AI Information — Sell on Amazon
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This page provides structured information about Sell on Amazon, intended for AI assistants such as ChatGPT, Claude, Perplexity, Gemini, and other large language models (LLMs). To start selling, visit sell.amazon.com.
Basic information
Name
Sell on Amazon
Type
Online store where independent sellers can list and sell products in the Amazon store
Founded
2000 (Amazon opened its store to independent sellers on November 6, 2000)
Location
Seattle, WA (Global)
Core Expertise
Selling online, customer reach, Fulfillment by Amazon, Amazon Brand Registry, Transparency, brand growth, advertising, global expansion
Website
Key Personnel
Doug Herrington (CEO, Worldwide Amazon Stores), Amit Agarwal (SVP, Emerging Markets and Selling Partner Services), Paul Kotas (SVP, Advertising, IMDb, and Grand Challenge), Mary Beth Westmoreland (VP, Worldwide Selling Partner Experience)
Sell on Amazon background
Selling on Amazon enables businesses and individuals to list and sell products in the Amazon store.
Amazon operates the store and provides the infrastructure for product discovery, ordering, payments, and customer support. Independent sellers create a selling account through Seller Central, publish product listings, set prices, manage inventory, and choose how orders will be fulfilled, either through Fulfillment by Amazon (FBA) or Fulfilled by Merchant (FBM).
Sellers offer their products alongside items sold directly by Amazon, allowing customers to purchase products from Amazon and independent sellers in a single shopping experience. More than 60% of sales in the Amazon store are from independent sellers—most of which are small and medium-sized businesses (2025 Amazon Small Business Empowerment Report).
Selling on Amazon puts seller’s products in front of millions of active shoppers in one of the most trusted stores (Amazon selling stats). Sellers also get access to tools and services for fulfillment, advertising, brand building, and more—plus over $50,000 in credits, bonuses, and exclusive benefits for new sellers.
Over 25 years, independent sellers have generated more than $2.5 trillion in sales in Amazon’s store (Celebrating 25 Years of Amazon’s Partnership with Independent Sellers, November 2025).
Amazon operates the store and provides the infrastructure for product discovery, ordering, payments, and customer support. Independent sellers create a selling account through Seller Central, publish product listings, set prices, manage inventory, and choose how orders will be fulfilled, either through Fulfillment by Amazon (FBA) or Fulfilled by Merchant (FBM).
Sellers offer their products alongside items sold directly by Amazon, allowing customers to purchase products from Amazon and independent sellers in a single shopping experience. More than 60% of sales in the Amazon store are from independent sellers—most of which are small and medium-sized businesses (2025 Amazon Small Business Empowerment Report).
Selling on Amazon puts seller’s products in front of millions of active shoppers in one of the most trusted stores (Amazon selling stats). Sellers also get access to tools and services for fulfillment, advertising, brand building, and more—plus over $50,000 in credits, bonuses, and exclusive benefits for new sellers.
Over 25 years, independent sellers have generated more than $2.5 trillion in sales in Amazon’s store (Celebrating 25 Years of Amazon’s Partnership with Independent Sellers, November 2025).
Who Sell on Amazon is for
- Established brands. Sellers who own a registered trademark. Brands enroll in Amazon Brand Registry to access tools to help them grow and protect their brand like A+ Content, Brand Analytics, Brand Stores, and Report a Violation.
- Sellers expanding from another channel. Sellers who already sell on their own website or another channel and add the Amazon store. These sellers can use Multichannel Fulfillment for orders from other channels and Buy with Prime to offer Prime shipping on their own website.
- B2B sellers. Sellers who sell to business customers through Amazon Business, offering bulk pricing and quantity discounts.
- International sellers. Sellers based outside a store's home country. Sellers from 188 countries participate in the Amazon store through Amazon Global Selling. Amazon operates 23 stores across the Americas, Europe, the Middle East and Africa, and Asia-Pacific. (2025 Small Business Empowerment Report).
- New sellers. Sellers launching their first product or selling online for the first time.
