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Getting started with Amazon
Find out how to start your selling journey.
What is selling on Amazon?
Individuals and businesses can sell products in Amazon stores like Amazon.com. To get started, see our beginners guide.
Why should I sell on Amazon?
When you sell with Amazon, you get to list products in a store that more customers trust—and you get to do it with higher-impact tools and programs that cost less than alternatives. That means more opportunities for growth and more chances to transform how you sell.
How do I sell my product in the Amazon store?
You can start selling with Amazon in a few basic steps:
- Choose a selling plan—Individual or Professional. You can change your plan anytime.
- Create a selling account to sell one item or thousands.
- If you have a brand, enroll it in Amazon Brand Registry.
- Use tools in Seller Central to list and price your products.
- Select a fulfillment method for each product: Fulfilled by Merchant or Fulfillment by Amazon (FBA).
- Consider promoting and advertising through programs like Amazon Ads.
- Grow your business with additional tools and programs.
What can I sell in the Amazon store?
You can sell many different types of products with Amazon.
When you’re choosing what to sell, start by reviewing taxes and regulations. You should also review Amazon requirements for product compliance, safety, and listing.
Next, explore Amazon product categories. Some of our most popular categories are electronics, clothing, beauty, computers, healthcare, home improvement, toys, and small household appliances. Note that while some of our categories are open to all sellers, some require a Professional selling plan, some require approval from Amazon, and some can’t be sold by third-party sellers.
If a product is part of a brand, your ability to list and sell it in the Amazon store may also depend on your relationship with the brand.
What products should you start with? Check out our list of 38 online business ideas. You’ll hear from sellers who started in the Amazon store and grew to reach global audiences.
When you’re choosing what to sell, start by reviewing taxes and regulations. You should also review Amazon requirements for product compliance, safety, and listing.
Next, explore Amazon product categories. Some of our most popular categories are electronics, clothing, beauty, computers, healthcare, home improvement, toys, and small household appliances. Note that while some of our categories are open to all sellers, some require a Professional selling plan, some require approval from Amazon, and some can’t be sold by third-party sellers.
If a product is part of a brand, your ability to list and sell it in the Amazon store may also depend on your relationship with the brand.
What products should you start with? Check out our list of 38 online business ideas. You’ll hear from sellers who started in the Amazon store and grew to reach global audiences.
Can I list my products in all Amazon categories?
While some Amazon product categories are open to all sellers, some require a Professional selling plan, some require approval from Amazon, and some can’t be sold by third-party sellers.
What products can’t be sold in the Amazon store?
Some products may not be listed as a matter of compliance with legal or regulatory restrictions or Amazon policy. Learn how to request approval for new products in certain categories.
If you plan to deliver customer orders using Fulfillment by Amazon (FBA), make sure you also review our list of FBA product restrictions.
If you plan to deliver customer orders using Fulfillment by Amazon (FBA), make sure you also review our list of FBA product restrictions.
How do I register to sell in the Amazon store?
After choosing a selling plan, you can create your Amazon selling account in a few basic steps.
First, make sure you have the following:
First, make sure you have the following:
- Government-issued ID
- Phone number
- Email address
- Internationally chargeable credit card
- Bank account and routing number
- Business license or registration
- Proof of residential address dated from the last 180 days, like a bank or credit card statement
- Tax information
Then start the registration process by clicking Sign up:
- Provide business information. You’ll select a business location and type, enter a name and company registration number, and provide a business address and phone number.
- Provide seller information. You’ll enter your full legal name, country of citizenship and birth, date of birth, and residential address.
- Provide billing information. You’ll enter banking and credit card information so we can process payments and expenses.
- Provide store and product information. You’ll enter the name of your business as you’d like it to appear on Amazon.com. You’ll also be prompted to provide information about your product codes, business certifications, and manufacturer or brand status.
- Verify your identify. You’ll be prompted to upload your government-issued ID and proof of residential address. Then you’ll be prompted to take a photo of your face and government-issued ID, or you can join or schedule a video call with an Amazon associate.
How much does it cost to sell with Amazon?
