How to Sell on Amazon Germany

With the e-commerce industry expanding on a global scale, sellers are looking for opportunities beyond their own countries. For many companies, Europe – and specifically Germany – is the region they look to first. Not only is amazon.de a vibrant marketplace with little to no serious competition from other selling platforms, but the Germans also love shopping online, and the statistics prove that. However, many sellers plan to sell on Amazon Germany without a proper game plan. Entering a market unprepared is (apart from being the most un-German thing a seller could do) highly ineffective. This article is here to provide you with tips on how to navigate the market, comply with regulations, and reach your target audience on amazon.de.

Why You Should Sell on Amazon Germany

As a seller, making revenue is paramount and revenue is what the German marketplace has been making successfully over the last 25 years. The following statistics on the B2C-e-commerce revenue in Germany show this. As many other marketplaces, amazon.de witnessed an increase in numbers in 2021 and started to decline. However, the trend for 2023 shows a further increase and a total revenue of 88.3 billion estimated for 2024.

Even before the pandemic, the convenience and appeal of buying on the internet were on the rise. Concurrently, the demand on postal and delivery services, as well as the workforce of e-commerce giants like Amazon, was increasing. The growth of B2C e-commerce has brought forward various discussions on sustainability, employee rights, and ethical production. Nevertheless, B2C sales in Germany are projected to reach substantial figures in the coming years, a real opportunity for anyone who starts to sell on Amazon Germany.

The undisputed leader among German online shops is Amazon.de, where shoppers can find virtually anything. A key factor in its dominance is Amazon’s Prime delivery option, which offers faster delivery for Prime subscribers. Rounding out the top three online heavyweights are the multichannel German e-retailer Otto and the fashion giant Zalando.

Setting Up Your Amazon Germany Account

Registration Process

If you already have a seller account, then all you need to do is create a regional Europe account. You can do this here.

If you need to create a seller account from scratch, follow these steps:

Rules and Regulations

Germany is a heavily regulated country and the e-commerce industry is no exception thereto. Apart from many obvious restrictions, e.g. importing and selling weaponry, that can bring in some hefty fines for sellers, here are the most vital things you need to know before you start to sell on Amazon Germany. 

Value Added Tax (VAT): While you don’t need to start a business in Germany in order to sell on amazon.de, you do have to register for VAT if you store goods in German warehouses or surpass the distance selling threshold. Ensure you charge the appropriate VAT rate on your sales and file regular VAT returns. In Germany the amount paid for merchandise includes 19 % value added tax (VAT).

Product Compliance: Before selling a product in an EU country, it must comply with the regulations applicable in that specific country and across the EU. Once a product is approved for sale in one EU country, it is generally permitted to be sold throughout the EU. However, individual EU countries may retain the right to restrict market access for certain products already sold in another EU country under specific circumstances. 

Packaging Act (VerpackG): In Europe, packaging falls under extended producer responsibility (EPR): companies that market packaged goods are required to minimize the environmental impact of their packaging. To sell on amazon.de, you have to register and possibly pay a fee to a dual system to ensure the recycling of your packaging materials.

Data Protection (GDPR): Selling on Amazon Germany requires heightened customer data security than in other parts of the world. The protection of customer data plays a big role in European trade and e-commerce. Ensure your business complies with the General Data Protection Regulation when handling customer data.

Product Labeling: EU legislation encompasses mandatory and voluntary marking, labeling, and packaging requirements to ensure public safety, health, and environmental protection, with decisions sometimes left to individual Member States. Product labels in Germany have to include mandatory information such as ingredients, materials, usage instructions, and safety warnings. You can find more information on the EU legislation labeling legislation here.

Trade Tariffs and Import Duties: As part of the European Union’s Common Customs Tariff, Germany benefits from preferential rates on imports from countries that have agreements with the EU. Duties vary between 0-17%, with an average general tariff of 4.2%. On the other hand, protection measures such as quotas and higher tariffs apply to foodstuffs, textiles and clothing (quotas, higher tariffs, etc.). You can research what regulations apply to your products here.

WEEE (Waste Electrical and Electronic Equipment): If you sell electronic products, you need to comply with WEEE directives regarding the disposal of electronic waste, which is part of the EPR mentioned above.

Choosing the Right Fulfillment Option

Fulfillment by Merchant (FBM)

If you already have logistics in place or sell items that need complete control over the process – such as niche products, heavy items, or perishable goods – then FBM is a good option.

