AMAZON
Complete 2025 Seller Guide
Sell on Amazon —
Everything You Need
The most complete Amazon seller guide: every marketplace, country-by-country availability, banned & restricted products, startup requirements, fees, and expert strategies to launch successfully.
21
Marketplaces
100+
Countries Covered
50+
Restricted Items
$39.99
Pro Plan/mo
185+
Countries Reached
📋 In This Guide
Amazon Guide / 01
01 — Overview
Amazon Selling Basics
Amazon is the world’s largest e-commerce platform with over 300 million active customers. As a third-party (3P) seller, you list products, Amazon provides the platform and customer trust, you make the sales.
🏪
Third-Party Marketplace
Over 60% of all Amazon sales are made by independent 3P sellers — not Amazon itself. You control pricing, inventory, and your business strategy.
📦
Fulfillment by Amazon (FBA)
Ship your inventory to Amazon’s warehouses. They pick, pack, ship every order and handle returns and customer service 24/7.
🚚
Fulfilled by Merchant (FBM)
You store products yourself and ship directly to customers when orders arrive. More control, lower fees, but more work on your end.
🌍
Global Reach
Amazon’s 21 marketplaces span North America, Europe, Asia-Pacific, and the Middle East — reaching customers in 185+ countries.
🏷️
Brand Registry
Register your trademark to unlock A+ Content, Sponsored Brand ads, and protection from counterfeiters hijacking your listings.
📊
Seller Central
Your dashboard for everything — listings, orders, inventory, ads, analytics, payouts, and customer messages. Available at sellercentral.amazon.com.
💡
Seller Central vs Vendor Central
Seller Central — You sell directly to customers as a 3P seller. Open to anyone who registers. Vendor Central — Amazon buys from you wholesale (1P). Invite-only. Most sellers use Seller Central.
02 — Business Models
Amazon Business Models
Choose the right model based on your budget, skills, and goals. Each has different profit potential, startup costs, and risk.
🏷️
Private Label Most Popular
Source generic products from manufacturers (Alibaba, etc.), brand them with your own label and packaging, and sell exclusively. Highest margins and brand value but requires upfront investment ($2,000–$10,000+).
Profit: 25–50%
Investment: $2K–$15K
🔄
Retail / Online Arbitrage
Buy discounted products from retail stores (Walmart, Target) or online (clearance sites) and resell on Amazon at a higher price. Low startup cost, great for beginners learning Amazon’s platform. ($200–$1,000 to start).
Profit: 15–30%
Investment: $200–$2K
🏭
Wholesale
Buy existing branded products in bulk directly from distributors or brand owners at wholesale prices and resell on Amazon. Requires business registration and resale certificate. Consistent but competitive.
Profit: 10–25%
Investment: $1K–$10K
📦
Dropshipping Strict Rules
List products without holding inventory. Supplier ships directly to customer. Amazon has strict dropshipping rules — you must be identified as the seller, cannot ship retail-branded packages, and must handle all returns.
Profit: 10–20%
Investment: $200–$1K
👕
Merch by Amazon (Print-on-Demand)
Upload designs for t-shirts, hoodies, phone cases. Amazon prints and ships on demand. No inventory. Purely passive income once listed. Invite-only but can request access. No startup cost.
Profit: Royalties ~$2–8/sale
Investment: $0
📚
Kindle Direct Publishing (KDP)
Self-publish eBooks and paperbacks on Amazon. Set your own pricing, earn 35–70% royalties. Available worldwide. Low-content books (journals, planners) are popular. Zero inventory needed.
Profit: 35–70% royalties
Investment: $0
03 — Global Availability
Country-by-Country Amazon Guide
Detailed breakdown of every Amazon marketplace — who can sell, what’s needed, and countries where Amazon is banned or restricted.
⚠️
Selling vs Shopping — Important Distinction
Amazon shopping is available in most countries. Amazon selling (creating a Seller Central account) is restricted to specific eligible countries. Citizens from banned countries (Iran, Cuba, Syria, North Korea) cannot create seller accounts regardless of where they live.