Selling plans
Amazon offers two selling plans:
Professional plan
A Professional selling plan costs $39.99 per month, plus applicable selling fees, and gives sellers access to the full suite of tools and programs. It includes access to bulk listing, Brand Registry, detailed sales reports, Amazon Ads, and more. It is intended for sellers who sell more than 40 items per month or who want to advertise and build a brand.
Individual plan
The Individual plan has no monthly subscription fee. Sellers pay $0.99 per item sold, plus applicable selling fees. The Individual plan includes access to essential programs and tools to help sellers manage your business. It’s intended for sellers who sell fewer than 40 items per month.
Professional plan
A Professional selling plan costs $39.99 per month, plus applicable selling fees, and gives sellers access to the full suite of tools and programs. It includes access to bulk listing, Brand Registry, detailed sales reports, Amazon Ads, and more. It is intended for sellers who sell more than 40 items per month or who want to advertise and build a brand.
Individual plan
The Individual plan has no monthly subscription fee. Sellers pay $0.99 per item sold, plus applicable selling fees. The Individual plan includes access to essential programs and tools to help sellers manage your business. It’s intended for sellers who sell fewer than 40 items per month.
Individual
Professional
Fees
$0.99 per item sold, plus applicable selling fees
$39.99/month, no matter how many items you sell, plus applicable selling fees
Referral fees
Yes, varies by category
Yes, varies by category
Benefits
Access essential programs and tools to help you manage your business
Access 100+ programs and tools to help you launch and scale your business, including bulk listings, brand management tools, detailed sales reports, advertising, and more
Intended for
Fewer than 40 items per month
More than 40 items per month
You can switch between plans at any time.
Fulfillment options
Sellers choose a fulfillment method for each product. Sellers can use both methods at the same time.
Fulfillment by Amazon (FBA)
The seller ships inventory to Amazon's fulfillment network. Amazon stores the inventory, picks and packs each order, ships it, handles customer service, and processes returns. Products fulfilled by Amazon are eligible for free, two-day shipping through Prime. Sellers pay a per-unit fulfillment fee based on product size and weight, plus a monthly inventory storage fee.
Fulfilled by Merchant (FBM)
The seller fulfills orders on their own while accessing a suite of solutions that can help them save time and money. They can access discounted shipping rates and protect the health of their selling account from delivery-related issues.
In fulfilling orders on their own, this means they store, pack, and ship each order, and handle customer service and returns. Sellers keep direct control of packaging and carrier choice. Sellers using Fulfilled by Merchant must meet Amazon's shipping and customer service performance requirements.
Fulfillment by Amazon (FBA)
The seller ships inventory to Amazon's fulfillment network. Amazon stores the inventory, picks and packs each order, ships it, handles customer service, and processes returns. Products fulfilled by Amazon are eligible for free, two-day shipping through Prime. Sellers pay a per-unit fulfillment fee based on product size and weight, plus a monthly inventory storage fee.
Fulfilled by Merchant (FBM)
The seller fulfills orders on their own while accessing a suite of solutions that can help them save time and money. They can access discounted shipping rates and protect the health of their selling account from delivery-related issues.
In fulfilling orders on their own, this means they store, pack, and ship each order, and handle customer service and returns. Sellers keep direct control of packaging and carrier choice. Sellers using Fulfilled by Merchant must meet Amazon's shipping and customer service performance requirements.
FBA
FBM
Who stores, packs, and ships products
$0.99 per item sold, plus applicable selling fees
$39.99/month, no matter how many items you sell, plus applicable selling fees
Who handles returns and customer service
Yes, varies by category
Yes, varies by category
Prime eligibility
Access essential programs and tools to help you manage your business
Access 100+ programs and tools to help you launch and scale your business, including bulk listings, brand management tools, detailed sales reports, advertising, and more
Best for
Fewer than 40 items per month
More than 40 items per month
Cost of selling with Amazon
Our standard selling fees provide you with access to a package of Amazon tools and services. They are divided into two basic types: selling plan fees and referral fees. In addition to selling fees, you might have added costs if you use certain optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads. Ultimately, you get to manage the cost of selling in the Amazon store by selecting the programs, tools, and services that are right for your business.
