One of the most appealing aspects of starting an online business on Amazon is the ability to sell products to a global audience. While the U.S. marketplace remains the primary location for most Amazon sales, Amazon Germany presents a significant opportunity for sellers looking to expand their business beyond the 50 states.
But just like any new market, the German Amazon marketplace comes with its own rules, challenges, and nuances. This guide will bring you the information needed as you decide to sell on Amazon Germany and walk you through the process on how to start selling on amazon.de, while avoiding costly mistakes and maximizing your potential from day one.
Entering the German market requires understanding specific regulations, consumer expectations, and operational requirements that differ from those of other Amazon marketplaces. Let’s get to it.
Should You Sell on the Amazon.de Marketplace?
If you run a successful Amazon business in the U.S. marketplace, expanding your business into additional Amazon marketplaces is a natural next step in your selling journey, and no marketplace outside of the U.S. can claim the market size and revenue potential of selling on Amazon Germany.
Germany represents the largest opportunity outside the US, generating approximately $34 billion in annual sales and ranking as the second-largest Amazon marketplace. Therefore, it’s no surprise that it has drawn Amazon sellers who want to sell globally.
Amazon debuted in Europe in 1998, opening up Amazon marketplaces in Germany and the United Kingdom, making Germany one of the two most mature Amazon marketplaces outside of the United States. While Amazon continues to open new marketplaces globally, including Ireland in 2025, the more mature marketplaces offer a greater sense of security and reduced risk, with an established presence and infrastructure.
Germany’s Amazon marketplace is well-established, offering sellers considerable promise. However, it also raises the standards for entry. While these standards may be familiar to successful U.S. sellers, success requires strategy, not just showing up.
We’ll get into the finer details on how to sell on Amazon Germany to help you decide if this is best for your business, but for anyone looking to become an Amazon global seller, the Germany Amazon marketplace is tough to beat in its appeal.
Consumer Insights Into the Amazon Marketplace in Germany
Although more relaxed rules regarding returns and a higher return rate may suggest that German shoppers are purchasing first and asking questions later, further inspection reveals that this may not be the case.
A survey of German consumers revealed that a search for product information on Amazon preceded 35% of all purchases made in physical stores. And for online purchases, 52% of purchases were made after heading to Amazon to review product and pricing information.
The same study relayed that newcomers like Shein, Temu, and Wish were struggling to gain traction in e-commerce, as consumers cited concerns about product quality. Based on these elements, we can emphasize the importance of high-quality products when conducting market research for Amazon Germany, such as considering your current review ratings and how they compare to those of the competition in the German market.
Additionally, here are some quick fun facts about German consumers relevant to the topic.
- Over half of German consumers research online before making a major purchase.
- In 2024, 46% of all e-commerce purchases in Germany are made using tablets or mobile devices.
- E-commerce is estimated to be roughly a third of all retail sales in 2026.
- Amazon is the most popular online marketplace in Germany, more than doubling second-place eBay’s presence.
Benefits of Selling on Amazon.de
There’s no shortage of reasons to sell on Amazon Germany, but here are a few of the most significant ones:
- Massive customer base: With over 83 million residents and one of the largest e-commerce economies in Europe, Germany offers unmatched sales potential. Amazon.de gives you direct access to millions of active, purchase-ready shoppers.
- Strong ecommerce culture: Germans are avid online shoppers, and their digital-first habits make them highly responsive to well-presented Amazon listings. It’s one of the best markets in the EU for e-commerce sellers looking to scale quickly.
- Built-in trust: Amazon Germany is a household name. Listing your products on a platform customers already trust helps you gain credibility from the start—something that’s hard to earn in a new market.
- Localized support: Selling internationally comes with its challenges, but Amazon Germany makes it easier with local-language customer service and seller support. Better communication = happier customers and smoother operations.
These benefits make the Germany Amazon Marketplace a strategic starting point for brands looking to expand globally.
