How to start selling on Amazon

For instructions on how to get started selling on Amazon, click here. Whether you’ve already got an established ecommerce business, a great idea for a new product, or you just have a passion for selling, here’s how to take that next step.
How to start selling on Amazon

Before you start

Select a selling plan

With the Individual plan, you’ll pay ¥100 every time you sell an item. The Professional plan costs ¥4,900 per month, no matter how many items you sell. For both plans, a referral fee will be collected on each sale. Referral fees are calculated by multiplying the total item price (including shipping charges, etc.) as a percentage. Percentages vary by product category. See the Pricing page for a summary of the charges related to listing.
Amazon app that displays a list of water bottles that can be shipped with Amazon Prime

Consider your selling strategy

Resellers are people who find popular products on the market and offer them in Amazon's stores.

Brand owners manufacture their own products—or source goods to sell under a private label—to offer shoppers unique selection.

Lots of sellers do both. You can choose whichever method works for your goals.

Create an Amazon seller account

You can use your existing customer account to start selling, or you can create a new Amazon seller account with your business email. Before you sign up, make sure you’re ready with the following:
  • Government-issued ID with facial photo (e.g. passport, driver's license, etc.)
  • Statement issued by a bank or a credit card company within the last 180 days
  • Business email address or existing Amazon customer account
  • Phone number
  • Chargeable credit card
  • Bank account information (where Amazon can send you proceeds from your sales)
Amazon Seller Central home screen interface

Amazon jargon:

Seller Central

Seller Central is the sales monitoring website where sellers log in to monitor their Amazon listings activity. You can manage inventory, update pricing, communicate with buyers, review account health, contact selling partner support, and add new products.
Woman in black blazer looking at account on Amazon seller app

Go mobile

Use the Amazon Seller app to track sales, fulfill orders, find products to sell, respond to customer questions, capture 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

Adding your products

What can you sell on Amazon? It depends on the product, the category, and the brand.

Some categories are open to all sellers, some require a Professional seller account, some require approval to sell, and some include products that cannot be sold by third-party sellers.

Only the legal owner or authorized reseller of the brand may sell branded products protected by copyright, trademark, patent, etc. For more information about Amazon stipulated intellectual property policies , visit Seller Central.

The table below provides an overview of Amazon's product categories. Visit Seller Central Help to learn more about restrictions, and how to request approval. If you ship orders with Fulfillment by Amazon, be sure to review the specific list of FBA product restrictions .

Product categories

Product category

Example products

Available conditions

Categories without restrictions
Books, calendars, magazines, and other publications
New, Used, Collectible
Music (CD Records)
CDs, cassette tapes, records, and other recorded music
New, Used, Collectible
Video & DVD
Movies/TV shows
New, Used, Collectible
TV, CD player, car audio, GPS
Brand New, Refurbished, Used
Cameras, camcorders, telescopes
Brand New, Refurbished, Used
Computers & Accessories
Desktops, Laptops, Drives, Storage
Brand New, Refurbished, Used
Amazon devices accessories
Amazon devices accessories
Brand New, Refurbished, Used
Furniture, Interior, Kitchen
Brand New, Refurbished, Used
Home Appliances
Small Home Appliances
Brand New, Refurbished, Used
Major Appliances
Kitchen Appliances, Refrigerators, Kitchen Parts/Accessories
Brand New, Refurbished, Used
Musical Instruments
Guitars, Keyboards, Band & Orchestra, Recording Equipment, Musical Peripherals
Brand New, Refurbished, Used
Office Products
Office Products, Office Electronics
Brand New, Refurbished, Used
PC Software
Business, Media Education, Utilities, Security, Children's Software
New, Used
Video Games
Game Consoles, Game Consoles, PC Games/Accessories
New, Used
Tools & Home Improvement
Power Tools, Machinery, Work Tools, Lighting Fixtures, Kitchen/Bath Equipment
Brand New, Refurbished, Used
Industrial & Scientific
Brand New, Refurbished, Used
Automotive & Powersports
Parts, Tires, Tools/Equipment, Accessories
New, Refurbished, Used, Collectible
Sports & Outdoors
Outdoor Equipment, Sportswear, Bicycle
New, Refurbished, Used, Collectible
Toys & Games
Toys for Toddlers and Preschoolers, Learning Toys, Riding Toys, Figurines, Dolls, Board Games, Arts, Crafts, Hobbies
New, Used, Collectible
Baby Products
Childbirth, Infant Care Products, Feeding Products
New, Used, Collectible
Pet Supplies
Pet food, Pet Supplies (for dogs, cats and small animals)
New, Used
Drug Store
First Aid, Supplements
Fragrance, Skincare, Makeup, Hair care, Bath
Food & Beverage
Beverages, Breakfast, Canned Food, Snacks, Meat, Seafood, Chocolate, Dessert, Gift Set
Earrings, necklaces, rings, and bracelets
All watch product types
Clothing & Accessories
Clothing & Accessories
Shoes & Bags
Shoes & Bags
Categories with restrictions
Currencies, coins, and cash equivalents
Amazon Devices, Repair & Maintenance Accessories
Laser Pointers & Related Products
Medical Device Handling (for Marketplace Sellers)