Status Legend:
Fully Active
Limited/Local Only
Suspended
Banned
| Country | Marketplace | Seller Status | What You Need to Sell | Key Notes | Link |
|---|---|---|---|---|---|
| 🌎 North America | |||||
🇺🇸United States |
amazon.com | Fully Active | Govt IDUS or Global BankSSN / EIN / W-8Credit Card | World’s largest marketplace. Full FBA network across 110+ fulfillment centers. All categories available. Sellers from 100+ countries accepted. | sell.amazon.com → |
🇨🇦Canada |
amazon.ca | Fully Active | Govt IDBank AccountSIN / BN / W-8 | Linked with US account via North America Unified Account. GST/HST registration required for high-volume sellers. Canadian sellers can list on .com too. | sell.amazon.ca → |
🇲🇽Mexico |
amazon.com.mx | Fully Active | Govt IDBank AccountRFC (Tax ID) | Fast-growing LATAM market. Spanish-language listings essential. RFC tax ID required for Mexican sellers. International sellers can access via Global Selling. | sell.amazon.com.mx → |
🇧🇷Brazil |
amazon.com.br | Brazil Only | CNPJ (Company)CPF (Individual)Brazilian Bank | Only Brazilian-registered entities can sell. Foreign sellers cannot access Amazon.com.br. Brazil requires local tax registration and a Brazilian bank account. | Info → |
| 🌍 Europe | |||||
🇬🇧United Kingdom |
amazon.co.uk | Fully Active | Govt IDBank AccountUK VAT (if >£90k) | 2nd largest marketplace globally. Post-Brexit customs rules apply for EU shipments. Separate VAT registration from EU. Strong electronics, home, and books categories. | sell.amazon.co.uk → |
🇩🇪Germany |
amazon.de | Fully Active | Govt IDBank AccountGerman VAT (USt-IdNr) | Largest EU marketplace. German VAT registration mandatory from first sale. One EU account covers .de, .fr, .it, .es, .nl, .pl, .se. WEEE electronics recycling registration required. | sell.amazon.de → |
🇫🇷France |
amazon.fr | Fully Active | Govt IDBank AccountFR VAT (TVA) | French language listings strongly recommended. FR VAT registration required. CITEO packaging recycling registration needed. Covered under European Unified Account. | sell.amazon.fr → |
🇮🇹Italy |
amazon.it | Fully Active | Govt IDBank AccountIT VAT (Partita IVA) | Italian language required for best visibility. Growing fashion and home categories. EU Unified Account covers this marketplace automatically. | sell.amazon.it → |
🇪🇸Spain |
amazon.es | Fully Active | Govt IDBank AccountES VAT (NIF) | Spanish language. Popular home, garden, electronics. ES VAT needed for local sales. Access via European Unified Account. | sell.amazon.es → |
🇳🇱Netherlands |
amazon.nl | Fully Active | Govt IDBank AccountNL VAT (BTW) | Launched 2020. Fast-growing market. Less competition vs .de. Dutch language recommended. Competes directly with local leader bol.com. | sell.amazon.nl → |
🇵🇱Poland |
amazon.pl | Fully Active | Govt IDBank AccountPL VAT (NIP) | Launched 2021. Very low competition — excellent opportunity for early movers. Polish language helps ranking. Part of EU Unified Account. | sell.amazon.pl → |
🇸🇪Sweden |
amazon.se | Fully Active | Govt IDBank AccountSE VAT (Momsreg) | Launched 2020. Entry point for Nordic customers (Sweden, Norway, Denmark, Finland). Swedish language listings significantly boost visibility. | sell.amazon.se → |
🇧🇪Belgium |
amazon.com.be | Fully Active | Govt IDBank AccountBE VAT (BTW/TVA) | Newest EU marketplace (2022). Extremely low competition. Bilingual market (Dutch/French). Great early-mover opportunity for international sellers. | sell.amazon.com.be → |
| 🌏 Asia-Pacific | |||||
🇯🇵Japan |
amazon.co.jp | Fully Active | Govt IDBank AccountJapan Tax (if resident) | 3rd largest marketplace. Japanese listings significantly increase conversions. Electronics, books, and beauty dominant. Strict product compliance rules. Consumption tax 10%. | sell.amazon.co.jp → |
🇦🇺Australia |
amazon.com.au | Fully Active | Govt IDBank AccountABN / GST (if >A$75k) | Launched 2017. Growing fast. GST registration required for >$75k/year. FBA network smaller than US/EU but expanding. Australian consumer protection laws strictly enforced. | sell.amazon.com.au → |
🇮🇳India |
amazon.in | India Only | Indian Business RegGST RegistrationIndian Bank Account | Only Indian-registered businesses can sell domestically. GST registration mandatory. Massive market — 300M+ customers. Foreign sellers must set up an Indian entity or use a local partner. | sell.amazon.in → |
🇸🇬Singapore |
amazon.sg | Fully Active | Govt IDBank AccountGST (if >S$1M) | Small but high-income market. Part of Asia-Pacific unified account. English-speaking market. GST registration threshold is high so most small sellers won’t need it initially. | sell.amazon.sg → |
🇨🇳China (Sellers) |
amazon.com | Global Only | Chinese IDPayoneer/BankBusiness License | Amazon.cn (domestic) closed in 2019. However, Chinese sellers are the largest group on Amazon.com and EU. China-based sellers can sell globally via Amazon Global Selling program. | Global Selling → |
| 🌍 Middle East | |||||
🇦🇪UAE |
amazon.ae | Fully Active | Govt IDBank AccountTRN (UAE VAT 5%) | Former Souq.com, rebranded 2019. UAE VAT 5% applies. Dominant categories: electronics, fashion, beauty. Arabic listings boost visibility. Strong international seller community. | sell.amazon.ae → |
🇸🇦Saudi Arabia |
amazon.sa | Fully Active | Govt IDBank AccountVAT Registration | Launched 2020. Fast-growing Gulf market. VAT 15%. Arabic language product content significantly increases sales. Covered under Middle East unified account with UAE. | sell.amazon.sa → |
🇹🇷Turkey |