How To Set Up Your Amazon Germany Seller Account
Seller Registration Process
Starting your journey begins with Amazon Germany seller registration. Fortunately, this procedure is quite similar to the seller registration for the U.S. marketplace, with a slight difference. You’ll need:
- A business name and address
- Bank account (IBAN for EU sellers, otherwise a global-friendly bank like Wise or Payoneer)
- Credit card
- Tax ID (we’ll cover VAT next)
- Valid ID documents
You’ll register via Amazon Seller Central Germany, or through a unified Seller Central Europe account.
Requirements for International Sellers
International sellers need to meet these requirements:
- German VAT registration (more on this shortly)
- Compliance with German e-commerce laws (we’ll also dive into this below)
A German-language listing isn’t technically required, but it’s essential. Treat it as a non-negotiable if you want to succeed at the highest level. Leaving it in English risks customers quickly exiting your page and allows key features to be lost in translation.
Pro Tip: If you’re planning to sell on Amazon globally, check out our international seller guide to simplify your setup.
German VAT and Tax Obligations Explained
One of the most stark differences between selling on Amazon in the U.S. and Germany isn’t about selling products, but rather VAT compliance. Getting this wrong can result in significant penalties, account suspension, or legal issues that could severely impact your business. Let me walk you through what you need to know to stay compliant.
Understanding VAT in Germany
Comparable to the tax system for business owners in the United States, Germany operates under the European Union Value Added Tax (VAT) system, but the rules can be surprisingly complex for Amazon sellers. Germany has two main VAT rates according to the German Federal Ministry of Finance:
- Standard rate of 19% applies to most products you’ll likely sell (electronics, home goods, clothing, etc.)
- Reduced rate of 7% applies to essential items like books, most food products, newspapers, and certain medical supplies
You’re required to register for German VAT if you meet any of these conditions:
- FBA Storage Trigger: If you use Amazon FBA Germany and store inventory in German fulfillment centers, you need to register immediately, regardless of sales volume. German tax authorities consider storing goods in Germany as having a “permanent establishment.”
- Distance Selling Threshold: If you’re selling from outside Germany to German customers, you must register once your annual sales to Germany exceed €100,000. This threshold applies whether you’re selling from the U.S., the UK, or another EU country.
Most FBA sellers must register for German VAT, regardless of sales volume, due to inventory storage rules. Don’t assume you’re exempt just because you’re a small seller or starting small upon entering a new Amazon marketplace.
Compliance and Filing VAT Returns in Germany
Once you’re registered, staying compliant and on top of obligations is crucial for the long-term health of your business.
Amazon Seller Central Germany offers VAT calculation services, but you must know what’s included and what’s not.
- Amazon calculates VAT on your sales automatically
- They generate VAT invoices for your customers
- They provide reports you can use for your VAT returns
However, Amazon doesn’t file your VAT returns for you or cover tax strategy or compliance advice on a personal basis.
VAT compliance in Germany is complex, and the penalties for non-compliance can be severe, such as imposing penalties of 10% of assessed VAT plus interest on top of VAT owed. Many successful sellers hire German tax advisors or VAT services to ensure full compliance with local requirements.
Navigating German VAT for Amazon sellers is one of the most challenging aspects of selling on Amazon Germany. It’s a complex system that understandably trips up many international sellers.
Listing Your Products on Amazon.de
Product Listing Optimization in Germany
Though VAT differs for U.S. sellers, much of the process, like product listing optimization on Amazon.de, is similar in Germany. Even an ocean away, the fundamentals remain the same: professional, high-quality product images that follow Amazon guidelines and a strategic product listing crafted that balances SEO, product information, and marketing.
In fact, you can likely use your U.S. product imagery for your listing in Germany. Not recommended, but you can list your product title, bullets, and description in English and still get some German shoppers. As you can see below, even Amazon lists its own products on Amazon Germany in English.
However, we’d strongly recommend updating your product listing with the German shopper in mind. A simple Google Translate might work, but could miss key points from the original English listing.
You may use different variations or names for your product to enhance its SEO. This ensures your listing ranks for the keywords German customers actually search for. Even if a product translates cleanly, your listing may not include the alternative variations customers may use for a product, or omit other terms for your product that a translation service may not pick up.
