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Selling on Amazon in Belgium: the complete guide to getting started
Whether you have an established e-commerce business, a great idea for a new product, or you just have a passion for selling, here's how to take that next step with Amazon.
Before you start selling on Amazon in Belgium
Before creating your account, two decisions matter: the sales model you choose and the status under which you sell. This section covers both, as well as what documents to prepare for registration.
Learn about account creation, product listing, order fulfilment, payments, Amazon Brand Registry and much more with Seller University!
Retailer or brand owner: choose your model
Resellers find popular products that already exist and offer them in Amazon's stores.
Brand owners manufacture their own products—or source goods to sell under a private label—to offer shoppers a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Brand owners manufacture their own products—or source goods to sell under a private label—to offer shoppers a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Individual or Professional: which sales plan to choose
Amazon has two selling plans. The Professional plan is suitable for regular sellers and provides access to categories subject to authorization. The Individual plan is suitable for testing your business at low volume. [TO BE VERIFIED: unit threshold and price per unit to be confirmed on the BE price list]
Create an Amazon seller account in Belgium
In order to complete your registration, please ensure you have the following handy. Understanding these verification requirements will help speed up the registration and verification processes. These checks help us maintain trustworthy sales sites for our customers and protect your business.
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What do you need to provide?
Point of contact (POC) identity verification
Government-issued ID
Business legitimacy check (Professional sellers)
Business licence document
Business address verification for Professional sellers or residential address for individuals
Proof of address document such as a bank statement or utility bill
POC and business association (Professional sellers)
Business relationship document such as employment contract, shareholder certificate or letter of authorisation
Credit card verification
Credit card details with CVV/CVC
Bank account verification
Bank details; if not auto-verified, provide a bank statement
Do you need a Belgian company to sell on Amazon?
You can sell from Belgium as an individual or as a business. If your activity exceeds the thresholds set by Belgian legislation, you will have to register as a business and declare your income. Upon registration, professional sellers must provide a document attesting to the legitimacy of the business.
'Amazon jargon' in stylish divs:
Seller Central
Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage inventory, update pricing, communicate with buyers, review account health, contact selling partner support, and add new products.
Go mobile
Use the Amazon Seller app to track sales, fulfil orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos, and create listings—all from your phone.
VAT in Belgium: your obligations as a seller
Depending on the nature of your business, you may need to register for VAT in one or more European countries. The location of your head office, your business model, where your inventory is stored, and your annual turnover are among the determining factors. Consult the VAT Knowledge Centre and, where appropriate, the official Belgian sources. Having awareness of various VAT requirements, and knowing how to comply with them, will contribute to a frictionless selling experience on Amazon.
Understanding your EPR obligations as an Amazon BE seller
EPR (Extended Producer Responsibility) compliance is a legal requirement for any seller who lists products on the Belgian market, including via Amazon BE. If you manufacture, import or sell products to consumers in Belgium, you are considered a producer within the meaning of the regulations and you must comply with the requirements.
The product categories concerned include household packaging, electrical and electronic equipment, batteries and accumulators, as well as other regulated categories such as mattresses, oils, tyres and solar panels. If your products fall into one of these categories, you need to register with the appropriate producer responsibility organisation, report your sales volumes and pay the applicable eco-contribution fees, and then submit your EPR registration number in Seller Central.
If you do not complete this registration yourself, Amazon BE may calculate and collect eco-contribution fees directly from your seller account as part of its EPR payment service. To review the categories that apply to you and submit your registration number, log in to Seller Central and visit the "Account Health" section.
The product categories concerned include household packaging, electrical and electronic equipment, batteries and accumulators, as well as other regulated categories such as mattresses, oils, tyres and solar panels. If your products fall into one of these categories, you need to register with the appropriate producer responsibility organisation, report your sales volumes and pay the applicable eco-contribution fees, and then submit your EPR registration number in Seller Central.
