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Amazon: How to sell online
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.
165.91 PLN (excl. VAT) per month + sales fees
Before you start
Choose a selling plan
With the Individual plan, you’ll pay 4 PLN every time you sell an item. The Professional plan costs 165.91 PLN per month, no matter how many items you sell. Amazon also charges a referral fee on each sale, which is a percentage of the total transaction and varies depending on the product category. Visit our pricing page for a summary of Amazon selling fees.
Consider your selling strategy
Selling on Amazon: Resellers find popular products that already exist and offer them in Amazon stores.
Brand owners make their own products — or source goods to sell under their own brand — to offer shoppers a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Brand owners make their own products — or source goods to sell under their own brand — to offer shoppers a unique selection.
Lots of sellers do both. You can choose whichever method works for your goals.
Consumer trends shaping e-commerce in Poland
Customers shopping on Amazon PL are driven by three growing expectations: fast and seamless delivery, a distinct price sensitivity where attractive deals and clear product value outweigh mere brand loyalty, and a goal-oriented shopping mindset, where buyers visit the store with a clearly defined need and expect the offer to meet it immediately. Sellers who understand these dynamics can position their product range to meet demand instead of simply trying to keep up with it.
Order fulfillment speed is one of the key purchasing factors in the Polish market. Enrolling products in the Fulfilment by Amazon (FBA) programme grants listings the Prime badge, signalling a guaranteed, fast delivery to customers.
For small, fast-moving products, the reduced fee threshold of the Low-Price FBA programme makes it possible to maintain a competitive price without compromising margins. Both solutions are managed directly within Seller Central, where the FBA Revenue Calculator allows you to model costs before making a decision.
When it comes to visibility, Polish e-commerce is a high-intent environment where Sponsored Products and Sponsored Brands ads showcase your listings to shoppers actively searching for specific items.
Combining paid visibility with A+ Content available through Amazon Brand Registry strengthens the listing itself, building trust at the exact moment a price-sensitive customer makes their final decision. New sellers on Amazon PL can also benefit from advertising credits and branded sales incentives through the New Seller Incentives programme, reducing the cost of generating their first sales results.
Order fulfillment speed is one of the key purchasing factors in the Polish market. Enrolling products in the Fulfilment by Amazon (FBA) programme grants listings the Prime badge, signalling a guaranteed, fast delivery to customers.
For small, fast-moving products, the reduced fee threshold of the Low-Price FBA programme makes it possible to maintain a competitive price without compromising margins. Both solutions are managed directly within Seller Central, where the FBA Revenue Calculator allows you to model costs before making a decision.
When it comes to visibility, Polish e-commerce is a high-intent environment where Sponsored Products and Sponsored Brands ads showcase your listings to shoppers actively searching for specific items.
Combining paid visibility with A+ Content available through Amazon Brand Registry strengthens the listing itself, building trust at the exact moment a price-sensitive customer makes their final decision. New sellers on Amazon PL can also benefit from advertising credits and branded sales incentives through the New Seller Incentives programme, reducing the cost of generating their first sales results.
Create your Amazon seller account
To complete your registration, make sure you have the following ready. Understanding these verification requirements will help you move faster in the registration and verification process. These checks help us maintain a trusted marketplace for customers and protect your business.
Verification type
What do you need to provide?
Identity Verification
Government-issued ID
Verification of the company (business seller)
Business license
Business Address Verification for Business sellers or Residential Address for Individuals
Proof of address document such as Bank statement or Utility bills
Business Association (Business Sellers)
Business relationship document such as employment contract, shareholder certificate, or letter of authorization
Credit Card Verification
Credit card details with CVV/CVC
Bank Account Verification
Bank account details. Bank account details; if not auto verified, provide bank statement.
Detailed registration steps and frequently asked questions can be found in our registration guide.
Amazon jargon:
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
The Amazon Seller app lets you track sales on Amazon, fulfill orders, find products to sell, answer customer questions, take and edit professional product photos, and create listings — all from your phone.
Understand your VAT requirements
Depending on the nature of your business, you will be required to register for VAT numbers in a European country as per the regulations. This depends on multiple factors, some of which are: place of business establishment, fulfilment model, and your annual sales. Having awareness of various VAT requirements, and knowing how to comply with them, will contribute to a frictionless selling experience on Amazon.
Adding your products
What can you sell on Amazon? It depends on the product, the category, and the brand.
Some categories are open to all selling partners, some require a Professional Selling partner account, some require approval to sell, and some include products that cannot be sold by third-party selling partners.
To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorized reseller. Visit Seller Central to learn more about Amazon’s intellectual property policy for sellers.