Amazon has two selling plans. The Professional selling plan costs $39.99 per month plus a per-item referral fee that varies by category. The Individual selling plan costs $0.99 per unit sold plus a per-item referral fee that varies by category. If you plan to sell fewer than 40 items a month, the Individual plan may be best for you.
Other costs may apply also if you decide to use optional Amazon tools and programs.
Other costs may apply also if you decide to use optional Amazon tools and programs.
Is being an Amazon seller profitable?
Selling in Amazon’s store can be very profitable. In 2023, independent sellers in the US grew sales to more than 4.5 billion items—an average of 8,600 every minute—and averaged more than $250,000 in annual sales.
How do I get paid?
When your selling account is settled and you have a positive balance, Amazon sends funds to your bank account using an Automated Clearing House (ACH). It can take up to five business days for the money to appear in your bank account after Amazon initiates a payment.
Before we can pay you, you must provide a valid bank account as the deposit method for your selling account. We cannot make payments to a credit card or online payment system.
Before we can pay you, you must provide a valid bank account as the deposit method for your selling account. We cannot make payments to a credit card or online payment system.
How will I know when I have a sale?
You can use your Notification Preferences to receive an email or text message when you receive a customer order.
What sells the most in the Amazon store?
In 2023, the five most shopped categories from US sellers in the Amazon store were Health & Personal Care, Beauty, Home, Grocery, and Apparel. Check out Amazon Best Sellers for an hourly update with the most popular products based on sales.
How do I manage my selling account?
You can use Seller Central to manage all parts of your Amazon business.
How do I add inventory?
You can match offers to existing product detail pages in the Amazon store, or you can create new detail pages for products you want to add to the Amazon catalog. You can match and create product listings one at a time and in bulk.
How do I sell books in the Amazon store?
To sell books:
- Decide what type of books you want to sell and how you’ll source them.
- Choose an Amazon selling plan and create a selling account.
- Use tools in Seller Central to list and price your books in the Amazon store.
- Decide on a fulfillment method: Fulfilled by Merchant or Fulfillment by Amazon (FBA).
- Consider promoting and advertising your books online.
Selling books online can be a lucrative side gig or a profitable business. Here are a few benefits of selling books online:
- No sales constraints—sell as much or as little as you want
- Convenience for you and the customer—no traffic, no lines, and you're always open
- A wide variety of titles, authors, and genres
How do I publish a book with Amazon?
Hundreds of thousands of authors from around the world have self-published millions of books through Kindle Direct Publishing (KDP).
Learn how to publish eBooks and paperbacks for free and get them on Kindle stores worldwide in 24 to 48 hours.
Learn how to publish eBooks and paperbacks for free and get them on Kindle stores worldwide in 24 to 48 hours.
How can I increase Amazon sales?
There are many ways to increase sales in the Amazon store.
- Increase visibility for your product by offering promotions, coupons, or deals.
- Create cost-per-click (CPC) ads that appear in and beyond the Amazon store.
- Use Fulfillment by Amazon (FBA) to offer customers Prime shipping.
- Enroll your brand in Amazon Brand Registry and create a free Amazon storefront.
- After enrolling your brand, you can enhance product listings with A+ content to help drive sales.
What is the Featured Offer?
The Featured Offer is the offer that appears at the top of a product detail page with Buy Now and Add to Card buttons.
What are the differences between the Professional and Individual selling plan?
We offer two selling plans so you can choose the right package of tools and programs for the right price. Each plan also provides you with access to a specific group of optional programs and tools.
Can I switch from a Professional selling plan to an Individual selling plan?
You can switch selling plans anytime from the Manage Your Services page in Seller Central. Select Selling On Amazon, then select your preferred plan type and click Apply changes.
What's the A-to-z Guarantee?
The Amazon A-to-z Guarantee ensures that customers have a consistent experience when making purchases across the Amazon store. Learn more
Amazon Prime
Understand this popular customer program, which we celebrate each year with Prime Day.
What is Amazon Prime?
Amazon Prime is subscription service that offers customers a variety of benefits, including free, two-day delivery for purchases in the Amazon store. Qualified product listings display the Prime badge, which can make them more attractive to Prime members.
How do I get the Prime badge?