If you do not complete this registration yourself, Amazon BE may calculate and collect eco-contribution fees directly from your seller account as part of its EPR payment service. To review the categories that apply to you and submit your registration number, log in to Seller Central and visit the "Account Health" section.
Selling in French and Dutch from Belgium
Belgium has two main linguistic communities. Your product sheets, customer service and ads can reach French and Dutch speaking buyers from a single seller account. Adapting your titles and key points in both languages expands your audience on Amazon BE.
Add your products to the Amazon catalogue
Some categories are open to all sellers, some require a Professional seller account, some require approval to sell, and some include products that cannot be sold by third-party sellers.
To sell branded products protected by copyright, trademark or patent, you must be the legal owner of the brand or an authorised reseller. Visit Seller Central to learn more about Amazon's intellectual property policy for sellers.
The table below provides an overview of Amazon product categories, but visit Seller Central Help to learn more about restrictions and how to request approval. If you send orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
To sell branded products protected by copyright, trademark or patent, you must be the legal owner of the brand or an authorised reseller. Visit Seller Central to learn more about Amazon's intellectual property policy for sellers.
The table below provides an overview of Amazon product categories, but visit Seller Central Help to learn more about restrictions and how to request approval. If you send orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
Product categories
Product categories
Product examples
Conditions allowed
Categories requiring approval
Grocery
Beverages, Baby Food, Biscuits & Snacks, Confectionery, Cereals, Cooking & Baking, Seasoning & Condiments, Tinned Food, Pasta & Rice, Spreads, Sauces, Fresh & Frozen Food, Hampers, Home-Care & Cleaning. Category available to Professional sellers only. Requirements (sign-in required)
New
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required)
Requirements (sign-in required)
New
Beauty
Fragrance, Skincare, Makeup, Hair Care, Bath & Shower. See also Health & Personal Care.
Requirements (sign-in required)
Requirements (sign-in required)
New
Health & Personal Care
First Aid, Nutrition. See also Beauty.
New
Personal Care Appliances
Hair Care Appliances, Oral Care Appliances, Skincare Appliances, Shaving and Hair-Removal Appliances, Footcare Appliances, Healthcare Appliances & Equipment, Massage Equipment, Tanning Appliances, Scales, SAD Lights, Independent Living & Mobility
Requirements (sign-in required)
Requirements (sign-in required)
New
Create a product offering
To start selling a product on Amazon, you'll create a product listing in Seller Central. A product listing includes:
- A product identifier, such as GTIN, UPC, ISBN or EAN to specify the exact item you're selling. You can get a UPC code directly from GS1 or request an exemption.
- A SKU, which is a product ID you create to track your own inventory
- Offer details, including price, product condition, available quantity and shipping options
- Product details like name, brand, category, description, and images
- Keywords and search terms to help buyers find your product
If another seller already offers the same product, you'll match an existing listing (which means some details will already be in place, like the product identifier). If you're the first seller to offer a product, you'll create a new listing.
Amazon jargon:
ASIN
Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers may offer the same ASIN.
The product detail page
Your offer details will be displayed on a "product detail page". If you have previously made purchases on Amazon.com, via ‘Amazon BE’. Product detail pages are where customers find all of the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information — or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offer the product can contribute detail page information — or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
1.
Title
200 characters max, capitalise the first letter of every word
2.
Images
500 × 500 or 1000 × 1000 pixels to increase listing quality
3.
Variations
Such as different colours, scents or sizes
4.
Bullet points
Short, descriptive sentences highlighting key features and benefits
5.
Featured Offer ("Buy Box")
The Featured Offer on a detail page. Customers can add to their basket or "Buy Now"
6.
Other offers
The same product sold by multiple sellers offering a different price, shipping options etc.
7.
Description
Keywords improve the chances that people will find your listing
Amazon jargon:
Featured Offer ("Buy Box")
If more than one seller offers a product, they may compete for the Featured Offer ("Buy Box") — the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Offer placement.
