How to sell on Amazon Germany – a guide for manufacturers
Updated: · GrowNow team
Amazon.de is Amazon’s largest European store and usually the first expansion target for Polish manufacturers. To launch you need a sales model (Seller or Vendor), EPR registrations (LUCID, plus stiftung ear for electronics and batteries), GPSR data and content written in German. An FBA warehouse in Germany means mandatory registration for German VAT, while shipping from Poland is taxed with Polish VAT up to the threshold and through OSS above it.
Why Germany is the first market
Germany is the largest e-commerce market in the EU, and Amazon.de is Amazon’s largest European store. The market is logistically close to Poland, and Amazon.de also serves customers in Austria, which has no Amazon store of its own. German customers are demanding: they read the specifications, compare ratings and expect fast Prime delivery.
Seller or Vendor
As a Seller (3P), you sell directly to customers and set your own prices. As a Vendor (1P), you sell goods to Amazon against purchase orders, and access to Vendor Central is by invitation only. Many brands combine both models: bestsellers in Vendor, the rest of the catalogue in Seller.
Logistics and VAT
| Model | How it works | VAT |
|---|---|---|
| Shipping from Poland (FBM) | You pack and ship parcels to customers in Germany yourself | Polish VAT up to €10,000 across the EU, then OSS at 19% |
| FBA in Germany | The goods are held in Amazon’s warehouses in Germany and the offer has Prime | Mandatory registration for German VAT |
| CEE programme | Stock from Germany also goes to warehouses in Poland and the Czech Republic | VAT registrations in Germany, Poland and the Czech Republic |
| Pan-EU | Amazon spreads the stock across several EU countries | Registration in every country of storage |
In Germany, Amazon is liable for sellers’ unpaid VAT (§ 25e UStG), so it requires a German VAT number before goods are accepted into FBA. Shipping from Poland lets you test demand without registering in Germany, but as sales scale up most manufacturers move to FBA, because Prime has a strong effect on conversion.
Legal requirements before the first sale
- Packaging EPR: registration in LUCID and participation in a dual system. From 12 August 2026, companies without a registered office in Germany appoint an authorised representative and name them in LUCID.
- Electronics and batteries: registrations with stiftung ear through an authorised representative based in Germany.
- GPSR: manufacturer details in the listing and on the product, type or batch marking, warnings and instructions in German.
- CE marking and declarations of conformity where sector-specific rules require them, e.g. for toys or electronics.
- GTIN (EAN) codes for every variant, unless Amazon grants an exemption.
Content in German
A listing on Amazon.de is written for German search terms, not translated from Polish. German customers look for specifics: dimensions, materials, standards and compatibility. Add to that images with infographics, A+ content after registering the brand in Brand Registry, and answers to customer questions. Messaging and returns handling also have to work in German.
Returns, ratings and advertising
Amazon.de accepts returns for 30 days, longer than the statutory 14 days, and extends this period during the Christmas season. The return rate and ratings affect an offer’s visibility. A new product needs Sponsored Products campaigns at launch to build the first sales and its position in organic results, and the stock plan has to be built around Prime Day and Black Friday.
A launch plan for Germany
- Analysis of demand, competition and margin for each product.
- Registrations: LUCID, stiftung ear where needed, and German VAT for FBA.
- Listings in German and brand registration in Brand Registry.
- Preparing the goods, shipping to FBA and warehouse intake.
- Launch campaigns and weekly optimisation based on data.
Amazon.de with GrowNow
GrowNow sells in Germany on its own Vendor and Seller accounts. We buy the goods on a B2B invoice in Poland and handle VAT, LUCID, GPSR data, German content, FBA logistics and campaigns on our side. We launch the first market within 4 weeks of signing the contract.
- Regulation (EU) 2023/988 (GPSR)
- Verpackungsrecht-Durchführungsgesetz (VerpackDG)
- Umsatzsteuergesetz (UStG), § 25e – platform operator liability
- Amazon (sell.amazon.de): selling fees
Frequently asked questions
Do I need a German company to sell on Amazon.de?
No. A Polish company can sell on Amazon.de from an Amazon Europe account. What you do need are German registrations: EPR, and VAT if you store goods in an FBA warehouse in Germany.
Do I have to register for VAT in Germany?
Only if the goods are stored in Germany, e.g. in FBA. Shipping from Poland to German customers is taxed with Polish VAT up to the €10,000 threshold and then through OSS.
Does Amazon check the LUCID number?
Yes. Amazon requires a LUCID registration number from sellers who ship goods to customers in Germany and blocks offers without a valid registration.
Can a listing be translated automatically?
It can, but it usually loses out to a listing written for German search terms. Visibility and conversion depend on the quality of the content.
How long does it take to launch on Amazon.de?
With a ready product and documents, a few weeks; registrations and FBA intake take the longest. With GrowNow, we launch the first market within 4 weeks of signing.