How to become seller in Amazon.de (Germany)?

For Chinese entrepreneurs looking to enter the European Union market, launching sales on Amazon.de is one of the most attractive opportunities. Germany is the EU’s largest economy, with high consumer spending, a developed logistics infrastructure and strong demand for quality goods. In order to successfully launch, Chinese sellers must establish the correct legal and operational model, prepare the necessary verification documents, comply with German law and European regulations, and ensure that their products comply with mandatory safety standards. The first step is to choose an organisational model. A Chinese company can either sell directly without registering a European legal entity, or establish a structure in an EU country. If selling directly, the entrepreneur must obtain a German VAT number, administer VAT properly, process all payments according to distance selling regulations and submit reports to German tax authorities. Selling through a European legal entity simplifies access to local Amazon warehouses, expedites customs procedures and reduces the risk of account suspensions thanks to a more transparent business structure.

The seller registration process on Amazon.de requires the provision of corporate documents, information about company directors and beneficiaries, proof of address, bank details for receiving payments and identification documents for the owner. The platform conducts verification according to KYC and AML standards, so it is essential that the documents and information are accurate. Any inconsistencies may result in repeated requests or temporary account blocking. After creating an account, a German VAT number is required. This is mandatory for all sellers selling to consumers in Germany. The tax authorities require regular reporting and accurate accounting of transactions, including obligations relating to import, export and intra-EU trade, as well as the possible application of the OSS regime. VAT violations may result in listings being blocked and payment transfers being suspended.

Particular attention must be paid to ensuring that products comply with German and EU legislation. Most product categories require certification or compliance testing. Electronics, children’s products, household appliances and many other categories must be CE marked and have declarations of conformity, complying with regulations such as RoHS, EMC and WEEE, as well as other relevant directives. In Germany, all sellers, including non-residents, must register packaging in the LUCID system under the Packaging Act (VerpackG). Violations of labelling or safety regulations may result in the seizure of shipments, fines and restrictions on operations. The next step is to organise logistics. While sellers can fulfil orders independently using international shipping from China, this model limits fulfilment speed and reduces competitiveness. Using FBA, whereby Amazon handles storage, packaging and shipping, is considered much more efficient. However, when placing goods in Amazon warehouses, it is necessary to register the import properly in advance, provide a commercial invoice, determine the product code according to the TARIC classification system, and pay duties and import VAT. Errors at the customs stage lead to delays and additional costs.

Successful sales require high-quality product listings. German buyers expect accurate product specifications, professional images and descriptions in German. Listings must be optimised for search, contain comprehensive technical descriptions, and comply with platform rules. Using Amazon’s advertising tools and registering your brand can help to increase brand awareness, protect your intellectual property and differentiate you from competitors. German law also strictly regulates after-sales service. Sellers must provide a right of return within a specified period and handle all customer enquiries properly. If you use FBA, Amazon handles much of the service; if you ship directly, you handle the service yourself.

The financial model also requires careful consideration: sellers must select a suitable bank account and determine optimal methods for profit repatriation, while ensuring compliance with foreign exchange control requirements. For large sales volumes, it is advisable to hire professional accountants to ensure tax compliance. Overall, successfully launching sales on Amazon.de requires comprehensive preparation, including tax registration, product due diligence, proper customs documentation and creating a robust operating model. For Chinese entrepreneurs aiming for a long-term presence in the EU market, professional support can reduce the risk of errors, accelerate market entry and enhance business sustainability.

Is it necessary to open a company in Germany to sell on Amazon Germany?

