan costs € 39 per month, no matter how many items you sell. For both plans, Amazon also collects 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.
Amazon app showing product listings of water bottles that can be shipped through Amazon Prime

Consider your selling strategy

Resellers find popular products that already exist and offer them in Amazon's stores.

Brand owners manufacture their own products—or source goods to sell under a private label—to offer shoppers unique selection.

Lots of sellers do both. You can choose whichever method works for your goals.

Create an Amazon seller account

You can use your customer account to start selling on Amazon, or you can create a new Amazon seller account with your business email. Before you sign up, make sure you’re ready with the following:
  • Business email address or Amazon customer account
  • Chargeable credit card (International credit cards are also accepted)
  • Valid passport or national ID (Identity verification protects sellers and customers)
  • Company registration details (with VAT number if possible)
  • Phone number
  • A bank account where Amazon can send you proceeds from your sales
Startscherm van Amazon Seller Central

Amazon jargon:

Seller Central

Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage inventory, update pricing, communicate with buyers, review account health, contact selling partner support, and add new products.
Vrouw in zwarte blazer kijkt naar haar account in de mobiele Amazon Seller-app

Go mobile

Use the Amazon Seller app to track sales, fulfil orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos, and create listings—all from your phone.
QR-code om de Amazon Seller app naar je mobiele telefoon te downloaden
Klik hier om de Amazon Seller app te downloaden via de Apple App Store
Klik hier om de Amazon Seller app te downloaden via de Google Play Store

Understanding your VAT requirements

Depending on the nature of your business, you will be required to register for a VAT number in a European country as per the reacgulations. This depends on multiple factors, some of which are place of business establishment, fulfilment model, and your annual sales. Having awareness of various VAT requirements, and knowing how to comply with them, will contribute to selling on Amazon with a frictionless experience.
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Adding your products

What can you start selling on Amazon? It depends on the product, the category, and the brand.

Some categories are open to all sellers, some require a Professional seller account, some require approval to sell, and some include products that cannot be sold by third-party sellers.

To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorized reseller. Visit Seller Central to learn more about Amazon’s intellectual property policy for sellers.
The table below provides an overview of Amazon product categories, but visit Seller Central Help to learn more about restrictions, and how to request approval. If you ship orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.

Product categories

Product category

Example products

Conditions allowed

Categories not requiring approval
Automotive
Parts, Tools & Equipment, Accessories.
specific considerations /requirements may apply.
Requirements (sign-in required)
New only
Baby Products (Excluding Apparel)
Pushchairs & Prams, Car Seats, High Chairs, Toys, Furniture, Bedding, Feeding, Changing, Monitors, Safety, Potty Training. Approval may be required for holiday selling¹
New only
BMVD
Music, Books, Video/DVD/ Blu-ray. Some specific considerations /requirements may apply.
New only
Computing
Desktops, Laptops, Netbooks, Tablets, Printers, Computing Accessories.
New only
Consoles & Video Games
Consoles and video games.
New only
Consumer Electronics
TVs, Audio (inc. car audio), GPS, Phones, Cameras, Electronic Accessories. Approval may be required for specific products²
Requirements (sign-in required)
New only
DIY & Tools
Hand Tools, Hardware, Workwear, Site & Safety Equipment, Fire Alarms & Security, Power Tools, Power Tool Accessories, Electrical, Decorating, Garden & Landscaping Tools, Building Material, Plumbing & Bath, Parts.
New only
Garden & Outdoors
Seeds & Plants, Birds & Wildlife, Pest Control, Plant Care, Décor & Lighting, Tools & Accessories, Leisure & Fitness, Garden Furniture, Structures & Ponds, Outdoor Living.
New only
Kitchen & Home
Appliances: Small Appliances, Home Appliances, Parts.
Home Living: Homeware, Furniture, Home Décor, Kitchen & Dining, Lighting, Arts & Crafts.
New only
Large Appliances
Cookers & Ovens, Dishwashers, Fridges & Freezers, Washing Machines & Tumble Driers, Parts
New only
Lighting
Lights and Fixtures, Light Bulbs, Lighting Accessories, Torches
New only
Musical Instruments
DJ Equipment and Musical Instruments.
New only
Office Products
Printer Ink, Office Supplies, Office Furniture
New only
Pet Supplies
Pet Food, Habitats, Apparel, Training, Grooming, Healthcare, Toys, Leads, Aquatics, Terraristics
New only
Shoes & Accessories
Shoes, Boots, Sandals, Slippers, Shoes Accessories, Handbags, Wallets. Approval may be required for specific products. Available to Professional sellers only. Requirements (sign-in required)
New only
Software & PC Games
Computer Software, Video and PC games. Approval may be required for specific products²
New only
Sporting Goods
Sports Equipment, Bikes, Tents, Fan Gear
New only
Toys & Games
Games & Puzzles, Outdoor & Sports Toys, Arts, Crafts & School Supplies, Vehicles, Dolls, Plush, Building Sets, Learning & Exploration, Infants/Pre-School, Action Figures, Fancy Dress. Approval may be required for Christmas selling¹
New only
Categories requiring approval
Grocery
Beverages, Baby Food, Biscuits & Snacks, Confectionery, Cereals, Cooking & Baking, Seasoning & Condiments, Tinned Food, Pasta & Rice, Spreads, Sauces, Fresh & Frozen Food, Hampers, Home-Care & Cleaning. Category available to Professional sellers only. Requirements (sign-in required)
New only
Jewelry
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
New only
Watches
All Watches. Available to Professional sellers only. Requirements (sign-in required)
New only
Apparel
Outerwear, Athletic Wear, Innerwear, Belts, Wallets.
Requirements (sign-in required)
New only
Beer, Wine & Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Separate approval from Grocery).
Requirements (sign-in required)
New only
Beauty
Fragrance, Skincare, Makeup, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (sign-in required)Vereisten (aanmelding vereist)
New only
Health & Personal Care
First Aid, Nutrition. See also Beauty.
Requirements (sign-in required)
New only
Personal Care Appliances
Hair Care Appliances, Oral Care Appliances, Skincare Appliances, Shaving and Hair-Removal Appliances, Footcare Appliances, Healthcare Appliances & Equipment, Massage Equipment, Tanning Appliances, Scales, SAD Lights, Independent Living & Mobility
Requirements (sign-in required)
New only

