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How to start
selling on Amazon
Is becoming an Amazon seller right for you? 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.
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.
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 a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Brand owners manufacture their own products—or source goods to sell under a private label—to offer shoppers a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Create an Amazon seller account
Before you create your selling account, make sure you have the following: Understanding these verification requirements will help you move faster in the registration and verification process. These checks help us maintain a trusted marketplace for customers and protect your business.
Verification type
What do you need to provide?
Identity Verification
Government-issued ID
Business Legitimacy Check (Business Sellers)
Business licence
Business Address Verification for Business Sellers or Residential Address for Individuals
Proof of address document such as bank statement or utility bills
Business Association (Business Sellers)
Document that verifies your relationship with the business such as employment contract, shareholder certificate or letter of authorisation
Credit Card Verification
Credit card details with CVV/CVC
Bank Account Verification
Bank account details; if not auto verified, provide bank statement
For detailed registration steps and FAQs, refer to our registration guide.
Amazon jargon:
Seller Central
Seller Central is the website where sellers log in to monitor their Amazon sales activities. You can manage inventory, update prices, communicate with buyers, check your account status, contact selling partner support, and add new products.
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.
Understanding your VAT requirements
Depending on the nature of your business, you’ll need to apply for a VAT number in European countries according to the regulations in force. This depends on multiple factors, including 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.
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 authorised 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.
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 authorised 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 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. Available to Professional sellers only. Requirements (sign-in required)
New only
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
Requirements (sign-in required)
New only
Beer, Wine & Spirits
Spirits, Liqueurs, Wine, Beer, Cider.
(Separate approval from Grocery).
Requirements (sign-in required)
(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)
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)
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 Netherlands or request an exemption.
- A SKU, which is a product ID you create to track your own inventory
- Listing 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 offers 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 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 offer 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.
Below are some ways to consider using “Amazon Flywheel” principles to generate momentum for your business.
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 European Stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se and Amazon.pl).
TRAFFIC
Advertise your offers
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.
PRICES
Set competitive prices
Many customers shop for the best price. Seller Central tools like automated repricing can help you stay competitive.
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.
Sellers read reviews
The great thing about Amazon is, it’s 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.
How seller payouts work on Amazon NL
If you sell via Amazon NL, Amazon collects payment from the customer on your behalf and deposits the available balance directly into your registered bank account. Your account balance is settled for the first time 14 days after registering your seller account, after which the settlement cycle is repeated every 7 days.
You do not have to process payments or invoice customers yourself. Amazon processes all customer-facing transactions and transfers the proceeds to you after deducting the applicable selling fees, such as commission and, if you use Fulfilment by Amazon, fulfilment and storage fees. A complete overview of all transactions and payouts is always available in Seller Central.
Understanding your payout cycle helps you plan your cash flow from the outset. For a clear overview of all selling fees, you can find the commission rates for each product category on the Amazon NL pricing page. If you want to reduce operational burdens and let Amazon handle shipping and customer service, Fulfilment by Amazon is the fulfilment option that is most closely integrated with the payment and returns process.
You do not have to process payments or invoice customers yourself. Amazon processes all customer-facing transactions and transfers the proceeds to you after deducting the applicable selling fees, such as commission and, if you use Fulfilment by Amazon, fulfilment and storage fees. A complete overview of all transactions and payouts is always available in Seller Central.
Understanding your payout cycle helps you plan your cash flow from the outset. For a clear overview of all selling fees, you can find the commission rates for each product category on the Amazon NL pricing page. If you want to reduce operational burdens and let Amazon handle shipping and customer service, Fulfilment by Amazon is the fulfilment option that is most closely integrated with the payment and returns process.
Frequently Asked Questions
Get answers to the frequently asked questions about using Amazon for e-commerce.
What type of products can you sell online?
Taking into consideration your niche, target, and business goals, you can sell almost anything online.
