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The beginner's guide to selling on Amazon
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Intro
Welcome to selling on Amazon
It’s no secret: At Amazon, we obsess over customers. And our customers want a trusted destination where they can purchase a wide variety of goods - which is what makes selling partner like you so important. We’re always looking for ways to add value for our customers and be Earth’s most customer-centric company. As an Amazon selling partner, you take part in offering those customers a better selection, better prices, and a top-notch customer experience.
hundreds of millions of worldwide active customer accounts
195 million monthly unique visitors (in the U.S. alone)
$1.9+ billion sales by third-party businesses during Prime Day 2021
The Amazon edge
When you start selling on Amazon, you become part of a retail destination that’s home to all kinds of selling partners, from Fortune 500 organizations to artisan vendors who make handcrafted goods. They all sell here for a reason: to reach the hundreds of millions of customers who visit Amazon to shop.
- Third-party sales account for approximately 60% of physical product sales on Amazon, and those sales are growing faster than Amazon’s own retail sales
- More than 200,000 entrepreneurs worldwide surpassed $100,000 in sales in our stores in 2019
FAQ:
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 learning how to sell on Amazon today.
Before you start selling
Choose your plan
Amazon offers you the flexibility to sell one type of item or sell thousands, through Individual or Professional plans respectively (think of them as standard or premium plans). Before you commence registration, decide which plan fits your business best.
The Individual plan costs 10 kr per sale while sellers using the Professional plan pay 410 kr per month, no matter how many items they sell. If you sell more than 40 items per month, the Professional plan makes more sense. Whichever plan you choose, don’t worry about making the wrong choice – you can change plans at any time. Note that in both cases, additional selling fees apply to the flat rates.
The Individual plan costs 10 kr per sale while sellers using the Professional plan pay 410 kr per month, no matter how many items they sell. If you sell more than 40 items per month, the Professional plan makes more sense. Whichever plan you choose, don’t worry about making the wrong choice – you can change plans at any time. Note that in both cases, additional selling fees apply to the flat rates.
Plans
Individual
Professional
This plan might be right for you if:
- You sell fewer than 40 items a month
- You don't need advanced selling tools or programs
- You're still deciding what to sell
- You sell more than 40 items a month
- You want access to APIs and more selling reports
Did you know:
Tools for brand owners
If you own a brand, Amazon offers tools to help you build, grow, and protect it. Enrolling in Brand Registry can help you personalize your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers - along with unlocking additional advertising options and recommendations on improving traffic and conversion.
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
FAQ:
What is a VAT number and why do I get one?
If you sell goods in any European country, it’s likely you may be required to register for Value Added Tax (VAT) in each country you sell in. VAT is a tax that VAT-registered traders in the European add to the price of the goods they sell, and pass on to the national tax authorities when they file their tax returns. You may be able to claim back a portion of your VAT.
How much does it cost to sell on Amazon?
There are a few different types of selling fees you might pay, depending on your selling plan and the types of products you sell.
Subscription fees
These are the fees you pay for your selling plan, and they vary depending on which plan you select.
- On the Professional selling plan there’s a flat fee of 410 kr per month and no per-item fee.
- On the Individual selling plan there’s a 10 kr fee for each item sold.
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.
FBA 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.
Review the fees that may be associated with your account.
Get to know Seller Central
What is Seller Central?
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.
Below are a just few of the things you can do from Seller Central.
- Keep track of your inventory and update your listings from the Inventory tab
- Download custom business reports and bookmark templates you use often
- Use customer metrics tools to monitor your seller performance
- Contact Selling Partner Support and open help tickets using the Case Log
- Keep track of your daily sales for all the products you sell on Amazon
Go mobile
Use the Amazon Seller App to track sales, fulfil orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos, and create listings from your phone.
VAT compliance
Understanding 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.
How to list products
Listing your first product
For your products, here's how to sell on Amazon: You must first create a product listing. Either match an existing listing (if somebody else is already selling the same product on Amazon), or create a new listing (if you are the first or only selling partner).
The specific way selling partners upload and list their products varies depending on their selling plan. To put it simply: selling partners using a Professional selling partner account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems, while Individual selling partners list products one at a time.
Find more detailed information about adding products on this Listing Guide page.
The specific way selling partners upload and list their products varies depending on their selling plan. To put it simply: selling partners using a Professional selling partner account have the option of listing their products in large batches using bulk uploading or inventory management with third-party systems, while Individual selling partners list products one at a time.
Find more detailed information about adding products on this Listing Guide page.
What you need to start listing products
In most cases, products must have a Global Trade Item Number (GTIN), such as a UPC, an ISBN, or an EAN. Amazon uses these product IDs to identify the exact item you’re selling. If you match a listing, you won’t need to provide a product ID since it already exists. If you’re adding a product that’s new to Amazon, you may need to purchase a UPC code or request an exemption.