Product listing details

To start selling a product on Amazon, you’ll create a product listing in Seller Central (or via API ). A product listing includes:
  • A product identifier (such as GTIN, UPC, ISBN, EAN.) This is used to specify the exact item you’re selling. For the UPC code, you can request an exemption.
  • A SKU, which is a product ID you create to track your own inventory
  • Offer details, including price, product condition, available quantity, and shipping options
  • Product details like name, brand, category, description, and images
  • Keywords and search terms to help buyers find your product
If another seller already offers the same product, you’ll match an existing listing (which means some details will already be in place, like the product identifier). If you’re the first seller to offer a product, you’ll create a new listing.

Amazon jargon:


Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number). However, GTIN and SKUs are not automatically generated. Multiple sellers may offer the same ASIN.

Product detail page

Amazon Seller Central product detail page showing where descriptions go
Your offer
details will be displayed on a “product detail page.” If you’ve ever shopped on Amazon, you’ve seen one. Product detail pages are where customers find all of the relevant information about a particular item.

When multiple sellers offer the same product, data will be combined from those various offers on a single detail page. Sellers who offers the product can contribute to detail page information—or request detail page reviews if the information displayed is incorrect.

If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry. Amazon Brand Registry is a free service that gives you increased control over product detail pages that use your brand name.
200 characters max, capitalize the first letter of every word
Product images
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
Item Variations
Such as different colors, scents, or sizes
Bullet points
Short, descriptive sentences highlighting key features and benefits
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now”
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
Product description
Keywords improve the chances that people will find your listing

Amazon jargon:

Featured Offer

Featured Offer (“Buy Box”) If more than one seller offers a product, they may compete for the Featured Offer (“Buy Box”), the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Offer placement.

Attracting customers

Once your products go live in Amazon's stores, there are a number of things you can do to attract customers. Here’s Amazon’s method for driving growth. It’s called the “Amazon Flywheel.”

Act according to the principles of the “Amazon Flywheel” and drive the growth of your business. Here are some specific ways:
Amazon Prime shipping screen with “Get it today”

Provide fast shipping

Customers often shop products with the Amazon Prime badge. Get the badge by using Fulfillment by Amazon (FBA) to ship products from one of our fulfillment centers.
Graphs showing the automatic repricing and bulk pricing tools in Amazon Seller Central

Set competitive prices

Many customers shop for the best price. Seller Central tools like automated repricing and bulk pricing for Amazon Business customers. Use these tools to set a price that lets you stay competitive against other sellers.

After your first sale

The moment you’re selling on Amazon is the moment you can start growing. We have tools in place to help you take things to the next level and then some.

Get customer reviews

Customer product reviews benefit customers and sellers. There right and wrong ways to get more product reviews. Also, avoid policy violations.
A 4.5-star product review from an Amazon customer

Grow your business

Selling in Amazon stores enables you to build a worldwide company from your laptop. Advertising, promotions, and global selling are just a few ways to expand.
Seller Central screen showing growth opportunities for the Amazon Business Seller Account
Graph showing the health of an Amazon seller account

Stay successful

Amazon is committed to providing a trustworthy, delightful shopping experience. In order to achieve this, we set a high bar for Amazon sellers as well.

Start selling today

Put your products in front of the millions of customers that search Amazon every day.
¥4,900 a month (excluding tax) + selling fees
© 2021, Amazon Services LLC.