We recommend using a native German speaker to check your product listing for clean, people-friendly translations. They ensure relevant keywords help customers find your product, building trust and clarity.
Fulfillment Options in Germany
Fulfillment by Amazon (FBA) in Germany
Amazon FBA Germany operates on the same fundamental framework as the U.S. marketplace, making it familiar territory for sellers already using FBA. Amazon stores your inventory in German fulfillment centers and handles the complete order fulfillment process, including shipping and logistics for Amazon.de. Products automatically qualify for Amazon Prime, giving you access to Prime customers who expect the same fast delivery standards found in other markets.
However, several important differences distinguish the German FBA experience from the U.S. marketplace. Most notably, Amazon handles all customer service communications in German, which eliminates the language barrier that would otherwise require sellers to provide German-language support themselves, so you don’t have to download Duolingo.
Returns processing represents perhaps the most significant operational difference. German consumer protection laws mandate a 14-day return period for most online purchases, whereas the U.S. has no comparable federal requirement. German consumers also have stronger legal protections regarding defective products, and return rates tend to be higher than in the U.S., particularly in categories like fashion and electronics. Amazon manages this entire returns process in accordance with e-commerce regulations in Germany, handling the complexity of compliance automatically.
The tax handling differences are equally important to understand. Unlike the U.S. marketplace, Amazon FBA Germany includes comprehensive VAT calculation and invoicing services, reflecting the mandatory nature of VAT compliance in Germany. Amazon automatically calculates VAT for FBA transactions and provides the necessary documentation, eliminating much of the administrative burden that would otherwise fall on sellers.
Multi-channel fulfillment operates identically to the U.S. system, allowing you to use Amazon’s fulfillment network for orders from other sales channels beyond Amazon itself. This consistency provides operational flexibility that many sellers find valuable when expanding their European presence.
Alternative Fulfillment Options
If you prefer more control, you can use FBM or Seller-Fulfilled Prime (SFP). FBM allows you to manage shipping directly, while SFP provides Prime badges if you meet performance criteria.
Without FBA, you’re in charge of packaging, shipping, and handling customer returns. You’ll also need to manage customer service. If you’re not fluent in German, this quickly becomes a major challenge.
Given the additional time and operational complexity required, which will divert resources from your existing U.S. Amazon business, we strongly recommend using Fulfillment by Amazon (FBA) for the German marketplace. This approach helps you avoid potential customer service issues that could damage your seller reputation and eliminates the risk of mishandling returns in ways that might violate Amazon’s policies or Germany’s consumer protection laws, keeping you on the right side of Amazon policy, law, and allowing you to focus on your core business needs.
How to Manage Customer Service and Returns in Germany
As mentioned above, we cannot recommend FBA enough for its numerous benefits, which enable easy scalability and ensure compliance with local Amazon requirements and national laws. This eliminates much concern in the day-to-day process of handling customer service and returns.
Beyond that, however, there is more you should know before setting up shop in Germany. While it may not decide if you take your Amazon business to Germany, you should consider and understand the country’s culture and trends. This helps set the right expectations for your overall performance.
For example, customer returns in Germany are on average higher compared to the United States, and the country ranks first in Europe in this category.
The aforementioned 14-day return period for online purchases without a reason causes customers to decide quickly on whether to keep a product or not and enacts a soft deadline for them to start the return process. Additionally, according to one survey, nearly 89% of returns are free of charge to the consumer, up from 52.4% in other EU countries. Lastly, it’s essential to note that part of the appeal of Amazon Germany lies in the widespread adoption of e-commerce, which typically has a higher return rate than brick-and-mortar retail.
While their return rate is only marginally higher than that of the United States, these factors may influence the decision to choose FBA or an alternative route. If you begin selling on Amazon Germany and notice that your return rates in your seller performance metrics are higher than expected, understanding the context behind these rates will help you determine whether this is a significant issue with your product or if it’s simply a common trend in that region.
Marketing and Promotions
Effective Marketing Strategies
Another appealing argument to expand your Amazon business to the Amazon Germany marketplace is that if you’ve succeeded in the U.S., these skills are generally transferable to the German marketplace. However, you may want to reconsider certain aspects of your marketing and promotions to get an edge on the competition.
