Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveSTART HERE
De beginner's gids voor verkopen op Amazon
Een paar dingen om over na te denken voordat je begint met verkopen
€39 (excl. VAT) per month + selling fees
Get started with
over €47,250 in incentives
over €47,250 in incentives
10% back on your first €45,000 in branded sales, then 5% back through your first year until you reach €900,000 in eligible branded sales (up to €47,250 in bonus value)
Get up to €850 in ad credits for Sponsored Products
Introduction
Welcome to Selling on Amazon
It's no secret: At Amazon, we obsess over customers. And our customers want a trusted destination where they can purchase a wide variety of goods, which is what makes sellers like you so important. We're always looking for ways to add value for our customers and be Earth's most customer-centric company. As an Amazon selling partner, you take part in offering those customers a better selection, better prices and a top-notch customer experience.
Hundreds of millions of active customers in more than 180 countries
195 million monthly unique visitors (in the US alone)
$1.9 billion reported sales by selling partners during Prime Day 2021
The Amazon edge
When you start selling on Amazon, you become part of a retail destination that's home to all kinds of selling partners, from Fortune 500 organisations to artisan vendors who make handcrafted goods. They all sell on Amazon for a reason: to reach the hundreds of millions of customers who visit Amazon to shop.
- Third-party sales account for approximately 60% of physical product sales on Amazon, and those sales are growing faster than Amazon's own retail sales.
- In 2020, 185,000 European SMBs sold more than 1.8 billion products in our stores.
FAQ:
Is Amazon right for my business?
The short answer is: yes. The largest household brands sell on Amazon. So do emerging brands that will pop up on your radar soon. Small and medium-sized businesses thrive here, and they account for more than half the units sold in our stores worldwide. Whatever your business—and whatever size it is—we're excited about you growing with us. Find your fit and start selling today.
Before you start selling
Did you know?
Tools for brand owners
If you own a brand, Amazon offers tools to help you build, grow and protect it. Enrolling in Brand Registry can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers — along with unlocking additional advertising options and recommendations on improving traffic and conversion.
What you'll need to get started
In order to complete your registration, please ensure you have the following handy:
- Business email address or Amazon customer account
- Chargeable credit card (international cards are also accepted)
- Valid passport or ID (identity verification protects sellers and customers)
- Company registration details, including VAT number
FAQ:
What is a VAT number and why do I need to get one?
If you sell goods in any EU country, it's likely you will be required to register for Value-Added Tax (VAT) in each country you sell in. VAT is a tax that VAT-registered traders in the EU add to the price of the goods they sell, and pass on to the national tax authorities when they file their tax returns. You may be able to claim back a portion of your VAT.
How much does it cost to sell on Amazon?
There are a few different types of selling fees you might pay, depending on your selling plan and the types of products you sell.
Subscription fees
On the Professional selling plan, there's a flat fee of €39 per month and no per-item fee.
Referral fees
These fees are charged per item sold, and they include referral fees (which are a percentage of the selling price and vary depending on the product's category) and variable closing fees (which apply only to media categories).
Fulfilment fees
When you fulfil orders yourself, Amazon shipping rates apply. We charge these shipping rates based on the product category and shipping service selected by the buyer.
FBA fees
For products that Amazon fulfils for you (known as Fulfilment by Amazon or FBA), there are fees for order fulfilment, storage and optional services.
Review the fees that may be associated with your account.
Get to know Seller Central
What is Seller Central?
Once you register as an Amazon selling partner, you'll have access to your Seller Central account. Think of Seller Central as your go-to resource for selling on Amazon. It's a portal to your Amazon business and a one-stop shop for managing your selling account, adding product information, making inventory updates, managing payments and finding helpful content to help you navigate your Amazon business. It's also where you list all your products.
Below are a just few of the things you can do from Seller Central.
- Keep track of your inventory and update your listings from the Inventory tab
- Download custom business reports and bookmark templates you use often
- Use customer metrics tools to monitor your seller performance
- Contact Selling Partner Support and open help tickets using the Case Log
- Keep track of your daily sales for all the products you sell on Amazon
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 from your phone.
VAT compliance
Understanding your VAT requirements
Depending on the nature of your business, you will be required to register for VAT in a European country as per the regulations. This depends on multiple factors, some of which are place of business establishment, business 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.
How to list products
Listing your first product
To sell a product on Amazon, you must first create a product listing. Either match an existing listing (if somebody else is already selling the same product on Amazon) or create a new listing (if you are the first or only selling partner).
