You are about to create an account on the world's largest marketplace. Please pay attention to the following guide. Always set up the account under your company (sole proprietorship, limited liability company, or joint-stock company), and the account will then undergo verification.
Important instructions to follow can be found here ⬇️
Which Amazon to Set Up an Account On ❓
🗣️ It is better to set up an account on the German Amazon. For Amazon.co.uk, you need to have a VAT registration (VAT number in the UK).
If you need further consultation before registering, contact our Amazon specialists at ✉️ amazon@expan.do.
Registration options are as follows:
One registration is valid for the entire region.
Example: In the case of registering with the German Amazon, you have access to the entire region.
To set up an Amazon account, you'll need:
A business entity (company registration number, registered address, and company name).
ID cards or passports of company executives with 20% or more ownership.
A company payment card (must support online transactions).
Account maintenance fee of €39/month.
Additional sales commissions based on product categories, read more here.
Step-by-Step Guide
1) Open the Website: Go to Amazon Seller Central Germany.
Language Option: You can switch to English in the next step.
Registration: Click on “Registrieren” (Register).
Account Creation: On the next page, click on “Erstellen Sie Ihr Amazon-Konto” (Create Your Amazon Account).
Now this window will appear.
Ihr Name/Your Name: Enter the name of the company owner (one of the owners).
E-mail: Use an email address for login purposes. It's advisable to create a new email for Amazon-related communication, such as
amazon@yourcompany.com.Passwort: Create a password for your account.
Passwort nochmals eingeben: Re-enter the password for confirmation.
Weiter/Next: Click to proceed.
⚠️ You will receive a six-digit verification code on the email address you provided. Enter this code into the browser window to verify your account.
2) The actual registration process begins.
(You can switch to English by clicking the option in the bottom left corner, marked in red.)
Where is your business located? - Select the country where your business is registered.
Type of business? - Choose the type of business entity. For a limited liability company (Ltd.), sole proprietorship (FO), or joint-stock company (inc.), select "Privately-owned business."
Legal Business Name - Enter the company's name as registered in the commercial registry. Note that Amazon may have issues with periods in "Ltd.," so write it as "Ltd."
3) Filling Out Contact Information
Please fill in the details as shown in the image below, including the company's information, registered office address, phone number, and Company Registration Number (CRN).
⚠️ It's advisable to list a specific person as the contact. Amazon may sometimes call for verification purposes, and ideally, the person listed should answer. Alternatively, someone authorized to manage the Amazon account can act as the representative.
Company Representative - Owner/Executive's Name
Primary Contact Person - Owner/Executive's Name (same as provided above)
4) Information About the Company Executive
This includes details from the ID card, phone number, and other relevant information.
National ID - Serves as an Identity Card, You Can Also Enter Passport Details
You will receive an SMS on the provided phone number for confirmation and verification (“Send me a text message”).
If you need to add another executive, proceed with the “Add beneficial owner” link.
Next, two additional checkboxes will appear (highlighted in red) where you must confirm that you are indeed the "beneficial owner" and also the "legal representative of the business."
Once all information is entered, confirm by checking the box “I confirm that I have added all the beneficial owners of the business.”
5) Payment Card Setup
⚠️ Important:
It's recommended to use a payment card that is directly linked to a company account.
A monthly fee of 39 EUR will be charged from the card.
The card should have 3D secure payments, online payments, and ideally, have a sufficient balance.
For verification purposes, Amazon will initially charge 10 EUR, which will be refunded later.
6) Account Name Setup
Choose an account name that will always be presented to customers as “Sold by [Your Account Name].”
Based on experience, it's best to avoid using Czech names, especially since you are planning to sell internationally.
This completes the Amazon account registration, but the account verification process still needs to be successfully completed.
Where to next?
If you want to proceed to the next step, click here: