How do I start selling on Amazon Germany?
Register a Seller Central account for the EU, complete identity and tax verification, prepare compliant German listings, and resolve VAT/GPSR/EPR requirements before going live.
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The knowledge base for selling in Germany
101+ answers on compliance and marketplace operations — searchable and organised by topic. Indicative guidance, not legal advice.
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Amazon Germany
Market entry, requirements and operations on Amazon Germany — from account setup to ongoing selling.
Germany Compliance
GPSR, Responsible Person, VAT, EPR/LUCID and WEEE — the compliance building blocks for selling legally in Germany.
FBA & Fulfilment Germany
FBA prep, labelling and German returns handling — fulfilment operations for FBA sellers.
OTTO Marketplace
Onboarding and selling on the OTTO marketplace in Germany.
Kaufland Marketplace
Onboarding and selling on the Kaufland marketplace (Kaufland Global Marketplace).
101 answers
Can I sell on Amazon Germany from the UK?
Yes. UK sellers can sell into Germany, but as a non-EU business you typically need German VAT registration, an EU Responsible Person and GPSR/EPR compliance.
Read full answerCan I sell on Amazon Germany from the USA?
Yes. US sellers can list in Germany; expect German VAT registration, an EU-based Responsible Person, GPSR documentation and packaging/EPR registration.
Read full answerDo I need a German company to sell on Amazon Germany?
No. A German legal entity is not required — you can sell with your existing company. You do, however, usually need German VAT registration and EU-side compliance representation.
Read full answerDo I need a German VAT number?
Usually yes if you store inventory in Germany (e.g. FBA) or exceed distance-selling thresholds. Storing stock in Germany generally triggers a local registration obligation.
Read full answerWhat is GPSR?
The EU General Product Safety Regulation sets safety, documentation, labelling and traceability requirements for most consumer products placed on the EU market.
Read full answerWhat is an EU Responsible Person?
An EU-established economic operator who holds product compliance documentation and acts as the contact for authorities — required when no manufacturer/importer is EU-based.
Read full answerWhat is EPR and packaging (LUCID) registration?
Extended Producer Responsibility makes you responsible for the end-of-life of packaging and certain products. In Germany, packaging requires LUCID registration plus a licensing contract.
Read full answerHow long does Amazon account verification take?
Identity and business verification often takes a few days to a few weeks, depending on document quality and any video-call step. Clean, matching documents speed it up.
Read full answerDo my listings need to be in German?
Yes. German-language titles, bullets, descriptions and compliance text are expected for the German marketplace and materially affect conversion and search visibility.
Read full answerWhat if my account gets suspended?
A suspension usually requires a root-cause analysis and a Plan of Action (POA). Acting quickly with documented evidence improves reinstatement odds.
Read full answerWhat is OSS (One-Stop-Shop)?
OSS lets EU-based sellers report cross-border B2C EU sales through a single return. It does not replace a local VAT registration when you store goods in a country.
Read full answerHow long does German VAT registration take?
Typically a few weeks, sometimes longer, depending on the tax office and completeness of your application and documents.
Read full answerIs GPSR required for cosmetics?
Cosmetics have their own EU rules, but GPSR-style obligations around safety, an EU contact and traceability typically still apply alongside cosmetics-specific requirements.
Read full answerIs GPSR required for electronics?
Yes — consumer electronics must meet GPSR safety/documentation duties in addition to product-specific directives (e.g. CE, RoHS, WEEE where applicable).
Read full answerWhat documents does GPSR need?
Typically technical documentation, risk assessment, clear product/manufacturer identification, warnings/instructions, and an EU economic operator contact on the listing and packaging.
Read full answerDo non-EU sellers need a Responsible Person?
Usually yes. If you have no EU-based manufacturer or importer, you generally need an appointed EU Responsible Person for relevant products.
Read full answerDo I need LUCID/packaging registration?
Almost certainly if you ship physical products with packaging to German customers — it applies to nearly all sellers placing packaged goods on the German market.
