![\"Setting](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/23142650\/amazon-verkaeuferkonto.jpeg\")
<\/figure><\/div>Amazon advertises that selling can start with just a few clicks. What do you need to register as an online retailer on Amazon? The following information must be ready at the time of registration:<\/p>
- Business email address or an existing Amazon customer account<\/li>
- Valid credit card<\/li>
- Valid passport or ID card<\/li>
- Information on company registration, including the VAT ID<\/li><\/ul><\/div>
The first three points can actually be implemented quickly. But what about the last point?<\/p>
Company registration, tax payment, and other obligations<\/h3>
To sell on Amazon, sellers must register a business. Depending on the federal state, a processing fee applies. In D\u00fcsseldorf, for example, this is currently 26 euros for sole proprietors. Additional costs may arise that need to be considered and researched on a case-by-case basis.<\/p>
Since 2019, sellers on Amazon must also provide a tax certificate. You can apply for this at the responsible tax office and import it into Seller Central. It shows that you, as a seller, are paying your taxes properly.<\/p>
The type of taxes incurred also depends on the company’s headquarters and the legal form of the company. From income tax, trade tax, and value-added tax to capital gains tax, there is much to consider. Since taxes are very individually structured, it is advisable to seek professional advice from a tax consultant who specializes in e-commerce.<\/p>
Other costs that may be incurred for you include costs for:<\/p>
- Purchasing<\/li>
- Accounting<\/li>
- Tools \/ software that you want to use<\/li>
- Advertising, PPC, ads, etc.<\/li><\/ul><\/div>
What is a VAT identification number and how do I get one?<\/h3>
If you sell goods in an EU country, you must register for VAT in EVERY country where you store your goods or to which you ship your goods. In Germany, you receive a VAT ID from the responsible tax office. If you want to expand into the EU, we recommend working with local tax consultants.<\/p>
When does one become liable for VAT?<\/h3>
When you sell on Amazon, you are not automatically liable for VAT. VAT liability only automatically occurs when a certain revenue threshold is reached, which you must always keep an eye on. If you do not reach this threshold, you can continue to operate as a small business.<\/p>
VAT liability arises only when you have generated profits with your business in the previous year that were higher than 22,000 euros (previously: 17,500 euros) and are expected to be higher than 50,000 euros in the current year. If the revenue exceeds this amount, VAT liability applies.<\/p>
The switch to VAT liability is binding for 5 years. So think very carefully about whether to choose the small business regulation or the standard taxation.<\/p>
Selling on Amazon – How to set up an Amazon seller account<\/h2>
![\"How](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/23142650\/amazon-haendler-werden.jpeg\")
<\/figure><\/div>After you have laid the groundwork for commercial selling on Amazon, it is time to create a seller account in Seller Central. Depending on the goals you pursue as a seller, you can choose a selling plan. The following two options are available:<\/p>
Individual seller plan<\/h3>
If you plan to sell fewer than 40 units per month, this model is suitable for you. You pay 0.99 euros per sold unit and no base fee. However, options such as Brand Stores, FBA, etc. cannot be used.<\/p>
Professional seller plan<\/h3>
This plan is suitable for anyone who wants to earn more than just a small side income. With this subscription model, you do not pay fees per sold unit, but a monthly fee of 39 euros. Additional advertising and analysis options, such as A+ Content, are also available to you. Furthermore, this plan is suitable for anyone who wants to sell their goods through FBA, as this option is only available in the professional plan.<\/p>
Becoming an Amazon seller – which business model suits you best?<\/h2>
Before you sell on Amazon, you should first get a rough overview of the current market conditions. Find out what trends exist or what might emerge soon. With some tricks, you can quickly spy on your potential competition on Amazon<\/a> and learn more about their sales volume.<\/p>
For extensive product research, sourcing platforms like Zentrada or Alibaba are very suitable. There, you will receive project proposals directly on the homepage, including purchase prices that are important for your calculations.<\/p>
If you have already gained experience as a seller, it is worth selling the same or similar products on Amazon as well. Are you an established retailer specializing in running shoes? Then offer them on Amazon too. This way, you benefit from your expertise and impress on the marketplace with your knowledge.<\/p>