The Amazon Prime badge is available to sellers enrolled in Fulfillment by Amazon (FBA) or Seller Fulfilled Prime. If you’re already an Amazon seller, review the requirements and steps for enrolling in each program.
How much does it cost to get the Prime badge?
The Amazon Prime badge is available to sellers enrolled in Fulfillment by Amazon (FBA) or Seller Fulfilled Prime. The costs associated with these programs vary depending on your selling plan, product categories, and other factors.
Fulfillment
Discover options for fulfillment—how items are stored, packed, and shipped to customers.
How much does it cost to ship items to customers?
Shipping costs vary according to the weight and dimensions of an order. If you sell with Amazon, costs will also depend on your fulfillment method: Fulfilled by Merchant or Fulfillment by Amazon (FBA). Shipping with Fulfillment by Amazon (FBA) costs 70% less per unit than comparable premium options offered by other US fulfillment services.
What does “FBA” stand for?
“FBA” stands for “Fulfillment by Amazon.” With FBA, you send products to Amazon’s fulfillment network, and we pick, pack, and ship customer orders while also managing returns and customer service. FBA can help you scale your business and reach more customers.
Specialty FBA programs like Subscribe & Save, Multi-Channel Fulfillment (MCF), and FBA Export can also help you reach more customers and stay competitive.
Specialty FBA programs like Subscribe & Save, Multi-Channel Fulfillment (MCF), and FBA Export can also help you reach more customers and stay competitive.
What is an Amazon FBA business?
An Amazon FBA business is a seller that uses Fulfillment by Amazon (FBA) to manage customer orders. As an FBA business, you can store products in Amazon’s fulfillment network, and we’ll pick, pack, and ship customer orders while also managing returns and customer service.
Need help deciding which fulfillment option is right for you? Check out our ecommerce fulfillment guide.
Need help deciding which fulfillment option is right for you? Check out our ecommerce fulfillment guide.
How does Fulfillment by Amazon work?
With Fulfillment by Amazon (FBA), you store your products in Amazon fulfillment centers, and we pick, pack, ship, and provide customer service.
How much does FBA cost?
FBA is a pay-as-you-go service. You pay for storage and fulfillment for each unit. The cost of shipping is included, with no extra charge for Amazon Prime two-day shipping and free shipping on eligible orders.
Advertising with Amazon
Explore tools for advertising in and beyond the Amazon store.
How do I advertise with Amazon?
To advertise products you want to sell in the Amazon store, create a Professional selling account, then create an account with Amazon Ads so you can build advertising campaigns.
Amazon ads are designed for everyone, meaning you don't need advertising experience. You can create and launch campaigns in as little as five minutes with ad solutions for every budget.
You can improve product visibility and boost brand awareness using cost-per-click (CPC) ads, audio and video ads, custom ads, and more.
Amazon ads are designed for everyone, meaning you don't need advertising experience. You can create and launch campaigns in as little as five minutes with ad solutions for every budget.
You can improve product visibility and boost brand awareness using cost-per-click (CPC) ads, audio and video ads, custom ads, and more.
How much does it cost to advertise with Amazon?
We offer several advertising solutions through Amazon Ads, including cost-per-click (CPC) options like Sponsored Products and the opportunity for brands to create a free, multi-page shopping experience in the Amazon store.
You can also use promotions, deals, and coupons to showcase the products you sell with Amazon.
You can also use promotions, deals, and coupons to showcase the products you sell with Amazon.
What does “sponsored” mean in the Amazon store?
“Sponsored” refers to paid advertising campaigns that help customers discover and engage with products and brands. Here are the different types:
- Sponsored Products campaigns are cost-per-click (CPC) ads that promote individual products. They appear on product detail pages and relevant search results pages in the Amazon store. Create a campaign in just a few minutes, even if you’ve never advertised before.
- Sponsored Brands campaigns are cost-per-click (CPC) ads that help drive discovery for your brand. They feature your brand logo, a custom headline, and multiple products or a video. They appear on relevant Amazon search results pages.
- Sponsored Display promotes individual products across the Amazon store and beyond—on thousands of apps and websites. They feature a brand logo, custom headline, and an image or video.
How do I get a sponsored ad in the Amazon store?