The specific way selling partners upload and list their products varies depending on their selling plan. To put it simply: Selling partners using a Professional selling partner account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems.
Find more detailed information about adding products using this Product listing guide.
The specific way selling partners upload and list their products varies depending on their selling plan. To put it simply: Selling partners using a Professional selling partner account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems.
Find more detailed information about adding products using this Product listing guide.
What you need to start listing products
In most cases, products must have a Global Trade Item Number (GTIN), such as a UPC, an ISBN or an EAN. Amazon uses these product IDs to identify the exact item you're selling. If you match a listing, you won't need to provide a product ID since it already exists. If you're adding a product that's new to Amazon, you may need to purchase a UPC code or request an exemption.
In addition to a product ID, here's some of the important information that goes into each product listing:
- SKU
- Product title
- Product description and bullet points
- Product images
- Search terms and relevant keywords
FAQ:
What are restricted product categories?
It's important that customers are able to shop with confidence on Amazon, which is why some product categories (like certain grocery or automotive products) are known as "restricted product categories". Amazon might require performance checks, additional fees and other qualifications in order for you to sell certain brands or list items within restricted categories. You'll be able to request approval from within Seller Central.
Successful listing = successful launch
Following best practices for adding listings can have a big impact on their success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images and concise feature bullets to your items. Avoid things that could negatively impact your launch:
Variation issues
Products that vary only by colour, scent or size might be a good candidate for listing as variations. Ask yourself if the customer would expect to find the products together on the same page. If not, list them separately.
Image compliance
Your images must be at least 500 × 500 pixels (increase the size to 1000 × 1000 for high-quality listings) and set against a plain white background. The product should fill at least 80% of the image area.
Product IDs
Make sure you're meeting the requirements for product UPCs and GTINs (Global Trade Item Number). Consistency in these codes helps promote confidence in the range of products shown in the Amazon catalogue.
Don't have an Amazon selling partner account yet?
€39 (excl. VAT) per month + selling fees
The product detail page
Your offer details will be displayed on a "product detail page". If you've ever shopped on Amazon, 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.
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 × 500 or 1000 × 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
Rédiger des points clés qui convainquent
Des points clés Amazon performants mettent en avant le bénéfice client en premier, avant la caractéristique produit. Chaque point doit répondre à la question implicite de l'acheteur : 'Qu'est-ce que cela m'apporte ?' Commencez par une courte accroche en majuscules, facilement lisible sur mobile, puis ajoutez une phrase qui relie directement la fonctionnalité à un usage concret. Respectez les limites de caractères publiées dans Seller Central et ne terminez jamais un point par un point final.
La précision et la sobriété du texte signalent la qualité au lecteur. Plutôt que d'énumérer chaque spécification technique, sélectionnez les cinq attributs qui comptent le plus pour votre acheteur cible et donnez à chacun de l'espace pour s'exprimer. Un langage fonctionnel concret est bien plus efficace que des superlatifs vagues : un acheteur comprend mieux 'coutures renforcées conçues pour un usage quotidien intensif' que 'qualité premium exceptionnelle'. Cette approche reflète le soin apporté à un produit bien conçu et renforce la valeur perçue de votre offre avant même que l'acheteur n'ait regardé le prix.
Une fois votre offre mise en ligne sur Amazon BE, les Sponsored Products peuvent générer du trafic directement vers la page produit, là où vos points clés jouent leur rôle décisif. Les vendeurs inscrits à Amazon Brand Registry peuvent également utiliser le contenu A+ pour enrichir les points clés avec des images améliorées et des modules de comparaison, offrant aux acheteurs une confiance supplémentaire pour ajouter au panier. Analysez régulièrement les performances de vos points clés via les indicateurs de Seller Central et affinez votre texte en fonction des données de conversion.
La précision et la sobriété du texte signalent la qualité au lecteur. Plutôt que d'énumérer chaque spécification technique, sélectionnez les cinq attributs qui comptent le plus pour votre acheteur cible et donnez à chacun de l'espace pour s'exprimer. Un langage fonctionnel concret est bien plus efficace que des superlatifs vagues : un acheteur comprend mieux 'coutures renforcées conçues pour un usage quotidien intensif' que 'qualité premium exceptionnelle'. Cette approche reflète le soin apporté à un produit bien conçu et renforce la valeur perçue de votre offre avant même que l'acheteur n'ait regardé le prix.