Optimise your product listings for mobile buyers
Mobile optimisation is essential for sellers on Amazon BE, as the majority of buyers browse and buy using their smartphone. A product page that is not designed for a small screen risks putting customers off right when they're ready to buy. The elements you already control, such as titles, visuals and key points, are the main drivers of your mobile performance.
On a mobile screen, Amazon only shows the first few characters of a product title and the first two or three key points before prompting the buyer to tap to see more. Placing your most important keywords and the main benefit of your product at the very beginning of the title and each key point is therefore not only good SEO practice — it's also the best way to keep a buyer's attention on mobile. Images are equally important: upload high-resolution square images so that the main photo remains clear in thumbnail form and can be enlarged sharply when tapped. Secondary images should use bold, high-contrast text to ensure that key features remain easy to read without requiring shoppers to zoom in.
Brand owners enrolled in Amazon Brand Registry can go a step further by creating A+ Content, which replaces standard text description with visual modules that are optimised for scrolling across all devices. Comparison tables, brand carousels and layouts that combine images and text help mobile shoppers quickly absorb product information, leading to conversions. You can also conduct A/B tests on your A+ Content directly in Seller Central to determine which images and text generate the best results with Amazon BE customers.
On a mobile screen, Amazon only shows the first few characters of a product title and the first two or three key points before prompting the buyer to tap to see more. Placing your most important keywords and the main benefit of your product at the very beginning of the title and each key point is therefore not only good SEO practice — it's also the best way to keep a buyer's attention on mobile. Images are equally important: upload high-resolution square images so that the main photo remains clear in thumbnail form and can be enlarged sharply when tapped. Secondary images should use bold, high-contrast text to ensure that key features remain easy to read without requiring shoppers to zoom in.
Brand owners enrolled in Amazon Brand Registry can go a step further by creating A+ Content, which replaces standard text description with visual modules that are optimised for scrolling across all devices. Comparison tables, brand carousels and layouts that combine images and text help mobile shoppers quickly absorb product information, leading to conversions. You can also conduct A/B tests on your A+ Content directly in Seller Central to determine which images and text generate the best results with Amazon BE customers.
Attract customers to your listings
Once your products go live in Amazon's stores, there are a number of things you can do to attract customers. The Amazon Flywheel describes our method for driving growth.
Below are some ways to consider using "Amazon Flywheel" principles to generate momentum for your business.
Below are some ways to consider using "Amazon Flywheel" principles to generate momentum for your business.
CUSTOMER EXPERIENCE
Offer fast delivery with the Prime badge
Customers often shop for products with the Amazon Prime badge. To get it, use Fulfilment by Amazon to send products from one of our fulfilment centres.
Selling from Belgium in the nine European stores
With just one account, you can reach customers, then manage your listings and inventory all across Europe within nine European stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se, Amazon.pl and Amazon.com.be).
TRAFFIC
Advertise your offers
Improve the visibility of individual products and boost brand awareness with advertising in search results and on product pages. Promotions and discount vouchers are other ways to promote your products.
PRICING
Set competitive prices
Many customers shop for the best price. Seller Central tools like automated repricing can help you stay competitive.
Brands of Belgium: highlight your Belgian brand
Amazon BE highlights Belgian brands in a dedicated selection. Sellers based in Belgium who meet the criteria can showcase their products to Belgian buyers there.
After your first sale
The moment you're selling on Amazon is the moment you can start growing. We have tools in place to help you take things to the next level and then some.
Get customer reviews
Customer product reviews benefit customers and sellers. Make sure you're familiar with the right and wrong ways to get more product reviews and avoid policy violations.
Sellers read reviews
The great thing about Amazon is, it's giving you live real-time feedback in terms of how the product is being perceived and how you as a seller are performing.Ramin GolzariManaging Director, Highlander Outdoor
Grow your business
Selling in Amazon stores enables you to build a worldwide company from your laptop. Advertising, promotions and global selling are just a few ways to expand.