The entry of Chinese entrepreneurs into Amazon.de inevitably raises the question of establishing a German legal structure. In practice, however, setting up a company in Germany is not a prerequisite for trading on the platform. Amazon allows foreign sellers, including Chinese companies, to register provided they can work remotely and provide the necessary documentation to verify their identity, corporate structure and sources of funds. However, the absence of a local company does not mean the absence of other legal and tax obligations. In order to ship to Germany, sellers must obtain a German VAT number, administer VAT properly, and comply with the distance selling regulations applicable within the European Union. Operating without VAT registration is considered a regulatory violation and may result in the seller’s account being blocked. Furthermore, the ‘from abroad’ model has a number of limitations. Sending goods directly from China slows down delivery, reduces conversion rates and complicates return management. Sellers also face stricter checks from Amazon, as non-resident accounts are considered high-risk during KYC and AML checks. When placing goods in FBA warehouses in Germany or other EU countries without setting up a local company, import registration and payment of duties and import VAT must be completed, and the Packaging Act must be observed by registering the packaging in the LUCID system. All these obligations apply regardless of whether the company is registered in Germany.

While establishing a legal entity in Germany or another EU country is not a formal requirement, it significantly impacts the operational capabilities and sustainability of a business. A European company facilitates interaction with Amazon, simplifies the opening of a bank account, speeds up document verification, builds greater customer trust and improves logistics, including the ability to use FBA without additional restrictions. A European structure optimises taxation, reduces customs costs and improves business manageability – especially if the entrepreneur plans to increase sales, open warehouses, expand their product range or expand to other local Amazon platforms within the EU. Therefore, while registering a company in Germany is not a mandatory requirement for listing on Amazon.de, doing so significantly simplifies the fulfilment of tax, logistics and regulatory obligations, reduces the risk of account suspension and improves sales efficiency. Chinese entrepreneurs should base their decision on the planned scale of their business, their logistics strategy and their long-term goals for their presence in the European e-commerce market.

The European Union’s VAT tax system for Amazon sales

The European Union’s VAT system plays a key role in cross-border e-commerce and directly impacts Chinese manufacturers shipping goods to customers on Amazon.de. European legislation relies on the country-of-destination principle, whereby the VAT rate is determined by the buyer’s residence rather than the seller’s. This means that all deliveries of goods to end consumers in the EU are taxed at the rate of the country of destination, regardless of whether the sale is made by a Chinese seller, a seller from another country, or a European legal entity. For parcels valued up to €150, the Import VAT on E-commerce (VOEC) regime applies. This regime applies to B2C sales and requires VAT to be paid before the goods enter the EU. In practice, Amazon automatically calculates and withholds VAT at the time of order placement, thereby eliminating customs duties for the buyer upon receipt. This reduces operational risks for the seller and eliminates the need to interact with European customs for small shipments.

VAT rates vary depending on the product category and the country of purchase. European legislation allows for both standard and reduced rates for goods that are considered socially or culturally significant. For instance, books are subject to a reduced VAT rate in many EU countries: 7% in Germany, 10% in Austria and 4% in Italy. Meanwhile, most countries apply the standard rate to audiovisual products, including DVDs, CDs, and Blu-ray discs: 19% in Germany, 21% in Belgium and 25% in Denmark. It is important to consider this when setting pricing policies, since different categories of the same product may incur different tax burdens. Most countries apply the standard VAT rate to electronics, kitchenware, household goods, and games. Germany uses a rate of 19%, while the Netherlands and Belgium use a rate of 21%. Slovakia uses a rate of 23%, and Hungary uses a rate of 27%. Finland has one of the highest rates in the EU at 25.5%, which makes shipments to this region more expensive. If a Chinese manufacturer is targeting mass sales of electronics or household goods, it is important to consider that the tax burden will be similar for most products in these categories. This means that competition will primarily be based on pre-tax price, quality, and delivery speed.