Une fois votre offre mise en ligne sur Amazon BE, les Sponsored Products peuvent générer du trafic directement vers la page produit, là où vos points clés jouent leur rôle décisif. Les vendeurs inscrits à Amazon Brand Registry peuvent également utiliser le contenu A+ pour enrichir les points clés avec des images améliorées et des modules de comparaison, offrant aux acheteurs une confiance supplémentaire pour ajouter au panier. Analysez régulièrement les performances de vos points clés via les indicateurs de Seller Central et affinez votre texte en fonction des données de conversion.
Les éléments d'un titre produit efficace sur Amazon BE
Un titre produit performant sur Amazon BE doit s'ouvrir sur le nom de la marque, suivi du type de produit, puis des attributs différenciants dans cet ordre : matériau ou caractéristique principale, taille ou quantité, couleur ou variante. Cette structure donne aux acheteurs les informations nécessaires pour prendre une décision rapide, tout en respectant la limite de 200 caractères qu'Amazon applique sur l'ensemble de ses boutiques.
Amazon BE s'adresse à une clientèle multilingue, ce qui signifie que les titres doivent être créés séparément en français et en néerlandais. Un titre rédigé en français cible les acheteurs de Wallonie et de Bruxelles, tandis qu'un titre en néerlandais atteint le public flamand et néerlandophone de Bruxelles. Mélanger les deux langues dans un même titre n'est pas autorisé et réduit la pertinence de votre annonce pour les deux audiences. Utilisez les services de traduction d'Amazon pour produire un contenu naturel et localement adapté, plutôt qu'une traduction mot à mot.
Les règles de présentation d'Amazon s'appliquent à toutes les annonces : mettez une majuscule à la première lettre de chaque mot, utilisez des chiffres plutôt que des nombres écrits en toutes lettres, et évitez tout langage promotionnel tel que 'meilleur', 'moins cher' ou 'garanti'. Les symboles qui ne font pas partie d'un nom de marque, notamment les points d'exclamation et les signes de devises, ne sont pas autorisés dans les titres. Le respect de ces règles protège votre annonce contre toute suppression et préserve votre éligibilité aux campagnes de Produits sponsorisés. Les vendeurs inscrits au Registre des marques Amazon peuvent utiliser le contenu A+ pour compléter le titre avec des images enrichies et des tableaux comparatifs, améliorant ainsi le taux de conversion sur la page produit.
Amazon BE s'adresse à une clientèle multilingue, ce qui signifie que les titres doivent être créés séparément en français et en néerlandais. Un titre rédigé en français cible les acheteurs de Wallonie et de Bruxelles, tandis qu'un titre en néerlandais atteint le public flamand et néerlandophone de Bruxelles. Mélanger les deux langues dans un même titre n'est pas autorisé et réduit la pertinence de votre annonce pour les deux audiences. Utilisez les services de traduction d'Amazon pour produire un contenu naturel et localement adapté, plutôt qu'une traduction mot à mot.
Les règles de présentation d'Amazon s'appliquent à toutes les annonces : mettez une majuscule à la première lettre de chaque mot, utilisez des chiffres plutôt que des nombres écrits en toutes lettres, et évitez tout langage promotionnel tel que 'meilleur', 'moins cher' ou 'garanti'. Les symboles qui ne font pas partie d'un nom de marque, notamment les points d'exclamation et les signes de devises, ne sont pas autorisés dans les titres. Le respect de ces règles protège votre annonce contre toute suppression et préserve votre éligibilité aux campagnes de Produits sponsorisés. Les vendeurs inscrits au Registre des marques Amazon peuvent utiliser le contenu A+ pour compléter le titre avec des images enrichies et des tableaux comparatifs, améliorant ainsi le taux de conversion sur la page produit.
One account for all of Europe
Amazon has unified its online European stores, so you can sell, create and manage your product offers and control your inventory throughout the EU, all from one European selling partner account.
Sell across Europe
Take your business beyond borders and reach millions of customers all across Europe, through amazon.co.uk, amazon.de, amazon.fr, amazon.it, amazon.es, amazon.nl, amazon.se and amazon.pl.
Learn more
Learn more
VAT tools and resources
Every country in the EU has its own VAT laws; Amazon's VAT support services help you navigate VAT easily and efficiently — and at no cost for the first year.