Frequently asked questions about selling on Amazon in Belgium
Get answers to frequently asked questions about using Amazon for e-commerce.
What type of products can you sell online?
Taking into consideration your niche, target and business goals, you can sell almost anything online.
Many product categories, such as computing, electronics, automotive accessories, kitchen utensils, furniture and decor, lighting and home lamps, musical instruments or office supplies, do not need to be approved to be sold on Amazon.
Other product categories, such as watches, beauty products, apparel or health & personal care products, will require approval from Amazon's team before they can be listed.
Many product categories, such as computing, electronics, automotive accessories, kitchen utensils, furniture and decor, lighting and home lamps, musical instruments or office supplies, do not need to be approved to be sold on Amazon.
Other product categories, such as watches, beauty products, apparel or health & personal care products, will require approval from Amazon's team before they can be listed.
Why sell online on Amazon?
Selling on Amazon can help your business reach a larger audience and more potential customers. Amazon's selling partners also have access to a variety of resources that can assist them in increasing their visibility and sales.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and broaden their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help more specialised businesses grow.
By becoming an Amazon seller, you can launch your online business with low initial investment and benefit from secure payment methods, the credibility of the site and much more besides.
Amazon provides selling partners with access to a library of educational resources to help them learn about a variety of topics and broaden their knowledge. Several programmes, including Amazon Launchpad and Amazon Handmade, are designed to help more specialised businesses grow.
By becoming an Amazon seller, you can launch your online business with low initial investment and benefit from secure payment methods, the credibility of the site and much more besides.
Do I need to be self employed to sell on Amazon?
Anyone can sell on Amazon, regardless of their employment status. Amazon offers two selling plans, one for Individual sellers and another for Professional sellers. Once you have decided which plan is best for you, you can start selling on the website.
Keep in mind, if your revenue exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
Keep in mind, if your revenue exceeds a certain limit, you may need to register as a self-employed business and pay taxes accordingly.
What mistakes should I avoid when selling online?
When selling online, avoiding common mistakes such as a lack of product information, poor customer service and an unclear target audience is essential for success.
It's important to have a clear understanding of your business' capacity and to address logistics and fulfilment issues that may affect its effectiveness and reputation. A way of streamlining these processes is by using services such as Fulfilment by Amazon.
Creating a robust business strategy that takes these factors into account is critical to establishing a successful online selling operation.
It's important to have a clear understanding of your business' capacity and to address logistics and fulfilment issues that may affect its effectiveness and reputation. A way of streamlining these processes is by using services such as Fulfilment by Amazon.
Creating a robust business strategy that takes these factors into account is critical to establishing a successful online selling operation.
Which product categories require approval on Amazon Belgium?
Certain product categories require approval before they can be sold on Amazon Belgium. This means that you must submit a request and be approved by Amazon. In the majority of cases, these categories are only for sellers with a Professional account.
The main categories affected are:
1. Grocery: food, beverages, snacks, fresh or frozen products and household items.
2. Jewellery: rings, necklaces, bracelets and earrings.
3. Watches: any type of watch.
4. Apparel: clothing items, sports clothing and accessories such as belts and wallets.
5. Beauty: skin care products, makeup, perfume and hair care products.
6. Health & Personal Care: food supplements and first aid products.
7. Personal Care Appliances: hair care, oral care, shaving, skin care and well-being.
These categories often require additional documentation, as well as compliance with Amazon's safety standards and policies.
It is also important to note that some products are restricted for legal or safety reasons, or for compliance with Amazon's policies. Non-compliance with these rules may lead to listings being removed or seller accounts being suspended.
The main categories affected are:
1. Grocery: food, beverages, snacks, fresh or frozen products and household items.
2. Jewellery: rings, necklaces, bracelets and earrings.
3. Watches: any type of watch.
4. Apparel: clothing items, sports clothing and accessories such as belts and wallets.
5. Beauty: skin care products, makeup, perfume and hair care products.
6. Health & Personal Care: food supplements and first aid products.
7. Personal Care Appliances: hair care, oral care, shaving, skin care and well-being.
These categories often require additional documentation, as well as compliance with Amazon's safety standards and policies.