Read full answerWhat does FBA prep involve?
Receiving, inspection, labelling (FNSKU), poly-bagging/bundling where required, and compliant inbound shipments that meet Amazon's packaging and labelling rules.
Read full answerWhat is an FNSKU label?
An FNSKU is Amazon's product barcode used to track your inventory in FBA. Units must be labelled correctly to be received and scan cleanly.
Read full answerWhat is OTTO marketplace?
OTTO is a major German marketplace. Onboarding has its own seller requirements and is generally more selective than Amazon, with German-market focus.
Read full answerWhat is Kaufland marketplace?
Kaufland operates a fast-growing German marketplace with its own catalogue, seller onboarding and compliance expectations comparable to other German platforms.
Read full answerWhat is Pan-EU FBA and what does it trigger?
Pan-EU lets Amazon distribute your stock across several EU countries to speed delivery. Because inventory is then stored in multiple countries, it usually triggers VAT registration in each of them.
Read full answerWho is responsible for GPSR compliance?
Manufacturers, importers and distributors share duties. If no manufacturer/importer is EU-based, an EU economic operator (responsible person) must take on key obligations.
Read full answerWhat must appear on the product or packaging under GPSR?
Typically manufacturer name and address, an EU contact, product identification (type/batch/serial), and clear safety warnings and instructions in the local language.
Read full answerWhat GPSR information must appear in an online listing?
Online offers should show manufacturer and EU-contact details, product identifiers, and any warnings or safety information before purchase.
Read full answerHow does German packaging registration work?
Register in the LUCID Packaging Register, contract with a dual-system provider to license your packaging volumes, then report quantities. Both LUCID and a licensing contract are required.
Read full answerWhy does Amazon ask for my LUCID number?
Marketplaces are legally obliged to verify packaging registration. Without a valid LUCID number on file, Amazon can restrict or remove your offers.
Read full answerWhat fees apply on Amazon Germany?
Expect referral fees by category, plus FBA fulfilment and storage fees if you use FBA, and German VAT on applicable fees and sales.
Read full answerCan I store inventory before VAT approval?
It's risky. Storing stock generally creates the obligation; sending inventory before registration can create compliance and account-health issues. Plan registration before inbound.
Read full answerWhat is the German VAT rate?
The standard German VAT rate is 19%, with a reduced 7% rate for certain goods. The correct rate depends on your product classification.
Read full answerSince when does GPSR apply?
GPSR has applied across the EU since 13 December 2024. Products sold after that date must meet its requirements.
Read full answerDoes the Responsible Person appear on my listing?
Yes. Marketplaces increasingly require the EU contact details to be shown on the product listing and packaging.
Read full answerWhat about WEEE for electronics and batteries?
Electrical products usually require WEEE (electronics) registration, and batteries require battery-law registration, in addition to packaging EPR.
Read full answerCan I ship goods directly to your German facility?
Yes. After your request is set up you receive written inbound instructions for receiving, inspection and prep before forwarding to Amazon.
Read full answerWhat does OTTO require from sellers?
Typically a German-market setup, compliant documentation, reliable fulfilment and German-language listings and service. Compliance expectations are similar to Amazon Germany.
Read full answerWhat are Kaufland's seller requirements?
Expect German VAT/compliance, accurate catalogue data, and reliable fulfilment. Listings and customer service should be German-market ready.
Read full answerCan I sell on eBay Germany as a foreign seller?
Yes. The same German VAT, GPSR and EPR obligations generally apply when selling to German customers, regardless of the marketplace.
Read full answerDoes eBay enforce compliance rules?
Yes. eBay applies marketplace policies and EU compliance requirements; missing EPR/GPSR information can lead to listing restrictions.
Read full answerDo German rules apply to my Shopify store?
Yes. Selling to German customers via Shopify still triggers VAT, GPSR, packaging/EPR and consumer-law obligations — the platform doesn't remove them.
Read full answerWhat compliance does a German Shopify store need?
Typically Impressum, German consumer-law texts, VAT handling, packaging/EPR registration and product compliance (e.g. GPSR), alongside clear returns and privacy information.
Read full answerWhat is the European Fulfilment Network (EFN)?
EFN ships to other EU customers from stock held in one country, so it usually keeps storage in a single country and relies on OSS for cross-border sales rather than multiple local registrations.
Read full answerDo I need Amazon Brand Registry in Germany?
It is not mandatory, but Brand Registry (via a registered trademark) unlocks A+ content, Stores and stronger protection against hijackers — valuable for serious German-market brands.
Read full answerHow do returns work on Amazon Germany?
German consumers have strong statutory return rights and high expectations. FBA handles returns automatically; FBM sellers must provide a workable German returns solution.
Read full answerWhat is the German tax certificate (F22/USt 1 TI)?
Marketplaces verify sellers' German tax registration. Your VAT registration data must be valid and matched in Seller Central, or Amazon can restrict selling.
Read full answerCan I sell FBM (self-fulfilled) into Germany?
Yes. FBM avoids German storage (so it may avoid a storage-triggered VAT registration), but you still need GPSR/EPR compliance and reliable German delivery and returns.
Read full answerWhat's needed to sell cosmetics on Amazon Germany?
Cosmetics need EU cosmetics-regulation compliance (CPNP notification, a Responsible Person, safety assessment) on top of standard German VAT, GPSR-style and packaging duties.
Read full answerCan I sell food supplements on Amazon Germany?
Yes, but supplements are tightly regulated: compliant labelling, permitted ingredients/claims, German-language mandatory information and often notification requirements apply.
Read full answerDo non-EU sellers need a fiscal representative?
For German VAT, non-EU businesses do not generally require a fiscal representative, but they must register correctly and meet all filing duties. Requirements vary by country.
Read full answerHow often must I file German VAT returns?
New registrants often file monthly advance returns plus an annual return. The frequency can change based on your VAT liability and the tax office's assessment.
Read full answerIs there a threshold before I need OSS?
There is a single EU-wide €10,000 distance-selling threshold. Below it you may charge home-country VAT; above it you charge destination VAT, which OSS helps report.
Read full answerHow is import VAT handled when I ship into Germany?
Goods imported into the EU incur import VAT (and duties). With a German VAT registration you can often reclaim import VAT as input tax, subject to correct documentation.
Read full answerWhat are the risks of selling without VAT registration?
Risks include back-taxes, penalties, interest and marketplace restrictions. Amazon can block disbursements or selling if your tax status can't be verified.
Read full answerWhat does GPSR traceability require?
You must be able to identify the product (batch/serial), know your suppliers and business customers, and keep records so a product can be traced through the supply chain.
Read full answerWhat happens if my listing is not GPSR-compliant?
Marketplaces may suppress or remove the listing, and authorities can require corrective action or recalls. Fixing labelling and EU-contact data restores compliance.
Read full answerWhat's the difference between an importer and a Responsible Person?
An importer brings goods into the EU and carries operator duties; a Responsible Person is the appointed EU contact when no EU importer/manufacturer exists. One entity may play both roles.
Read full answerWhat are the duties of a Responsible Person?
Keeping technical/compliance documentation available, verifying labelling, cooperating with authorities, and taking action on unsafe products (e.g. informing authorities).
Read full answerWhere do I enter the Responsible Person in Seller Central?
Amazon provides product-safety and compliance attributes where you assign an EU responsible person/manufacturer. Completing these prevents listing suppression in affected categories.
Read full answerDo other EU countries have their own EPR rules?
Yes. Countries such as France and others have separate EPR registrations (e.g. unique identifiers for packaging, electronics and furniture). Selling there can require local EPR numbers.
Read full answerShould I use FBA or FBM for Germany?
FBA offers Prime eligibility, fast delivery and automated returns but triggers German storage/VAT and storage fees. FBM keeps control and may avoid storage triggers but needs reliable German logistics.
Read full answerWhat are Amazon's FBA prep and packaging requirements?
