How to Start Selling on Amazon in Poland and Europe – Complete Guide 2026

Why is Amazon the number one topic?

Amazon has remained the largest player in e-commerce for years, and there's no indication that this position will change. Customers love it for its vast selection, fast deliveries, and the assurance that customer service will always work if something goes wrong. For sellers, however, this means one thing – access to a market that is hard to find elsewhere. In Europe alone, Amazon already accounts for over half of online sales in Germany and generates millions of orders monthly in France, Spain, and Italy. It's no wonder that for many companies, the question isn't "if," but "when" to join this platform.

To get started, you need an Amazon Seller Central account. In theory, anyone can create one – both individuals and businesses. In practice, Amazon is geared towards working with companies. In Poland, registration as an individual is only possible with an individual plan and for a small sales volume, which quickly proves insufficient. So, if you're serious about selling, you need to have a business entity and ideally a VAT number – otherwise, you'll quickly encounter limitations and additional procedures.

On Amazon, you'll find various types of sellers. Most commonly, we encounter:

• Manufacturers, who want to build their brands and sell directly to customers across Europe.
  
• E-commerce store owners, who treat Amazon as an additional sales channel and a way to scale.
  
• Retailers and wholesalers, who use the platform to liquidate inventory and reach new customers.
  
• Resellers, who buy products cheaper and resell them with a margin.
  

Each of these models makes sense, but they all share a common starting point – setting up an Amazon Seller account.

Amazon Seller Account – how to get started?

Setting up an Amazon Seller account might seem simple at first glance – you go to the registration page, fill out the form, and you're done. In practice, however, Amazon verifies all data very thoroughly. This is not a mere formality, but a process compliant with KYC (know your customer), which are designed to exclude dishonest sellers. Therefore, it's worth taking this seriously from the start and preparing everything in advance.

The basis is your email address and phone number, which cannot be linked to another account. Amazon does not allow multiple profiles to be run simultaneously, so if you try to use data from an existing registration, the system will immediately detect it. Next comes the time for company details – full name, address, and Tax Identification Number (NIP). If you operate as a company, you will also need to provide your National Court Register (KRS) number.

Also important are the documents of the owner or the person representing the company. An ID card or passport is usually sufficient, but Amazon may request additional confirmations, such as a utility bill, to verify the address. In addition, there are payment card (Visa or MasterCard) – this is where monthly fees and commissions will be charged – and bank account, to which Amazon will transfer sales proceeds.

The most frequently mentioned documents and data are:

• login details (email address and password),
• company details and Tax Identification Number (NIP),
• owner's or representative's documents (ID card or passport),
• bank account and payment card,
• VAT number (especially if you plan to sell in multiple EU countries).

After entering all information, we proceed to verification. Amazon analyzes the submitted documents and sometimes additionally contacts you by phone or requests video verification, during which an Amazon representative connects with you and asks to see your ID. In most cases, the process takes two to five business days, but there are situations where it extends to several weeks – usually due to data inconsistencies.

Therefore, the basic rule is: everything must match exactly. Even a difference between "ul." (street abbreviation) and "ulica" (full word for street) in an address can be a reason for Amazon to reject an application. Before clicking "send," it's worth checking every detail.

‍

Account setup step-by-step

The registration form in Amazon Seller Central is quite straightforward, but it requires accuracy. Every detail must match your documents, otherwise, the process can be prolonged. Therefore, it's best to go through it carefully, step by step. Below, we describe what appears at each stage and what information Amazon will require from you.

‍

Step 1 — Start Page

Go to sell.amazon.pl and click "Register". Note that on this page, Amazon briefly outlines the differences between plans — this will be useful for your further decision.

Step 2 — Login / Account Creation

Log in with an existing Amazon account or create a new one for your company. Select country of operation — this will set the default tax fields.

Step 3 — Company Details

Enter full legal name, registered office address, Tax Identification Number (NIP) (and National Court Register (KRS), if applicable). It's worth copying the data 1:1 from registration documents — this minimizes the risk of rejection.

Step 4 — Representation and Identity

Provide details of the representative: name, surname, date of birth, nationality. Upload scan of ID or passport. Amazon will check for consistency in letters, diacritics, and dates — it's best to ensure everything is legible.

Step 5 — Payments and Payouts

Add payment card (subscription fee, potential fees) and bank account for payouts. The account must belong to the owner's or company's — third-party accounts usually result in a request for additional clarification.