In addition to a product ID, here’s some of the important information that goes into each product listing:
- SKU
- Product title
- Product description and bullet points
- Product images
- Search terms and relevant keywords
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 (like certain grocery or automotive products) 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.
Successful listing = Successful launch
Following best practices for adding listings can have a big impact on their success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images, and concise feature bullets to your items. Avoid things that could negatively impact your launch:
Variation issues
Products that vary only by colour, scent, or size might be a good candidate for listing as variations. Ask yourself if the customer would expect to find the products together on the same page. If not, list them separately.
Image compliance
Your images must be at least 500 x 500 pixels (increase the size to 1 000 x 1 000 for high-quality listings) and set against a plain white background. The product should fill at least 80% of the image area.
Product IDs
Make sure you’re meeting the requirements for product UPCs and GTINs (Global Trade Item Number). Consistency in these codes helps promote confidence in the range of products shown in the Amazon catalogue.
Don't have an Amazon selling partner account yet?
410 kr (excl. VAT) per month + selling fees
The product detail page
Your offer details will be displayed on a “product detail page.” If you’ve ever shopped on Amazon.se, you’ve seen one. Product detail pages are where customers find all of the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
1.
Title
200 characters max, capitalize the first letter of every word
2.
Images
500 x 500 or 1 000 x 1 000 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
One account for all Europe
Amazon has unified its online European stores, so you can sell, create and manage your product offers and control your inventory throughout the Europe, all from one European selling partner account.
Sell across Europe
Take your business beyond borders and reach millions of customers all across Europe, through amazon.co.uk, amazon.de, amazon.fr, amazon.it, amazon.es, amazon.nl, amazon.se, and amazon.pl.
Learn more
Learn more
VAT tools and resources
Every country in Europe has its own VAT laws; Amazon’s VAT support services help you navigate VAT easily and efficiently – and at no cost for the first year.
Learn more at VAT Knowledge Centre
Learn more at VAT Knowledge Centre
Translation services
Build stronger customer relationships by servicing them in their own language. Use Amazon’s translation services to translate your product offers and information.
How to deliver products
Selecting 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, labeling, 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.
The benefits of Fulfilment by Amazon
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 Prime eligibility on your eligible offers and Free Super Saver Shipping) that help you scale your business, fast.
Your Products Fulfilled across Europe
Fulfilment by Amazon is the ultimate solution to build up and grow your international brand identity. Start selling in Europe by choosing the countries where you want to expand and let Amazon store and distribute your products according to the expected customer demand, at no additional cost to you.
By selling in Europe with FBA, you may save up to 53% and increase your sales up to 30%; in addition, you will benefit from Amazon faster delivery!
By selling in Europe with FBA, you may save up to 53% and increase your sales up to 30%; in addition, you will benefit from Amazon faster delivery!
Did you know:
You pay only for the services you use!
Our flexible rate structure makes it easy to be more competitive. With FBA, you only pay for the services you use. There are no subscription fees, contracts or minimum inventory requirements.
Ship your products to our fulfilment centres and pay for fulfilment services and storage space used.
Ship your products to our fulfilment centres and pay for fulfilment services and storage space used.
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.
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.
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.
You’ve made your first sale. What’s next?
Managing your Amazon business
Your first sale is a big milestone - but it’s just the beginning of your growth opportunities selling on Amazon. Once your store is up and running, there are a few important things to keep in mind.
Performance metrics (and why they matter)
Amazon selling partners operate at a high standard so we can provide a seamless, delightful shopping experience. We call it being customer-obsessed, and as an Amazon selling partner it means keeping an eye on these key metrics:
- Order defect rate (a measure of a selling partner’s customer service standards): < 1%
- Pre-fulfilment cancel rate (initiated by the selling partner before shipment): < 2.5%
- Late shipment rate (orders that ship after the expected date): < 4%
You can keep tabs on your performance and make sure you’re meeting your targets in Seller Central.
Customer reviews
Customer product reviews are an integral part of the shopping experience on Amazon, and they benefit both customers and sellers. Make sure you’re familiar with the right way and wrong way to get more product reviews and avoid policy violations.
Opportunities for business growth
This is only the beginning
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).
Global expansion
Selling globally is a huge milestone for any business. It means hundreds of millions of new customers and the potential for a big boost in sales. Global expansion has a lot of moving parts, but with Amazon Global Selling, you get to use Amazon’s global infrastructure to put your products in front of a worldwide audience.
When it’s time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.
When it’s time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.
What makes a great selling partner?
A checklist for growth
Opportunities for growth are all around you - but here are a few things to try in your first 90 days as an Amazon selling partner.
