Selling on Amazon.de – Everything International Sellers Need to Know
Amazon.de is not just Germany's largest online marketplace – it is the second-largest Amazon marketplace globally after Amazon.com. With annual gross merchandise volume exceeding €17 billion and over 44 million active customers, it represents the single biggest e-commerce opportunity in continental Europe. For international sellers looking to expand into the EU, Amazon.de is typically the first and most important market to enter.
Account Setup and Requirements
To sell on Amazon.de, you need an Amazon Seller Central account. You can register from anywhere in the world, but you will need:
- A valid government-issued ID or passport
- A credit card with international billing capability
- Bank account details (can be non-German; Amazon supports Payoneer and World First)
- Phone number for verification
- VAT number if storing goods in Germany (see our VAT guide)
The Professional selling plan costs €39/month (excl. VAT) and is required for access to advertising, the Buy Box, and bulk listing tools. The Individual plan charges €0.99 per item sold and is suitable only for very low-volume sellers.
FBA vs. FBM: Choosing Your Fulfillment Model
| Criteria | FBA (Fulfillment by Amazon) | FBM (Fulfillment by Merchant) |
|---|---|---|
| Shipping | Amazon handles everything | You ship directly |
| Prime badge | Automatic | Only via Seller Fulfilled Prime |
| Storage fees | €26–36/m³/month | Your own warehouse costs |
| Returns | Amazon processes | You handle returns |
| Branding control | Limited | Full control |
FBA is the preferred choice for most international sellers because it eliminates the need for local logistics infrastructure. Amazon has over 20 fulfillment centers in Germany, ensuring fast delivery across the country.
Listing Optimization for the German Market
German consumers expect detailed, accurate product information. Key optimization areas include:
- Titles: Include brand name, key features, size/quantity, and primary keyword. Maximum 200 characters.
- Bullet points: Use all 5 slots. Mix benefits with specifications. German buyers appreciate technical details.
- Images: Minimum 6 images at 2000x2000px. Main image on white background. Include lifestyle shots, size comparisons, and infographics.
- A+ Content: Available for brand-registered sellers. Use comparison tables, enhanced images, and brand storytelling. A+ Content can increase conversion by 5–10%.
- Backend keywords: 250 bytes for hidden search terms. Include common misspellings, synonyms, and related terms in German.
Advertising on Amazon.de
Sponsored Products campaigns are essential for visibility, especially for new listings. Start with automatic targeting to discover relevant keywords, then switch to manual campaigns. Average cost-per-click on Amazon.de ranges from €0.30 to €1.50 depending on category. A healthy ACoS (Advertising Cost of Sale) target is 15–25% for established products.
Beyond Amazon: Other German Marketplaces
While Amazon.de dominates, consider expanding to eBay.de (second largest), Otto (strong in fashion and home), Zalando (fashion-focused), and Kaufland.de (growing rapidly with competitive fees). Zunapro connects all these marketplaces into a single dashboard, synchronizing inventory, orders, and pricing across channels.