Step 6 — Tax Information (VAT/OSS)

Enter the status VAT. If you have VAT-UE, fill in the full number. If you plan to sell to other EU markets and/or use OSS, prepare the relevant data. Remember: storing goods outside Poland usually means local VAT is required.

Step 7 — Verification and Launch

After submitting the application, you will see the status „Verification in progress”. Amazon may send an SMS/call you or invite you for video verification. After approval, you will receive an email and full access to Seller Central.

Tip: before you start filling out the form, prepare the files PDF/JPG: company document, identity document, proof of address, VAT details. Registration "in one go" is then quick and painless.

How to ship products – FBA, FBM, EFN, Pan-EU

Once your Amazon Seller Central account is active, the next important step is choosing a selling plan. This decision determines not only the amount of fees but also the features you'll have access to. Amazon offers two options: the Individual plan and the Professional plan.

The Individual plan is primarily for those who want to sell occasionally. There is no subscription fee; instead, Amazon charges a fee of 4 PLN per item sold. This solution works well if you want to list individual products, test the market, or are just considering if selling on Amazon is for you. However, it's important to remember that this plan does not provide access to many features: you cannot run Amazon Ads, view detailed sales reports, or use Fulfillment by Amazon (FBA).

The Professional plan is a solution for sellers who are serious about growing their business. It costs 165.91 PLN per month (€39), but in return, you don't pay an additional fee per item. You get full access to all Amazon tools, including advertising campaigns, analytical reports, Brand Registry, and A+ content. Importantly, you can sell any number of products and build your portfolio without limitations.

The difference is best seen in practice:

Example: 100 sales per month

• Individual Plan: 100 × 4 PLN = 400 PLN in fees
  
• Professional Plan: 165.91 PLN subscription fee
  

With just a few dozen transactions per month, the Professional plan becomes more cost-effective and also provides tools that help increase sales.

In summary: the Individual plan works well as a testing solution, but if you truly want to grow your sales, the Professional plan is the only sensible choice.

Amazon selling costs

Choosing a selling plan is just the beginning. To properly plan your Amazon business, you also need to understand what costs will appear with every transaction. Many new sellers assume that the only expense is a subscription or commission. However, Amazon operates on several different fees that collectively impact the final margin.

Sales commissions

The basic fee charged by Amazon is the so-called Referral Fee – a sales commission. Its amount depends on the product category.

• Electronics: approx. 7% of product value.
  
• Books, media: 15%.
  
• Clothing, shoes, and bags: 15%.
  
• Jewelry: up to 20%.
  
• Home and Garden products: 12–15%.
  

It's worth noting that the minimum commission is usually €0.30–€0.50 per item.

Fulfillment by Amazon (FBA)

If you opt for FBA (Fulfillment by Amazon), meaning storage and shipping handled by Amazon, additional costs will arise. These include:

• Shipping fee – depends on the product's weight and dimensions.
  
• Storage fee – calculated per cubic meter of space occupied, charged monthly.
  
• Long-term storage – if goods remain in the warehouse for more than 365 days, the fee increases.
  

Amazon Ads

Advertising on Amazon operates on a PPC (pay-per-click) model. This means you pay for each click on your ad, and the cost depends on the competition in a given category. Without advertising, it's difficult to gain visibility today, especially for new accounts and new products.

Other costs

Additionally, there are extra expenses, such as:

• return handling fees (in some categories),
  
• special fees in some markets (e.g., eco-tax in France),
  
• potential costs for integration with external systems or analytics tools.
  

Calculation example

Let's assume you sell a product for 100 PLN in the "Home & Garden" category:

• Amazon commission: 15 PLN,
  
• FBA cost (shipping + storage): 10 PLN,
  
• average advertising cost: 5 PLN.
  

Ultimately, you're left with approximately 70 PLN. This shows how important it is to calculate your margin before you start selling.

Summary

Selling on Amazon involves several different types of fees that need to be factored into your pricing strategy. The commission itself is just the beginning – it's crucial to understand how additional costs (FBA, advertising, returns) impact profitability. Companies that consciously plan their pricing policy from the outset have a much greater chance of stable growth.

Common registration errors

Registering an Amazon Seller account seems straightforward on paper, but in practice, many sellers encounter obstacles right from the start. Some problems stem from haste, others from a lack of familiarity with Amazon's requirements. It's worth understanding them beforehand to save yourself stress and delays.

One of the most common mistakes is data inconsistency. Amazon meticulously checks if the information provided in the form is identical to that in the documents. Even minor discrepancies, such as "ul." instead of "ulica" (street) or a typo in a surname, can lead to the application being rejected and requiring resubmission.