Learn more in our VAT Knowledge Centre
Learn more in our VAT Knowledge Centre
Translation services
Build stronger customer relationships by servicing them in their own language. Use Amazon's translation services to translate your product offers and information.
How to deliver products
Selecting the right fulfilment option
Amazon selling partners have two options for getting shoppers their stuff: You can do it yourself, maintaining your own inventory and shipping products to customers (merchant-fulfilment), or have Amazon take responsibility for packaging, labelling and shipping products through Fulfilment by Amazon (FBA). Each method has its own set of benefits; you just have to decide which one is right for your business.
The benefits of Fulfilment by Amazon
Around the world, Amazon has more than 200 fulfilment centres, which contain more than 150 million square metres of storage space. With FBA, you get to store your goods on those shelves. You also get Amazon's world-class customer service and returns, along with other advantages that help you scale your business, fast.
Your products fulfilled across Europe
Fulfilment by Amazon is the ultimate solution to build up and grow your international brand identity. Start selling in Europe by choosing the countries where you want to expand and let Amazon store and distribute your products according to the expected customer demand, at no additional cost to you.
By selling in Europe with FBA, you may increase your sales up to 30%. In addition, you will benefit from Amazon faster delivery and the Prime badge!
By selling in Europe with FBA, you may increase your sales up to 30%. In addition, you will benefit from Amazon faster delivery and the Prime badge!
Did you know?
You pay only for the services you use!
Our flexible rate structure makes it easy to be more competitive. With FBA, you only pay for the services you use.
There are no subscription fees, contracts or minimum inventory requirements.
Ship your products to our fulfilment centres and pay for fulfilment services and storage space used.
There are no subscription fees, contracts or minimum inventory requirements.
Ship your products to our fulfilment centres and pay for fulfilment services and storage space used.
How Fulfilment by Amazon works
Step 1
Ship your inventory to Amazon. It will be scanned and made available for sale.
Step 2
With each order, Amazon packages and ships the product directly to the customer.
Step 3
Amazon collects payment from the customer and pays you available funds every two weeks.
Step 4
Amazon's customer service team handles questions, returns and refunds.
If you're fulfilling your own orders
Merchant-fulfilled simply means you store and ship products directly to customers yourself. Amazon charges shipping rates based on the product category and shipping service selected by the customer, then passes the amount on to you in the form of a shipping credit.
You've made your first sale. What's next?
Managing your Amazon business
Your first sale is a big milestone — but it's just the beginning of your growth opportunities selling on Amazon. Once your store is up and running, there are a few important things to keep in mind.
Performance metrics (and why they matter)
Amazon selling partners operate at a high standard so we can provide a seamless, delightful shopping experience. We call it being customer-obsessed, and as an Amazon selling partner it means keeping an eye on these key metrics:
- Order defect rate (your ability to provide a good customer experience): < 1%
- Pre-fulfilment cancel rate (initiated by the selling partner before shipment): < 2.5%
- Late shipment rate (orders that ship after the expected date): < 4%
You can keep tabs on your performance and make sure you're meeting your targets in Seller Central.
Customer reviews
Customer product reviews are an integral part of the shopping experience on Amazon, and they benefit both customers and sellers. Make sure you're familiar with the right way and wrong way to get more product reviews and avoid policy violations.
Amazon jargon:
Seller University
Seller University is an online resource from Amazon that contains videos, step-by-step guides, tutorials and training to help entrepreneurs launch (and grow) their business on Amazon.
Opportunities for business growth
This is only the beginning
The moment you're selling on Amazon is the moment you can start growing your Amazon business. Once you've launched your business, Amazon has tools in place to help you take your business to the next level (or the next couple of levels).
Advertising
Amazon's advertising solutions enable you to reach and engage shoppers, which will help them to compare products or make a purchase. Ads show up right where customers will see them (like the first page of search results or product detail pages). Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
1. Sponsored Products
Sponsored Products are ads for individual product listings on Amazon, so they help drive product visibility (and product sales). Sponsored Product ads appear on search results pages and product detail pages.
2. Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. They're search-result ads that feature your brand logo, a custom headline and up to three of your products.
3. Amazon Stores
Stores are custom multipage shopping destinations for individual brands that let you share your brand story and product offerings (and you don't need any website experience to use them).
Global expansion
Selling globally is a huge milestone for any business. It means hundreds of millions of new customers and the potential for a big boost in sales. Global expansion has a lot of moving parts, but with Amazon Global Selling, you get to use Amazon's global infrastructure to put your products in front of a worldwide audience.
