Amazon means over 450 million European consumers accessible from a single account. But becoming a seller isn't something to improvise: legal status, logistics choice, VAT compliance, hidden costs... Here's the complete step-by-step guide to launch in 2026 without mistakes.
In short: to sell on Amazon, you need a legal status, a Seller Central account (€39 excl. VAT/month for pro), to choose between FBA and FBM, publish your product listings and comply with VAT/IOSS/EPR regulations. Expect a starting budget of €1,000 to €3,000.
1. Prerequisites before you start
Before even creating your account, two foundations must be in place.
A legal status
You can't sell on Amazon as a private individual on a regular basis. You need a status. Two main options:
- The micro-business / sole trader — simple and fast to set up. But beware: under this scheme you don't charge VAT and, above all, you can't reclaim it on your purchases (stock, shipping, Amazon fees…). For a resale activity, that's a real profitability handicap. We don't recommend it for selling seriously on Amazon.
- The company (Ltd, LLC…) — this is the option we recommend. You reclaim VAT on all your purchases, you gain credibility and you protect your personal assets. Essential as soon as you aim for volume.
The AEGIS tip: for a resale activity like Amazon, reclaiming VAT changes everything about your margin. Start directly with a company rather than a sole-trader scheme.
Key point: the name declared to Amazon must exactly match your legal status. Any inconsistency can lead to account suspension.
A starting budget
Selling on Amazon requires an initial investment. Here's a realistic estimate:
Estimated starting budget
2. Create your Amazon Seller Central account
Seller Central is Amazon's professional interface: you manage your catalog, orders, payments and ads there. Here's how to create your account.
Choose your account type
- Individual account — no monthly subscription, but €0.99 per sale. Ideal for testing with low volume.
- Professional account — €39 excl. VAT/month, but access to the Buy Box, advertising, restricted categories and advanced tools. Recommended for a serious business.
Documents to prepare
Prepare everything before starting: if you get stuck midway, it's hard to resume.
- An ID document (both sides)
- A professional bank account (IBAN)
- Your business information (registration number, address)
- A valid credit card
- A professional email dedicated to your business
Timeline: creation takes from 30 minutes to a few days depending on identity verification. Amazon checks via an automated system, sometimes supplemented by manual review.
3. FBA or FBM: which logistics model to choose?
This is THE question every new seller asks. There's no universal answer — it depends on your products.
| FBA (by Amazon) | FBM (by you) | |
|---|---|---|
| Storage & shipping | Amazon handles it | You manage everything |
| Prime badge | Yes, automatic | No (except SFP) |
| Customer service & returns | Handled by Amazon | Your responsibility |
| Conversion rate | +30 to 50% vs FBM | Standard |
| Idéal pour | Good weight/price ratio | Heavy or slow-moving products |
Our advice: for the vast majority of beginners, FBA is the right choice. Amazon handles logistics, your products become Prime-eligible, and you focus on what makes money: finding the right products, creating great listings and mastering advertising. Many sellers also adopt a hybrid model: FBA for best-sellers, FBM for heavy products.
4. The real costs of selling on Amazon
Beyond the starting budget, here are the recurring fees to factor into your margin calculations:
Amazon fees 2026
Good to know: in 2026, Amazon reduced its fees by an average of €0.17 per unit sold on European marketplaces, notably in the Clothing, Home and Grocery categories.
Referral fees by category
Amazon's commission (the "referral fee") varies by product category. Most categories are 15%, but you must check yours before choosing a product — a few points of difference change your whole margin.
| Category | Referral fee |
|---|---|
| Electronics, computers, cameras | 8% |
| Grocery & food | 8% |
| Home & Kitchen | 15% |
| Beauty & Health | 15% |
| Sports, Toys, Office | 15% |
| Clothing & Accessories | up to 17% |
| Jewelry | up to 20% |
| Amazon device accessories | 45% |
Two traps to know: the fee applies to the total price (item + shipping), and Amazon calculates it on the price before discount. A minimum fee of €0.30 applies to very low-priced items.
5. Compliance: VAT, IOSS and EPR (the step everyone neglects)
This is the most complex point, yet the most critical. A compliance mistake can cost you dearly, or even get your account suspended. Here's the essentials.
VAT: the storage trap
The most common mistake: thinking there's nothing to do about VAT. As soon as Amazon stores your products in a country (Germany, Poland, Czech Republic...), you must be VAT-registered there, from the very first stored box. The OSS scheme doesn't cover local sales from these warehouses.
OSS vs IOSS: don't confuse them
- OSS (One-Stop Shop) — for your distance sales within the EU. A single declaration for all of Europe.
- IOSS (Import One-Stop Shop) — for non-EU imports of parcels ≤ €150. Amazon often collects VAT on your behalf for these sales.
Warning: even when Amazon collects VAT (marketplace facilitator), you remain responsible for your declarations and invoices. Check that the service is "Active" in Seller Central → Settings → Taxes.
EPR (Extended Producer Responsibility)
Extended Producer Responsibility requires you to register your products (packaging, electronics, textiles...) with the eco-organizations of each country where you sell. Amazon now requires your EPR registration numbers to keep selling.
6. Publish your first product
Once your account is ready, time to sell:
- Source a profitable product — this is the most decisive step. Analyze demand and competition, find a reliable supplier.
- Create an optimized product listing — title, bullet points, images (see our dedicated product listing guide).
- Prepare goods to Amazon standards — FNSKU barcodes, compliant packaging.
- Create a shipping plan in Seller Central and send your stock to the warehouses (if FBA).
- Launch your advertising — start with automatic campaigns, then refine (see our Amazon Ads guide).
7. The 5 beginner mistakes to avoid
Neglecting VAT compliance
Mistake #1. Storing in Germany without local VAT registration means accumulating a silent tax debt. Plan ahead from the start.
Choosing the wrong product
Sourcing makes the margin. A product that's too competitive or low-margin dooms the business before it even starts.
Rushing your product listings
Nailing your registration but failing your listings = paying for clicks that don't convert. The listing is prepared before going live.
Underestimating customer service
On Amazon, you have 24h to respond. An unhappy customer can destroy your seller performance and your Buy Box access.
Forgetting to calculate your real margin
Amazon fees average nearly 28% of the incl.-VAT price. Without this calculation, you can sell at a loss without knowing it.
Frequently asked questions
Expect an overall budget of €1,000 to €3,000 all-in: initial stock (€500 to €2,000), professional seller subscription (€39 excl. VAT/month), shipping, prep and possibly launch advertising.
For most beginners, FBA is recommended: Amazon handles storage, shipping and customer service, and your products become Prime-eligible with a conversion rate 30 to 50% higher. FBM suits heavy or slow-moving products better.
Yes. To sell regularly, you must have a status (sole trader, individual business or company). The name declared to Amazon must exactly match your legal status, otherwise suspension.
Only partly. Amazon collects VAT on certain sales (non-EU imports ≤ €150), but as soon as you store in a country, you must be VAT-registered there. You remain responsible for your OSS/IOSS declarations and invoices.
From 30 minutes to a few days, depending on how fast Amazon verifies your identity. Prepare all your documents in advance to avoid blocks during the process.
Does launching on Amazon feel complex?
That's normal. Status, VAT, logistics, listings, ads... At AEGIS, we take care of everything: we buy your stock, handle compliance and sell your products across Europe. You manage nothing anymore.
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