The following table provides an overview of the Amazon product categories. To learn more about restrictions and how to request approval ,visit the Seller Central help page. If you ship orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
Some categories are open to all selling partners, some require a Professional Selling partner account, some require approval to sell, and some include products that cannot be sold by third-party selling partners.
To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorized reseller. Visit Seller Central to learn more about Amazon’s intellectual property policy for sellers.
The following table provides an overview of the Amazon product categories. To learn more about restrictions and how to request approval ,visit the Seller Central help page. If you ship orders with Fulfilment By Amazon, be sure to review the specific list of FBA product restrictions.
Product Categories
Product category
Example products
Conditions allowed
Categories requiring Approval
Jewellery
Earrings, Necklaces, Rings, Bracelets (see also Watches). Available to Professional sellers only.
Requirements (sign-in required).
Requirements (sign-in required).
New only
Beauty
Fragrances, Skin Care, Makeup, Hair Care, Bath & Shower Products
See also: Health & Personal Care. Requirements (sign-in required)
See also: Health & Personal Care. Requirements (sign-in required)
New only
Personal Care Appliances
For hair care, for oral care, for skin care, for shaving and depilation, for foot care, for health care, for massage, for tanning, scales, SAD treatment lamps, rehabilitation and orthopedic equipment. Requirements (sign-in required)
New only
Details of creating an offer
To start selling a product on Amazon, you’ll create a product listing in Seller Central (or via API). A product listing includes:
- A product identifier, such as GTIN, UPC, ISBN, or EAN to specify the exact item you’re selling. The UPC code can be obtained directly from GS1 or request an exemption from the product ID requirement
- 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 offer 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’ve ever shopped on Amazon.com, you’ve seen one. 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 a product can contribute information on the product page or request that it be corrected 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 a product can contribute information on the product page or request that it be corrected 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
Up to 200 characters, each word begins with a capital letter
2.
Images
500 x 500 or 1 000 x 1 000 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 cart 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.
Attracting customers
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
Provide fast shipping
Customers often shop for products with the Amazon Prime badge, which you can get by using Fulfilment by Amazon (FBA) to ship products from one of our fulfilment centres.
Sell and ship all over Europe
With just one account you can reach customers, manage your listings and inventory all across Europe, within eight EU marketplaces (Amazon.co.uk, Amazon.co.fr, Amazon.co.de, Amazon.co.it, Amazon.co.es, Amazon.nl, Amazon.se and Amazon.pl)
TRAFFIC
Advertise your listings
Help improve visibility of individual products and boost brand awareness by advertising in search results and on product pages. Running a deal is another way to promote your products.
PRICING
Set competitive prices
Many customers shop for the best price. Seller Central tools like automated repricing and bulk pricing for Amazon Business customers can help you stay competitive.
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.
How to Turn Positive Feedback into More Visibility on Amazon PL
Positive customer feedback improves the visibility of a product on Amazon PL because it affects the conversion rate that the Amazon search algorithm uses to rank in the results. An offer that regularly turns visitors into buyers will be displayed higher in the search engine.
The simplest and fully policy-compliant way to systematically gather feedback on Amazon is to use the ‘Request a review’ button available in Seller Central, which sends a single, Amazon-approved request to the buyer after the order is delivered.
Retailers registered with the Amazon Brand Registry have access to additional tools that allow you to turn feedback knowledge into concrete improvements to your listing. A+ Content makes it possible to translate the features most frequently praised by customers into detailed images, comparison tables, and a brand story description on the product page.
When the language used by buyers in reviews is reflected in the listing content and A+ modules, the product page better matches queries searched by real customers, improving both relevance and click-through rate. For new products on Amazon PL, consider the Amazon Vine program, which connects registered ASINs with trusted reviewers and helps build an early feedback base in a way that is fully compliant with Amazon policies.
Products with a solid feedback profile work much more effectively in Sponsored Products and Sponsored Brands campaigns. A buyer who sees a well-rated product in a paid highlight is more likely to click and make a purchase, which lowers the cost of advertising and supports organic ranking growth.
Check Seller Central's listing quality dashboard regularly to identify where improvements can be made based on review content, and monitor your account health to ensure your listings remain eligible for a featured listing.
The simplest and fully policy-compliant way to systematically gather feedback on Amazon is to use the ‘Request a review’ button available in Seller Central, which sends a single, Amazon-approved request to the buyer after the order is delivered.
Retailers registered with the Amazon Brand Registry have access to additional tools that allow you to turn feedback knowledge into concrete improvements to your listing. A+ Content makes it possible to translate the features most frequently praised by customers into detailed images, comparison tables, and a brand story description on the product page.