amazon.com.tr | Fully Active | Govt IDTurkish BankTurkish Tax ID | Launched 2018. Turkish VAT (KDV) and tax registration required for local sellers. Currency (Lira) volatility is a risk. FBA available. International sellers can access via Global Selling. | sell.amazon.com.tr → |
| 🚫 Banned / Suspended Countries — Amazon Services Not Available | |||||
🇮🇷Iran |
None | Banned | N/A | US OFAC sanctions. Iranian residents cannot create Amazon accounts, buy, or sell. Using a VPN to bypass this violates both Amazon TOS and US law. Criminal penalties apply. | — |
🇰🇵North Korea |
None | Banned | N/A | Comprehensive UN and US sanctions. All US-based services including Amazon are completely prohibited. No internet access for general public anyway. | — |
🇨🇺Cuba |
None | Banned | N/A | US trade embargo (OFAC). Cuban residents cannot access Amazon services. Embargo has been in place since 1962. Violations carry severe legal penalties. | — |
🇸🇾Syria |
None | Banned | N/A | US OFAC Syria Sanctions. Syrian residents are prohibited from all Amazon services. Syrian nationals living abroad may be able to register with proper verification and alternate country address. | — |
🇷🇺Russia |
None | Suspended | Suspended | Suspended Feb 2022 following invasion of Ukraine. Amazon halted all new seller registrations from Russia. Existing accounts frozen. AWS services also heavily restricted. | — |
🇧🇾Belarus |
None | Suspended | Suspended | Suspended 2022 alongside Russia due to sanctions compliance. Belarusian sellers cannot register or access Amazon Seller Central. | — |
| ⚠️ Countries With No Marketplace — Can Sell via Amazon Global Selling | |||||
🇵🇰Pakistan |
No Marketplace | Global Selling | CNIC / PassportPayoneer / WiseNTN (optional) | No amazon.pk. Pakistanis can sell on US/UK/EU via Global Selling. Need: CNIC or passport, Payoneer/Wise account for USD payments, phone number. Many successful Pakistani Amazon sellers. | Global Selling → |
🇧🇩Bangladesh |
No Marketplace | Limited Access | NID / PassportPayoneer Required | No local marketplace. Can attempt Global Selling but Bangladesh faces payment challenges. Payoneer is the primary solution. Some sellers face additional verification steps. | Global Selling → |
🇳🇬Nigeria |
No Marketplace | Very Limited | NIN / PassportPayoneer Required | No local Amazon. High additional fraud verification requirements for Nigerian applicants. Many face rejection. Payoneer required. Success rate lower than other countries but possible. | — |
🇰🇪Kenya |
No Marketplace | Limited Access | National ID / PassportPayoneer | No amazon.ke. Kenyan sellers can register via Global Selling. Additional ID verification often required. Payoneer is the standard payment solution for African sellers. | Global Selling → |
🇵🇭Philippines |
No Marketplace | Global Selling | PhilSys / PassportPayoneer / Bank | Filipino sellers increasingly active on Amazon.com and Amazon.co.uk. No local marketplace but global selling is well-supported. English proficiency makes listing creation straightforward. | Global Selling → |
🇿🇦South Africa |
No Marketplace | Global Selling | SA ID / PassportPayoneer / Bank | Amazon launched Amazon.co.za in 2024 for shopping. Seller access being rolled out. Currently South Africans can sell globally via Global Selling program. | Global Selling → |
🇪🇬Egypt |
No Marketplace | Limited Access | National ID / PassportPayoneer | No amazon.eg. Egyptian sellers can access Global Selling but face additional verification. Payoneer required for payments. Access to UAE/Saudi marketplaces is an alternative route. | — |
🌍
Amazon Global Selling — Sell From Almost Any Country
Even without a local marketplace, sellers from 100+ countries can register on Amazon.com and reach customers worldwide. You’ll need: valid government ID, email, phone number, credit card, and a payment account (Payoneer, Wise, or World First works if your local bank doesn’t support USD/EUR transfers). → Amazon Global Selling Program
04 — Prohibited Items
Completely Banned Products
These items are permanently banned across all Amazon marketplaces worldwide. Listing them causes immediate account suspension and possible legal action.
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Zero Tolerance — Immediate Suspension
Amazon has zero tolerance for these categories. One listing of a prohibited item can trigger permanent account closure with no appeal. Always check the official Restricted Products page before listing anything new.
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Firearms & Illegal Weapons
Any firearms or illegal weapons that circumvent lawful purchasing channels. Some legal firearm accessories ARE permitted with approval.
Handguns, rifles, shotguns
Illegal auto-conversion kits (bump stocks)
Untraceable “ghost gun” components
Brass knuckles, switchblades (most regions)
Stun guns (restricted in some states)
Suppressors/silencers without FFL dealer approval
💣
Explosives & Incendiary
All explosive devices, incendiary materials, and components used to create explosive weapons.
Commercial and military-grade explosives
Explosive precursor chemicals
Pipe bomb or IED components
Molotov cocktail materials marketed as such
Thermite / flash powder (bulk)
💊
Illegal Drugs & Narcotics
All controlled substances, illegal drugs, and products designed to facilitate illegal drug use or evade drug testing.
Cocaine, heroin, methamphetamine, MDMA
Cannabis / marijuana (even where legal)
Drug paraphernalia marketed for illegal use
Synthetic cannabinoids (K2, Spice)
Drug test adulterants / fake urine
Prescription drugs (without proper authorization)
🚬
Tobacco & Vaping Products
All tobacco and nicotine-delivery products including traditional and electronic variants are completely banned.