Product listing details

To start selling a product on Amazon, you’ll create a product listing in Seller Central. A product listing includes:
  • A product identifier, such as GTIN, UPC, ISBN, or EAN to specify the exact item you’re selling. You can get a UPC code directly from GS1, or request an exemption.
  • A SKU, which is a product ID you create to track your own inventory
  • Offer details, including price, product condition, available quantity, and shipping options
  • Product details like name, brand, category, description, and images
  • Keywords and search terms to help buyers find your product
If another seller already offer the same product, you’ll match an existing listing (which means some details will already be in place, like the product identifier). If you’re the first seller to offer a product, you’ll create a new listing.

Amazon jargon:

ASIN

Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers may offer the same ASIN.

The product detail page

Amazon Seller Central product detail page showing where descriptions go

Amazon jargon:

Featured Offer ("Buy Box")

If more than one seller offers a product, they may compete for the Featured Offer (“Buy Box”), the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Offer placement.

Attracting customers

Once your products go live in Amazon's stores, there are a number of things you can do to attract customers. The Amazon Flywheel describes our method for driving growth.

Below are some ways to consider using “Amazon Flywheel” principles to generate momentum for your business.
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Amazon Prime-bezorgingsscherm met "krijg het vandaag" geselecteerd
CUSTOMER EXPERIENCE

Provide fast shipping

Customers often shop for products with the Amazon Prime badge, which you can get by using Fulfilment by Amazon (FBA) to ship products from one of our fulfilment centres.

Sell and ship across Europe

With just one account you can reach customers, manage your listings and inventory all across Europe, within eight Europeam Stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se and Amazon.pl).
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Help improve visibility of individual products and boost brand awareness by advertising in search results and on product pages. Running a deal or a coupon is another way to promote your products.
PRICING

Set competitive prices

Many customers shop for the best price. Seller Central tools like automated repricing can help you stay competitive.
Graph showing Amazon Seller Central’s automated repricing and bulk pricing tools

After your first sale

The moment you’re selling on Amazon is the moment you can start growing. We have tools in place to help you take things to the next level and then some.

Get customer reviews

Customer product reviews benefit customers and sellers. Make sure you’re familiar with the right and wrong ways to get more product reviews and avoid policy violations.
Amazon customer’s 4.5-star product review

Sellers Read Reviews

The great thing about Amazon is, its giving you live real-time feedback in terms of how the product is being perceived and how you as a seller are performing.
Ramin GolzariManaging Director, Highlander Outdoor

Grow your business

Selling in Amazon stores enables you to build a worldwide company from your laptop. Advertising, promotions, and global selling are just a few ways to expand.
Amazon Seller Central interface showing growth opportunities for an Amazon seller account
Just have a few items to sell?
39 € (excl. VAT) per month + selling fees
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