Lower rates in 2026 = higher margins. See what you're savingLower rates in 2026 = higher margins. See what you're savingGet more out of your sales with our Beginner's Guide
The Beginner's Guide explains which Incentives are available to new sellers, with a total value of more than €47,250.
€39 (excl. VAT) per month + selling fees
What is the Beginner's Guide?
A good start is important, especially in the early months. That's why we've developed the Beginner's Guide. This guide helps you make the most important choices about your brand – logistics, pricing, and promotion – and is based on data insights and experience with new sellers.
Those who use the services in the Beginner's Guide can qualify for benefits with a total value of more than €47,250.
Brand Registry
- Get 10% credit on your first €45,000 in sales of your registered brands and then 5% credit in your first year, up to a maximum of €900,000 – worth up to €47,250 in value.
Advertise
- Get up to €850 in advertising credit for Sponsored Products
The Beginner's Guide also supports you to grow your business within Europe. With the European Expansion Accelerator, you can activate sales in other European countries in just a few clicks.
The setup is simple: you start by creating a Professional Seller account.
The setup is simple: you start by creating a Professional Seller account.
Professional sellers can:
Set up automatic price adjustments with Automate Pricing
Creating Sponsored Products
Use Amazon (FBA) shipping and register items and send inventory
Start promotions such as Lightning Deals or 7-day deals
Offer coupons to customers
Are you a brand owner? Then you can:
Enrolling your brand in Amazon Brand Registry
Create Sponsored Brands Ads
Add A+ Content to your product pages
Benefits for new sellers up to €47,250 in Incentives for new sellers.
Amazon Brand Registry
Protect and build your brand on Amazon
Amazon Brand Registry is for brand owners who want to protect their intellectual property and control their product information. Participation is free of charge.
Brands that sign up also get access to additional tools that help them become more visible and support their sales on Amazon.
Brands that sign up also get access to additional tools that help them become more visible and support their sales on Amazon.
Get 10% credit on your first €45,000 in registered brand sales and then 5% credit in your first year, up to €900,000, up to a value of €47.250.
A+ Content
Optimising your listings
After enrolling your brand in Amazon Brand Registry, you can use A+ Content to further expand your listings. This adds extra information and makes your offer clearer for customers.
With A+ Content, you can include additional images, videos and product comparisons. You can also test different versions of titles, images and descriptions to see what works best!
With A+ Content, you can include additional images, videos and product comparisons. You can also test different versions of titles, images and descriptions to see what works best!
*Basic A+ Content can help inform customers better and, in some cases, contribute to higher sales results. 3
3 Amazon internal data
Automatic pricing
Adjust prices automatically
With Automatic Pricing, you can have your prices adjusted automatically based on the market. The tool is free of charge and helps you quickly respond to price developments at other providers.
You choose which listings to use Automate Pricing for and set clear price limits. Amazon then automatically adjusts your prices so you don't have to worry about it and you can focus on other parts of your business.
You choose which listings to use Automate Pricing for and set clear price limits. Amazon then automatically adjusts your prices so you don't have to worry about it and you can focus on other parts of your business.
*Listings that appear as Featured Offers can in some cases significantly increase sales results, up to 50%.5
Fulfilment by Amazon
Logistics and shipping via Amazon
With Fulfilment by Amazon (FBA), Amazon takes care of the storage, shipping and customer service for your items. You send your stock to an Amazon fulfilment centre in the UK or Europe, after which Amazon handles order fulfilment.
Orders are delivered quickly and customers benefit from Prime delivery and post-purchase support. That way, you won’t have to spend as much time dealing with logistics and customer service.
Orders are delivered quickly and customers benefit from Prime delivery and post-purchase support. That way, you won’t have to spend as much time dealing with logistics and customer service.
*On average, sellers who switch to FBA see a 35% increase in sales results, partly due to faster delivery.6
Amazon Advertising
Increase the visibility of your products
With ads for Sponsored Products and Sponsored Brands, you can highlight your offerings in various parts of Amazon. This is how you help customers find your products and brand better.
Campaigns are easy to set up via Seller Central. You only pay when your ad is clicked. With clear statistics, such as impressions, clicks and orders, you can maintain insight into the results.
Want to promote your products in a different way?
Campaigns are easy to set up via Seller Central. You only pay when your ad is clicked. With clear statistics, such as impressions, clicks and orders, you can maintain insight into the results.
Want to promote your products in a different way?