Children’s products and medical supplies require special attention. Some countries offer reduced rates for children’s products such as nappies, formula and car seats. For instance, baby food may be taxed at 13% in Greece, whereas car seats are taxed at 6% in Portugal. These differences enable Chinese manufacturers to offer more competitive prices to families, provided their products meet safety and labelling requirements. Meanwhile, toys are typically taxed at standard rates, so this is an important factor to consider when creating a product mix. Clothing, cosmetics, hygiene products, sporting goods and car accessories are also subject to standard VAT in most EU countries. The tax rate is 19% in Germany, 22% in Italy, and 21% in Spain. However, certain product subcategories may qualify for exemptions. For instance, feminine hygiene products are taxed at 0% in the UK and 4% in Spain. Such nuances may create additional entry points for Chinese sellers into higher-margin niches.

The wide range of VAT rates makes the correct classification of goods crucial. Errors in rate determination, especially when using FBA or selling to multiple EU countries, can lead to financial penalties, arrears and account suspension. Sellers are also responsible for correctly declaring the VAT rate when selling digital goods, such as e-books, software, games, and music, which are always subject to VAT in the buyer’s country of residence and are supplied with the tax included in the final price. For Chinese manufacturers, understanding EU VAT is not just an accounting formality, but also a strategic element of pricing. The retail price on Amazon must take into account the destination country’s VAT rate, the logistics structure, shipping costs, Amazon’s commission and the tax burden. In practice, companies that use multi-line rate analysis and adapt their pricing to different EU countries enjoy more stable margins and sales.

VAT for books/audio

Is it necessary to obtain a VAT number in Germany in order to sell products from China on Amazon Germany?

Chinese entrepreneurs selling goods on Amazon.de are inevitably obliged to comply with German and European Union tax regulations. In most cases, a German VAT number is mandatory, even if goods are shipped directly from China and the entrepreneur is not registered in Europe. Under the German tax system, distance selling is considered a VAT-taxable transaction if the end consumer is located within the country. This means that, regardless of the goods’ country of origin, the seller must charge German VAT and report it to the local tax authorities. Amazon strictly enforces German regulations because the platform is jointly and severally liable to regulators for sellers listing goods on the German marketplace. If a Chinese company sells goods to Germany without a VAT number, this is considered a tax violation. The result is account blocking, withheld funds from Amazon and reporting of information to the German tax authorities. The seller must register with the Finanzamt, obtain a USt-IdNr., maintain regular reporting periods and accurately report tax liabilities for each cycle. The absence of a European legal entity does not exempt the seller from registration, as the tax is incurred on the consumer side, i.e. in Germany where the buyer is located when they receive the goods.

The situation becomes more complicated if the seller uses Fulfilled by Amazon warehouses. By storing goods in warehouses within the EU, the seller automatically acquires a tax presence in the country where the goods are stored. This means that registration in Germany or any other EU country where goods are stored becomes mandatory, regardless of the shipment’s origin. If goods are stored in warehouses in different EU countries, the seller may be required to obtain multiple VAT numbers and maintain multiple reporting streams. Failure to comply with these requirements can result in tax arrears, fines and sales bans. Even with the FBM model, where goods are shipped directly from China and not stored in Europe, it is still necessary to obtain a German VAT number. This is because the seller is making distance sales to Germany and German law requires such transactions to be taxed at the applicable rates in the consumer’s country. The only exception may be if the seller is connected to the OSS system in an EU country through its European legal entity. In this case, VAT is distributed centrally. However, without a European company or registration with the OSS, obtaining a German VAT number is inevitable.

Therefore, obtaining a VAT number in Germany is mandatory for the vast majority of Chinese entrepreneurs operating on Amazon.de. A VAT number ensures the legitimacy of sales, protects accounts from being blocked, enables the correct calculation of VAT and allows for seamless operations through international shipping and Amazon warehouses in Europe. To ensure long-term, stable trading in the German market, entrepreneurs must comply fully with German tax requirements and submit regular reports in accordance with applicable regulations.

Where are Amazon warehouses located in Germany?

Amazon has one of the largest logistics networks in Europe, and Germany is a key country for warehousing and distribution. It operates dozens of large warehouses, each performing various functions such as storage, sorting, packaging and returns processing. The most well-known and frequently used FBA warehouses are listed below, along with their exact addresses and approximate sizes, as published in the public domain.