Cigarettes, cigars, pipe tobacco
Electronic cigarettes (e-cigs, vapes)
Vape pens, e-liquids, pods, cartridges
Hookah / shisha tobacco
Chewing tobacco, snuff, snus
Nicotine products (requires special approval)
🔞
Illegal Adult Content
Any sexual content involving minors, non-consensual material, or obscene content that violates applicable laws is permanently banned.
Any content depicting minors sexually (CSAM)
Non-consensual adult content
Obscene material violating community standards
🐾
Endangered Species Products
Products derived from CITES-protected species, regardless of claimed legal origin or age of the material.
Elephant ivory (all forms)
Rhinoceros horn products
Tiger, lion, leopard parts and derivatives
Sea turtle shells, tortoiseshell
Shark fins and protected shark products
Protected bird feathers, eggs, skins
☣️
Hazardous Chemicals
Substances that pose serious environmental, health, or safety risks and are regulated or banned under applicable laws.
Chlorofluorocarbons (CFCs) — ozone depleting
Radioactive materials
Mercury-containing thermometers
Asbestos-containing products
Unregistered pesticides (EPA violation)
Certain industrial solvents above thresholds
📀
Counterfeit Goods & IP Violations
Fake branded products, pirated media, or unauthorized use of trademarks/copyrights are permanently banned and actively prosecuted.
Replica luxury goods (fake Nike, Gucci, etc.)
Pirated software and media
Unauthorized brand logo usage in listings
Fake certificates of authenticity
Unlicensed branded merchandise
🏛️
Cultural & Heritage Property
Stolen, looted, or illegally exported cultural artifacts from protected archaeological sites and indigenous communities.
Illegally exported archaeological artifacts
Looted cultural property from conflict zones
Native American sacred objects (NAGPRA)
Human remains and burial goods
🕵️
Surveillance / Spy Equipment
Hidden surveillance devices and wiretapping equipment designed for covert, non-consensual monitoring.
Hidden cameras disguised as common objects
Wiretapping / call intercepting devices
GPS trackers marketed for stalking
Cell phone spyware apps
🔓
Lock-Picking & Crime Tools
Tools specifically designed for defeating security systems, car theft, or other criminal activities.
Car theft / slim jim tools
Lock picks marketed for illegal entry
Credit card skimming devices
Jamming devices (GPS/WiFi jammers)
💵
Counterfeit Currency & Documents
Fake money, fraudulent documents, and anything that could be used for identity fraud or financial crimes.
Counterfeit banknotes or coins
Fake IDs, passports, or official documents
Diploma mills and fake academic credentials
Forged prescriptions or medical documents
05 — Gated Categories
Restricted & Gated Categories
These categories require Amazon approval before you can list. Approval requires documentation, invoices, or passing an application process.
🔒
How to Get Ungated
To sell in a restricted category: Go to Seller Central → Catalog → Add a Product → Search for a product in the category → Click “Request Approval.” You’ll typically need to provide invoices from authorized distributors (not retail receipts), product images, and sometimes third-party test reports. View all restricted categories →
💄
Beauty & Personal Care
Topical and cosmetic products have strict quality and authenticity requirements. All must be from authorized brand distributors.
Sunscreen (SPF claims regulated by FDA)
Skin lightening / bleaching products
Cosmetic contact lenses
Major brand cosmetics (MAC, L’Oreal, etc.)
💊
Dietary Supplements
All dietary supplements require prior Amazon approval. Must comply with FDA (US) or local equivalent regulations.
Protein powders and sports nutrition
Weight loss pills and supplements
Herbal supplements and vitamins
Pre-workout and energy supplements
👶
Baby Products
Products for infants face strict safety standards. Requires compliance certification and authorization from the brand.
Baby formula and food (brand authorization)
Car seats (CPSC compliance required)
Cribs and sleep products (safety standards)
Baby toys (ASTM F963 compliance)
🏥
Medical Devices
FDA-regulated medical devices need clearance numbers (510(k)), proper labeling, and Amazon category approval.
Blood glucose monitors and test strips
CPAP machines and accessories
Surgical instruments
Diagnostic kits and test devices
🎵
Music, DVDs & Video Games
Pre-recorded media is gated to prevent counterfeits. New sellers must apply and provide proof of authorized supply chain.
CDs and vinyl records (new sellers)
DVDs and Blu-rays (new sellers)
Video games in some regions
🔫
Hunting & Shooting Accessories
Legal hunting and shooting accessories may be sold but require approval and strict compliance documentation.
Ammunition (approved accounts only)
Firearm parts (triggers, barrels, magazines)
Laser sights (FDA Class IIIa/IIIb rules)
Night vision scopes (export restrictions)
🍷
Alcohol & Beverages
Amazon itself sells alcohol in the US. Third-party sellers generally cannot list alcohol — there are limited exceptions in certain EU countries with a license.
Beer, wine, spirits (US — not allowed for 3P)
Limited wine sales allowed in some EU markets
Wine glasses, openers (allowed, not restricted)
🔋
Electronics — Batteries & Chargers
Lithium batteries and high-capacity power products have strict safety requirements and FBA shipping restrictions.