Keep an eye on your account health in Seller Central
Use Fulfilment by Amazon
Advertise your listings or offer deals and coupons
Enroll in Brand Registry and create enhanced brand content
Expand your selection by listing more products
Use the Automated Pricing Tool in Seller Central
Your first 90 days
The first three months after you launch your Amazon business are an important time for establishing practices that will boost your performance from there on.
Sweden Chemical Tax
Chemical Tax (Kemikalieskatt) is effective in Sweden from 1st of October, 2020. If you are selling Consumer Electronic products, you may be affected by this tax. Please note that this information does not constitute any legal or tax advice and we recommend to contact your legal counsel or tax advisor in case of questions.
What is the Swedish Chemical Tax? What is taxed and how? Who pays for the tax?
The Swedish Chemical Tax (“kemikalieskatt”) is an excise tax on products manufactured with chlorine, bromine and phosphorus. The purpose of the tax is to reduce the occurrence, spread of and exposure to dangerous flame-retardants in people’s home environments. The products on which tax on chemicals in certain electronics is payable are defined using the division of the Customs Tariff into CN numbers (Combined Nomenclature). These products are mostly consumer products and appliances; you can find a list of the example products here (in Swedish).
The Chemical Tax is calculated on a net weight product basis that is multiplied by the applicable tax rate. The taxation is based on the net weight of the product rounded down to the nearest whole gram. Currently there are two tax rates – SEK 11/kg for white goods and SEK 163/kg for other electronic products, the tax cannot exceed SEK 448 per taxable item.
The chemical tax is paid by
The Chemical Tax is calculated on a net weight product basis that is multiplied by the applicable tax rate. The taxation is based on the net weight of the product rounded down to the nearest whole gram. Currently there are two tax rates – SEK 11/kg for white goods and SEK 163/kg for other electronic products, the tax cannot exceed SEK 448 per taxable item.
The chemical tax is paid by
- a. an approved stockholder
- b. a registered recipient,
- c. a registered EU-merchant,
- d. someone who professionally manufactures taxable products without being one of the previously mentioned operators (a-c),
- e. someone who makes distance sales of taxable products (exceeding SEK 100,000 per year) without being one of the previously mentioned operators (a-c),
- f. someone who mediates sales made by exempt sellers (mediated sales exceeding SEK 100,000 per year) without being one of the previously mentioned operators (a-c), or
- g. someone who professionally imports or receives taxable products from another EU-country or a third country without being one of the previously mentioned operators (a-c).
Approved or registered operators (a-c) shall report and pay the chemical tax on a monthly basis. Someone who is not an approved or registered operator shall report and pay the chemical tax within five days of each event which triggers tax liability (e.g. manufacture, import, distance sale, etc.). Please refer to the last question on help page on how to pay the chemical tax on a monthly basis as an approved or registered operator (a-c).
Who is impacted?
The Swedish Chemical Tax will affect sellers who sell electronic products to Swedish customers. The chemical tax will also affect anyone who professionally manufactures taxable products in Sweden, anyone who mediates sales to Swedish customers made by exempt sellers and anyone who professionally imports or receives taxable products in Sweden from another EU-country or a third country.
If your business is not registered in Sweden, you will be unable to sell electronic products on amazon.se until you provide proof that you registered with the Swedish Tax Authority for chemical tax compliance. Refer to question 4 on this page on how to register with the Swedish Tax Authority, you can then submit the Swedish Tax Authority compliant document with the steps listed in question 9 of this page.
If your business is not registered in Sweden, you will be unable to sell electronic products on amazon.se until you provide proof that you registered with the Swedish Tax Authority for chemical tax compliance. Refer to question 4 on this page on how to register with the Swedish Tax Authority, you can then submit the Swedish Tax Authority compliant document with the steps listed in question 9 of this page.
What are the consequences if I do not register with the Swedish Tax Authority?
You will be unable to sell consumer electronics and other products that are subjected to the chemical tax on amazon.se.
How do I register with the Swedish Tax Authority?
You can register with the Swedish Tax Authority as a registered EU-merchant, approved stockholder or registered recipient. Please refer to the following tables for the statuses you can register for based on where your inventory is located and whether you are a FBA seller.