Once you have gathered enough product ideas and know what is suitable for you, you should start with a rough calculation. Estimate your sales volume based on your competitors. Set a price range that ensures your profitability (i.e., covers costs and generates profit) while remaining competitive. If the product you want to sell on Amazon cannot meet any of these criteria, you should not include it in your portfolio.<\/p>
Private label or branded goods: Which is better?<\/h3>
Once you have a rough overview of your options, another decision must be made: branded goods or private label?<\/p>
One thing is for sure: There is no one-size-fits-all answer to whether private label<\/a> or branded goods<\/a> work better on Amazon. Rather, it is about what interests and goals you pursue as an Amazon seller and how you can achieve them. Familiarize yourself with the different forms, their advantages and disadvantages, to choose the right model for a product. Of course, you do not have to align your entire business with one or the other – you can always decide anew depending on the product what makes more sense.<\/p>
There are also additional factors that you need to consider when deciding “Private label or branded goods?” For example, liability and warranty obligations depend on whether you are a manufacturer or just a third-party seller. The investments are also very different. While with private labels you still need to build and promote your brand, when selling branded goods, you can rely on the marketing of the brand owners.<\/p>
With a private label, you have the opportunity to design the entire branding, advocate for sustainable production, or pay attention to fair conditions throughout the value chain – but not without the necessary resources. With branded goods, all these decisions are the responsibility of the brand owner, and you are “just” another link in the chain, which certainly has its advantages and disadvantages.<\/p>
Selling branded goods on Amazon<\/h3>
Those who want to sell branded goods on Amazon offer a product from an already established brand, such as a nail polish from the brand Essie. The name is well-known, and buyers specifically search for the term “Essie nail polish.” However, the seller is by no means the only provider of the product, and competition arises for the Buy Box. Only the best offer wins the Buy Box and attracts about 90% of the demand.<\/p>
![\"Selling](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/26130321\/amazon-handelsware-buy-box-1-844x463.png\")
<\/a><\/figure>The competition quickly triggers a downward spiral of prices, and the profit per sold unit becomes increasingly lower. This can go so far that providers can no longer keep up and are pushed out of the market.<\/p>
As a seller of branded goods, you can counteract this by using smart tools that adjust your prices to the market situation. This way, you can decide for yourself what minimum and maximum price you are willing to sell your items with the help of SELLERLOGIC Repricer<\/a>. The optimization strategies from our Amazon Repricer range from the Buy Box strategy to daily Push to manual adjustments according to your preferences. For more information on which pricing strategies can help you win the Buy Box, read here:<\/p>\t\t
\n\t\t\n\t\t\t\n\t\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"Auf](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/23142637\/amazon-repricer-strategien-sellerlogic-thumbnail.jpeg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\n\t\t\t\tLaunch with the right pricing strategy: Find the strategy that truly fits your business with the SELLERLOGIC Repricer \u2013 including practical examples!<\/a>\n\t\t\t<\/div>\n\t\t\tWith the SELLERLOGIC Repricer for Amazon, online retailers have a variety of different strategies available that can either be tailored to individual needs or reliably optimize the price fully automated. The strategies are versatile and are aimed at both se…<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\nThe advantage of branded goods is clear: the product is quickly found by customers, even if they are not searching for it directly. The disadvantage: too many competitors are fighting for the Buy Box and a dangerous price war begins.<\/p>
The Buy Box is also referred to as the shopping cart or cart field. Occasionally, alternative spellings such as Amazon Buy Box or cart field are used. The fact is that only one offer holds the Buy Box and receives approval when a customer purchases the product with a click of the button. Therefore, those who appear most frequently in the Buy Box receive the most orders. In addition, since 2023, there is now a second Buy Box on Amazon, an alternative purchasing option for customers who do not choose the main seller recommended by Amazon. It is displayed below the main offer on the product page and allows other sellers to offer the same product.<\/p>