Lithium-ion batteries (UL certification needed)
Hoverboards and electric scooters (UL 2272)
Power banks >100Wh (FBA restricted)
Wireless chargers (FCC certification)
🌿
CBD & Hemp Products
CBD products containing THC are banned. Topical hemp products with zero THC may be allowed in limited circumstances but face heavy restrictions.
CBD oil (internal use) — banned
CBD edibles and gummies — banned
THC products in any form — banned
Hemp seeds (food-grade) — some listings allowed
🌟
Collectible Coins & Stamps
Collectibles are gated to prevent fraud. Must be authenticated and meet strict condition grading standards.
Rare and collectible coins
Vintage postage stamps
Sports trading cards (high-value)
Bullion and precious metals
🚗
Automotive Parts
Certain automotive parts are gated, especially safety-critical items. Must come from authorized parts distributors.
Airbags and airbag components
Seatbelt assemblies and components
Brake pads (brand-gated)
OBD diagnostic tools (some restricted)
🎭
Costumes & Replicas
Police, military, and government uniforms and replicas are restricted to prevent impersonation fraud and illegal use.
Police uniforms and badges (realistic)
Military uniforms with official insignia
Realistic-looking weapons as Halloween props (some)
Government agency uniforms (TSA, FBI, etc.)
06 — Pricing
Seller Plans & Fee Structure
Understanding Amazon’s fee structure before you start is critical. These fees directly determine your profitability.
Plan 1
Individual
$0/month
+ $0.99 fee per item sold
✓Up to 40 products/month
✓Access to basic categories
✓FBA access available
✗No Buy Box eligibility
✗No bulk listing tools
✗No promotions / coupons
✗No advanced reports
✗No restricted category access
Best for: Testing, hobby selling, fewer than 40 sales/month
Plan 2
Professional Recommended
$39.99/month
No per-item fee. Unlimited products.
✓Unlimited product listings
✓Buy Box eligibility
✓Promotions, coupons, deals
✓Advanced analytics & reports
✓Sponsored Ads & Brand Registry
✓Bulk listing & upload tools
✓Apply for restricted categories
✓Multi-channel fulfillment
Best for: Any serious seller. Pays for itself after just 40 sales/month.
💰 Additional Fees — Every Seller Pays These
Referral Fee
8–17%
% of sale price per item sold. Electronics ~8%, clothing ~17%, most categories 15%.
FBA Fulfillment
$3.22+
Per unit fulfilled. Starts at $3.22 for small standard. Increases with size/weight.
FBA Monthly Storage
$0.87
Per cubic foot/month (Jan–Sep). Rises to $2.40+ Oct–Dec (Q4 peak surcharge).
Long-Term Storage
$6.90
Per cubic foot for inventory stored 365+ days. Avoid by managing stock levels carefully.
Closing Fee (Media)
$1.80
Applied per sale on books, DVDs, music, video games in media category.
High-Volume Listing
$0.005
Per active non-media listing per month above 100,000 SKUs. Only for very large catalogs.
Returns Processing
Varies
For some categories Amazon charges a fee to process customer returns. Check category-specific rates.
Amazon Ads (PPC)
$0.10+
Pay-per-click advertising. Optional but essential for new listings. Average CPC $0.97 across all categories.
🧮
Use the Free FBA Revenue Calculator Before Sourcing
Always calculate your true profit before sourcing: Sale Price − Referral Fee − FBA Fee − Product Cost − Shipping to FBA − PPC Spend = Net Profit. Target at least 25–30% net margin. Use Amazon’s free calculator: FBA Revenue Calculator →
07 — Getting Started
Step-by-Step: How to Start Selling
From zero to your first product live and selling on Amazon. Follow every step in order.
01
Choose your marketplace and selling model
Decide which marketplace to sell on first (Amazon.com is recommended for beginners due to market size). Choose your business model: Private Label, Retail Arbitrage, Wholesale, or Dropshipping. Each has different startup costs and timelines. Beginners often start with Retail Arbitrage ($200–$500) to learn the platform before investing in Private Label ($2,000–$10,000).
✅ Start with one marketplace, master it, then expand to Europe/Japan later using the Unified Account feature.
02
Set up your business entity and bank account
You can sell as a sole proprietor (individual) or as a registered business (LLC, Ltd, etc.). A registered business (LLC recommended in the US) offers liability protection and better access to wholesale suppliers. Open a dedicated business bank account — never mix personal and business finances. Set up a Payoneer or Wise account if you’re outside the US/EU for receiving payouts in USD or EUR.
⚠️ Non-US sellers: Open a Payoneer account before registering. Link it as your Amazon payout bank. This solves the “no US bank account” problem for international sellers.
03
Create your Amazon Seller Central account
Go to sell.amazon.com and click “Sign up.” Use a business email (not your personal Amazon shopping account). Choose Professional plan ($39.99/month) if you plan to sell 40+ items/month. Have your government ID, phone number, credit card, and bank details ready. The registration form takes 20–30 minutes to complete.
Start Registration →
✅ Use a dedicated business email. If your personal Amazon account gets suspended, a separate seller account email protects your business.
04
Complete identity verification (KYC)
Amazon requires Know Your Customer verification for all sellers. You’ll submit your government-issued ID (passport recommended over national ID for international sellers), business documents if applicable, and complete a video call or photo verification. This typically takes 24–72 hours but can take up to 5 business days. You may receive an email with a video verification link — complete this within the deadline or your application resets.
