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 with Amazon. Read the beginner's guide to selling on Amazon
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.
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 will be required to register for a VAT number in a European country as per the regulations. 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 a frictionless selling experience on Amazon.
TVs, Audio (inc. car audio), GPS, Phones, Cameras, Electronic Accessories. Approval may be required for specific products² Requirements (sign-in required).
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.
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)
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.
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
Your offer details will be displayed on a “product detail page.” If you’ve ever shopped on Amazon.com, you’ve seen one. Product detail pages are where customers find all of the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request 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 increased control over product detail pages that use your brand name.
200 characters max, capitalize the first letter of every word
500 x 500 or 1 000 x 1 000 pixels to increase listing quality
Such as different colours, scents, or sizes
Short, descriptive sentences highlighting key features and benefits
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now”
The same product sold by multiple sellers offering a different price, shipping options, etc.
Keywords improve the chances that people will find your listing
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.
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.
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.
With just one account you can reach customers, manage your listings and inventory all across Europe, within nine Europeam Stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se , Amazon.pl and Amazon.com.be).
You can now reach millions of customers through your Seller Central account. Your registration gives you access to European and other international marketplaces. Your account configuration is set to sell across Europe. You can sell on all these marketplaces without additional subscription fees. After registration, you only need to create listings in your home marketplace and eligible listings will automatically be re-created in the remaining four marketplaces via our Build International Listings Tool. If you wish to change the countries/marketplaces, where you want your products to be listed and sold, please visit the listing settings page and update your preferences here (login required).
Please note that due the introduction of a customs border between the UK and the EU, as of January 1, 2021, Amazon is unable to fulfill FBA orders across the border between the UK and EU. To sell with FBA in both the UK and EU, you will need to send inventory to fulfilment centers in the UK and EU. Click here to learn more (login required).