What is the Buy Box?<\/strong><\/p>
On Amazon, the Buy Box is defined as the small yellow box in the upper right corner of a product detail page for an item. Through this button, the customer adds the item to their shopping cart. The catch: The same product from the same brand receives only a single product page on Amazon \u2013 where logically all sellers with their offers for this product are collected.<\/p><\/blockquote>
Who decides on the placement of the offers in the Buy Box?<\/h4>
The Buy Box is won by the seller who achieves the highest customer satisfaction. There are many criteria for the Buy Box that marketplace sellers must meet according to Amazon. The sellers who meet Amazon’s performance metrics are shortlisted. This includes, for example, shipping time, order error rate, or customer satisfaction with returns.<\/p>
The bar is set very high, and the fight for the small yellow box is often won by the optimal selling price. If this is too high, it is very unlikely to win the Buy Box. On the other hand, smaller price differences can be compensated for, for example, by excellent seller performance.<\/p>\t\t
\n\t\t\n\t\t\t\n\t\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"What](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/04\/23135620\/winning-the-amazon-buy-box-thumbnail.jpeg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\n\t\t\t\tAll important information about Amazon Buy Box: seller performance, qualification and more<\/a>\n\t\t\t<\/div>\n\t\t\tIf you want to increase your sales on Amazon, you need to focus on winning the Buy Box. The small yellow button plays a crucial role for online retailers, as 90% of all marketplace sales occur here. Read this<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"Second](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2023\/02\/23135540\/2nd-amazon-buybox-p-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\n\t\t\t\tDouble the Fun: Amazon’s Second Buy Box is Set to Shake Up the Marketplace Game!<\/a>\n\t\t\t<\/div>\n\t\t\tThe second Buy Box on Amazon is on everyone’s lips: Gamechanger! Revolutionary! In fact, not only could a lot change for customers, but marketplace sellers also need to prepare for new conditions. What this could mean for sellers, you can read here!<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"Die](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2019\/12\/14112723\/buybox-gewinnen-amazon-thumbnail.jpeg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\n\t\t\t\tThe 14 most important criteria for winning the Buy Box on Amazon and how to keep your metrics under control<\/a>\n\t\t\t<\/div>\n\t\t\tHow is it that some offers are visible on Amazon while others do not appear in the Amazon Buy Box? The criteria for winning the little yellow button are the best-kept secret of the online giant, and qualifying for the Buy Box is not without its challenges. …<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\nThe key metrics for winning the Buy Box<\/h4>
![\"Private](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/09\/23142900\/Private-Label-Amazon-Header-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"Private](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2023\/08\/01215246\/private-label-repricer-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"Wie](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23143008\/amazon-fba-produktrecherche-druchstarten-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"selling](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/26130358\/produkt-bei-amazon-verkaufen-hochladen-2.png\")
<\/figure>![\"selling](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/26130337\/bei-amazon-verkaufen-produktsuche-1.png\")
<\/figure>![\"Selling](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/02\/23142649\/verkaufen-amazon.jpeg\")
<\/figure><\/div>![\"Bei](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142905\/amazon-suchbegriffe-thumbnail.jpeg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"selling](\"https:\/\/www.sellerlogic.com\/wp-content\/uploads\/2021\/02\/selling-on-amazon-rankings-1.png\")
<\/figure>![\"amazon](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/05\/23140833\/amazon-advertising-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"pan-eu](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2022\/03\/23140412\/pan-eu-amazon-thumbnail.jpg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t![\"Wer](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/12\/23142759\/amazon-usa-verkaufen-steuern-thumbnail.jpeg\")
\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t