It is also important to note that some products are restricted for legal or safety reasons, or for compliance with Amazon's policies. Non-compliance with these rules may lead to listings being removed or seller accounts being suspended.
What is Amazon Seller Central and how do I use it?
Seller Central is the platform where sellers manage their business on Amazon. It is the main dashboard, and a single point from which sellers can manage their products, orders, inventory and sales performance.
With Seller Central, you can manage all aspects of your account, including creating product listings, managing pricing, monitoring inventory levels and analysing key performance indicators.
To use Seller Central in Belgium, you can log in with your Amazon seller account via the Seller Central Europe portal. Once connected, you will have access to your dashboard, where you can see an overview of your business, sales, orders and key notifications.
You can also use this platform to manage advertising campaigns, reply to customer messages, handle returns and optimise your product listings to boost your visibility and your sales on Amazon Belgium and other European marketplaces.
With Seller Central, you can manage all aspects of your account, including creating product listings, managing pricing, monitoring inventory levels and analysing key performance indicators.
To use Seller Central in Belgium, you can log in with your Amazon seller account via the Seller Central Europe portal. Once connected, you will have access to your dashboard, where you can see an overview of your business, sales, orders and key notifications.
You can also use this platform to manage advertising campaigns, reply to customer messages, handle returns and optimise your product listings to boost your visibility and your sales on Amazon Belgium and other European marketplaces.
What is EPR compliance and do I need it to sell on Amazon Belgium?
EPR (Extended Producer Responsibility) compliance is a legal requirement for sellers who list certain products on the Belgian market via Amazon BE.
If you manufacture, import or sell products belonging to regulated categories such as packaging, electrical and electronic equipment, batteries, mattresses, tyres, oils or solar panels, you may be required to register with the relevant body, report your sales volumes and pay the applicable eco-contributions.
Once registered, you will need to submit your EPR registration number in Seller Central.
If you manufacture, import or sell products belonging to regulated categories such as packaging, electrical and electronic equipment, batteries, mattresses, tyres, oils or solar panels, you may be required to register with the relevant body, report your sales volumes and pay the applicable eco-contributions.
Once registered, you will need to submit your EPR registration number in Seller Central.
What happens if I do not provide an EPR registration number?
If you do not register directly when required, Amazon BE may calculate and collect the applicable eco-contribution fees through its EPR payment service. Sellers can review their compliance obligations and submit their information in the "Account Health" section in Seller Central.
How can I improve the performance of my Amazon BE product pages on mobile?
Put your main keyword and the essential benefit at the beginning of the title, write short and easy-to-navigate key points, upload high-resolution square images and, if you are enrolled in the Amazon Brand Registry, use A+ Content to replace standard descriptions with visual modules that can be clearly displayed on any screen type.
What is A+ content for Amazon sellers in Belgium?
A+ content allows eligible sellers to enrich their product sheets with high-quality images, comparison tables, banners, and detailed text sections. It helps brands better present their products, highlight their features, and offer a more engaging shopping experience.
A+ content can improve customer understanding of products and build trust in a brand, which can help increase conversions. To use this feature, sellers generally need to be enrolled in the Amazon Brand Registry.
A+ content can improve customer understanding of products and build trust in a brand, which can help increase conversions. To use this feature, sellers generally need to be enrolled in the Amazon Brand Registry.
How do you monitor the health of your seller account on Amazon BE?
The health status of the Amazon seller account allows sellers to track their performance and verify that they are complying with Amazon policies. The “Account Status” dashboard highlights issues related to orders, performance, product compliance, and policies so that sellers can resolve them quickly.
