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The Beginner's Guide to Selling on Amazon

A few things to consider before you start selling
SEK 410 (excl. VAT) per month + selling fees
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Intro

Welcome to Selling on Amazon!

It's no secret: At Amazon, we obsess over customers. Our customers want a reliable destination where they can shop for a wide range of products – which is why selling partners like you are 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 play a part in offering these customers a better selection, better prices and a first-class customer experience.

Hundreds of millions of active customer accounts worldwide

195 million monthly unique visitors (in the U.S. alone)

$1.9 billion in sales from third-party businesses during
Prime Day 2021

The Amazon advantage

When you start selling on Amazon, you become part of a retail destination that’s home to all kinds of selling partners. Everyone sells here for one reason: to reach hundreds of millions of customers who visit Amazon to shop.
  • 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 its size – we’re delighted to have you growing with us. Find your place and start selling on Amazon today.

Don't have an Amazon selling partner account yet?

SEK 410 (excl. VAT) a month + selling fees

Before you start selling

Choose your selling plan

Amazon gives you the flexibility to sell one type of item or thousands of items with either an Individual or Professional selling plan (think of them as standard and 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 a month, the Professional plan makes more sense. Whichever plan you choose, don’t worry about making the wrong choice – you can switch plans at any time. Please note that additional selling fees apply on top of the flat rates in both cases.

Plan

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 your brand. By enrolling in Brand Registry, you can customise your brand and product listings, protect your trademarks and intellectual property, and improve the brand experience for customers – while unlocking additional advertising options and recommendations to help improve 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
  • Debitable credit card (international cards are also accepted)
  • Valid passport or ID. Identity verification protects both 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 to apply Swedish e-commerce trends in 2026 when choosing products

Choosing the right products to sell on Amazon SE in 2026 means understanding three forces shaping Swedish consumer behaviour: a strong focus on sustainability backed by verifiable evidence, a shift towards more considered purchasing as household finances stabilise, and the growing role of AI-driven product discovery in how customers explore and evaluate products before they even reach the search bar. Sellers who take these factors into account at the product-selection stage have a built-in advantage over those who only address them at the listing level.

When it comes to sustainability, Swedish consumers increasingly expect documented evidence rather than broad claims. Products made from recycled, biodegradable or ethically sourced materials stand out, particularly in categories such as home, outdoor and everyday products.

If your product has a recognised certification or supports a circular business model, highlight this clearly in your A+ Content and Bullet Points. Amazon Renewed is also worth exploring if you operate in consumer electronics or other sustainable product categories, as refurbished and certified products directly align with the circular-economy values that resonate with Swedish consumers.

When it comes to margin discipline and logistics optimisation, the 2026 market rewards sellers who treat product weight and dimensions as selection criteria, rather than simply as logistics considerations. Lightweight, compact or flat-packed products reduce Fulfilment by Amazon costs and improve your ability to provide the fast, reliable delivery that Swedish customers expect. Combine this with a focus on niches where healthy margins are achievable, and use category data in Seller Central to validate demand before committing to inventory. Sponsored Products campaigns can then boost visibility in categories where your listing is already well optimised and designed to deliver positive margins.

FAQ:

How do I know which product categories are best suited to the Swedish market on Amazon SE?

The best place to start is with category-level sales data and best-seller lists in Seller Central, which reflect actual demand on Amazon SE.

Look for categories where Swedish consumer priorities align with your product: sustainable products with documented environmental credentials, home and lifestyle products, and compact products suitable for efficient fulfilment through Fulfilment by Amazon.

How much does it cost to sell on Amazon?

There are several types of selling fees you may need to 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 choose.
  • The Professional selling plan has a fixed fee of SEK 410 per month, with no per-item fee.
  • With the Individual selling plan, you pay a fee of SEK 10 for each item sold.
Selling fees
These fees are charged per item sold and include referral fees (a percentage of the sale price that varies by product 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), additional fees apply 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?