On Amazon, you can sell many product categories that don't need approval such as Computing, Automotive, Kitchen & Home, Consumer Electronics, Pet Supplies, or Shoes & Accessories products.
Specific product categories, such as Watches, Beauty, Apparel, or Health & Personal Care, will require prior approval from Amazon's team before they can be listed.
On Amazon, you can sell many product categories that don't need approval such as Computing, Automotive, Kitchen & Home, Consumer Electronics, Pet Supplies, or Shoes & Accessories products.
Specific product categories, such as Watches, Beauty, Apparel, or Health & Personal Care, will require prior approval from Amazon's team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can assist your business in reaching a larger audience and potential customers. Furthermore, Amazon's selling partners have access to a variety of resources that can assist them in increasing the visibility and sales of their businesses.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and broaden their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help businesses with more niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits 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 broaden their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help businesses with more niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits by becoming an Amazon Seller.
Do I need to be self-employed to sell on Amazon?
Selling on Amazon is open to anyone, regardless of your employment status. Amazon offers two selling plans, one for individuals and another for professional sellers. Once you have decided which plan is best for you, you can start selling on the website.
Keep in mind, if your sales income exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
Keep in mind, if your sales income exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
What mistakes to avoid while selling online?
When selling online, avoiding common mistakes such as lack of product information, poor customer service, and unclear target audience is essential for success.
It's important to have a clear understanding of your business capacity and to address logistics and fulfilment issues that can affect your business' effectiveness and reputation. One alternative to streamline these processes is using services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to establishing a successful online selling operation.
It's important to have a clear understanding of your business capacity and to address logistics and fulfilment issues that can affect your business' effectiveness and reputation. One alternative to streamline these processes is using services such as Fulfilment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to establishing a successful online selling operation.
What is Amazon Seller Central?
Amazon Seller Central is the official platform where sellers manage their business on Amazon. It acts as a central hub that lets you manage product listings, orders, inventory and sales performance from one place.
With Seller Central, sellers can easily:
1. Create, edit and optimise product listings
2. Set and adjust prices
3. Track sales performance and key metrics
To get started, you can log into Amazon Seller Central Netherlands, if you already have an account, or register as a new seller. After logging in, you'll get access to the dashboard, where you'll see a complete overview of your activities, including orders, sales and important notifications.
With Seller Central, sellers can easily:
1. Create, edit and optimise product listings
2. Set and adjust prices
3. Track sales performance and key metrics
To get started, you can log into Amazon Seller Central Netherlands, if you already have an account, or register as a new seller. After logging in, you'll get access to the dashboard, where you'll see a complete overview of your activities, including orders, sales and important notifications.
What documents do I need to register as an Amazon seller?
To register as an Amazon seller, you must provide several documents for Amazon seller verification.
The most important registration requirements are:
1. A valid form of ID (passport or ID card)
2. Proof of address (such as a bank statement or utility bill)
3. Bank details for payment
4. Business documents, if applicable
These documents are required to verify your identity and activate your account before you can start selling.
The most important registration requirements are:
1. A valid form of ID (passport or ID card)
2. Proof of address (such as a bank statement or utility bill)
3. Bank details for payment
4. Business documents, if applicable
These documents are required to verify your identity and activate your account before you can start selling.
What is selling on Amazon NL and how does it work?
Selling on Amazon Netherlands means offering your products to millions of Dutch and European customers via the Amazon platform. Amazon provides the technical infrastructure, customer base and optional logistical support — you focus on your products and growing your business.
How does selling on Amazon Netherlands work in four steps?
