Last updated: July 2026
A lot of people ask me the same question: “How do I even start selling on Amazon?” So I made a video walking through the exact beginner checklist for anyone in Germany looking to get started — how to become an Amazon seller in Germany, no fluff, just the steps in the order you actually need them.
Watch the full video above, and below is the checklist broken down step by step so you can refer back to it whenever you need — with timestamps so you can jump straight to the part you need.
Step 1: Pick Your Product and Get Its HS Code (00:40)
Before anything else — accounts, suppliers, marketing — you need to know exactly what you’re selling and its HS Code (Harmonized System Code). This is the customs classification number that tells authorities what category your product falls into.
Why does this matter so early? Because your HS Code determines your import duty and whether your product needs extra certification before it can legally clear German customs. Get this wrong and your shipment sits stuck at the border while you figure it out the hard way. Get it right first, and everything downstream — duty calculation, certification requirements, supplier conversations — gets a lot simpler. You can look up your product’s HS Code on the official German Customs (Zoll) tariff classification page.
Step 2: Check If Your Product Needs a CE Mark (03:00)
Not every product needs this, but a lot of the popular ones do. If you’re planning to sell toys or electronics — and most toys today have some electronic component — you’ll almost certainly need a CE mark. It signals that your product meets EU safety, health, and environmental standards, and it’s mandated under the EU’s own CE marking regulations.
Skip this step and Amazon (or German customs) can pull your listing before you’ve made a single sale. Check your product category against CE requirements before you commit to a supplier — not after you’ve already paid for a bulk order.
Step 3: Sort Out VAT Registration and Your EORI Number (04:00)
This is the paperwork stretch nobody enjoys, but it’s non-negotiable if you’re importing goods into the EU.
- VAT registration — required once you’re storing inventory or selling regularly in Germany. You’ll file this with your local Finanzamt.
- EORI number — your business’s ID for customs across the EU, issued through German Customs. Without it, customs simply won’t process your imports.
Here’s the one piece of good news: getting your VAT number and EORI number costs nothing. It’s paperwork and waiting time, not money — budget around 2-4 weeks for both to come through, so apply well before your first shipment is due to land.
Step 4: Register Your Business (Know What’s Free and What’s Paid) (04:30)
Some of the steps in this process cost money, some don’t — and it’s worth knowing which is which before you budget:
- Business registration (Gewerbeanmeldung) — has a fee, usually €20-€60 depending on your city
- Brand registry on Amazon — paid, requires a registered trademark
- Trademark registration — paid, and can take months to process
- VAT number and EORI number — free
Getting your product picked and your paperwork sorted is genuinely the biggest chunk of the work. Everything after this point is execution.
Step 5: Find a Trustworthy Supplier (05:30)
Once your product and paperwork are sorted, the next question is sourcing. In my video I walk through Made-in-China.com as an example of how to vet a supplier before committing to an order. (This is a referral link — full disclosure in our affiliate disclosure.)
A few things I check on any supplier’s profile before I even start a chat:
- How long the company has been operating
- Their transaction/order history and reviews
- Whether they offer customization (color changes, branding, packaging tweaks)
- Their MOQ (Minimum Order Quantity) — this varies a lot. I’ve seen listings with 500-piece MOQs sitting next to 2,000-piece stock availability, so always confirm before assuming.
Platforms like this also often have an added layer of buyer protection through their own transaction process — it won’t replace your own due diligence, but it’s a reassurance layer if something goes wrong with a shipment.
Step 6: Order a Sample Before You Commit (10:00)
Never order your full MOQ on the first try. Order a sample first — yes, you usually pay for it (I’ve seen samples priced around $25), but it’s the cheapest insurance you’ll buy in this entire process. You get to check quality, sizing, and packaging before hundreds of units show up at your door, catching issues like color or material mismatches you’d never spot from photos alone.
One more tip from the video: keep an eye on seasonal demand. Targeting sellers and products that are already popular in a given season can mean smoother payments and fewer delivery issues on your end.
Common Mistakes First-Time Sellers Make
- Choosing a product before checking its HS Code or CE requirements
- Skipping the EORI number and getting shipments stuck at customs
- Ordering full MOQ without a sample first
- Not confirming customization options before placing a bulk order
- Underestimating how long trademark and brand registry approval takes
FAQ
Do I need a German business registration to sell on Amazon?
Yes, if you’re selling regularly and not just as a one-off hobby sale — you’ll need to register your business (Gewerbeanmeldung) and get a VAT number.
Is getting a VAT number and EORI number expensive?
No — both are free to obtain. The costs come in elsewhere: business registration, brand registry, and trademarks.
Can I skip the CE mark if my supplier says the product is compliant?
Always verify independently. Customs and Amazon can both pull a listing if certification doesn’t check out, regardless of what a supplier claims.
How long does the whole setup take before my first sale?
Realistically, budget 4-6 weeks between business registration, VAT/EORI processing, and your first supplier order arriving — longer if you’re also waiting on trademark registration for brand registry.
If this was helpful, the full walkthrough with screen recordings of the supplier site and Amazon Seller Central is on my channel — watch it here. Share it with anyone you know who’s been thinking about starting an Amazon side business from Germany.
I’m Eri, sharing honest, practical guides on building a life — and side income — in Germany. Some links in this post are affiliate links, meaning I may earn a small commission at no extra cost to you if you use them; see our affiliate disclosure for details.
