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How to Start Selling on Amazon: a 7-Step Guide
Get an overview of how to create a selling account, list products, fulfil customer orders, and more
£25 (excl. VAT) per month + selling fees
Welcome to selling on Amazon
At Amazon, we obsess over customers - and that scale helps you grow. With hundreds of millions of active customer accounts worldwide and 195 million monthly unique visitors in the US alone, selling partners tap into trusted demand fast. During Prime Day 2021, selling partners recorded over $1.9B in revenue - proof that better selection, sharper prices, and great customer experience drive real growth.
#1
Get ready to sell on Amazon
Choose your selling plan
Amazon offers you the flexibility to sell one type of item or thousands. Before you begin registration, decide which plan fits your business best.
- The Individual selling plan costs 75p per sale.
- The Professional selling plan costs £25 (excl. VAT) per month, no matter how many items you sell
For all plans, Amazon also collects a referral fee on each sale, which is a percentage of the total transaction and varies by product category. The cost to sell on Amazon depends on your selling plan, product category, fulfilment strategy, and other variables. The options are flexible, so you can find the combo that works best for you and your goals. Visit our pricing page for a summary of selling fees.
Are you a brand owner?
Learn how to build a brand on Amazon and enrol in Brand Registry, which can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers.
Understand your audience
Becoming a Seller on Amazon enables your business to target business customers (B2B) and individual consumers (B2C) from the beginning of your seller journey. When you add listings, they will automatically be available to both groups, enabling you to maximise the potential of a single seller account.
What type of Amazon selling partner are you? Play to your strengths and create your selling strategy with a variety of programmes made to support your unique business.
#2
Create your seller account
What you'll need to get started
In order to complete your registration, please ensure you have the following handy:
• Business mail 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
• Phone number
• A bank account where Amazon can send you proceeds from your sales
• Chargeable credit card (international cards are also accepted)
• Valid passport or ID. Identity verification protects sellers and customers
• Company registration details, including VAT number
• Phone number
• A bank account where Amazon can send you proceeds from your sales
For detailed registration steps and FAQs, refer to our registration guide.
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.
#3
Stay VAT compliant
Understand 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.
#4
List products
Add your products
What can you sell on Amazon? It depends on the product, the category, and the brand. 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 authorized reseller.
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 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.
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 ship orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
For pre-owned and refurbished products, additional restrictions may apply. Please see Certified Refurbished requirements for more information.
For pre-owned and refurbished products, additional restrictions may apply. Please see Certified Refurbished requirements for more information.
Product categories
Product category
Example products
Conditions allowed
Categories without restrictions
Amazon Device Accessories
Amazon devices accessories
New, Used
Amazon Kindle
Kindle devices accessories
Used
Beauty
Fragrance, skincare, makeup, hair care, bath & shower (topicals require approval). See also Health & Personal Care.
New
Books
Books, calendars, card decks, sheet music, magazines, journals, other publications
New, Used
Business Products (B2B)
Business-relevant products across multiple categories. Special pricing features to target business customers.
New, Used
Beauty Tools & Accessories
Brushes, bags, cases, skin care tools, hair styling tools
New
Camera & Photo
Cameras, camcorders, telescopes
New, Used
Cell Phones
Cell phones and accessories must be listed using the manufacturer’s Universal Product Code (UPC).
