Selling on Amazon opens the door to millions of active buyers and a trusted global platform — but starting an Amazon store involves more than just listing a product. To succeed, you need to choose the right selling plan, understand fulfilment options, meet account setup requirements, and create listings that convert.
This guide outlines the key steps to start an Amazon store, from registration to launch, including important tools and setup tips for beginners and brand owners alike.
Why Sell On Amazon
- Over 2 billion visits each month make Amazon one of the most visited websites globally.
- 63% of product searches start on Amazon — not Google.
- Small and medium businesses in the UK sell more than 950 million products a year through the platform.
If you’re asking how to start an Amazon store, it’s likely because you’ve recognised the reach, speed, and trust that comes with selling on Amazon.
What You Need Before Starting
Before setting up your Amazon store, gather the following:
Requirement | Details |
Business name & address | Use your registered company or trading name |
Phone number | For verification and alerts |
Government-issued ID | Passport or driver’s license |
Bank account | To receive payments |
Credit or debit card | For seller fees |
Tax information (VAT if applicable) | Required for most UK and EU sellers |
Step 1: Choose Your Amazon Selling Plan
Amazon offers two options for new sellers:
Plan | Best For | Cost |
Individual | Selling <35 items per month | £0.75 per sale + selling fees |
Professional | Selling in volume or as a business | £25/month (excl. VAT) + selling fees |
Most brands and serious sellers choose the Professional plan for access to advanced features, advertising tools, and Brand Registry.
Sign up at sellercentral.amazon.co.uk.
Step 2: Choose a Selling Model
Decide how you’ll operate your Amazon store:
Model | What It Means |
Private Label | Sell products under your own brand name |
Reselling/Wholesale | Sell other brands’ products in bulk |
Handmade | Sell unique, handcrafted items |
Dropshipping | List products fulfilled by third-party suppliers (limited by Amazon’s policies) |
If you’re launching a new brand, you’ll eventually want to register for Amazon Brand Registry.
Step 3: Select Your Fulfilment Method
Once you have products ready, decide how they’ll be delivered:
Fulfilment Option | Who Handles Delivery | Prime Eligibility | Best For |
FBA (Fulfilment by Amazon) | Amazon | Yes | Fast growth, time-saving |
FBM (Fulfilment by Merchant) | You | No (unless Seller Fulfilled Prime) | Custom goods, niche products |
Most new sellers use FBA to benefit from Prime, storage, and returns handled by Amazon.
Step 4: List Your Products
You can list one product or upload in bulk. Here’s what you’ll need for each listing:
- Product title (max 200 characters, clear and keyword-friendly)
- High-resolution images (white background, 1000px+)
- Bullet points highlighting key features
- Description (can include formatting and rich detail)
- Price and quantity
- UPC or EAN code (buy official codes from GS1 UK)
If your product doesn’t already exist on Amazon, you’ll create a new listing with a unique ASIN (Amazon Standard Identification Number).
Step 5: Create a Brand Storefront (Optional)
If you’re selling your own branded products, enrol in Amazon Brand Registry to create a custom storefront. You’ll need:
- A registered trademark (or pending via Amazon IP Accelerator)
- Your brand name on packaging or products
- An active Professional selling account
Then go to:
Seller Central > Stores > Manage Stores > Create Store
Your storefront can include:
- Branded banners
- Product category pages
- Custom layouts and rich media (images, video, etc.)
This is optional, but recommended for businesses with multiple products or a strong DTC identity.
Step 6: Set Up Payment, Shipping & Tax Settings
After listing your products:
- Add your bank account details for payouts
- Set your shipping rates if using FBM
- Review VAT registration and invoicing rules based on your country
Amazon calculates most tax based on customer location, but it’s your responsibility to ensure compliance with UK or EU tax laws.
Step 7: Optimise for Visibility and Conversions
Once your store is live, focus on optimising performance.
Key tips:
- Use relevant keywords in your product titles and backend search terms
- Upload mobile-friendly images
- Encourage reviews via post-purchase follow-ups (within Amazon’s rules)
- Use Amazon Ads (PPC) to drive traffic to new listings
- Test pricing strategies using Amazon’s Automated Pricing tool
- Regularly check inventory to avoid stockouts
Over 60% of Amazon users shop on mobile — preview your listings on different devices to ensure images and bullet points display correctly.
Amazon Seller Startup Costs: Summary Table
Item | Estimated Cost (GBP) |
Professional Seller Plan | £25/month (excl. VAT) |
GS1 UPC Codes (min 10) | £120+ |
Product photography (if outsourced) | £100 – £500 |
FBA Fees (per item) | Varies by size/weight (e.g. £1.45 – £5.95) |
Amazon PPC (ads) | £5/day minimum recommended |
Logo/trademark (for Brand Registry) | £170+ (via UKIPO or IP Accelerator) |
Common Challenges When Starting
- Product-Market Fit
Many sellers fail by choosing oversaturated categories or low-margin products. Use keyword tools and Amazon trends to validate demand. - Cash Flow
FBA fees, inventory costs, and ad spend can add up quickly. Monitor profit margins closely from the start.
Policy Compliance
Amazon has strict seller rules. Listing violations, late shipments, or fake reviews can lead to account suspension. Stay updated via Seller University.
Final Thoughts
Starting an Amazon store is one of the most accessible ways to enter eCommerce — but it still requires careful planning, good products, and ongoing management.
Focus on the basics first:
- Choose the right selling plan
- Build solid listings
- Decide on fulfilment
- Optimise based on data
Then, scale with advertising, branded content, and international expansion if needed.