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Sell Shoes on Amazon UK and Step into Scalable Growth
A Step-by-Step Guide
Selling shoes online in the UK through websites like Amazon can be a profitable and scalable opportunity. This step-by-step guide walks you through everything you need – from understanding your market and registering your Amazon Seller account, to creating compelling listings and selecting the right fulfilment model – so you can launch and grow a successful shoe business on Amazon.
Shoe Market Stats & Consumer Trends
According to Statista, the United Kingdom’s footwear market is projected to generate revenues of approximately US$21.30 billion by 2025. It is expected to grow at an annual rate of 2.35% (CAGR 2025–2030). The largest segment in the market is boots, which is expected to reach a market volume of US$7.94 billion in 2025.
The market volume in the UK is projected to reach 388.4 million pairs by 2030, with average volume per person at 5.09 pairs in 2025. Furthermore, 90% of footwear sales in the UK market by 2025 will be attributable to non-luxury products. Trends show that Gen Z and millennials increasingly prioritise mobile shopping, fast delivery, and ethical production.
According to Statista’s 2024 global fashion report, sustainability and transparency are among the top purchase motivators for young consumers. Sellers that focus on brand authenticity, flexible returns, and sizing accuracy tend to outperform the competition.
Compare estimates by fulfilment method
Calculate fees, costs, and revenue for a current or future product, comparing Fulfilment by Amazon (FBA) and your own fulfilment method:
- Open the Revenue Calculator.
- Search the Amazon catalogue for a product or define one using dimensions, weight, category, price, and shipping charges.
- Review and adjust entries for Amazon Fulfilment and Your fulfilment to calculate—and recalculate—fees, costs, and revenue.
Did you know?
WGSN Mindset identified Ballet Flats as a Sustained Riser for Amazon’s S/S 25 season. Global Google searches for the style grew +90% YoY in the 90 days to May 2025, and actual sales have tracked within WGSN’s predicted confidence range, validating the forecast accuracy.
Business Planning Tips for Sellers
Before diving into online shoes sales, it's essential to buld a solid foundation:
•
Define your niche and unique selling proposition
Identify what sets your shoes apart (e.g., handmade, eco-friendly, athletic focus).
•
Research competitors and price trends
Analyse Amazon UK listings, identify gaps, and optimise your strategy accordingly.
•
Budget carefully
Factor in product sourcing, marketing, packaging, fulfilment, and Amazon fees.
•
Choose your fulfilment method early
Whether FBA or FBM, plan your logistics around product volume and delivery expectations.
•
Set growth objectives
Use data from your Seller Central dashboard to guide scaling efforts and future investments.
Step 1:
Research your shoe market and define a niche
Start by identifying the types of shoes you want to sell. Will you focus on men’s trainers, women’s sandals, formal footwear, children’s school shoes, or sustainable options like vegan shoes? Focusing on a niche helps tailor your product line, branding, and marketing.
Browse Amazon’s UK site to analyse competitors, note price ranges, customer reviews, ratings, and best-seller tags. Look for market gaps or underserved styles.
Browse Amazon’s UK site to analyse competitors, note price ranges, customer reviews, ratings, and best-seller tags. Look for market gaps or underserved styles.
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Shoes sold on Amazon UK must be new only – used footwear is not permitted on the platform. Ensure your inventory meets this standard.
If you're reselling major brands, be aware that some brands or sub-categories may require approval or “ungating.” Amazon enforces brand restrictions to protect IP and prevent counterfeit goods. If you’re selling your own brand, approval typically isn't needed, but your listings should still meet all quality and content standards.
Step 2:
Register an Amazon UK Seller Account
Start by registering your Amazon Seller account. You’ll need a UK business address, a bank account that accepts British pounds (GBP), and the following:
- A valid government-issued photo ID (passport or driver’s licence)
- A credit/debit card
- Phone number
- Business info (as a sole trader or limited company)
Then, you’ll need to select one of two selling plans:
Individual Plan:
£0.75 per item sold + additional selling fee
Profesional Plan:
£25/month (excl. VAT) + additional selling fee, recommended if you’re planning to sell over 35 items/month or if you want access to tools like Sponsored Ads and bulk listing uploads
In addition to the monthly fee, Amazon charges a referral fee of 8% to 15% on most sales. For footwear, the rate is 15%. Once registered, you’ll gain access to Seller Central, your hub for managing listings, orders, reports, and advertising.
Step 3:
Ensure compliance with UK business and VAT rules
Before selling, ensure you’re registered as a legal business. Sole traders must register with HMRC, and limited companies must register with Companies House. Also make sure you’re registered for Value Added Tax (VAT) as applicable.
Update your VAT number in Seller Central if applicable. This ensures your invoices are generated with the correct tax information and Amazon collects/remits VAT where required.
