How to Enter Amazon.de in 2026: A Complete Guide
David Grinberg2 min readGerman Amazon is the largest e-commerce market in Europe. Go through step-by-step what you need for a successful start – from registration and VAT to your first sale.
With an annual turnover of over 40 billion euros, Amazon.de is by far the largest online marketplace in Europe. For Czech brands, it represents the fastest way to millions of German customers — if you know how to do it.
Why Amazon.de?
Germany is a logical first choice for Czech sellers: geographical proximity, developed logistics, and the purchasing power of customers who are accustomed to shopping on Amazon. More than 60% of German online purchases start with a search directly on Amazon, not Google.
Key market figures
- Over 44 million active customers in Germany
- Average order value of €57
- More than half of households have Prime membership
Step 1: Registering a seller account
Start at sell.amazon.de. Prepare a commercial register extract, identity document of the executive, bank statement, and payment card. Verification usually takes 3–10 business days.
Practical tip: Fill in all data exactly according to the commercial register. The most common reason for registration rejection is minor discrepancies in the address or company name.
Step 2: VAT registration in Germany
If you store goods in Amazon's German warehouses (FBA), you are obliged to register for German VAT before your first sale. Allow 6–12 weeks for processing.
When you don't need VAT registration
If you ship from the Czech Republic with your own logistics (FBM) and do not exceed the annual limit of €10,000 for sales to end customers in the EU, you can use the OSS scheme.
Step 3: Choosing a logistics model
| Model | Advantages | Disadvantages |
|---|---|---|
| FBA | Prime badge, higher conversion, Amazon handles shipping and complaints | Storage fees, mandatory VAT registration |
| FBM | Full control, no German VAT (up to limit) | No Prime, slower delivery, worse Buy Box |
Step 4: Listing optimized for the German market
Don't underestimate localization. Customers will immediately recognize machine translation, and it will show in conversion rates and reviews. Invest in professional German copywriting, including keywords from tools like Helium 10 or DataDive.
Summary: entry timeline
- Week 1–2: account registration and document preparation
- Week 3–12: VAT registration in Germany
- Week 6–10: listing and photo preparation
- Week 12+: FBA stocking and PPC campaign launch
Entering Amazon.de is not a sprint, but a well-planned process lasting 3–4 months. If you are unsure about any step, contact us — we have guided dozens of Czech brands through it.