To maintain a healthy account, it is recommended that you regularly monitor performance indicators, respond quickly to notifications from Amazon, and address any issues that may affect selling privileges. Maintaining a healthy account contributes to providing a quality customer experience and maintaining sales rights.
Sellers who use Amazon logistics services can also find out more about Amazon FBA Belgium.
To maintain a healthy account, it is recommended that you regularly monitor performance indicators, respond quickly to notifications from Amazon, and address any issues that may affect selling privileges. Maintaining a healthy account contributes to providing a quality customer experience and maintaining sales rights.
Sellers who use Amazon logistics services can also find out more about Amazon FBA Belgium.
Do you need a Belgian company to sell on Amazon?
You can sell from Belgium as an individual or as a business. Amazon offers an Individual Plan and a Business Plan, and the plan you choose does not, on its own, determine your legal status. If your activity exceeds the thresholds set by Belgian legislation, you will have to register as a business and declare your income. Upon registration, professional sellers must provide a document attesting to the legitimacy of the business. The tax rules depend on your situation: confirm your position with the Belgian authorities or with a qualified advisor.
How long does it take to get approved as an Amazon seller?
The timeframe depends on how quickly your verification documents are submitted and reviewed. During registration, Amazon checks several things:
• the identity of the point of contact, using a government-issued ID
• the legitimacy of the business for professional sellers, using a commercial license document
• your business or residential address, using a bank statement or utility bill
• your bank and credit card details
Preparing these documents in advance significantly shortens the process. For current timelines, check Seller Central.
• the identity of the point of contact, using a government-issued ID
• the legitimacy of the business for professional sellers, using a commercial license document
• your business or residential address, using a bank statement or utility bill
• your bank and credit card details
Preparing these documents in advance significantly shortens the process. For current timelines, check Seller Central.
Is dropshipping allowed on Amazon?
Amazon only allows dropshipping when its dropshipping policy is respected. In concrete terms, you must be the official seller of your products, identify yourself as a seller on delivery notes, invoices and packaging, and remove any identification from a third party supplier before the order reaches the customer. You remain responsible for accepting and processing returns. Since the policy has specific terms and conditions, review the current version in Seller Central before building a business based on this model.
Is it better to resell or launch your own brand on Amazon?
Both models work and many sellers combine them. The difference is where your effort is focused:
• Resale: you offer products that already exist in Amazon stores. The implementation is faster because the detailed pages exist, but you can share an offer with other sellers.
• Own brand: you manufacture or source your products to sell them under your brand. This requires more work at the start and gives you a unique selection as well as access to the Brand Registry.
Profitability depends on your products, costs, and category: no model is better by nature.
• Resale: you offer products that already exist in Amazon stores. The implementation is faster because the detailed pages exist, but you can share an offer with other sellers.
• Own brand: you manufacture or source your products to sell them under your brand. This requires more work at the start and gives you a unique selection as well as access to the Brand Registry.
Profitability depends on your products, costs, and category: no model is better by nature.
How do I sell to other European countries from Belgium?
With a single seller account, you can reach customers in nine European Amazon stores and manage your offers and inventory for all of them. No separate country accounts are required. Two points to anticipate:
• Logistics: you can ship yourself, or use Fulfilled by Amazon and its pan-European options to ensure that orders are processed as close as possible to the customer.
• VAT: selling and storing stock in other European countries may create registration obligations. Consult the VAT Knowledge Centre and official sources.
For a list of stores that are available on your account, see Seller Central.
• Logistics: you can ship yourself, or use Fulfilled by Amazon and its pan-European options to ensure that orders are processed as close as possible to the customer.
• VAT: selling and storing stock in other European countries may create registration obligations. Consult the VAT Knowledge Centre and official sources.
For a list of stores that are available on your account, see Seller Central.
Start selling on Amazon in Belgium
Selling on Amazon allows you to reach tens of millions of shoppers, whether you're selling one item or millions. Your account configuration is set to sell across Europe.