When 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 is the central hub for your Amazon business and a one-stop shop for managing your selling account, adding product information, updating inventory, managing payments and accessing useful content to help you navigate your Amazon business. This is also where you add all your products.
Below are some of the things you can do in Seller Central.
  • Keep track of your inventory and update your product listings from the Inventory tab
  • Download business reports and bookmark templates you use frequently
  • Use customer metrics tools to monitor your performance as a seller
  • Contact Selling Partner Support and open a support request through the case log
  • Keep track of your daily sales for all the products you sell on Amazon
Seller Central Account
Woman in a black blazer looking at her account in the Amazon Seller mobile app

Go mobile

Use the Amazon Seller app to track sales, fulfil orders, find products to sell, answer customer questions, take and edit professional-quality product photos, and create listings – all from your phone.
QR code to download the Amazon Seller app to your cellphone
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on Google Play

VAT compliance

Understanding your VAT requirements

Depending on the nature of your business, you must register for a VAT number in a European country in accordance with 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.
Understanding your VAT requirements

Don't have an Amazon selling partner account yet?

SEK 410 (excl. VAT) a month + selling fees

How to add products

Add your first product

To sell products on Amazon, you first need to create a product listing. Either match an existing product listing (if someone else already sells the same product on Amazon) or create a new product listing (if you are the first or only selling partner).
How selling partners upload and add their products varies depending on their selling plan. Put simply: Selling partners with a Professional selling account can add products in bulk using bulk upload or third-party inventory management systems, while Individual selling partners list products one at a time.

Find more detailed information on how to add products on this Listing Guide page.
List your first product

What you need to start adding 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 an existing product listing, you do not need to enter a product ID because one already exists. If you add a product that is new to Amazon, you will need to purchase a UPC code or request an exemption.
In addition to a product ID, each product listing contains several other important pieces of information:
  • 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 can request approval through Seller Central.

Successful product listing = Successful start

Following best practices when adding product listings can have a significant 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 differ only by colour, fragrance or size may be good candidates 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). Using these codes consistently helps build customer confidence in the products displayed in Amazon’s catalogue.

Don't have an Amazon selling partner account yet?

SEK 410 (excl. VAT) a month + selling fees

Product Detail Page

Amazon Seller Central product detail page showing where descriptions go
A product detail page is where customers view a product sold on Amazon. If you’ve shopped on Amazon, you’ll probably recognize 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 suggest product information on a product detail page together with other selling partners and manufacturers, and request a review of the detail page if you believe the information is incorrect.

When creating your product pages, consider what will best help customers find your products, get answers to their questions and make a purchase decision. Aim to provide the best possible customer experience by keeping your product listings concise, accurate and easy to understand.
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 selling partners 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

VAT tools and resources

Each country in Europe has its own VAT laws. Amazon’s VAT services help you manage VAT simply and efficiently – free of charge for the first year.
Learn more in the 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 delivering ordered products to customers. You can fulfil orders yourself by managing your own inventory and shipping products directly to customers (seller fulfilled), or let Amazon take care of packing, labelling and delivery 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.
Selecting the right fulfilment option

The benefits of Fulfilment by Amazon

Worldwide, Amazon has more than 175 fulfilment centres with over 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 benefits such as automatic Prime eligibility for qualifying products and free Super Saver Delivery, helping you grow your business quickly.
Three sponsored product listings of water bottles available with Amazon Prime shipping

Fulfilment Across Europe

Amazon offers a range of fulfilment solutions across Europe, so you can choose the one that suits your business best. Pan-European FBA is the most popular and fastest option – products are stored and distributed from fulfilment centres across Europe. With the European logistics network, your products are shipped from central warehouses in the country of origin. With Multi-Country Inventory, your inventory is stored and shipped from fulfilment centres in specific countries.
Fulfilment Across Europe

Did you know:

There are two types of FBA fees

There are two types of FBA fees: fulfilment fees (which are charged per unit sold and include picking and packing your orders, shipping and handling, customer service, and product returns), and inventory storage fees (which are charged monthly, and are based on the volume of inventory being held in an Amazon fulfilment centre).

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 fulfil your own orders

Merchant Fulfilled Shipping simply means that 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.

Fixed shipping rates apply to all products sold on 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
If you’re fulfilling your own orders

Don't have an Amazon selling partner account yet?

SEK 410 (excl. VAT) a month + selling fees

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 performance from the customer’s perspective): < 1%
  • Pre-fulfilment Cancellation Rate (initiated by the selling partner before dispatch): < 2.5%
  • Late Shipment Rate (orders delivered after the expected delivery date): < 4%
You can track your performance and make sure you meet your targets in Seller Central.
Graph showing the health of an Amazon seller account

Customer testimonials

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.

Don't have an Amazon selling partner account yet?

SEK 410 (excl. VAT) a month + selling fees

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 started your business, Amazon has tools to help you take it to the next level and beyond.

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.

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 status in Seller Central
Use Fulfilment by Amazon
Advertise your listings or offers and coupons
Enrol in Brand Registry and create enhanced brand content
Expand your selection by adding more products
Use the Automated Pricing Tool in Seller Central

Your first 90 days

The first three months after starting your Amazon business are a crucial time to establish practices that will help improve your performance over the long term.

Chemical tax in Sweden

Chemical Tax (Kemikalieskatt) is effective in Sweden from 1st of October, 2020. If you sell consumer electronics, 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.

Frequently Asked Questions

Get answers to frequently asked questions.
What is the Swedish Chemicals Tax? What is taxed and how? Who pays 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 presence and spread of, and exposure to, hazardous flame retardants in people’s homes. The tax payable on chemicals contained in certain electronic products is determined using the customs tariff classification by CN code (Combined Nomenclature). The products concerned are primarily consumer products and appliances. You can find a list of 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. Two tax rates currently apply – SEK 11/kg for white goods and SEK 163/kg for other electronic products. The tax may not 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. anyone who professionally manufactures taxable products without being one of the previously mentioned parties (a–c), amet, consectetur...
  • 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 affected?
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. In question 4 on this page, you can read about registering with the Swedish Tax Agency. You can then submit the compliance document from the Swedish Tax Agency by following the steps in question 9 on this page.
What happens if I do not register with the Swedish Tax Agency?
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 Agency?
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 fulfils your own orders from your own warehouse to Swedish customers, you can register as:
If your inventory is located
Sweden
Another EU country
Outside the EU

If you are a
Swedish seller
Approved stockkeeper
Approved stockkeeper
Approved stockkeeper
Sellers in the EU (not Swedish)
Approved stockkeeper/Registered recipient
Approved stockholder/Registered EU-merchant
Approved stockkeeper
Sellers outside the EU
Approved stockkeeper/Registered recipient
Approved stockholder/Registered EU-merchant
Approved stockkeeper
If you are a seller using FBA to sell to Swedish customers, you can register as:
FBA services in Sweden only
Pan-EU FBA

If you are a
Swedish seller
Approved stockkeeper
Approved stockkeeper
Sellers in the EU (not Swedish)
Approved stockkeeper/Registered recipient
Approved stockholder/Registered EU-merchant
Sellers outside the EU
Approved stockkeeper/Registered recipient
Approved stockholder/Registered EU-merchant
To register as:
Approved stockkeeper
  • You need to complete the Approved stockkeeper form available on the Swedish Tax Agency’s website. Please note that the forms are only available in Swedish from the Swedish Tax Agency. You can follow this guide if you need help with registration.
Registered Recipient
  • You must complete the Registered Recipient form available on the Swedish Tax Agency’s website. Please note that the forms are only available in Swedish from the Swedish Tax Agency. You can follow this guide if you need help with registration.
Registered EU trader
  • You must complete the Registered EU Trader form available on the Swedish Tax Agency’s website. Please note that the forms are only available in Swedish from the Swedish Tax Agency. You can follow this guide if you need help with registration.
Once you have the required form and documentations prepared, you can submit it to the Swedish Tax Authority:
  1. Via electronic filling, available to Swedish residents only and will require a Swedish e-identification
  2. By post to the address on the forms
How long does it take to receive confirmation of registration from the Swedish Tax Agency? What documentation can I expect to receive from the Swedish Tax Agency as confirmation of registration?
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 Agency?
  • 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 Agency valid?
As long as the registration requirements are fulfilled or until further notice.
I am registered with the Swedish Tax Agency as an Approved Stockkeeper/Registered Recipient/Registered EU Trader. How and when should I pay the Chemicals Tax to the Swedish Tax Agency?
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 Chemicals Tax must be paid into the Swedish Tax Agency’s account (bankgiro number 5050-1055) using a reference number (OCR number), which can be generated here.

Information in English about payments from foreign bank accounts can be found here.
What do I need to submit to Amazon to be able to sell blocked ASINs?
  • If you registered with the Swedish Tax Authority as an approved stockkeeper, you will receive a physical copy of the approved stockkeeper 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 Selling Partner Support has approved your application, you can start listing products covered by the Swedish Chemicals Tax.

Start selling today

By selling on Amazon, you can reach tens of millions of customers, whether you sell one product or several. Your account is set to sell across Europe.
SEK 410 (excl. VAT) per month + selling fees
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