*Products that started a sponsored product campaign showed an average weekly increase of 30% in views and 50% in ordered numbers in the first year.7
Get up to €850 in advertising credit for Sponsored Products
How advertising fees work on Amazon NL
Advertising on Amazon NL works on a cost-per-click basis: you only pay when a shopper actually clicks on your ad and not simply because the ad is displayed.
You set a maximum bid per keyword or product target, and then Amazon conducts a real-time auction to determine which ads appear and in which position. Since you control both your bid and your daily budget, your total ad spend is always within the limits you set.
An important measure for measuring the efficiency of your campaigns is ACoS, or Advertising Cost of Sales. This shows your ad spend as a percentage of the revenue that those ads generated directly. Keeping your ACoS below your product margin is the practical standard for campaigns that contribute positively to your results. Exactly which ACoS is right for your business depends on your category, margins and growth opportunities – and you can track it in real time with Seller Central.
It is a good idea to include advertising fees in addition to the standard selling fees on Amazon NL. Referral fees, which are calculated as a percentage of each sale depending on your product category, are independent of any ad spend.
New professional sellers on Amazon NL can also benefit from corresponding advertising credits for Sponsored Products as part of the New Seller Programme, so you can test campaigns and collect performance data before committing to a larger budget. The current rates are available on the Seller Central pricing page.
You set a maximum bid per keyword or product target, and then Amazon conducts a real-time auction to determine which ads appear and in which position. Since you control both your bid and your daily budget, your total ad spend is always within the limits you set.
An important measure for measuring the efficiency of your campaigns is ACoS, or Advertising Cost of Sales. This shows your ad spend as a percentage of the revenue that those ads generated directly. Keeping your ACoS below your product margin is the practical standard for campaigns that contribute positively to your results. Exactly which ACoS is right for your business depends on your category, margins and growth opportunities – and you can track it in real time with Seller Central.
It is a good idea to include advertising fees in addition to the standard selling fees on Amazon NL. Referral fees, which are calculated as a percentage of each sale depending on your product category, are independent of any ad spend.
New professional sellers on Amazon NL can also benefit from corresponding advertising credits for Sponsored Products as part of the New Seller Programme, so you can test campaigns and collect performance data before committing to a larger budget. The current rates are available on the Seller Central pricing page.
Get started with over €47,250 in benefits
Ready to sell on Amazon? As a new seller, you can benefit from a range of benefits.
We're investing in new brands at Amazon. Enrol your brand with Amazon Brand Registry to benefit from the following:
Get 10% credit on your first €45,000 in registered brand sales and then 5% credit in your first year, up to €900,000.
Start advertising on Amazon
For new professional sellers, advertising credits are available to try out Sponsored Products.
Get up to €850 in advertising credit!
Frequently Asked Questions
What is the beginner's guide for New Sellers?
The New Seller Guide is a set of services designed to help emerging sellers expand their business in Amazon stores across Europe. These services include brand development, logistics, pricing and promotion strategies.
The New Seller Guide includes the following services: Brand Registry, A+ Content, Amazon fulfilment, automated pricing and ads.
The New Seller Guide includes the following services: Brand Registry, A+ Content, Amazon fulfilment, automated pricing and ads.
Is the New Seller Guide also useful to existing Amazon sellers?
Yes, the New Seller Guide is useful for both new and existing Amazon sellers.
Existing sellers have the option to sign up for a Professional Seller Account and access various services to increase their visibility and protect their brand.
Existing sellers have the option to sign up for a Professional Seller Account and access various services to increase their visibility and protect their brand.
How does Amazon promote New Sellers?
Amazon promotes new sellers by offering various services that can help them increase sales, optimise offerings, increase engagement, find fulfilment solutions, automate processes and more.
Sellers who use the services in the guide can benefit from more than $45,000 in New Seller incentives.
Sellers who use the services in the guide can benefit from more than $45,000 in New Seller incentives.
Are the New Seller Guide and The Perfect Launch the same?
The Perfect Launch was an earlier version of the New Seller Guide. It offered new sellers valuable services and benefits as they explored Amazon e-commerce.
Which benefits does Amazon offer to help you with the services in the Beginner's Guide for Sellers?
To help new sellers launch and grow on Amazon, we're offering over $47,250 in potential rewards, including up to 10% off your brand sales. You can see the detailed list of rewards for new sellers here.
Who qualifies for the New Seller Incentives programme?
New Seller Incentives are divided into Brand Registry benefits and advertising benefits, which are available exclusively to professional sellers and are determined based on when you listed your first purchasable ASIN.1. Amazon reserves the right to determine which benefits qualify and rewards are subject to applicable terms and conditions.
