Start selling with Amazon

Over 225,000 European small and medium enterprises and brands sell on Amazon - a 20% year-on-year growth.1
£25 (excl. VAT) per month + selling fees
Over £42,000 in benefits exclusively for New Brands!
Launch on Amazon today with variety of incentives to help kickstart your business, including a 10% bonus on your first £40,000 in branded sales, followed by 5% through your first year until you reach £800,000, up to £42,000 in bonus value!*
*The New Seller Incentives are subject to the applicable Terms and conditions. Visit Seller Central for more details.

How to sell with Amazon

Our newly revised beginner's guide provides an overview of how to create a selling account, list products, fulfill customer orders, and more. Learn how to succeed with Amazon—whether you’re new to online retail or just new to the Amazon store.
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“Our initial goal was to make delicious, better-for-you, snacks accessible to all. We’re on track to achieving that, and Amazon allows us to do that by reaching millions of customers around the world”
Nirali Mankodi, Co-Founder & Director,


Brands are enrolled in Brand Registry.
2022 Amazon Brand Protection Report


Increase compared to over 500,000 brands enrolled in 2020

You + Amazon = Building a better business online

Whether you already have an established e-commerce business, a brilliant new start-up product, or you simply want to sell more of your existing inventory, Amazon works with you to help maximise your online business success.

Your business at scale

European SMEs sold over 2.2 billion products (4,200 every minute) on Amazon in 2021 - 65% more than in 2020.1 Build, grow, and scale your brand with our innovative toolkit: world-class logistics, a proven customer experience, rich data insights, and cutting-edge advertising & marketing solutions.
"We went from selling 4-5 units a day to selling over a thousand units overnight."
Michael Corrigan
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Hundreds of millions customers shop on Amazon worldwide.

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You sell it, we ship it
With Fulfilment by Amazon (FBA), you store your products in our fulfilment centers, and we pick, pack, ship, and provide customer service for these products. For a limited time, try out new inventory with less risk with New Seller Incentives.
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Connect with ads on and off-Amazon
Get discovered, increase sales, and control costs with Amazon Advertising solutions, with Sponsored Products CPC ads, Sponsored Brands to showcase your brand and product portfolio, Sponsored Display to engage new audiences or those browsing your products.
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New Seller Guide: A plan for your first 90 days
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.

Your brand experienced

Connect your brand to millions of customers. Control the experience from discovery to your dedicated storefront, and from your product pages to their inboxes. Communicate your core values, build loyal relationships, and ignite your brand experience.
"We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website."
Susan Petersen
Chairwoman & Chief Brand Officer
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Customers who follow a brand on Amazon spend 2X more than non-followers.

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Your dedicated storefront
Showcase your brand and products in a multipage, immersive shopping experience with Amazon Stores. Curate content to inspire, educate, and help customers discover your brand, and get insights into related sales, visits, page views, and traffic sources.
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Optimise your brand content
Showcase your brand and product features on Amazon product pages, and run A/B tests to optimise your content for conversion using Manage Your Experiments. Over the last year, thousands of selling partners have used the tool to maximise product listings.
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Inform your strategy
Make informed, strategic decisions about your product portfolio, marketing, and advertising activities with valuable insights from Brand Analytics. Over the last year, more than 500,000 selling partners have used this tool to accelerate the growth of their brands.

Your success supported

Protect your brand and IP with powerful tools to defend against counterfeits and fraud, plus get critical performance metrics to monitor customer sentiment and ensure a top-tier, always-on-brand experience. Get started with 1:1 onboarding support for insights to help you take your business to the next level.
“Pairing the creative art of telling your brand story with the analytical tools Amazon provides, it is a really great match.”
Arjun Sofat
Founder, Free Soul
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Over 500,000 brands worldwide are enrolled in Brand Registry.

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Register your brand
Unlock a suite of tools designed to help you manage your brand and create a better customer experience, including automated protection and powerful search tools to find and report violations.
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Customer Reviews
Drive brand loyalty and customer engagement by responding to reviews with three or less stars.
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Scale with apps and services
Service Partner Network now offers more than 6,200 Amazon-vetted service providers and apps which are used by more than 1 million sellers worldwide* to help selling partners build, manage, automate, and scale their business.
*2021 Amazon Small Business Empowerment Report
Just have a few items to sell?

Seller sessions

Help always on hand - Amazon Seller app

The Amazon Seller app is packed with features to help you manage and grow your e-commerce business wherever you are. It gives you the freedom to take care of business details right from your phone or tablet.
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on Google Play
illustration of the Amazon Seller app on a mobile device

Frequently Asked Questions

Get answers to the frequently asked questions about selling on Amazon
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.
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 your online store today.
How long does it take for Amazon to pay its sellers?
Amazon settles the account balance 14 days after you register your Seller Account. This means that Amazon will initiate a payment to your bank account on your settlement date. The settlement process repeats every 7 days.
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.
How much money do Amazon sellers make as beginners?
While there is no single correct answer, the fact is that Amazon offers you unlimited potential for growth. As soon as you start selling your products, there are multiple ways to grow your Amazon business.

Immediately after your Amazon Seller business has been launched, we offer you numerous tools to help you take your business to the next level. As a brand owner, you can generate more revenue with the Perfect launch plan while getting benefits of Amazon's new brand bonus
Do I need an LLC to sell on Amazon?
No. To sell on Amazon, you don't need an LLC (limited liability company). You can immediately begin selling under your name as a sole proprietor. A sole proprietorship is fine if you're just getting started in e-commerce and want to try your hand at selling on Amazon. You can learn more about selling on Amazon through Seller University.
How can I register as a seller on Amazon?
To get started, you will first need 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
Our handy beginners' guide has detailed information on everything you need to know about becoming a seller on Amazon.
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:
  • 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.

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Start selling on Amazon today

£25 (excl. VAT) per month + selling fees
1 European Small and Medium Enterprises Impact Report 2022
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