In the state of Brandenburg, for example, there is a logistics centre with the code BER3 located at Havellandstraße 5, 14656 Brieselang. With a total floor area of around 65,000 m², it is well-suited to high-volume product rotation and large-scale Fulfillment by Amazon operations. The warehouse serves the Berlin-Brandenburg region and a significant portion of north-eastern Germany.

Hesse is home to two of Germany’s oldest Amazon distribution centres: FRA1 and FRA3. These are located in Bad Hersfeld. FRA1 is located at Am Schloss Eichhof 1, 36251 Bad Hersfeld and FRA3 at Amazonstraße 1, also in Bad Hersfeld. These centres are important distribution hubs for the entire central region of Germany. Both warehouses are large-scale facilities with floor space of approximately 80,000–100,000 m² each.

In North Rhine-Westphalia, the DTM1 warehouse is located at Carl-Zeiss-Straße 3, 59368 Werne. It is one of the largest warehouses in the country, with a floor space of around 100,000 m². It stores a wide range of goods, including oversized items. In the same state, there is a DTM2 warehouse at Kaltbandstraße 4, 44145 Dortmund. With an area of around 45,000 m², it focuses on processing medium-sized goods and high-frequency shipments.

Of particular importance for western Germany is the DUS2 centre in Rheinberg at Amazonstraße 1, 47495 Rheinberg. This logistics hub processes millions of orders annually and is renowned for its high level of automation. Its floor space is comparable to that of the network’s largest centres, exceeding 80,000 m².

Lower Saxony operates a large logistics centre, HAM2, located at Borgwardstraße 10, 21423 Winsen (Luhe). Spanning approximately 64,000 m², it serves as a key hub for northern Germany, including Hamburg and the surrounding federal states.

In eastern Germany, in the state of Saxony, is the LEJ1 centre, located at Amazonstraße 1, 04347 Leipzig. One of the largest warehouses in the eastern region, it serves Berlin, Leipzig, Dresden and neighbouring states. The warehouse covers around 80,000 square metres, making it a strategically important facility for Fulfillment by Amazon’s operations in Germany and Central Europe.

While these facilities represent only a small part of the entire network, they are used most frequently for deliveries from China and serve as primary distribution points for imported goods to Amazon Germany. Warehouse space is regularly expanded to meet growing demand from German consumers and increasing trade volumes.

Which Chinese products are in demand on Amazon Germany?

The German Amazon market is characterised by stable consumer demand and high competition, so it’s important for Chinese entrepreneurs to understand which products are in the highest demand. An analysis of German user behaviour and e-commerce trends shows that practical, technologically advanced and functional products offering optimal value for money are the most popular. Electronic devices and accessories account for a significant proportion of products successfully sold by Chinese suppliers. This can be explained by the fact that German consumers are actively purchasing wireless headphones, charging stations, smartwatches, fitness trackers, portable speakers and other compact gadgets that meet energy efficiency and safety requirements. Certification, proper labelling and complete technical documentation remain important factors in this product category, as German regulators place significant emphasis on the quality of electronics. Home automation devices are among the most popular products. German consumers are eager to purchase robotic vacuum cleaners, air purifiers, smart lighting systems, Wi-Fi controllers and other smart home devices. This creates significant opportunities for Chinese manufacturers, provided they comply with EU standards, including CE marking and environmental compliance. There is also strong demand for household, kitchen and everyday goods. Traditionally, Germans choose functional and durable products, such as kitchen sets, thermoses, storage containers, organisation accessories, and various household appliances. Chinese companies are competing successfully in this market thanks to their wide range of products and their ability to offer competitive prices while maintaining high quality.