New, Used, Unlocked
Clothing & Accessories
Outerwear, athletic wear, innerwear, belts, wallets
New
Electronics Accessories
Audio, video, camera, photo, cell phone, car electronics, computer, and office accessories
New, Used
Fashion Jewelry
Jewelry that does not contain precious or semi-precious gemstones, pearls, metals
New
Home & Garden
Kitchen, dining, pet supplies, furniture, décor, bedding, bath, craft, hobby, home appliances, storage, patio, lawn, garden, pool supplies, landscaping, snow removal, generators
New, Used, Collectible
Luggage & Travel Accessories
Luggage, bags, backpacks, briefcases, umbrellas, travel accessories
New
Musical Instruments
Guitars, orchestra, recording equipment
New, Used, Collectible
Office Products
Supplies, furniture, printers, calculators
New, Used, Collectible
Outdoors
Outdoor gear, outdoor sports apparel, cycling, and action sports
New, Used
Shoes, Handbags & Sunglasses
Shoes, boots, sandals, slippers, handbags, sunglasses, eyewear frames
New
Software & Computer Games
Business, media education, utility, security, children's software and PC games
New, Used
Sports
Exercise & fitness, hunting accessories, team sports, licensed/fan shop, athletic apparel, boating & fishing, and game room
New, Used, Collectible
Tools & Home Improvement
Hand & power tools, plumbing, electrical, building materials, appliance parts
New, Used
Toys & Games
Action figures, dolls, board games, arts, crafts, furniture, learning toys (holiday selling requirements apply)
New, Collectible
Video Games & Video Game Consoles
Game consoles, console games, accessories
New, Used, Collectible
Categories with restrictions
Automotive & Powersports
New, Used, Collectible
Baby Products
Topicals, food, feeding products, diapers, strollers, carriers, toys
New
Beauty Topicals
Cosmetics, fragrance, skincare, makeup, hair care, bath & shower, topicals
New
Certified Refurbished
Laptops & computers, smartphones, tablets, kitchen appliances, office equipment
See Amazon Renewed
Collectible Coins
Graded collectible coins minted by governments, US Mint packaged product, gold coins, silver coins, platinum coins, palladium coins
Collectible
Entertainment Collectibles
Celebrity signed photos, original movie posters, limited-edition figures and busts, animation cels
Collectible
Health & Personal Care
First aid, nutrition, feminine hygiene, dietary supplements
New
Historical & Advertising Collectibles
Vintage collectibles related to historical people, places, or events and promotional materials related to consumer brands.
Collectible
Industrial & Scientific
Lab equipment & supplies, industrial materials, power transmission, electronic components, sanitation, janitorial
New
Music
CDs, cassettes, vinyl, and other sound recordings
New, Used, Collectible
Plants, Plant Products, & Seeds
New
Sex & Sensuality
See sex & sensuality restrictions on Seller Central
New
Sports Collectibles
Trading cards, game-used and autographed items
Collectible
Watches
All watches
New
Warranties, Services Plans, Contracts, & Guarantees
N/A
What you need to start listing products
To start selling a product on Amazon, you’ll create a product listing in Seller Central (or via API). 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.
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
A product detail page is where customers view a product sold on Amazon. If you’ve shopped on Amazon, you’ll probably recognise the product detail page. It’s where customers can find all the relevant information about a particular item.
When multiple selling partners offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other selling partners and manufacturers, and request detail page reviews if you think the information is not correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
When multiple selling partners offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other selling partners and manufacturers, and request detail page reviews if you think the information is not correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
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 cart 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
Explore other categories
#5
Deliver products to customers
Select 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.
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.
Around the world, Amazon has more than 175 fulfilment centres which contain more than 150 million square feet 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 (like automatic Prime eligibility and Free Super Saver Shipping) that help you scale your business, fast.
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.
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.
Set shipping rates apply to all products sold with an Individual plan, so it’s important to make sure you can still price items profitably. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, to ship and confirm your orders, and track your shipments
Seller Fulfilled Prime allows you deliver products directly from your own warehouse using the Prime badge, that offers free, express delivery to Prime customers. This not only boosts your visibility, it has been proven to increase customer trust, leading to increased sales.
Set shipping rates apply to all products sold with an Individual plan, so it’s important to make sure you can still price items profitably. Amazon’s Buy Shipping tool can help you get a great deal on shipping labels with Amazon’s trusted network of shipping partners, to ship and confirm your orders, and track your shipments
Seller Fulfilled Prime allows you deliver products directly from your own warehouse using the Prime badge, that offers free, express delivery to Prime customers. This not only boosts your visibility, it has been proven to increase customer trust, leading to increased sales.