Items must be correctly labelled (FNSKU), protected (poly-bags with suffocation warnings, bubble wrap for fragile goods), and meet expiry/bundle rules. Non-compliant inbound can be refused or charged prep fees.
Read full answerHow is fulfilment handled on OTTO?
OTTO sellers typically self-fulfil with reliable German-standard delivery and returns. There is no Amazon-style FBA, so dependable logistics and SLAs matter.
Read full answerDo I need German VAT to sell on eBay Germany?
If you store stock in Germany or exceed thresholds, yes — the same VAT triggers apply as on any marketplace. eBay also displays/handles VAT for certain transactions.
Read full answerDo I need an EORI number to import into Germany?
Yes. An EORI number identifies you for EU customs. You generally need one to import goods into the EU, and it links to your import VAT and duty handling.
Read full answerWhen does Amazon collect and remit VAT for me?
Under EU 'deemed supplier' rules, marketplaces collect and remit VAT on certain transactions (e.g. some imports or non-EU seller sales). It does not remove your own registration duty where stock is stored locally.
Read full answerIs CE marking the same as GPSR compliance?
No. CE marking shows conformity with specific product directives; GPSR is a broader safety, documentation and traceability framework. A product can need both CE and GPSR compliance.
Read full answerDo instructions and warnings need to be in German?
Yes. Safety information, warnings and instructions must be in the language of the country where the product is sold — German for the German market.
Read full answerHow do I appoint an EU Responsible Person?
You appoint an EU-established operator in writing, give them access to your technical/compliance documentation, and show their details on the listing and packaging.
Read full answerDoes using Amazon FBA remove my EPR obligations?
No. Producer responsibility follows whoever first places the goods/packaging on the market — that's you, not Amazon. FBA does not transfer LUCID, WEEE or battery registrations to Amazon.
Read full answerWhat happens if I sell without LUCID registration?
It is a sales ban scenario: without valid packaging registration you may not place goods on the German market, marketplaces can remove listings, and fines can apply.
Read full answerWhat is A+ Content and is it worth it in Germany?
A+ Content adds enhanced images and comparison modules to your detail page. For the quality-focused German market it can lift conversion and reduce returns when localised properly.
Read full answerHow do I win the Buy Box in Germany?
The Buy Box rewards competitive pricing, healthy account metrics, fast reliable fulfilment (FBA helps) and good stock availability — not a single factor.
Read full answerWhat are gated categories and ungating?
Some categories or brands require approval before listing. Ungating typically means submitting invoices, certificates or compliance evidence to Amazon for review.
Read full answerDo I need to issue German VAT invoices to buyers?
Business buyers in Germany commonly expect a valid VAT invoice. Amazon's Business and invoicing tools can automate this once your VAT data is set up correctly.
Read full answerCan Amazon FBA fulfil my non-Amazon orders?
Yes — Multi-Channel Fulfilment (MCF) ships FBA stock for orders from your own shop or other marketplaces, though packaging and cost considerations apply.
Read full answerWhat is IOSS for low-value imports?
IOSS simplifies VAT on imported B2C consignments not exceeding €150, letting you collect VAT at sale and report it through a single return.
Read full answerWhat happens if I stop storing stock in Germany?
If the obligation that triggered registration ends, you may be able to deregister — but ongoing sales or other triggers can keep the registration necessary. Confirm before deregistering.
Read full answerDoes GPSR apply to handmade or small-batch products?
Generally yes — GPSR covers consumer products regardless of scale. Small producers still need safety assessment, documentation, labelling and an EU contact where required.
Read full answerDo I need a separate Responsible Person per product category?
One responsible person can usually cover multiple products, but some regulated categories (e.g. cosmetics) have their own specific responsible-person rules. Map this per product type.
Read full answerWhat are the rules for selling products with batteries?
Batteries require registration under battery law and proper labelling and take-back arrangements, separate from packaging and WEEE registrations.
Read full answerDo I have to report my packaging volumes?