⚠️ Critical: Your name on the ID must exactly match the name on your bank account. Any mismatch is the #1 cause of verification failure. If your name contains special characters, use the exact transliteration Amazon expects.
05
Research profitable products
Use Helium 10 (most popular), Jungle Scout, or SellerApp to analyze product demand, competition, and profit potential. Look for products with: 1,000+ monthly sales, fewer than 300 reviews on top competitors (indicating opportunity), product cost under 25% of selling price, selling price $15–$70 (sweet spot), and lightweight under 2 lbs (lower FBA fees). Avoid seasonal-only products, fragile items, and anything with brand dominance.
Browse Amazon Best Sellers →
✅ Target a product where the #1 listing has under 200 reviews. This means you can compete without years of review building.
06
Source your product and order samples
For Private Label: Use Alibaba.com to find manufacturers. Search your product, filter to “Trade Assurance” suppliers, and contact 5–10 manufacturers. Request samples (pay $30–$100 per sample). Evaluate quality, packaging, and communication. Negotiate MOQ (minimum order quantity), pricing, and lead time. For Wholesale: Apply for accounts with distributors like UNFI, KeHE, or find brand distributors through Wholesale Central.
Source on Alibaba →
✅ Always order samples from at least 3 suppliers before placing a bulk order. Never send bulk payment via wire transfer to an unverified supplier — use Alibaba Trade Assurance.
07
Get a UPC barcode and brand your product
Every new product needs a unique UPC/EAN barcode. Purchase from GS1 US (official source, $30 for a single barcode). If you’re brand new and selling your own brand, you can apply for a GTIN Exemption in Seller Central to avoid buying a barcode. Design your logo and packaging on Canva or hire a designer from Fiverr/99designs. File a trademark for your brand at USPTO.gov ($250–$350) — this unlocks Amazon Brand Registry.
Get GS1 Barcodes →
08
Create an optimized product listing
In Seller Central: Go to Catalog → Add a Product → Create New Listing. Complete all fields:
• Title: Brand + Main Keyword + Key Features (150–200 chars)
• Bullet Points: 5 benefit-focused bullets with keywords
• Description: Full product story with use cases
• Backend Keywords: 250-byte field — fill completely
• Images: Main image on pure white background, 1500×1500px minimum. Add 6+ additional images: lifestyle, infographic, comparison, size chart, close-up details.
• Price: Research competitor prices. Start competitive, adjust based on performance.
• Title: Brand + Main Keyword + Key Features (150–200 chars)
• Bullet Points: 5 benefit-focused bullets with keywords
• Description: Full product story with use cases
• Backend Keywords: 250-byte field — fill completely
• Images: Main image on pure white background, 1500×1500px minimum. Add 6+ additional images: lifestyle, infographic, comparison, size chart, close-up details.
• Price: Research competitor prices. Start competitive, adjust based on performance.
✅ Use Helium 10’s Listing Builder to automatically include high-volume keywords throughout your listing. This alone can double organic traffic.
09
Ship inventory to Amazon FBA (or set up FBM)
For FBA: In Seller Central go to Inventory → Manage FBA Shipments → Create Shipment Plan. Select your products and quantities. Amazon assigns you a fulfillment center. Print FBA labels (apply to each unit and each box). Pack according to Amazon’s packaging requirements. Ship via UPS, FedEx, or your chosen carrier.
For FBM: Set up shipping templates in Seller Central. Choose shipping rates, carriers, and handling time. When orders arrive, print packing slips, pack and ship within your stated handling time.
FBA Prep Requirements →
For FBM: Set up shipping templates in Seller Central. Choose shipping rates, carriers, and handling time. When orders arrive, print packing slips, pack and ship within your stated handling time.
⚠️ FBA packaging matters. Incorrectly packed shipments get rejected at Amazon’s warehouse and sent back at your expense. Follow Amazon’s packaging guidelines exactly.
10
Launch advertising and build reviews
New listings have zero sales history and rank at the bottom of search results. Launch strategy:
• Run Auto PPC Campaign at $20–$30/day for first 2 weeks to discover keywords
• After 2 weeks, analyze which keywords converted and add to Manual Exact Match campaigns
• Use the “Request a Review” button (legal) in Seller Central for every order
• Enroll in Amazon Vine (Brand Registry required) to get 30 reviews from trusted reviewers
• Set a competitive launch price 15–20% lower than market for first 30 days to build velocity
Amazon Advertising →
• Run Auto PPC Campaign at $20–$30/day for first 2 weeks to discover keywords
• After 2 weeks, analyze which keywords converted and add to Manual Exact Match campaigns
• Use the “Request a Review” button (legal) in Seller Central for every order
• Enroll in Amazon Vine (Brand Registry required) to get 30 reviews from trusted reviewers
• Set a competitive launch price 15–20% lower than market for first 30 days to build velocity
⚠️ Never buy fake reviews, offer review incentives, or ask friends/family to purchase. Amazon’s systems detect this and will permanently suspend your account with no appeal.
08 — Documents
Required Documents & Verification
Prepare everything before you start. Missing documents are the #1 reason registration fails or gets delayed.
