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Selling on Amazon: A comprehensive guide for getting started
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.
Before you start
Learn about account creation, product listing, order fulfilment, payments, Amazon Brand Registry and much more with Seller University!
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
In order to complete your registration, please ensure you have the following handy. Understanding these verification requirements will help speed up the registration and verification processes. These checks help us maintain trustworthy sales sites for our customers and protect your business.
Verification type
What do you need to provide?
Point of contact (POC) identity verification
Government-issued ID
Business legitimacy check (Professional sellers)
Business licence document
Business address verification for Professional sellers or residential address for individuals
Proof of address document such as a bank statement or utility bill
POC and business association (Professional sellers)
Business relationship document such as employment contract, shareholder certificate or letter of authorisation
Credit card verification
Credit card details with CVV/CVC
Bank account verification
Bank details; if not auto-verified, provide a bank statement
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.
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 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.
Adding your products
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 send orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
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 send orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
Product categories
Product categories
Product examples
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. Category available to Professional sellers only. Requirements (sign-in required)
New
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
Requirements (sign-in required)
New
Beauty
Fragrance, Skincare, Makeup, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (sign-in required)
Requirements (sign-in required)
New
Health & Personal Care
First Aid, Nutrition. See also Beauty.
New
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
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 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
Your offer details will be displayed on a "product detail page". If you’ve ever shopped on Amazon.com, you've seen one. It's where customers can find all 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.
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.
1.
Title
200 characters max, capitalise the first letter of every word
2.
Images
500 x 500 or 1000 x 1000 pixels to increase listing quality
3.
Variations
Such as different colours, scents or sizes
4.
Bullet points
Short, descriptive sentences highlighting key features and benefits
5.
Featured Offer ("Buy Box")
The featured offer on a detail page. Customers can add to their basket or "Buy Now"
6.
Other offers
The same product sold by multiple sellers offering a different price, shipping options etc.
7.
Description
Keywords improve the chances that people will find your listing
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.
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. To get it, use Fulfilment by Amazon to send products from one of our fulfilment centres.
Sell and ship across Europe
With just one account, you can reach customers, then manage your listings and inventory all across Europe within nine European stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se, Amazon.pl and Amazon.com.be).
TRAFFIC
Advertise your offers
Improve the visibility of individual products and boost brand awareness with advertising in search results and on product pages. Promotions and discount vouchers are other ways 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.
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.
Frequently Asked Questions
Get answers to frequently asked questions about using Amazon for eCommerce.
What type of products can you sell online?
Taking into consideration your niche, target and business goals, you can sell almost anything online.
Many product categories, such as computing, electronics, automotive accessories, kitchen utensils, furniture and decor, lighting and home lamps, musical instruments or office supplies, do not need to be approved to be sold on Amazon.
Other product categories, such as watches, beauty products, apparel or health & personal care products, will require approval from Amazon's team before they can be listed.
Many product categories, such as computing, electronics, automotive accessories, kitchen utensils, furniture and decor, lighting and home lamps, musical instruments or office supplies, do not need to be approved to be sold on Amazon.
Other product categories, such as watches, beauty products, apparel or health & personal care products, will require approval from Amazon's team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can help your business reach a larger audience and more potential customers. Amazon's selling partners also have access to a variety of resources that can assist them in increasing their visibility and sales.
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 more specialised businesses grow.
By becoming an Amazon seller, you can launch your online business with low initial investment and benefit from secure payment methods, the credibility of the site and much more besides.
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 more specialised businesses grow.
By becoming an Amazon seller, you can launch your online business with low initial investment and benefit from secure payment methods, the credibility of the site and much more besides.
Do I need to be self employed to sell on Amazon?
Anyone can sell on Amazon, regardless of their employment status. Amazon offers two selling plans, one for Individual sellers 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 revenue exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
Keep in mind, if your revenue exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
What mistakes should I avoid when selling online?
When selling online, avoiding common mistakes such as a lack of product information, poor customer service and an 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 may affect its effectiveness and reputation. A way of streamlining these processes is by using services such as Fulfilment by Amazon.
Creating a robust 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 may affect its effectiveness and reputation. A way of streamlining these processes is by using services such as Fulfilment by Amazon.
Creating a robust business strategy that takes these factors into account is critical to establishing a successful online selling operation.
Which product categories require approval on Amazon Belgium?
Certain product categories require approval before they can be sold on Amazon Belgium. This means that you must submit a request and be approved by Amazon. In the majority of cases, these categories are only for sellers with a Professional account.
The main categories affected are:
1. Grocery: food, beverages, snacks, fresh or frozen products and household items.
2. Jewellery: rings, necklaces, bracelets and earrings.
3. Watches: any type of watch.
4. Apparel: clothing items, sports clothing and accessories such as belts and wallets.
5. Beauty: skin care products, makeup, perfume and hair care products.
6. Health & Personal Care: food supplements and first aid products.
7. Personal Care Appliances: hair care, oral care, shaving, skin care and well-being.
These categories often require additional documentation, as well as compliance with Amazon's safety standards and policies.
It is also important to note that some products are restricted for legal or safety reasons, or for compliance with Amazon's policies. Non-compliance with these rules may lead to listings being removed or seller accounts being suspended.
The main categories affected are:
1. Grocery: food, beverages, snacks, fresh or frozen products and household items.
2. Jewellery: rings, necklaces, bracelets and earrings.
3. Watches: any type of watch.
4. Apparel: clothing items, sports clothing and accessories such as belts and wallets.
5. Beauty: skin care products, makeup, perfume and hair care products.
6. Health & Personal Care: food supplements and first aid products.
7. Personal Care Appliances: hair care, oral care, shaving, skin care and well-being.
These categories often require additional documentation, as well as compliance with Amazon's safety standards and policies.
It is also important to note that some products are restricted for legal or safety reasons, or for compliance with Amazon's policies. Non-compliance with these rules may lead to listings being removed or seller accounts being suspended.
What is Amazon Seller Central and how do I use it?
Seller Central is the platform where sellers manage their business on Amazon. It is the main dashboard, and a single point from which sellers can manage their products, orders, inventory and sales performance.
With Seller Central, you can manage all aspects of your account, including creating product listings, managing pricing, monitoring inventory levels and analysing key performance indicators.
To use Seller Central in Belgium, you can log in with your Amazon seller account via the Seller Central Europe portal. Once connected, you will have access to your dashboard, where you can see an overview of your business, sales, orders and key notifications.
You can also use this platform to manage advertising campaigns, reply to customer messages, handle returns and optimise your product listings to boost your visibility and your sales on Amazon Belgium and other European marketplaces.
With Seller Central, you can manage all aspects of your account, including creating product listings, managing pricing, monitoring inventory levels and analysing key performance indicators.
To use Seller Central in Belgium, you can log in with your Amazon seller account via the Seller Central Europe portal. Once connected, you will have access to your dashboard, where you can see an overview of your business, sales, orders and key notifications.
You can also use this platform to manage advertising campaigns, reply to customer messages, handle returns and optimise your product listings to boost your visibility and your sales on Amazon Belgium and other European marketplaces.
Start selling today
Selling on Amazon allows you to reach tens of millions of shoppers, whether you're selling one item or millions. Your account configuration is set to sell across Europe.