To create an Amazon sponsored ad for a product you want to sell in the Amazon store, start by creating a Professional Amazon selling account. Then create an Amazon Ads account.
We recommend launching a Sponsored Products campaign first to increase the visibility of individual products. If your selling account is associated with a brand enrolled in Amazon Brand Registry, we also recommend setting up a free Store and creating Sponsored Brands and Sponsored Display campaigns.
We recommend launching a Sponsored Products campaign first to increase the visibility of individual products. If your selling account is associated with a brand enrolled in Amazon Brand Registry, we also recommend setting up a free Store and creating Sponsored Brands and Sponsored Display campaigns.
Amazon Stores
Find out how enrolled brands create their own storefront with Amazon.
What is an Amazon storefront?
By creating an Amazon storefront, or “store,” for a brand enrolled in Amazon Brand Registry, you can give customers an immersive shopping experience at no additional cost to you. Build and customize a dedicated destination to showcase your brand with your own dedicated Amazon.com web address.
How do I create an Amazon store?
The Amazon Store builder allows you to easily create your own branded destination in the Amazon store–no coding or design expertise required.
- Create a Professional selling account.
- Enroll your brand in Amazon Brand Registry.
- Create an Amazon Ads account.
- From the Seller Central main menu, hover over Stores, then click Manage Stores.
- Use our step-by-step guides to create and optimize your store for customers.
Other Amazon services
Explore essential tools and optional programs that can take your business to the next level.
What is Seller Central?
Seller Central is the hub for your Amazon selling account. It's a one-stop shop for managing products, adjusting prices, fulfilling customer orders, and maintaining settings for your business operations. You can also use Seller Central to monitor your sales, explore business growth opportunities, and stay on top of news and announcements.
What is Amazon Brand Registry?
Amazon Brand Registry is a free program that helps eligible brands protect their intellectual property, manage their listings, and grow their business—whether or not they sell in the Amazon store.
After enrolling your brand in Brand Registry, you become eligible to activate a suite of brand-building tools and protection benefits.
After enrolling your brand in Brand Registry, you become eligible to activate a suite of brand-building tools and protection benefits.
What is Supply Chain by Amazon?
Supply Chain by Amazon is a fully automated set of supply chain services that gets your products from manufacturers to customers around the world. It’s a complete end-to-end solution that keeps products in stock, provides faster and more reliable shipping, and significantly lowers costs.
Supply Chain by Amazon includes:
Supply Chain by Amazon includes:
Can I sell in other countries with Amazon?
Amazon Global Selling can help you sell to customers worldwide. Sell globally from the US. Or sell from another country to US customers shopping on Amazon.com.
Learn more about selling globally:
Learn more about selling globally:
Learn more about selling to US customers:
What can I do with the Amazon Seller app?
The Amazon Seller app allows you to manage your business with Amazon remotely by creating listings, tracking sales, fulfilling orders, responding to customers, scanning barcodes to find new products, and more—all from your mobile device.
How do I sell with Amazon Handmade?
After creating a Professional selling account, you can submit an application to join Amazon Handmade. If approved, you can then list your products in the Amazon store. For each Handmade sale, there is a 15% referral fee.
What is Fulfilled by Merchant?
Fulfilled by Merchant is a suite of solutions that helps you save time and money when you fulfill customer orders yourself. You can use tools and automation to sync your inventory and streamline the orders you receive from Amazon, as well as other sales channels. You can also get great shipping rates and offer customers fast, reliable delivery while enjoying increased protection for delivery claims.
Use Fulfilled by Merchant solutions for every product you sell, or use them for select products while you sell others through Fulfillment by Amazon (FBA).
Use Fulfilled by Merchant solutions for every product you sell, or use them for select products while you sell others through Fulfillment by Amazon (FBA).
What is the New Seller Guide?
The New Seller Guide is a set of brand, logistics, pricing, and promotional services that are backed by data science and designed to fuel the growth of new sellers. The guide can also help established sellers expand to new Amazon stores worldwide. On average, sellers who use the New Seller Guide during their first 90 days generate approximately 6x more first-year sales.