Yes. You report the quantities of packaging placed on the market to your dual-system provider and keep LUCID data consistent, typically with periodic and year-end reporting.
Read full answerHow do FBA storage fees work in Germany?
Amazon charges monthly storage by volume, with higher fees in Q4 and long-term storage surcharges for aged stock. Good inventory planning keeps these costs down.
Read full answerCan I get my stock back from FBA?
Yes. You can create removal or disposal orders to return or dispose of FBA inventory, subject to fees. This is useful for slow movers or before deregistering.
Read full answerCan you bundle or relabel products before FBA?
Yes. Prep services include bundling, set creation, FNSKU relabelling, poly-bagging and inspection so your inbound shipments arrive Amazon-compliant.
Read full answerHow and when does OTTO pay out sellers?
OTTO settles seller payouts on its own schedule via its partner systems. Reliable order processing and low cancellation rates support healthy payouts.
Read full answerCan foreign companies sell on OTTO?
OTTO has historically focused on German-market sellers with strong local compliance and service. Foreign sellers should expect German VAT, compliance and German-language operations.
Read full answerDoes Kaufland offer fulfilment services?
Kaufland offers a fulfilment option in addition to self-fulfilment. Either way, German compliance, accurate catalogue data and good service metrics are expected.
Read full answerDoes Kaufland sell beyond Germany?
Kaufland operates marketplaces in several countries. Expanding there brings each country's VAT and EPR obligations, similar to other cross-border selling.
Read full answerDoes eBay require EPR registration numbers?
Yes. eBay collects and can require EPR/packaging registration numbers for relevant markets; missing numbers can restrict your listings.
Read full answerWhy does my German Shopify store need an Impressum?
German law requires a legal notice (Impressum) identifying the business. Missing or incomplete Impressum is a common reason for warnings (Abmahnungen).
Read full answerHow do I handle VAT in Shopify checkout for Germany?
Configure German tax rates and OSS/destination VAT correctly, show VAT-inclusive prices to consumers, and issue compliant invoices. A registration is still needed where required.
Read full answerDoes my Shopify store need packaging/EPR registration?
Yes, if you ship packaged goods to German consumers. EPR/packaging duties follow the product, not the platform, so LUCID registration applies to direct-to-consumer Shopify sales too.
Read full answerWhat is the reverse-charge mechanism?
Reverse charge shifts the VAT-reporting duty to the business customer for certain cross-border B2B supplies, so you may invoice without VAT but must document the customer's valid VAT ID.
Read full answerAre there extra safety rules for toys under EU law?
Yes. Toys fall under the Toy Safety Directive with specific testing, CE marking and warnings, on top of GPSR's general safety and traceability duties.
Read full answerWhat is the Safety Gate (RAPEX) reporting duty?
If you learn a product you placed on the market is unsafe, you must take corrective action and notify authorities; the EU Safety Gate system shares such alerts across member states.
Read full answerWho is the Responsible Person for cosmetics?
EU cosmetics law requires a designated Responsible Person (often the manufacturer, importer or an appointed EU entity) who ensures CPNP notification and product safety files.
Read full answerWhat records must a Responsible Person keep?
Typically the technical documentation, declarations of conformity and safety information, kept available for authorities for the period required by the relevant product rules.
Read full answerHow does FBA handle expiry dates and FEFO?
Products with expiry dates need compliant date labelling and follow first-expired-first-out handling. Amazon has minimum remaining-shelf-life requirements at inbound.
Read full answerCan I send hazardous or restricted goods to FBA?
Some products (e.g. batteries, aerosols, flammables) are classed as dangerous goods and need a hazmat review, safety data sheets and compliant packaging before FBA will accept them.
Read full answerWhat products sell well on Kaufland?
Kaufland has broad general-merchandise demand including home, garden, household and everyday categories. Competitive pricing and complete catalogue data help visibility.
Read full answerHow do eBay payouts work for sellers?
eBay manages payments centrally and pays out to your linked bank account on a set schedule, with fees deducted. A verified account and good metrics keep payouts smooth.
Read full answer