#6
Attract 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.
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.
Advertise your offer
Amazon’s advertising solutions create new ways for you to reach and engage shoppers, regardless of whether they’re just starting to compare products, or ready to make a purchase. Ads show up right where customers will see them (like the first page of search results or product detail pages).
Set competitive prices
Many customers shop for the best price. Seller Central tools like automated repricing and bulk pricing for Amazon Business customers can help you stay competitive.
Create promotions and coupons
Customers want to save, and promotions are an incentive to make a purchase now. There are three types of promotions: money off, free shipping, and buy one, get one free. You can also offer percentage or money-off discounts with digital coupons.
FBA revenue calculator
Get real-time comparisons to decide whether to fulfil orders on your own or using programmes like FBA to deliver orders from customers on Amazon.co.uk.
Automate pricing
Increase your chances to be the Featured Offer and drive more sales with customised repricing rules.
Product Opportunity Explorer
How does selling online work? Learn about online selling concepts, Amazon benefits and how to grow your business.
#7
Grow after your first sale
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).
Amazon jargon:
Seller University
Seller University is an online resource from Amazon, with videos featuring step-by-step guides, tutorials, and training to help entrepreneurs start (and grow) their Amazon business.
New Seller Guide
Speed matters - and for Amazon sellers the first 90 days are especially critical. That’s why we invented the New Seller Guide, a set of brand, logistics, pricing, and promotional services that are backed by data science and designed to fuel the growth of new sellers.
Get started with £42,000 in incentives
10% back on your first £40,000 in eligible branded sales, then 5% back through your first year until you reach £800,000 in eligible branded sales
£80 in credits in inventory shipping fees for using the Amazon Partnered Carrier programme
Up to £750 in credits to create Sponsored Products ads
£40 credit to create Amazon Vouchers
Did you know?
We’ve got tools to help you scale your online business, operate more efficiently, and automate key workflows using tools created by Amazon and approved third parties.
Checklist Summary
Frequently Asked Questions
How do I start selling on Amazon UK?
You need to create a seller account, choose the selling plan that suits better your business model (Individual or Professional), list your products, set up your shipping method (FBA or FBM), and ensure compliance with UK regulations.
Once ready, launch and manage your online business through Seller Central.
Once ready, launch and manage your online business through Seller Central.
How selling online will help to grow my business?
Selling online allows you to improve your visibility by reaching a wider audience, operate 24/7, and reduce overhead costs. It also gives you access to valuable tools and data to optimise sales, boost your brand awareness, and scale your business faster.
Why sell online on Amazon?
Selling on Amazon can assist your business in reaching a larger audience and potential customers. Furthermore, Amazon's selling partners have access to a variety of resources that can assist them in increasing the visibility and sales of their businesses.
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, like Amazon Handmade, are designed to help businesses with more niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits by becoming an Amazon Seller.
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, like Amazon Handmade, are designed to help businesses with more niche audiences grow exponentially.
You can start an online business with low investment, secure payment methods, credibility and many more benefits by becoming an Amazon Seller.
What are New Seller Incentives on Amazon?
The New Seller Incentives (NSI) are a set of benefits that Amazon offers to new sellers to boost their visibility, growth, and success when selling online.
These incentives may include promotional credits, fee credits, or free storage, and they vary depending on the programmes the seller enrols in. For instance, by joining programmes like Brand Registry, Fulfilment by Amazon (FBA), or Amazon Advertising, new sellers may become eligible for a range of incentives designed to support their launch and help them grow faster on Amazon.
You can find more details about the New Seller Incentives for each programme here.
These incentives may include promotional credits, fee credits, or free storage, and they vary depending on the programmes the seller enrols in. For instance, by joining programmes like Brand Registry, Fulfilment by Amazon (FBA), or Amazon Advertising, new sellers may become eligible for a range of incentives designed to support their launch and help them grow faster on Amazon.
You can find more details about the New Seller Incentives for each programme here.
Just have a few items to sell?