Keep digital records of all transactions, expenses, and VAT submissions. Use Amazon’s VAT Transactions Reports (AVTR) to help with your tax return preparation.
Update your VAT number in Seller Central if applicable. This ensures your invoices are generated with the correct tax information and Amazon collects/remits VAT where required.
Keep digital records of all transactions, expenses, and VAT submissions. Use Amazon’s VAT Transactions Reports (AVTR) to help with your tax return preparation.
Step 4:
Create effective product listings
Creating high-quality listings is key to visibility and conversion. Each listing should provide full details and inspire confidence in your potential customers.
Here’s what you need to include:
Here’s what you need to include:
- Title: Keep it clear and keyword-rich. Include brand, model, gender, size, and colour.
- Images: Upload at least 5 high-resolution images (min 1000px on longest side), showing the product from all angles, including soles, top, and profile views.
- Bullet Points: Outline material, sizing fit (e.g. “true to size”), comfort features, warranty details, and return options.
- Description: Describe the use-case (e.g., “everyday walking,” “gym trainers,” “office wear”) and brand story.
- Product ID: Use a valid UPC/EAN, or request a GTIN exemption for private-label brands.
If your shoes are available in multiple sizes or colours, use Amazon’s variation listing tool to display them under one product page. This improves navigation and conversion.
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Add a size guide in the images or description to reduce returns due to incorrect sizing – especially when dealing with international conversions (e.g., UK vs. EU sizes).
If you own the brand, enrol in Amazon Brand Registry to gain access to enhanced content, protection tools, and insights.
If you own the brand, enrol in Amazon Brand Registry to gain access to enhanced content, protection tools, and insights.
Example: Fees Breakdown for Shoes*
Selling price:
£40
Referral fee (15%):
£6
FBA fulfillment fee (standard parcel 1.9kg):
£3.48
Storage fee:
£0.17/month
* These are rough estimates and actual costs and margins can vary significantly based on specific products, competition, and other factors. Storage fees can vary based on product size and time of year. The profit margins are approximate ranges after accounting for the main Amazon fees.
Step 5:
Choose a Fulfilment method
Amazon gives you two ways to ship products:
1. Fulfilment by Amazon (FBA)
You send inventory to Amazon’s fulfilment centres. Amazon handles:
- Storage and packaging
- Delivery (with tracking)
- Returns and customer service
Potential benefits:
- Prime badge eligibility
- Access to Amazon’s logistics and customer support
- Better chances to win the Buy Box
Possible challenges:
- Monthly storage and per-unit fulfilment fees
- Additional prep (e.g. poly-bagging or labelling) required
Use the FBA Revenue Calculator to assess margins.
2. Fulfilled by Merchant (FBM)
You manage your own shipping and returns.
Potential benefits:
- Lower fees for low-volume or bespoke products
- Full control over packaging and branding
Possible challenges:
- You must meet Amazon’s delivery standards
- Prime badge not available unless enrolled in Seller Fulfilled Prime
Many sellers adopt a hybrid model, using FBA for best-sellers and FBM for slower or bulkier items.
Step 6:
Launch and grow your shoe business
Once your store is live, focus on growth:
Pricing
Use competitive pricing. Consider running promotions or offering coupons to attract early buyers.
Advertising
Launch Sponsored Products campaigns to appear in search results. Use keyword targeting to reach shoe shoppers.
Customer Experience
Ship quickly (for FBM), respond to messages within 24 hours, and keep return rates low.
Reviews
Use the “Request a Review” button in Seller Central after purchases. Positive feedback builds trust.
Analytics
Track performance using Business Reports. Optimise listings and adjust pricing based on conversion rates and customer behaviour.
As sales grow, consider expanding to other Amazon EU marketplaces using your unified account setup. You can also explore expanding the brands or product lines you offer to further grow your business (e.g., matching socks, insoles, or care kits).
Did you know?
WGSN Mindset identified Men’s Oxford Shoes (Lightweight Lace-Up) as a Sustained Riser for Amazon’s S/S 25 season. Global Google searches for the style grew +150% YoY in the 90 days to May 2025, and actual sales have tracked within WGSN’s predicted confidence range, confirming the accuracy of the forecast.
FAQs
1. Can I sell second-hand shoes on Amazon UK?
No. Amazon UK only allows new shoes in the footwear category.
2. When do I need to register for VAT?
If your turnover exceeds £90,000 in any 12-month period, you must register. You can find more information here.
3. Do I need approval to sell branded shoes on Amazon?
Some brands require Amazon approval. Check in Seller Central before listing.
4. Which is better – FBA or FBM?
FBA offers Prime delivery and convenience, while FBM gives you more control and lower fees for slow-moving stock. A hybrid approach works for many.
5. Can I start as a sole trader?
Yes, you can register with HMRC as self-employed and start selling. No limited company is required initially.