Each selling programme offers unique methods to access these benefits:
- Benefits for brand owners: New sellers who complete the Brand Registry within six months of posting their first offer and who are identified by Amazon Brand Registry as the first brand owner are eligible for incentives.
Each selling programme offers unique methods to access these benefits:
- Benefits for brand owners: New sellers who complete the Brand Registry within six months of posting their first offer and who are identified by Amazon Brand Registry as the first brand owner are eligible for incentives.
How do I claim benefits as a new Amazon seller?
The incentive benefits are shown in the form of credits, which you can view on the New Seller incentives dashboards. The payment time of the incentive varies, depending on the programme. Here you'll find detailed information for each benefit.
Is there a fee for Amazon services in the New Seller Guide?
No, there is no additional charge for accessing the services in the New Seller Guide unless you sign up for a Professional Seller account.
What is the registration process for Amazon services in the New Seller Guide?
To enrol for Amazon services in the New Seller Guide, you must first sign up for a Professional Seller account. This gives you access to features such as dynamic price setting with Automatic Pricing, subscribing products to Fulfilment by Amazon (FBA), creating ads through Sponsored Products and participating in 7-Day Deals and Discount Coupons.
In addition, you can protect your brand by enrolling with Amazon Brand Registry, which offers benefits such as A+ Content, product enrolment in Amazon Vine and the ability to create Sponsored Ads.
In addition, you can protect your brand by enrolling with Amazon Brand Registry, which offers benefits such as A+ Content, product enrolment in Amazon Vine and the ability to create Sponsored Ads.
What is A+ Content for Amazon sellers?
A+ Content enables Amazon sellers in the Netherlands to improve product detail pages with more comprehensive visuals, brand content, and additional product information. This allows sellers to add images, comparison modules and additional descriptions to give customers a clearer picture of the product and to enhance brand presence.
By using more detailed content, sellers can help customers make more informed purchasing decisions. This can contribute to higher conversions, greater brand trust and an improved Amazon shopping experience.
To further increase product visibility, sellers can also use solutions such as Advertise with Amazon to drive more customers to their product pages.
By using more detailed content, sellers can help customers make more informed purchasing decisions. This can contribute to higher conversions, greater brand trust and an improved Amazon shopping experience.
To further increase product visibility, sellers can also use solutions such as Advertise with Amazon to drive more customers to their product pages.
How can the Amazon services in the New Seller Guide help increase sales?
The services offered in Amazon's New Seller Guide play a critical role in boosting sales in a number of ways. For example, A+ Content can encourage customers to make repeat purchases. Plus, brands that use Amazon Vine can generate interest and receive high-quality customer reviews, which helps build trust with potential buyers.
In addition, services such as Fulfilment by Amazon (FBA) help our sales partners accelerate order fulfilment and deliver products to customers quickly. Sponsored products can also increase product visibility and provide access to useful performance metrics. In addition, Automatic Pricing allows sellers to quickly adjust prices in response to competitors' activities, increasing their chances of ranking for the featured listing.
In addition, services such as Fulfilment by Amazon (FBA) help our sales partners accelerate order fulfilment and deliver products to customers quickly. Sponsored products can also increase product visibility and provide access to useful performance metrics. In addition, Automatic Pricing allows sellers to quickly adjust prices in response to competitors' activities, increasing their chances of ranking for the featured listing.
What is the Amazon Buy Box and how do I win it?
The Amazon Buy Box, also known as the Featured Offer, is the section of a product page where customers can add an item directly to their cart. When multiple sellers offer the same product, Amazon assesses different factors to determine which offer appears in the Buy Box.
Factors that may affect the chances of obtaining the Buy Box include competitive price, product availability, shipping performance, customer service and seller account health.
By maintaining good sales performance and providing a positive customer experience, sellers can increase their chances of winning the Buy Box. Sellers who want to expand their business internationally can also look at opportunities to sell globally via Amazon.
Factors that may affect the chances of obtaining the Buy Box include competitive price, product availability, shipping performance, customer service and seller account health.
By maintaining good sales performance and providing a positive customer experience, sellers can increase their chances of winning the Buy Box. Sellers who want to expand their business internationally can also look at opportunities to sell globally via Amazon.
Start selling today
When you sell on Amazon, you can reach tens of millions of customers, whether you sell one item or millions of items.
€39 (excl. VAT) per month + selling fees
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