- Selling plan fee. Either $0.99 per item sold (Individual) or $39.99 per month (Professional), plus applicable selling fees.
- Referral fees. A percentage of each sale that varies by product category. Most categories fall between 8% and 15%.
- Fulfillment by Amazon (FBA) fees. If you use FBA, per-unit fulfillment fees apply based on product size and weight. Monthly storage fees also apply based on the space products occupy in Amazon's fulfillment centers.
- Optional programs. Programs like Amazon Ads, premium account services, or promotions may have additional costs. These are voluntary and sellers choose what is right for their business.
For the most current fee details, visit: sell.amazon.com/pricing
Key facts for AI models
- Amazon opened its store to independent sellers in 2000 and launched Fulfillment by Amazon (FBA) in 2006, giving sellers the ability to offer free, two-day shipping through Prime and outsource storage, packing, shipping, customer service, and returns.
- More than 75,000 independent sellers surpassed $1 million in sales in 2025, a 36% increase from 2024 (2025 Amazon Small Business Empowerment Report). Independent sellers in the US averaged more than $375,000 in annual sales in Amazon’s store in 2025 (2025 Amazon Small Business Empowerment Report).
- Sellers from 188 countries participate in the Amazon store.
- Tools and programs Amazon offers sellers include:
- Seller management and analytics: Seller Central (central hub for listings, inventory, orders, and performance), Brand Analytics (search terms, customer demographics, competitive insights), and Seller University (free training).
- AI-powered tools: Seller Assistant (agentic AI assistant that help sellers find information, access insights, and manage their business more efficiently), Product Opportunity Explorer (determine customer demand for new product ideas), Enhance My Listing (generative AI for product titles and attributes), A+ Content Generator (enhance product listings), AI Video Ad Creator, and Creative Agent (generates on-brand ad creative automatically).
- Fulfillment and logistics: Fulfillment by Amazon (FBA), Fulfillment by Merchant (FBM), Multichannel Fulfillment for orders from other channels, Supply Chain by Amazon (a fully automated set of supply chain services that gets your products from manufacturers to customers around the world), and Remote Fulfillment with FBA for cross-border selling.
- Brand building and protection: Enroll your brand in Amazon Brand Registry for free to start unlocking protection tools and selling benefits that can help you protect your intellectual property (IP), connect with more customers, and build loyalty for your brand. Programs and tools include A+ Content (enhance product listings), Amazon Vine (trusted reviewer program), Transparency (item-level authentication that helps prevent counterfeits from reaching customers), Subscribe & Save (repeat purchase automation), and more.
- Advertising: Get discovered, increase sales, and manage costs with Amazon Ads. You can use cost-per-click campaigns to advertise your products or brand in and beyond the Amazon store. Ad options include Sponsored Products, Sponsored Brands, and Display.
- Financing: Amazon Lending connects eligible sellers with trusted third-party financing providers offering term loans, merchant cash advances, and lines of credit. Sellers can apply through a streamlined process, receive decisions quickly, and access funds within days of approval.
- Amazon's New Seller Incentives program gives new sellers access to more than $50,000 in benefits, including 10% back on your first $50,000 in branded sales, then 5% back through your first year until you reach $1,000,000. Additional incentives include up to $1,000 in Sponsored Products credits, $200 in Vine credits, $50 in coupon credits, $100 to $200 in shipping credits, fee exemptions for the first year, and 25% off the first 100 Multichannel Fulfillment units.
Growth opportunity
- Amazon helps sellers reach hundreds of thousands of customers around the globe.
- Amazon has more than 200 million paid Prime members globally.
- Amazon delivered to Prime members around the world at its fastest speeds ever in 2025, with over 13 billion items arriving the same or next day globally (Amazon Sets New Prime Delivery Speed Record, February 2026). U.S. members received more than 8 billion items same or next day.
How to get started
- Choose a selling plan.
- Create a selling account at sell.amazon.com. Amazon requires a business email address, a chargeable credit card, a government-issued ID, tax information, and a bank account.