Another pitfall is incomplete documents. Sellers often send poor quality scans or scans that don't show full data (e.g., a cropped document number). Amazon requires legible, complete scans and does not accept photos where parts of the content are missing.

Many beginners also choose the wrong selling plan. The individual plan seems tempting because there's no subscription fee, but it quickly turns out that with a higher sales volume, it generates higher costs and limits access to key tools. Some people waste valuable time this way instead of starting directly with the professional plan.

Another surprisingly common mistake is lack of a VAT number. Amazon allows VAT-free sales to a very limited extent, but if you're considering FBA and selling across Europe, you can't do without this number. In practice, this leads to blocks and suspended listings.

Also problematic are bank accounts. The account must belong to the business owner or the company itself. If Amazon notices that the provided account number belongs to a different person, it will request additional documents or reject the registration.

Finally, it's worth mentioning attempts to create multiple accounts simultaneously. Amazon strictly enforces this, and such actions result in an immediate block. If someone genuinely needs a second account (e.g., for a different brand within the same company), they must officially report it and obtain approval.

In summary, the most common mistakes stem from a lack of attention to detail. Amazon expects full transparency and data consistency, so the better you prepare your documents and plan your actions, the faster you'll complete registration and start selling.

Frequently Asked Questions (FAQ)

Everyone starting their Amazon selling journey has similar doubts. Many of these questions recur in conversations with our clients, so we've compiled the most frequently asked questions and answers. This will help you avoid misunderstandings and better prepare for launch.

Can I sell on Amazon without a company?
Theoretically yes, but only with an individual plan and a very small sales volume. If you want to grow your business, a company registration and VAT number are practically essential.

How long does Amazon Seller account registration take?
Usually two to five business days. If the documents are unreadable or the data doesn't match what you provided in the form, the process can extend to several weeks.

Does one account work across Europe?
Yes, Amazon offers a so-called European Unified Account. This allows you to sell in all EU markets using a single dashboard. However, if you store goods outside of Poland, you must remember to register for VAT in that specific country.

Can I change my selling plan later?
Yes, you can switch from an individual plan to a professional plan and vice versa at any time. In practice, most sellers who start with an individual plan quickly upgrade to a professional one.

Is an Amazon Seller account free?
No. You either pay 4 PLN for each sale under the individual plan, or a monthly subscription of 165.91 PLN under the professional plan. Additionally, there are commissions and potential logistics fees if you use FBA.

How does Amazon pay sellers?
Typically, transfers are made to the specified bank account every two weeks. In some cases, Amazon may hold funds longer, for example, if the account is new or if there are complaints.

Does Amazon require a VAT number?
In the initial stages of selling in Poland, not always, but if you plan to use FBA or sell in multiple countries, VAT becomes a necessity. It's worth registering immediately to avoid account blocks.

What is the Buy Box and do I need it?
The Buy Box is the "Add to Cart" button that a customer sees on a product page. Only one seller can win it, and Amazon selects them based on price, availability, and customer service quality. Without the Buy Box, your product is still visible, but sales are much more difficult.

Summary – how to choose a plan and start selling stress-free

Registering an Amazon Seller account is the first step to entering Europe's largest e-commerce platform. It's the moment you decide whether you want to treat Amazon as an occasional sales channel or as a serious direction for your company's growth. The account setup process itself requires accuracy, patience, and the preparation of appropriate documents. It's worth approaching it consciously, as any mistake at this stage can delay your launch by several weeks.

Choosing a selling plan is crucial here. An individual plan only makes sense if you're just testing the market and want to see how Amazon works "from the inside." However, if you're serious about selling, the professional plan is the best and practically the only sensible choice. With just a few dozen transactions per month, it proves to be cheaper than the individual plan, and it also provides access to features that genuinely help grow sales: Amazon Ads, sales reports, Fulfillment by Amazon, and Brand Registry.

Amazon is a huge opportunity, but also a challenge. Besides costs and formalities, you need to be prepared for competition and continuous work on your listings. Those who plan their actions from the outset gain an advantage and avoid disappointment. So, before you click "Register," ask yourself: do you just want to try it out, or are you ready to commit seriously?

If you choose the second option, remember that you don't have to go through this process alone. At Amazonway, we help companies prepare documents, select the right plan, navigate the verification process without unnecessary stress, and then launch their first listings and grow sales. This allows you to focus on your product and strategy, leaving the formal aspects in our hands.

The first step is account registration. The next – contacting us. Together, we'll ensure that your entry into Amazon marks the beginning of real growth, not a series of frustrations.