✅ Required — Every Seller
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Government-issued Photo IDPassport is strongly recommended for international sellers. National ID accepted but passport reduces verification issues. Must not be expired. Name must exactly match bank account.
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Valid Email AddressUse a dedicated business email, not your personal Amazon shopping account. A Gmail or business domain email both work fine.
✓
Mobile Phone NumberFor two-factor authentication, SMS verification, and Amazon support calls. Must be able to receive calls and texts.
✓
Credit or Debit CardValid internationally-accepted card (Visa, Mastercard, or Amex) for paying Amazon’s monthly fees and advertising charges. Prepaid cards not accepted.
✓
Bank Account for PayoutsMust accept ACH (US) or SEPA (EU) transfers. International sellers: use Payoneer, Wise, or World First to receive payouts in USD/EUR and convert to local currency.
✓
Residential / Business AddressYour current address (personal or business). Must be verifiable. P.O. boxes are NOT accepted. Will be used for account verification and may be shown on your seller profile.
✓
Tax InformationUS residents: SSN or EIN number. Non-US individuals: W-8BEN form (completed online during registration). Non-US companies: W-8BEN-E form. Amazon withholds up to 30% tax without proper forms on file.
🏢 Additional — Business / Company Sellers
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Business Registration CertificateCertificate of incorporation (LLC, Ltd, GmbH, etc.). Must show company name, registration number, and registered address. Must be the same entity as your bank account.
+
Tax Registration NumberEIN (US), VAT number (UK/EU), GST (AU/CA/IN), or your country’s equivalent. Required for tax reporting and potentially to sell in certain regulated categories.
+
Proof of Business AddressUtility bill, bank statement, or official government letter issued within the last 90 days. Must clearly show your business name and address. Mobile phone bills are not accepted.
+
Beneficial Owner InformationAny individual who owns 25% or more of the business must submit their personal government-issued ID and personal details separately as part of AML compliance.
i
Business Bank Account (Recommended)Using a business account in your company’s name reduces verification friction. Matches your business registration documents. Some banks offer free business accounts for new businesses.
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Sellers from Developing Countries — Extra Tips
Pakistan, Bangladesh, Nigeria, Ghana, and similar markets face additional scrutiny. Tips:
• Use your passport (not national ID) — it’s universally accepted
• Open Payoneer before registering — it’s your payment solution
• Have your utility bill ready as address proof
• Complete video verification promptly (within 48 hours of the link arriving)
• Some sellers from these regions successfully register by forming a US LLC (~$150/year via Stripe Atlas or Northwest Registered Agent)
• Use your passport (not national ID) — it’s universally accepted
• Open Payoneer before registering — it’s your payment solution
• Have your utility bill ready as address proof
• Complete video verification promptly (within 48 hours of the link arriving)
• Some sellers from these regions successfully register by forming a US LLC (~$150/year via Stripe Atlas or Northwest Registered Agent)
09 — Fulfillment
FBA vs FBM — Full Comparison
Your fulfillment choice directly impacts your fees, customer experience, Buy Box win rate, and the amount of work you do daily.
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FBA — Fulfillment by Amazon
You send stock to Amazon warehouses. They handle the rest.
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Prime badgeMassive conversion boost — Prime members convert 3–4x higher
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Amazon handles returnsFull customer service and returns management included
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Buy Box advantageFBA sellers win the Buy Box far more often than FBM
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Fast shipping2-day Prime shipping available to 150M+ Prime members
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Extra FBA feesAdds $3–$6+ per unit on top of referral fee
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Storage costsMonthly storage fees, especially high in Q4
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Less packing controlAmazon packs in their generic boxes — limited branding
Best for: Private label, small/lightweight items, high sales volume
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FBM — Fulfilled by Merchant
You store and ship products yourself when orders arrive.
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Lower cost for large/heavy itemsAvoid high FBA fulfillment fees on oversized products
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Full packing controlInclude inserts, branded packaging, thank-you notes
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No storage feesUse your own garage, warehouse, or 3PL provider
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Slow/seasonal itemsAvoid long-term storage fees on low-velocity products
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No Prime (usually)Seller Fulfilled Prime exists but hard to qualify for
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You handle returnsCustomer service and all return processing is your job
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Lower Buy Box rateWithout Prime, winning Buy Box is much harder
Best for: Oversized/heavy items, custom products, low volume, dropshipping
10 — Listing
Creating a High-Converting Listing
Your listing is your storefront. These are the components that determine whether shoppers click and buy.
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Product Title
Include: Brand Name + Primary Keyword + Key Feature + Secondary Feature + Size/Color variant. Keep under 200 characters. Include the most-searched keyword as close to the beginning as possible. Don’t keyword stuff — it reads badly and Amazon may suppress it.
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Product Images
Main image: product on pure white background, fills 85%+ of frame, 1500×1500px minimum. Additional images: lifestyle photo in use, infographic with benefits, size/dimension chart, comparison chart vs competitors, packaging shot, close-up of key features. 7+ images significantly increases conversion.
•••
Bullet Points (5)
5 benefit-focused bullet points. Lead with the most important benefit. Include secondary keywords naturally. Format: ALL CAPS lead phrase — then explanation. Example: “DURABLE MATERIAL — Made from military-grade aluminum alloy that withstands drops up to 6 feet without damage.”