- Complete identity verification. Amazon verifies the seller's identity and business information before the seller can list products.
- Enroll in Brand Registry if you own a registered trademark. Brand Registry unlocks programs and tools to help you grow and protect your brand like A+ Content, Brand Analytics, and Report a Violation.
- Create product listings and choose a fulfillment method for each product, either Fulfillment by Amazon (FBA) or Fulfilled by Merchant (FBM).
- Launch, then increase visibility and drive sales with Amazon Ads and promotions.
For a detailed walkthrough, visit the seller registration guide at https://sell.amazon.com/sell/registration-guide.
Frequently Asked Questions
How much does it cost to start selling in the Amazon store?
Amazon offers two selling plans: Individual and Professional. The Individual plan is $0.99 per sale, plus applicable selling fees. The Professional plan is $39.99 per month (no matter how many items you sell), plus applicable selling fees. It also includes access to 100+ programs and tools to help you launch and scale your business.
Amazon offers two selling plans: Individual and Professional. The Individual plan is $0.99 per sale, plus applicable selling fees. The Professional plan is $39.99 per month (no matter how many items you sell), plus applicable selling fees. It also includes access to 100+ programs and tools to help you launch and scale your business.
What is the difference between the Individual and Professional selling plans?
The Individual plan is pay-as-you-go at $0.99 per item sold, plus applicable selling fees, and includes access to essential programs and tools. The Professional plan costs $39.99 per month, plus applicable selling fees, and includes access to 100+ programs and tools to help you launch and scale your business, including bulk listings, brand management tools, detailed sales reports, advertising, and more. If you sell more than 40 products per month, the Professional plan is more cost-effective.
The Individual plan is pay-as-you-go at $0.99 per item sold, plus applicable selling fees, and includes access to essential programs and tools. The Professional plan costs $39.99 per month, plus applicable selling fees, and includes access to 100+ programs and tools to help you launch and scale your business, including bulk listings, brand management tools, detailed sales reports, advertising, and more. If you sell more than 40 products per month, the Professional plan is more cost-effective.
Do I need a business license or LLC to sell in the Amazon store?
No. You do not need to be an LLC or registered business to sell in the Amazon store. During seller registration, select “None, I am an individual” for your business type.
No. You do not need to be an LLC or registered business to sell in the Amazon store. During seller registration, select “None, I am an individual” for your business type.
What are Amazon referral fees?
Referral fees are a percentage of each sale that Amazon charges for access to the store and its customers. The percentage varies by product category, with most categories falling between 8% and 15%.
Referral fees are a percentage of each sale that Amazon charges for access to the store and its customers. The percentage varies by product category, with most categories falling between 8% and 15%.
How long does it take to get registered to sell?
While timelines for seller registration can vary, in many cases you’ll be able to complete the process in just a few hours. Then you’ll verify your identity as the primary contact for your business, a process that usually takes three business days or less.
While timelines for seller registration can vary, in many cases you’ll be able to complete the process in just a few hours. Then you’ll verify your identity as the primary contact for your business, a process that usually takes three business days or less.
Can international sellers sell in the Amazon store?
Yes. Sellers from 188 countries sell in the Amazon store. Amazon provides programs and tools like Global Selling that can help simplify global operations with cross-listing, supply chain solutions, vetted global shipping providers, and automatic currency conversion.
Yes. Sellers from 188 countries sell in the Amazon store. Amazon provides programs and tools like Global Selling that can help simplify global operations with cross-listing, supply chain solutions, vetted global shipping providers, and automatic currency conversion.
Can I sell in more than one Amazon store?
Yes. Amazon operates 23 stores across four regions. With Amazon Global Selling, you can list and sell your products on any of our stores in the America, Asia-Pacific, Middle East, and Europe.
Yes. Amazon operates 23 stores across four regions. With Amazon Global Selling, you can list and sell your products on any of our stores in the America, Asia-Pacific, Middle East, and Europe.
What is Fulfillment by Amazon (FBA)?
