Expand your business across Europe
In 2023, more than 127,000 Small and Medium Enterprises from the European Union sold more than 1.3 billion products on Amazon.¹
Incentives and lower fees to help you get started
New sellers can get up to €47.250* in incentives
As a new seller, you can take advantage of a series of incentives upto €47,250* across New Brand Bonus, Sponsored Ads credits, FBA shipping credits, Vine credits, and Coupon credits — all designed to help you launch and grow on Amazon with lower upfront costs.
Lower referral and FBA fees
We have lowered FBA fulfillment fees for parcels, expanded our Low-Price FBA program, and reduced referral fees in key categories like clothing and accessories, home products, grocery, pet clothing and food — designed to help you keep more from every sale.
View full fee breakdown for your country here:
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Frequently Asked Questions
Get answers to the frequently asked questions about selling on Amazon
What do I need to start selling on Amazon in the UK or EU?
You’ll need a business email, valid phone number, bank account for disbursements, chargeable credit card, government-issued ID, and tax details. For EU or UK sales, ensure you can issue invoices and comply with consumer law and product safety rules in the destination country.
How does selling across Europe work from one account?
With a unified account, you can list and manage offers across Amazon.co.uk and EU marketplaces (e.g., DE, FR, IT, ES, NL, SE, PL). You can price per marketplace, choose local or pan-European fulfilment with FBA, and tailor shipping settings by country.
How can I start selling on Amazon?
Getting started as a seller with Amazon is very simple. In order to start selling on Amazon, you need to follow the below steps:
- First, choose your selling plan based on the number of products you think you will sell per month. We offer two types of plans: individual and professional. We even have an easy Sell on Amazon Fee Calculator to help you understand how much you can earn with each plan for a certain number of products sold.
- Next, you will need to complete the registration process. This requires your Amazon customer account or a business email address, as well as your (or your company's) credit card details. You will also need to submit a valid ID document (a passport copy or a national identity card, for example). In case you run a company, you will also have to share your company registration details including tax certificates (such as a VAT certificate). Lastly, you will need to share your phone number and bank account details.
- Once your registration is complete, you’ll get access to your Seller Central account from where you can manage your business.
- Next, you’ll need to list your products by adding a product ID, SKU, Product title, Product description, Product images and search terms and relevant keywords, and the cost of each product.
- Then you’ll need to choose the right fulfilment option to deliver your products to your customers.
- Now you are ready to start selling on Amazon.
How do I qualify for the New Seller Incentives?
Create a new Professional selling account, launch your first offer within the eligibility window, and (for select benefits) enrol your brand in Amazon Brand Registry. Credits and rebates apply for a limited period after launch—check programme terms for timelines and caps.
How do I manage translations and localised listings?
Use the Build International Listings tool and listing translation features to copy offers across marketplaces and auto-update prices. For best conversion, localise titles, bullets, and keywords to each language, and comply with local product requirements.
Do I need VAT registration to sell in the UK or EU?
You generally need VAT registration where you store inventory (e.g., UK for UK stock, DE for German stock). Distance selling thresholds have been replaced by new rules (EU OSS/IOSS). Use the VAT Knowledge Centre or a tax advisor to determine where and when to register.
How much does it cost to sell a product on Amazon?
The selling fees you pay depend on your selling plan and the types of products you sell.
Selling plan fees
These are the fees you pay for your selling plan, and they vary depending on which plan you select.
If you choose the Professional selling plan, you incur a flat fee of £25 per month and no per-item fee (this means you only pay £25 each month regardless of how many items you've sold).
If you choose the Individual selling plan, you pay a 75p fee for each item you sell on Amazon.
Selling 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).
Shipping 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.
Fulfilment 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.
Selling plan fees
These are the fees you pay for your selling plan, and they vary depending on which plan you select.
If you choose the Professional selling plan, you incur a flat fee of £25 per month and no per-item fee (this means you only pay £25 each month regardless of how many items you've sold).
If you choose the Individual selling plan, you pay a 75p fee for each item you sell on Amazon.
Selling 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).
Shipping 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.
Fulfilment 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.
Which items need approval to be sold on Amazon?
Some categories are open to all sellers, while others require a Professional seller account. There are also some categories of products that require official approval by Amazon for you to start selling. There are also certain categories of products that cannot be sold by third-party sellers.
Product categories requiring approval to sell on Amazon are as follows:
Product categories requiring approval to sell on Amazon are as follows:
- Grocery
- Jewellery
- Watches
- Apparel
- Beer, Wine & Spirits
- Health & Personal Care
- Personal Care Appliances
For more detailed information, visit Seller University to learn how to succeed as an Amazon Seller.
Who can sell on Amazon?
Anyone can start selling on Amazon! Both emerging brands and some of the largest Fortune 500 organizations call Amazon home. Whatever your business - and whatever size it is - with us you can reach the hundreds of millions of customers who visit Amazon to shop every day.
Whether you're an individual or a professional, you can get started with all the information you need here.
Whether you're an individual or a professional, you can get started with all the information you need here.
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