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Product Description / A+ Content
Standard sellers: write a detailed description with your brand story and full use case. Brand Registry sellers: use A+ Content (enhanced brand content) with images, comparison modules, and rich formatting — this increases conversion by 10–15% on average.
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Backend Search Terms
Hidden keywords in Seller Central (250 bytes max). Include: synonyms, misspellings, Spanish/alternate language keywords, long-tail phrases NOT already in your title/bullets. Don’t repeat keywords — Amazon indexes all unique terms. Don’t include competitor brand names.
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Pricing Strategy
Research: check top 10 competitors’ prices. Launch 15–20% below market average for the first 30 days to build sales velocity and reviews. Raise price gradually as reviews accumulate. Use Amazon’s automated pricing tool to reprice dynamically and stay competitive. Avoid pricing below your break-even point.
11 — Expert Tips
Pro Tips to Succeed on Amazon
What separates 6-figure sellers from those who fail. Apply these principles from day one.
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Master Keyword Research
Use Helium 10 Magnet or Jungle Scout’s Keyword Scout to find high-volume, low-competition keywords. Include your primary keyword in the title, bullet points, and backend. This is the single biggest driver of organic ranking — treat it like SEO.
🛡️
Enroll in Brand Registry Early
File your trademark ($250–$350 at USPTO), then enroll in Brand Registry. This unlocks: A+ Content, Sponsored Brand ads, Brand Storefront, Vine reviews, and most importantly — protection against hijackers listing counterfeit versions of your products.
📊
Calculate Real Profit First
True profit = Sale Price − Referral Fee − FBA Fee − COGS − Shipping to FBA − PPC Spend − Returns Provision. Use the FBA Calculator before sourcing ANY product. Most beginners forget PPC costs. Target 25–35% net margin minimum to build a sustainable business.
⭐
Protect Your Reviews
Use “Request a Review” button (legal) for every order. Never incentivize reviews. Respond professionally to negative reviews — future buyers read your response. Aim for 4.5+ stars consistently. Enroll in Amazon Vine to seed initial reviews for new launches.
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Manage Inventory Proactively
Going out of stock tanks your BSR rank — can take weeks to recover. Maintain 60–90 days of inventory at FBA. Set restock alerts in Seller Central. Avoid overstocking (long-term storage fees). Monitor the Inventory Health dashboard weekly.
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PPC from Day One
Start with $20–30/day Auto campaign to collect keyword data. After 14 days, harvest converting keywords to Manual Exact Match campaigns. Lower auto campaign bids. Aim for ACoS under 25% for established products. PPC isn’t optional — it’s how you get discovered when you have zero reviews.
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Expand to Europe When Ready
Once profitable on Amazon.com, expand to EU using Amazon’s Unified Account (Germany, France, Italy, Spain, Netherlands, Poland, Sweden with one registration). Register for VAT in Germany first — it covers most EU sales. Europe has lower competition and higher margins for US private label sellers.
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Use Amazon’s Free Tools
All included in your Seller Central subscription: Lightning Deals, Coupons, Subscribe & Save (repeat purchases), A/B Testing (Manage Your Experiments), Brand Analytics (search term data), Seller University (free courses), and Amazon Posts (free social-style content that drives traffic).
⚠️
Never Violate Amazon’s TOS
Account suspension = devastating. Common violations: fake reviews, incentivized reviews, multiple accounts, selling restricted products, dropshipping from retail stores (Walmart/Target retail arbitrage for FBM is ok, but listing a retail store as fulfillment source is not). One violation can erase years of work overnight.
12 — Resources
Essential Tools & Resources
The best free and paid tools every Amazon seller should know about.
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Seller Central
Your main dashboard for listings, orders, inventory, ads, reports, and payouts. The hub of your entire Amazon business. Available at sellercentral.amazon.com.
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Helium 10
The most comprehensive Amazon seller tool suite. Keyword research (Magnet, Cerebro), listing optimization, product research (Black Box), inventory management, and more. Free tier available.
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Jungle Scout
Industry-leading product research tool. Find profitable niches, validate demand, spy on competitors, and estimate sales. Trusted by 500,000+ sellers worldwide.
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FBA Revenue Calculator
Amazon’s free official tool to calculate exact FBA fees, referral fees, and estimated profit for any product before you source it. Essential before every purchase decision.
🛡️
Brand Registry
Protect your brand, unlock A+ Content, Sponsored Brand ads, Brand Storefront, and Vine program. Requires a registered trademark (USPTO, IPO, EUIPO, etc.).
📣
Amazon Advertising
Run Sponsored Products (PPC), Sponsored Brands, and Sponsored Display ads. Essential for new listings and scaling. Integrated directly in Seller Central.
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Alibaba.com
World’s largest B2B marketplace for sourcing products and manufacturers. Use Trade Assurance for safe payments. Essential for private label product sourcing from China and other countries.
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Global Selling Program
Sell from your country to any Amazon marketplace worldwide. Supports sellers from 100+ countries. Covers currency conversion, international shipping guidance, and tax compliance resources.
📚
Seller University
Amazon’s free training portal with 200+ video lessons covering every aspect of selling. From account setup to PPC advertising to international expansion. Available inside Seller Central.
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Quick Access — Official Amazon Links
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