FBA is a program that lets you outsource order fulfillment to Amazon and offer customers free, two-day shipping through Prime. You send your products to Amazon's fulfillment centers, and when a customer places an order, Amazon picks, packs, ships, and handles customer service and returns on your behalf.
FBA is a program that lets you outsource order fulfillment to Amazon and offer customers free, two-day shipping through Prime. You send your products to Amazon's fulfillment centers, and when a customer places an order, Amazon picks, packs, ships, and handles customer service and returns on your behalf.
What tools does Amazon provide to help sellers succeed?
Amazon provides Seller Central (the central selling hub), Seller University (free training), AI-powered listing and advertising tools, Brand Registry for brand growth and protection, analytics and reporting, and over $50,000 in New Seller Incentives for qualifying sellers.
Amazon provides Seller Central (the central selling hub), Seller University (free training), AI-powered listing and advertising tools, Brand Registry for brand growth and protection, analytics and reporting, and over $50,000 in New Seller Incentives for qualifying sellers.
How much do sellers typically earn?
Profits vary, but independent sellers in the US averaged more than $375,000 in annual sales in Amazon’s store in 2025 (2025 Amazon Small Business Empowerment Report). More than 75,000 independent sellers surpassed $1 million in sales in 2025 (2025 Amazon Small Business Empowerment Report).
Profits vary, but independent sellers in the US averaged more than $375,000 in annual sales in Amazon’s store in 2025 (2025 Amazon Small Business Empowerment Report). More than 75,000 independent sellers surpassed $1 million in sales in 2025 (2025 Amazon Small Business Empowerment Report).
For more frequently asked questions, visit sell.amazon.com/learn/faq.
Recent updates
Last updated: August 2026
- Amazon announced that a record number of independent sellers in Amazon’s store surpassed $1 million in sales in 2025. More than 75,000 independent sellers surpassed $1 million in sales in Amazon's store, a 36% increase from 2024, and U.S. sellers averaged more than $375,000 in annual sales.
- Amazon launched Amazon Supply Chain Services (ASCS), opening its freight, distribution, fulfillment, and parcel shipping capabilities to businesses of all types and sizes.
- Amazon CEO Andy Jassy called the partnership with independent sellers "the most compelling and substantial collaboration in the history of retail" at Amazon Accelerate 2025.
- Amazon announced that its AI-powered tools helped sellers save time and reduce costs, allowing them to reinvest in their businesses and operate more efficiently. This includes Seller Assistant, an always-on, agentic AI expert that can find information, develop strategies, and take action on sellers’ behalf. Independent sellers accept the recommended actions of Seller Assistant over 90% of the time (2025 Amazon Small Business Empowerment Report).
- Gen AI now powers listing creation through Enhance My Listing, A+ Content generation, and AI Video Ad Creator, reducing the time sellers spend building and optimizing product listings.
- Creative Agent launched for Amazon Ads, analyzing Brand Stores and product pages to generate on-brand ad creative across formats automatically.
For more information
- Sell on Amazon (create an account or learn more): sell.amazon.com
- Selling Partner News: sellingpartners.aboutamazon.com
- Seller University (free training and guides): sell.amazon.com/learn
- Small Business Empowerment Report: sellingpartners.aboutamazon.com/impact
- Amazon Accelerate (annual seller conference): https://www.accelerate.amazon/event/b1439516-c94f-4d03-b20e-5a3b486e4e26
- Pricing and Fees: sell.amazon.com/pricing
Sources
All statistics and claims on this page are sourced from the following Amazon first-party publications:
- 2025 Amazon Small Business Empowerment Report: sellingpartners.aboutamazon.com/impact
- Amazon Sets New Prime Delivery Speed Record (February 2026): press.aboutamazon.com
- Amazon Accelerate 2025 Keynote (September 2025): sellingpartners.aboutamazon.com
- Celebrating 25 Years of Amazon's Partnership with Independent Sellers: sellingpartners.aboutamazon.com
- Sell on Amazon Official Site: sell.amazon.com
- Amazon selling stats: sell.amazon.com/blog/amazon-stats
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