Fulfillment by Amazon (FBA) Options in Europe

Pan-European FBA  – Amazon distributes your items to certain EU warehouses by demand

If you plan to sell on Amazon Germany and other European countries, this option is for you. It enables sellers to store their products in Amazon’s fulfillment centers across Europe. Once you choose this option. Amazon distributes your products automatically across its warehouses according to demand. This reduces shipping time and costs immensely, depending on where in the world you are shipping from.  

Find out more about the different Amazon business models. 

Multi-Country Inventory (MCI) – You choose the EU warehouses yourself 

This is the same concept as Pan-EU with one big difference: MCI enables sellers to choose specific countries where they want to store their products. If you are targeting certain countries and Germany is among them, this option is for you.

European Fulfillment Network (EFN) – You choose one EU warehouse to store your products

This option enables you to store your goods in a EU warehouse of your choice. This is a perfect option if you are new to the European market and are trying to find out how to sell most effectively on Amazon in Germany.

Listing Your Products and Overcoming Language Barriers

When it comes to product listings and language barriers, large language models like ChatGPT, Perplexity, and DeepSeek are a huge help and don’t require you to be extensively familiar with the German language (be thankful for that). However, there are certain things you may want to consider when writing your prompts for your product listings, such as:

However, bear in mind that the output of AI in German is often not of the same quality as in English and it is therefore advisable to commission a native speaker with proofreading. In addition to this, you will also need high-quality images, which is something that AI cannot help you with. Also, consider using Amazon A+ Content.

Click on the following link to find out more about Amazon A+ Content with enhanced brand content examples.

Strategies for Success on Amazon Germany

Pricing and Competitive Strategies

If you want to sell on Amazon Germany, you need to be prepared for intense competition, whether you’re selling private label or wholesale products. Known for their frugality, German consumers often seek out the best deals. This behavior translates into their shopping habits, meaning you will need to frequently work with promotions, bundles, and keep an eye on events like Black Friday as well as public holidays, which are often opportune times for purchasing essentials or indulging in special treats.

What does this imply? It implies that effective pricing strategies are crucial for succeeding in the German market. There are numerous pricing strategies you can apply manually if you have the time. However, if you want to quickly scale your sales in Germany, it makes more sense to use an automated solution like the SELLERLOGIC Repricer.

Not only are we the European market leader in repricing, but our expertise has specifically been honed for the German market since day one. SELLERLOGIC has developed an unparalleled Amazon tool for repricing, and we also offer the most celebrated customer service in the industry. SELLERLOGIC goes beyond support; we consult. Should you have any questions about pricing or general selling in the German market, SELLERLOGIC is here to help.

German E-commerce Trends for the Years to Come

Shopping Habits and Channels

Where and how do German consumers shop online? Leading platforms include Amazon, where 51% start their search. 40% use search engines like Google, and 36% shop directly on vendor websites. Social aspects are less favored: 

Despite over 30% of respondents using Facebook, YouTube, and Instagram, Amazon and Google remain the preferred search methods, a trend likely to continue.

Loyal Customers

According to a study by Mollie, key factors for German consumers include free shipping (85%), available payment methods (81%), free returns (81%), and price (80%). Additionally, website usability and customer support are important, though somewhat less so than for their European neighbors. Germans prefer a simple, smooth purchase process, with PayPal being the preferred payment method for 67% due to its ease and speed.

Abandoned Customer Journeys

When asked what would make them abandon their cart during checkout, most Germans cited unexpected high shipping costs or fees (55%) as the main reason. Payment security concerns (44%), lack of the preferred payment method (41%), and unaccepted bank cards (28%) were other significant factors. Additional reasons included:

Advertising

What are the best ways to attract new customers on amazon.de? Discount promotions are the most promising (39%), followed by newsletters (34%), retargeting (32%), reminder emails for existing carts (26%), and search engine advertising (24%). Personalized recommendations, influencer marketing, and social media ads are less favored. This aligns with the general shopping habits of German consumers, who prefer major marketplaces like Amazon and search engines like Google over social media and influencers.

Final Thoughts

If you want to sell on Amazon Germany, you’ll have your work cut out for you, but it is worth it. According to Amazon’s own reporting, the average German Amazon user spent around €2,000 in 2024, with over 71% of the population buying online. 

To succeed, familiarize yourself with the regulations and necessary marketing strategies to get your brand the traction it deserves. Automate tedious processes like pricing so you can focus on more important tasks, such as building your German customer base.

FAQs

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