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Selling on the German Amazon: what to watch out for
Daniel Pawłowski · Amazonway · · approx. 2 min read
How to start selling on the German Amazon? It is no secret that this market is one of the largest and, above all, most attractive for sellers. Thanks to the development of technology, merchants from all over the world can sell their products through eCommerce platforms such as Amazon. Today you will learn how to start selling and how to run a business effectively on this marketplace.
What you must have before your first shipment to Germany
Order matters here: several of these duties have to be closed before the goods move at all, not after the first order lands. Amazon verifies the LUCID number and deactivates listings it cannot match to one, so an outstanding formality stops your sales rather than merely creating a risk of a fine.
| Obligation | Who it applies to | Cost | Latest point in time |
|---|---|---|---|
| LUCID registration (Packaging Register) | Anyone shipping packaged goods, shipping packaging included | Free of charge | Before first placing on the market |
| Dual system contract (Systembeteiligung) | The same party. LUCID registration does not replace it | Paid, based on the weight and type of packaging | Before first placing on the market |
| LUCID number in Seller Central | Every seller on Amazon.de | No fee | Before you start selling |
| WEEE registration (stiftung ear) | Anyone selling electrical and electronic equipment | 9.50 EUR net per device type and brand, plus 32.80 EUR net per quarter | Before first placing on the market |
| Authorised representative for WEEE (Bevollmächtigter) | Mandatory for every company without an establishment in Germany. You cannot register yourself | 50.60 EUR net for the confirmation at stiftung ear, plus the representative’s own fee | Before the WEEE registration, because they are the ones who file it |
| Battery registration (BattG) | Anyone selling batteries separately or equipment containing them | 16.40 EUR net per battery type, plus 3.80 EUR net per quarter | Before first placing on the market |
| German tax number and VAT | Anyone storing goods in Germany, so FBA with a German warehouse | No official registration fee | Before the first delivery of goods into a German warehouse |
You also submit the LUCID number in Seller Central, and Amazon verifies it. Listings stay inactive until it confirms, and you have to switch them back on yourself afterwards. Build a buffer for that instead of assuming sales start the day you send the number.
The stiftung ear amounts come from its own schedule of fees and are net of tax. The quarterly charge is independent of how many devices you register, so one product costs the same as a hundred.
Two traps that cost the most time
First, the WEEE representative. stiftung ear states plainly that a foreign company cannot register on its own: “Möchten Sie als ausländisches Unternehmen Elektro- oder Elektronikgeräte in Deutschland in den Verkehr bringen, können Sie sich nicht selbst registrieren". The producer obligations pass to an authorised representative established in Germany, and finding and appointing that representative comes first. This step tends to be discovered when the stock is already sitting in the warehouse.
Second, the right tax office. You cannot simply walk into any Finanzamt. German law assigns a specific office to foreign businesses by their country of establishment, and for some countries the competence is split further by the first letter of the company name. Filing with the wrong office is not fatal, but it costs weeks that a market-entry plan rarely has.
This overview organises the formalities; it does not replace tax or legal advice. Rates and procedures change independently of us, so confirm them at source or with your accountant before you launch.
Selling on the German Amazon: first steps
The German Amazon market is the second largest on the platform, right after the American one, so it can be an excellent place to grow your company. To start selling on Amazon in Germany, however, you need the right plans and strategies. The most important step is creating a seller account. It is not difficult, but to enjoy the full selling opportunities you need to provide basic information about your business and pass the verification process. The next stage is preparing a list of products for sale, with appropriate descriptions and photos. Remember that these descriptions should be written in German and include all the essential product information.
Key aspects of selling on Amazon in Germany
Wondering how to sell on Amazon in Germany? How does it differ from selling on other markets? When you decide to offer your products on foreign markets, pay attention to:
- applicable rules and regulations: complying with local regulations on trade, returns, warranties and other aspects of selling in Germany is key to running an effective business. In particular, note the requirement to hold a LUCID number and WEEE registration (for electrical and electronic products);
- the level of customer service: German customers expect high-quality support, so it is important to offer assistance in German;
- product optimization: taking care of linguistic correctness, attractive descriptions, good-quality photos, competitive prices and good reviews is key to building trust and increasing sales.
Service at the highest level
The key to success in selling on the German Amazon is providing services at the highest level. Product returns, professional customer service, and fast, hassle-free delivery are just some of the aspects that contribute to customer satisfaction and positive seller reviews.
We know that for many sellers the language barrier can be an obstacle that completely rules out reaching a larger pool of potential customers. Our Amazon training was created for everyone who wants to gain practical knowledge on the subject and increase their sales profits. Professional Amazon sales management will let you maximise your potential on the platform.
Selling on the German Amazon can bring significant benefits to your business, but it also requires a well-thought-out strategy and deliberate steps. Our Amazonway agency will help you take your first steps on foreign marketplaces, so you avoid many unforeseen, problematic situations.