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Beginner's Guide to Selling on Amazon

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A few things to consider before you start selling
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Welcome to Selling on Amazon

It's no secret: At Amazon, the focus is on the customer. They want a trustworthy place where they can buy a variety of different goods. That's why sales partners like you are so important. At Amazon, we are always looking for ways to offer our customers added value and to be the most customer-friendly company in the world. As a seller at Amazon, you are helping to offer these customers better choice, better prices and a first-class experience.

300 million active customers in more than 180 countries.

195 million unique visits per month (in the USA alone)

$ 3.5 billion in reported third-party revenue during the PrimeDay 2020

When you sell on Amazon, you become part of a retail environment where all sorts of sellers can be found, from Fortune 500 companies to artisans who make handcrafted goods. They're all selling here for one reason: They can reach hundreds of millions of customers who visit Amazon to shop. More than half of the products sold on Amazon worldwide come from our sales partners.
  • Third-party sales make up approximately 60% of physical product sales on Amazon. These are growing faster than Amazon's own retail sales.
  • More than 200,000 entrepreneurs worldwide generated over 100,000 US dollars in sales in our shops in 2019.

Is Amazon the Right Choice for My Business?

The short answer is yes. Many very well-known brands sell on Amazon. This also applies to emerging brands that will soon appear on the radar. Small and medium-sized businesses are thriving, accounting for more than half of the units sold on Amazon stores worldwide. Regardless of your company - and however big it may be - we are pleased that you are growing with us. Find your spot and start selling today.

You don't have an Amazon seller account yet?

€ 39 (excluding sales tax) per month + sales fees

Before you start selling

Amazon gives you the flexibility to sell one or thousands of items through Individual or Professional sales plans. You can think of these as standard or premium tariffs. Before you start registering, decide which tariff is best for your company.

With the Individual Selling Plan, you pay € 0.99 per item sold, while with the Professional Sales Plan, sellers pay € 39 per month, regardless of how many items they sell. If you sell more than 40 items per month, the Professional sales plan makes sense. Whichever tariff you choose: You don't have to worry about making the wrong choice, because you can change the tariff at any time. Note that in both cases there will be additional sales fees for the flat rates.

Single provider sales tariff

Professional sales tariff

  • You sell less than 40 items per month
  • You do not need any advanced sales tools or additional programs
  • Not sure what to sell yet
  • You sell more than 40 items a month
  • You want access to APIs and other sales reports
  • You want to sell with programs like Launchpad or Handmade

Tools for trademark owners

Amazon offers brand owner tools to help you build, develop, and protect your brand. Brand registration helps you personalize brand and product pages, protect your brands and intellectual property, and improve the branding experience for customers. At the same time, you get access to additional advertising opportunities and recommendations to improve customer views and conversions.

What you need to get started

To complete your registration, make sure you have the following on hand:
  • Business email address or Amazon customer account
  • Debit credit card (international cards are also accepted)
  • Valid passport or identity card. Identity verification protects sales partners and customers
  • Company registration information, including VAT number

What is a VAT number and why do I get one?

If you sell goods in an EU country, you will likely need to register for sales tax in every country where you sell. Sales tax is a tax that VAT-registered traders in the EU add to the price of the goods they sell and pass on to the relevant tax authorities when they file their tax return. You may be able to claim back part of your sales tax.

How much does it cost to sell on Amazon?

There are different sales fees that you pay depending on the sales tariff and the types of products you are selling.
These are the fees that you pay for your sales plan. They vary depending on the chosen tariff.
  • With the professional sales plan, there is a flat fee of € 39 per month, but no sales fee per item.
  • With the single seller sales plan, there is a fee of € 0.99 per item sold.
These fees are calculated per item sold and include sales fees (which are a percentage of the sales price depending on the product category) and variable closing fees (which only apply to media categories).
If you ship orders yourself, Amazon's shipping costs apply. We calculate these shipping costs based on the product category and the shipping method chosen by the buyer.
Fulfillment by Amazon fees
For products that Amazon ships for you (also known as Fulfillment by Amazon), fees apply for shipping, storage, and optional services.
Review the fees that may be associated with your account.

Get to know Seller Central

Once you have registered as a seller on Amazon, you will be given access to your Seller Central account. Think of Seller Central as your one stop shop for selling on Amazon. It's a portal for your Amazon business and a one-stop shop for managing your seller account, adding product information, updating inventory, processing payments, and finding helpful content to help you navigate your Help Amazon business. This is also where you create offers for your products.
Below are some of the features you can use in Seller Central.
  • Use the Inventory tab to keep an eye on your inventory and update your offers
  • Download custom statistics and reports, and mark templates that you use frequently
  • Use customer statistics tools to monitor your seller performance
  • Contact Sales Partner Service and create a ticket using the case log
  • Keep track of your daily sales for all the products you sell on Amazon

Compliance with sales tax requirements

Information on sales tax requirements

Depending on the type of your company, you are subject to sales tax in European countries in accordance with the applicable regulations. Sales tax liability depends on several factors, such as your branch office location, shipping model, and your annual sales. Being aware of various sales tax requirements and knowing how to meet them helps ensure a smooth Amazon sales experience.

You don't have an Amazon seller account yet?

€ 39 (excl. VAT) per month + sales fees

How to offer products

Offer the first product

In order to sell a product on Amazon, you must first create a product listing. You can either use an existing offer (if someone is already selling the same product on Amazon) or create a new offer (if you are the first or only seller).

The way in which sellers upload and offer their products depends on the sales tariff. Simply put, sellers who use a seller account on the Professional sales plan have the option of uploading their products in bulk or manage inventory with third-party systems, while sellers who use a seller account on the Single-Seller plan can track their product listings individually.

Sell ​​to B2B and B2C customers through one account

Once your product is successfully online, it will be offered to both B2C and B2B customers. This enables you to expand the reach of your offering from a single account -
with no additional fees.

What you need to offer products

In most cases, products must have a Global Trade Item Number (GTIN), e.g. B. UPC, ISBN or EAN. Amazon uses these product identifiers to precisely identify the item sold. If you use an existing offer, you do not need to enter a product ID, as this already exists. Adding a product that is new to Amazon may require you to purchase a UPC code or apply for an exemption.
In addition to the product identifier, you will find further important information for each product range here:
  • SKU
  • Product title
  • Product description and bullet points
  • Product images
  • Relevant search terms

What are restricted product categories?

It is important that customers can shop at Amazon with confidence. For this reason, some product categories (e.g. certain food or automotive products) are considered "restricted categories". Amazon may require seller performance reviews, additional fees, and other qualifications in order for you to sell certain brands or list items in the restricted categories. You can request approval in Seller Central.

Successful offer = successful start

Following best practices for creating offers can have a significant impact on their success. Make it easy for shoppers to find your listings by adding descriptive titles, clear images, and meaningful product features to your items. Avoid things that could negatively impact your market entry: