Want to sell on Amazon? Good decision. Amazon is by far the largest online marketplace in Germany and Europe. But getting started is more complex than many think. From business registration to account verification to legal obligations like LUCID and GPSR, there are numerous pitfalls that newcomers need to know. This guide walks you through the entire process step by step.
Step 1: Create a Seller Account and Choose a Plan
Amazon offers two selling plans:
- Individual plan: EUR 0.99 per item sold plus referral fees. Suitable for occasional sellers with fewer than 40 sales per month
- Professional plan: EUR 39 per month plus referral fees. Required for serious sellers, as access to advertising, reports, and the Buy Box is only available with this plan
Our clear recommendation: Start directly with the professional plan. The EUR 39 per month is well invested, as you can hardly sell competitively without Buy Box access and advertising options.
Step 2: Prepare Your Documents
For registration, Amazon requires the following documents:
- Valid identification: National ID card or passport
- Business bank account: A bank account for fee collection and sales payouts
- Credit card: For the monthly subscription fee and as security
- Business registration: Proof of your business registration (Gewerbeanmeldung)
- VAT number: Your German VAT identification number (USt-ID)
Have all documents ready in digital form. Amazon requires high-resolution scans or photos, not black-and-white copies.
Step 3: Pass the Video Call Verification
Since 2023, Amazon requires new sellers to verify via video call. The call lasts 15 to 20 minutes and is conducted by an Amazon representative. You must hold your ID up to the camera and confirm your business details. Approval typically comes within 72 business hours after the video call.
Tips for the video call: Ensure good lighting and a stable internet connection. Have all documents within reach. The process is straightforward as long as your information is consistent with the submitted documents.
Referral Fees: What Amazon Keeps Per Sale
In addition to the monthly subscription fee, Amazon charges referral fees (sales commissions) for each sale. Rates vary by category:
- Most categories: 8 to 15 percent of the selling price
- Clothing: 5 to 15 percent, tiered by selling price (lower rates for lower price points)
- Electronics: 7 to 8 percent (often lower referral fees but higher competition)
- Media and books: 15 percent
Factor referral fees into your pricing calculations from the start. Together with FBA fees, advertising costs, and storage costs, they determine your actual margin.
New Seller Incentives: Up to EUR 47,250
Amazon offers new sellers a comprehensive incentive program worth up to EUR 47,250. The package includes credits for FBA shipping, advertising credits, storage credits, and additional benefits. Make sure to take advantage of this offer, as it significantly reduces initial costs and enables a better start.
Kleinunternehmerregelung: Tax Considerations for Small Businesses
Under the Kleinunternehmerregelung (small business regulation, Section 19 UStG), you are exempt from VAT if your revenue was below EUR 25,000 in the previous year and is not expected to exceed EUR 100,000 in the current year (2025 thresholds). Note: these thresholds apply to total revenue, including Amazon sales and other income sources.
Important: The small business regulation can be a competitive disadvantage on Amazon, as you cannot deduct input VAT on purchase costs, FBA fees, and advertising expenses. Once your revenue grows, switching to standard taxation almost always makes more sense.
Legal Obligations: LUCID, WEEE, and GPSR
As an Amazon seller in Germany, you must fulfill numerous legal obligations:
- LUCID / Packaging Register: Registration with the Central Packaging Register (Zentrale Stelle Verpackungsregister) is mandatory. Without LUCID registration, fines of up to EUR 200,000 are possible. You must license all packaging sent to end consumers
- WEEE / ElektroG: If you sell electrical or electronic equipment, registration with the EAR Foundation (Stiftung EAR) is mandatory. Violations can result in fines of up to EUR 100,000
- GPSR (General Product Safety Regulation): Since December 13, 2024, all products sold in the EU must designate an EU Responsible Person. This responsible person must be based in the EU and listed on the product or packaging
These obligations are not optional nice-to-haves. Amazon suspends listings and accounts for non-compliance.
Amazon Brand Registry: Protect Your Brand and Unlock Tools
Amazon Brand Registry requires an active, registered trademark. The approval process typically takes about 10 business days after submission. With Brand Registry, you gain access to A+ Content, Sponsored Brands, Brand Analytics, and brand protection tools.
Important change for 2026: Starting in spring 2026, Brand Registry becomes mandatory for using UPC barcodes with FBA. If you have not yet registered a trademark, you should act now, as the trademark registration process with the DPMA takes 4 to 8 months.
Conclusion: Your Roadmap to Starting on Amazon
Getting started as an Amazon seller requires careful preparation. Business registration, account verification, legal obligations, and the right fulfillment strategy must all be in place before you list your first product. But the effort pays off: Amazon offers access to millions of customers and an infrastructure that no other marketplace can match.
Learn more about our services for Amazon sellers, read the detailed guide on FBA costs 2026, find out about GPSR compliance, or start with our free Amazon audit. You can find all important terms in our glossary.