Toys and children’s products, including educational kits, interactive devices, and art accessories, are also performing well. Consumer activity in this category is most noticeable during public and school holidays. However, this product group is subject to strict safety and labelling standards, and supporting documentation is required. Personal care products represent a separate segment, with Chinese companies offering innovative cosmetic devices and accessories that are popular with German consumers provided that the products meet hygiene standards and contain helpful information in German. When choosing a product strategy, it is important to consider the regulatory environment as well as demand. Germany imposes strict requirements regarding product safety, packaging, labelling and environmental friendliness. Most categories require certification for import into Europe, as well as registration of packaging in the national system governing the circulation of materials. Sellers must provide accurate technical specifications and ensure compliance with consumer protection regulations and proper return processing, as German buyers carefully evaluate product quality, seller reliability and the company’s willingness to promptly resolve service issues. Logistics quality also plays a significant role. Products stored in European fulfilment centres benefit from faster delivery and the ability to offer Prime-level service, which directly impacts product rankings and sales volume. Ultimately, the successful sale of Chinese products on Amazon.de hinges on the right combination of popular categories, regulatory compliance, high-quality localisation of product listings and robust logistics. Chinese entrepreneurs seeking a long-term presence in Germany must pay particular attention to legally sound supply chains and compliance with EU standards. They must also understand the high consumer culture of the German market.

How can Regulated United Europe help Chinese manufacturers access the German Amazon market?

Entry into Amazon.de requires a comprehensive approach combining legal preparation, tax planning, compliance with German and European regulations, proper logistics organisation and correct product localisation for the German consumer. Manufacturers should bear in mind that access to the German e-commerce market begins not with product listing, but with establishing the correct legal structure and understanding tax obligations, VAT administration and ensuring products comply with EU standards. Compliance with safety requirements is particularly important for electronics, household appliances, children’s goods and products that require CE marking and technical documentation. In addition to the legal framework, flawless supply chain management is also important. Germany expects foreign sellers to be transparent regarding customs clearance, comply with packaging legislation and correctly register with the national LUCID system. They must also be willing to provide documentation of product origin. When using Amazon warehouses within the EU, additional requirements arise, such as tax registration in the country where the goods are stored, managing import VAT, and properly documenting product movements between EU countries. Errors at these stages can lead to delays, additional costs and an increased risk of Amazon account suspensions.

Alongside legal and logistical considerations, adapting product listings to meet the expectations of the German market is also essential. Successful sales require localised product pages in German, high-quality descriptions of functionality, accurate specifications, legally accurate presentation of return and warranty policies, and visual content that complies with platform standards. German buyers expect accurate information and transparent transaction terms, so a lack of localisation is perceived as a risk and can reduce conversion. The sales management structure also plays a significant role. Manufacturers must implement a quality control system, process returns promptly, communicate with customers, manage advertising on Amazon and constantly monitor changes in European regulations. In the highly competitive German market, a lack of professional support at every stage can hinder business development and increase operating costs. Finally, it is worth noting that Regulated United Europe provides Chinese manufacturers seeking to enter Amazon.de with comprehensive legal, tax and operational support. The company can help you to choose the optimal EU presence structure, organise VAT registration in Germany, obtain the necessary permits, prepare your goods for EU compliance, conduct customs clearance, ensure compliance with the Packaging Act and LUCID, set up an FBA or FBM model, localise listings and build a sustainable operating model for long-term trading in the German market.

How much does Regulated United Europe charge Chinese manufacturers to access Amazon Germany?

The cost of services supporting Chinese manufacturers entering the market through Regulated United Europe depends on the scope of work and level of involvement required. The basic package includes preparation of the legal structure, VAT registration in Germany, verification of product compliance with EU standards, and preparation of delivery documents. This package starts at €1,500.

In many cases, additional support is required, such as import logistics, FBA warehouse setup, reporting, customs clearance and tax model optimisation. The price of these extended packages is calculated on a case-by-case basis, depending on product range, supply volume and business model complexity.