What’s the difference between Amazon Warehousing and Distribution (AWD) and Fulfillment by Amazon (FBA)?
AWD is a low-cost bulk storage program. FBA is a program that lets you outsource customers order to Amazon, which means we pick, pack, and ship items while also handling returns and customer services.
You can use AWD to store and distribute inventory to FBA and other sales channels. Both programs are part of a fully automated set services we call Supply Chain by Amazon.
You can use AWD to store and distribute inventory to FBA and other sales channels. Both programs are part of a fully automated set services we call Supply Chain by Amazon.
Can I use Fulfillment by Amazon (FBA) to fulfill customer orders from other sales channels?
Yes. If you use FBA, you can also take advantage of Multi-Channel Fulfillment (MFC) to offer low-cost, fast, and reliable fulfillment for any of your sales channels, including your own website.
What is Amazon Business?
Amazon Business is a program that provides sellers with a suite of features and tools designed to help them connect with business-to-business (B2B) customers. Business customers often buy in larger quantities and return items less—which means you can sell more with less time and effort.
Amazon Business is available to all Professional sellers and includes the following:
Amazon Business is available to all Professional sellers and includes the following:
- Use multiple tools to set and automate B2B pricing—and to synchronize it with the prices you set for retail customers.
- Use certifications and a business profile to help your products stand out to procurement professionals and other B2B customers shopping on Amazon Business.
- Try tools that can help you discover B2B products, respond to customer quote requests, and sell items in bulk.
- Take advantage of insights and capabilities to help improve the delivery experience for B2B customers.
What is Black Business Accelerator?
Black Business Accelerator provides Black-owned businesses with a range of resources to help them launch, manage, and grow their sales in the Amazon store. Since 2021, this free program has provided thousands of entrepreneurs and small businesses with education, financial support, and mentorship opportunities that have helped them connect with more customers and build their brand.
To enroll in the program, your business must:
To enroll in the program, your business must:
Be based in the US
Be at least 51% Black-owned, managed, and controlled
Have a physical product ready to be sold in an online store like Amazon.com
Have a Professional selling account
Have a certificate for your Black-owned business
Can I get paid in US dollars if I sell with Amazon in other countries?
You can use Amazon Currency Converter to have proceeds from your sales in other countries deposited to a bank account based in the US.
You can also use a local bank account as your deposit method for sales in another country. For example, you could use a bank located in Germany for sales on Amazon.de. Before opening a bank account in
another country, we recommend consulting your legal, tax, and banking advisors, as you may need to create a legal business entity in that country.
You can also use a local bank account as your deposit method for sales in another country. For example, you could use a bank located in Germany for sales on Amazon.de. Before opening a bank account in
another country, we recommend consulting your legal, tax, and banking advisors, as you may need to create a legal business entity in that country.
What is Automate Pricing?
Automate Pricing is a free tool available to all Professional sellers that helps keep your prices competitive. It lets you create and apply dynamic pricing rules to the products you sell in the Amazon store and updates prices 24/7.
You can use Automate Pricing to apply standard pricing rules to match the Featured Offer in the Amazon store. Or you can use custom rules to keep your retail and business prices at or below the lowest prices in the Amazon store. You can also set pricing rules to help meet sales targets.
You can use Automate Pricing to apply standard pricing rules to match the Featured Offer in the Amazon store. Or you can use custom rules to keep your retail and business prices at or below the lowest prices in the Amazon store. You can also set pricing rules to help meet sales targets.
Can I offer gift wrap and gift messaging services to customers?
Yes, our gift-wrap service lets customers select and pay for gift-wrapping for each item in their order, and our gift messaging service lets customers write notes for individual items or entire orders.
How do I close my Amazon selling account?
You can permanently close your selling account from the Account management page in Seller Central. Before you close your account, remember to cancel and remove your listings and resolve all outstanding transactions.
For vacations, holidays, or other absences, you can also temporarily deactivate your Amazon listings from the Account Overview page.
For vacations, holidays, or other absences, you can also temporarily deactivate your Amazon listings from the Account Overview page.
Start selling today
Put your products in front of customers who search Amazon.com every day.
*A Professional selling account is $39.99/month + selling fees. Learn more