As previously mentioned, the German marketplace comes to Amazon to research potential purchases and pricing options for a significant percentage of online and offline purchases. Additionally, a major cultural difference is that Germans generally prefer function over flashiness, which means that straightforward and factual product details are more likely to lead to a purchase than emotional or overly promotional language.
Keep this in mind when crafting your product detail page, as you may want to adapt your listings by swapping any parts that feel like they could’ve been written for Billy Mays for a more matter-of-fact tone.
Whenever possible, take advantage of Amazon Enhanced Brand Content (EBC), which allows you to enrich your listings with additional visuals, brand storytelling, and formatted layouts that enhance buyer engagement. This is especially helpful for new brands trying to build trust in a highly competitive market.
Pro Tip: Here’s how to improve your listings with Enhanced Brand Content.
Seasonal Promotions and Deals
As is the case in the United States, understanding Germany’s key shopping periods is crucial for maximizing your Amazon.de sales throughout the year.
- Christmas (Weihnachten)
The biggest shopping season starts late November and peaks in December. Christianity is the largest religion in Germany, and as a result, Christmas is widely celebrated. In fact, the advent calendar, which counts down the days until Christmas, originated in Germany. - Black Friday and Cyber Monday
Gaining popularity in Germany, these late-November sales events drive high traffic. Competitive discounts and early promotions can capture deal-hunters. - Easter (Ostern)
Spring promotions work well here. Focus on gifts, decorations, and seasonal products leading up to Easter Sunday. - Back to School (Schulanfang)
Late August to early September sees high demand for school supplies, electronics, and children’s products. Time promotions to hit this window. - Summer Sales (Sommerschlussverkauf)
From late June to August, many stores offer summer clearance sales. Online sellers can mirror this with discounts on seasonal goods. Amazon Prime Day occurs during this period, with a July date in 2025 to keep in mind for this sales period. - Valentine’s Day (Valentinstag)
February 14th is growing in popularity in Germany. While Valentine’s Day isn’t as ubiquitous in Deutschland as in the U.S., its presence has risen in recent years, giving people a day to focus on romantic gifts, flowers, and personalized items.
Legal and Regulatory Considerations
Selling in Germany requires compliance with German and European Union regulations.
E-commerce Regulations in Germany
In case VAT compliance wasn’t enough, Germany has additional regulatory requirements that can catch Amazon sellers off guard. The most prevalent one to be aware of is the German Packaging Act, also known as VerpackG, which aims to reduce the environmental impact of packaging waste.
If you’re shipping products to German customers, whether it’s a single item or thousands, you’re required to register with something called the LUCID Packaging Register. This is a mandatory program enacted in 2019 that requires every seller to be registered. But registration is just the first step.
You’ll also need to participate in what’s called a “dual system” for recycling. Essentially, Germany requires businesses to take responsibility for the entire lifecycle of their packaging materials, from the moment they’re used until they’re recycled. You’ll need to pay licensed waste management companies. They handle the collection and recycling of your packaging materials for you.
The penalties for ignoring the Packaging Act aren’t just financial. Non-compliance isn’t taken lightly. Amazon can suspend your account, and German regulators are known to crack down on rulebreakers.
This is another reason why understanding the regulatory landscape before you start selling is crucial. Getting compliant from day one is much easier than trying to fix compliance issues after you’re already selling.
Final Thoughts on Selling On Amazon in Germany
For anyone who wants to sell on Amazon globally, the German market can serve as a foundation for broader European expansion, as many of the systems and processes developed for Germany apply to other EU markets.
Approaching the German market requires careful planning, proper preparation, and ongoing attention to compliance requirements. Sellers who invest in understanding and meeting these requirements position themselves for long-term success in one of Europe’s most important e-commerce markets.
Ready to expand to the German marketplace? Viral Launch provides comprehensive tools and resources for international Amazon selling, including market research capabilities, keyword optimization tools, and expert guidance on selling on Amazon internationally. Our platform helps sellers navigate the complexities of international expansion with data-driven insights and proven strategies for success across global marketplaces.