When it's time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe and Asia.
When it's time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe and Asia.
What makes a great selling partner?
A checklist for growth
Opportunities for growth are all around you — but here are a few things to try in your first 90 days as an Amazon selling partner.
Keep an eye on your account health in Seller Central
Use Fulfilment by Amazon
Offer deals and coupons
Expand your selection by listing more products
Use the Automate Pricing tool in Seller Central
Your first 90 days
The first three months after you launch your Amazon business are an important time for establishing practices that will boost your performance from there on.
Frequently asked questions
Get answers to frequently asked questions about using Amazon for e-commerce.
How do I open a selling partner account on Amazon Belgium?
Opening a selling partner account on Amazon Belgium couldn't be easier, and it's the first step if you want to learn how to sell on Amazon. To complete your registration as an Amazon seller and set up your account, follow the steps below:
1. Go to the official Seller Central Belgium website and click "Sign up" to start creating your account.
2. Log in with your existing Amazon account or create a new one to set up your Amazon account in a way that suits your business.
3. Choose your selling plan: Individual (pay per item sold) or Professional (monthly subscription).
4. Enter your business details, including your name, address, contact details and, if applicable, business registration details and your VAT number.
5. Add your payment details, such as a valid bank account for receiving payments and a credit card for billing.
6. Complete the ID verification process by uploading the required documents (ID, proof of address and business documents if needed).
7. Once your account has been verified, you can access Seller Central, create your listings and start selling on Amazon Belgium and throughout Europe.
1. Go to the official Seller Central Belgium website and click "Sign up" to start creating your account.
2. Log in with your existing Amazon account or create a new one to set up your Amazon account in a way that suits your business.
3. Choose your selling plan: Individual (pay per item sold) or Professional (monthly subscription).
4. Enter your business details, including your name, address, contact details and, if applicable, business registration details and your VAT number.
5. Add your payment details, such as a valid bank account for receiving payments and a credit card for billing.
6. Complete the ID verification process by uploading the required documents (ID, proof of address and business documents if needed).
7. Once your account has been verified, you can access Seller Central, create your listings and start selling on Amazon Belgium and throughout Europe.
Quelle longueur doit avoir un titre produit sur Amazon BE, et cette règle varie-t-elle selon la langue ?
À compter du 27 juillet 2026, Amazon limite les titres produit à 75 caractères dans l'ensemble de ses boutiques, y compris Amazon BE, pour toutes les catégories à l'exception des médias. Cette limite s'applique aussi bien en français qu'en néerlandais.
Amazon BE étant un marché multilingue, vous devez créer un titre distinct pour chaque langue plutôt que de combiner les deux dans un seul titre. La limite totale étant désormais de 75 caractères, donnez la priorité au nom de la marque, au type de produit et à l'attribut différenciant le plus important dans cet espace, puis placez les détails secondaires dans le nouveau champ Item Highlights d'Amazon, qui accepte jusqu'à 125 caractères de contenu indexable supplémentaire.
Consultez Seller Central pour connaître les éventuelles exigences spécifiques à votre catégorie de produits.
Amazon BE étant un marché multilingue, vous devez créer un titre distinct pour chaque langue plutôt que de combiner les deux dans un seul titre. La limite totale étant désormais de 75 caractères, donnez la priorité au nom de la marque, au type de produit et à l'attribut différenciant le plus important dans cet espace, puis placez les détails secondaires dans le nouveau champ Item Highlights d'Amazon, qui accepte jusqu'à 125 caractères de contenu indexable supplémentaire.
Consultez Seller Central pour connaître les éventuelles exigences spécifiques à votre catégorie de produits.
Combien de points clés une offre produit sur Amazon BE peut-elle comporter, et quelle doit être leur longueur
Les offres produits sur Amazon BE peuvent comporter jusqu'à cinq points clés. Chaque point doit être concis et centré sur un seul bénéfice ou une seule caractéristique, dans le respect des limites de caractères indiquées dans Seller Central. Commencez chaque point par une courte accroche en majuscules pour faciliter la lecture en diagonale, suivie d'une phrase reliant la fonctionnalité à un résultat concret pour le client. Évitez les points finaux en fin de point. Pour les limites de caractères actuelles et les exigences spécifiques à chaque catégorie, consultez le guide de mise en ligne dans Seller Central.
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.