Step 1 — Register a Seller Account:
• Create a Seller Central account at sell.amazon.nl
• Choose between the Professional selling plan (suitable for growing your business) or the Individual selling plan (suitable if you are just getting started)
• Check Seller Central for current subscription fees
Step 2 — List your products:
• Add products via Seller Central or bulk upload
• Write optimised titles, bullet points and descriptions
• Upload high-quality product images
Step 3 — Receive and process orders:
• With FBA (Fulfilment by Amazon), Amazon stores, packages and ships your inventory on your behalf — including Prime delivery
• With FBM (Fulfilment by Merchant), you ship yourself from your own inventory location
• With Easy Ship, Amazon takes care of delivery and you take care of the packaging
Step 4 — Get payouts:
• Amazon processes customer payments for you
• Your balance is transferred to your business bank account every 14 days, net of referral fees and any FBA fees
Why sell on Amazon.nl?
• Direct access to Amazon's active Dutch customer base
• Prime customers appreciate fast delivery and easy returns
• International expansion possible through pan-EU programmes
• Trademark register, advertising and growth analysis tools are available in Seller Central
Ready to get started? Visit sell.amazon.nl for the complete registration guide and current pricing information.
How does selling on Amazon Netherlands work in four steps?
Step 1 — Register a Seller Account:
• Create a Seller Central account at sell.amazon.nl
• Choose between the Professional selling plan (suitable for growing your business) or the Individual selling plan (suitable if you are just getting started)
• Check Seller Central for current subscription fees
Step 2 — List your products:
• Add products via Seller Central or bulk upload
• Write optimised titles, bullet points and descriptions
• Upload high-quality product images
Step 3 — Receive and process orders:
• With FBA (Fulfilment by Amazon), Amazon stores, packages and ships your inventory on your behalf — including Prime delivery
• With FBM (Fulfilment by Merchant), you ship yourself from your own inventory location
• With Easy Ship, Amazon takes care of delivery and you take care of the packaging
Step 4 — Get payouts:
• Amazon processes customer payments for you
• Your balance is transferred to your business bank account every 14 days, net of referral fees and any FBA fees
Why sell on Amazon.nl?
• Direct access to Amazon's active Dutch customer base
• Prime customers appreciate fast delivery and easy returns
• International expansion possible through pan-EU programmes
• Trademark register, advertising and growth analysis tools are available in Seller Central
Ready to get started? Visit sell.amazon.nl for the complete registration guide and current pricing information.
How do I manage the performance of my Amazon seller account?
Managing the performance of your Amazon seller account is important to maintain a good customer experience and prevent sales restrictions on Amazon Netherlands.
Key performance indicators that sellers should check regularly include:
1. Order defect rate (ODR) and customer feedback
2. Late shipments and cancelled orders
3. Response times to customer messages
4. Return rates and customer satisfaction
5. Compliance with Amazon policies and selling guidelines
By regularly reviewing account statistics and taking swift action in case of problems, sellers can improve the health of their account and maintain stable sales performance.
Key performance indicators that sellers should check regularly include:
1. Order defect rate (ODR) and customer feedback
2. Late shipments and cancelled orders
3. Response times to customer messages
4. Return rates and customer satisfaction
5. Compliance with Amazon policies and selling guidelines
By regularly reviewing account statistics and taking swift action in case of problems, sellers can improve the health of their account and maintain stable sales performance.
Can I sell on multiple Amazon marketplaces at the same time?
Yes, sellers can sell on multiple Amazon marketplaces with one Amazon seller account. This makes it possible to reach customers in different countries and expand sales activities in Europe or other international markets.
When selling in multiple countries, it's important to consider local requirements, such as taxes, product compliance, product information in the appropriate language and logistics processes. A good international strategy can help provide a consistent customer experience and support the company's growth. Sellers who want to expand their business in Europe can refer to Sell Across Europe.
When selling in multiple countries, it's important to consider local requirements, such as taxes, product compliance, product information in the appropriate language and logistics processes. A good international strategy can help provide a consistent customer experience and support the company's growth. Sellers who want to expand their business in Europe can refer to Sell Across Europe.
Only selling a few items on Amazon?
Start selling today
Start selling on Amazon! The best way to reach tens of millions of customers, whether you sell one item or millions of items. In your account configuration, all European countries are enabled for selling.
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