If you are a seller who fulfills orders from your own warehouse to Swedish customers, you can register as a:
If your inventory is located
Sweden
Another EU country
Outside of an EU country
If you are a
Swedish seller
Approved stockholder
Approved stockholder
Approved stockholder
EU seller (not Swedish)
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Approved stockholder
Non EU Seller
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Approved stockholder
Sweden
Another EU country
Outside of an EU country
If you are a
Swedish seller
Approved stockholder
Approved stockholder
Approved stockholder
EU seller (not Swedish)
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Approved stockholder
Non EU Seller
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Approved stockholder
If you are a seller who uses FBA to sell to Swedish customers, you can register as a:
FBA services in Sweden only
Pan EU FBA
If you are a
Swedish seller
Approved stockholder
Approved stockholder
EU seller (not Swedish)
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Non EU Seller
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Pan EU FBA
If you are a
Swedish seller
Approved stockholder
Approved stockholder
EU seller (not Swedish)
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
Non EU Seller
Approved stockholder/ Registered recipient
Approved stockholder/ Registered EU-merchant
To register as a:
Approved stockholder
- You will need fill in the Approved Stockholder form available on the Swedish Tax Agency's website. Please note the forms are only available in Swedish from the Swedish Tax Agency, you may follow this guide to assist with your registration.
Registered recipient
- You will need fill in the Registered recipient form available on the Swedish Tax Agency's website. Please note the forms are only available in Swedish from the Swedish Tax Agency, you may follow this guide to assist with your registration.
Registered EU-merchant
- You will need fill in the Registered EU-merchant form available on the Swedish Tax Agency's website. Please note the forms are only available in Swedish from the Swedish Tax Agency, you may follow this guide to assist with your registration.
Once you have the required form and documentations prepared, you can submit it to the Swedish Tax Authority:
- Via electronic filling, available to Swedish residents only and will require a Swedish e-identification
- By post to the address on the forms
How long does it take to receive a registration confirmation from the Swedish Tax Authority? What documentation should I expect to receive from the Swedish Tax Authority as my registration confirmation?
The registration processing time can vary with the Swedish Tax Authority and would be longer if additional documentations are requested. The Swedish Tax Authority will provide a confirmation letter to confirm your registration status.
What documents are required to register with the Swedish Tax Authority?
- Annual report or annual accounts for the previous financial year
- Current income statement and balance sheet report for the current financial year
- Liquidity budget
- If your company is newly started, you must prepare a liquidity budget for the entire business and send it as an appendix to the application, and state any creditors / financiers of the business.
- Debt relief certificate / No tax-debt certificate / Certificate of good standing
- A foreign applicant must enclose a debt exemption certificate, i.e. a certificate from a foreign authority corresponding to the Swedish Enforcement Agency. The certificate shows that the person has no tax or fee debts in his home country. You must enclose a certificate of debt relief for any foreign persons that you have written in the field Natural and legal persons with a controlling influence.
- Other appendices
How long is my registration with the Swedish Tax Authority valid for?
As long as the registration requirements are fulfilled or until further notice.
I am registered with the Swedish Tax Authority as an approved stockholder/ registered recipient/ registered EU-merchant, how and when do I remit the Swedish Chemical Tax to the Swedish Tax Authority?
The chemical tax is reported electronically or on a paper form and payment is made to the tax authority’s tax account. In order to report the chemical tax electronically a Swedish e-ID (e-legitimation) is needed.
The payment of the chemical tax is made to the tax authority’s tax account (Bankgiro account number 5050-1055) using a reference number (OCR number) which can be generated here.
Information (in English) regarding payments from foreign bank accounts can be found here.
The payment of the chemical tax is made to the tax authority’s tax account (Bankgiro account number 5050-1055) using a reference number (OCR number) which can be generated here.
Information (in English) regarding payments from foreign bank accounts can be found here.
What do I need to provide to Amazon in order to sell the blocked ASINs?
- If you registered with the Swedish Tax Authority as an approved stockholder, you will receive a physical copy of the approved stockholder certificate by mail.
- If you registered with the Swedish Tax Authority as a registered recipient, you will receive a physical copy of the registered recipient certificate by mail.
- If you registered with the Swedish Tax Authority as a registered EU-merchant, you will receive a physical copy of the registered EU-merchant certificate by mail.
Once you have receive your approved status from the Swedish Tax Authority, please follow the following steps to provide the verification for us to enable your listings to sell on amazon.se.
a. In Seller Central > Inventory > Add a Product
b. Enter the product name/ ASIN/ UPC of an item subjected to chemical tax you would like to list
c. Click on Apply to Sell
d. Complete the form and upload the certificate provided by the Swedish Tax Authority
e. Once our Seller Support team approves the selling application, you will be able to list products subjected to the Swedish Chemical Tax.
a. In Seller Central > Inventory > Add a Product
b. Enter the product name/ ASIN/ UPC of an item subjected to chemical tax you would like to list
c. Click on Apply to Sell
d. Complete the form and upload the certificate provided by the Swedish Tax Authority
e. Once our Seller Support team approves the selling application, you will be able to list products subjected to the Swedish Chemical Tax.
410 kr (excl. VAT) per month + selling fees
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