When the language used by buyers in reviews is reflected in the listing content and A+ modules, the product page better matches queries searched by real customers, improving both relevance and click-through rate. For new products on Amazon PL, consider the Amazon Vine program, which connects registered ASINs with trusted reviewers and helps build an early feedback base in a way that is fully compliant with Amazon policies.
Products with a solid feedback profile work much more effectively in Sponsored Products and Sponsored Brands campaigns. A buyer who sees a well-rated product in a paid highlight is more likely to click and make a purchase, which lowers the cost of advertising and supports organic ranking growth.
Check Seller Central's listing quality dashboard regularly to identify where improvements can be made based on review content, and monitor your account health to ensure your listings remain eligible for a featured listing.
Read Seller Reviews
The great thing about Amazon is, its 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.
Stay Successful
We set a high bar for Amazon sellers because we want to provide a seamless, trustworthy, delightful shopping experience for customers.
How to measure sales results on Amazon PL
Key metrics to monitor on Amazon PL fall into four categories that you can track directly within Seller Central: account health, listing conversion, advertising performance, and inventory management results. Each category describes a different aspect of the business, and together they provide a comprehensive overview of your sales performance on Amazon PL.
The account balance is the starting point. Seller Central tracks the Order Defect Rate, pre-fulfillment cancellation rate, and late shipment rate in real time. Maintaining a defective order rate below 1%, cancellations below 2.5%, and delays below 4% is required to maintain active seller status.
Equally important is the Unit Session Percentage rate available in the Business Reports section, which shows the percentage of product page visits that result in a purchase and serves as a direct metric of the effectiveness of listing content, pricing, and images.
On the ad side, Sponsored Ads campaigns in Seller Central report both ACoS, which is the ratio of ad spend to sales attributed to ads, and TACos, which is the ratio of total ad spend to total revenue that includes organic sales. A falling TACoS over time signifies growing organic visibility and less reliance on paid traffic.
Sellers using Fulfilment by Amazon can track their Inventory Performance Index (IPI) within the Seller Central dashboard, which measures the efficiency of FBA inventory management. A high IPI score allows you to avoid storage volume limits and maintain product availability with the Prime badge for Amazon PL customers.
Referral fees, FBA fulfilment fees, and storage costs are detailed in the Payments Dashboard and the Fee and Economics Preview reports, allowing you to calculate the actual margin at SKU level without relying on external estimates. Regularly monitoring this data in Seller Central makes it possible to combine advertising spend, conversions, and fee structures into a single, cohesive picture of profitability on Amazon PL.
The account balance is the starting point. Seller Central tracks the Order Defect Rate, pre-fulfillment cancellation rate, and late shipment rate in real time. Maintaining a defective order rate below 1%, cancellations below 2.5%, and delays below 4% is required to maintain active seller status.
Equally important is the Unit Session Percentage rate available in the Business Reports section, which shows the percentage of product page visits that result in a purchase and serves as a direct metric of the effectiveness of listing content, pricing, and images.
On the ad side, Sponsored Ads campaigns in Seller Central report both ACoS, which is the ratio of ad spend to sales attributed to ads, and TACos, which is the ratio of total ad spend to total revenue that includes organic sales. A falling TACoS over time signifies growing organic visibility and less reliance on paid traffic.
Sellers using Fulfilment by Amazon can track their Inventory Performance Index (IPI) within the Seller Central dashboard, which measures the efficiency of FBA inventory management. A high IPI score allows you to avoid storage volume limits and maintain product availability with the Prime badge for Amazon PL customers.
Referral fees, FBA fulfilment fees, and storage costs are detailed in the Payments Dashboard and the Fee and Economics Preview reports, allowing you to calculate the actual margin at SKU level without relying on external estimates. Regularly monitoring this data in Seller Central makes it possible to combine advertising spend, conversions, and fee structures into a single, cohesive picture of profitability on Amazon PL.
Frequently Asked Questions
Get answers to frequently asked questions about using Amazon for eCommerce.
What types of products can you sell online?
Given your niche, target and business goals, you can sell almost anything online.
On Amazon, you can sell many categories of products that do not require approval, such as computers, automotive, kitchen and home, consumer electronics, pet supplies, or shoes and accessories.
Certain product categories, such as watches, cosmetics, clothing, or health and personal care, require prior approval from the Amazon team before they are put up for sale.
On Amazon, you can sell many categories of products that do not require approval, such as computers, automotive, kitchen and home, consumer electronics, pet supplies, or shoes and accessories.
Certain product categories, such as watches, cosmetics, clothing, or health and personal care, require prior approval from the Amazon team before they are put up for sale.
Why sell online on Amazon?
Selling on Amazon can help your business reach a larger audience and potential customers. In addition, Amazon sales partners have access to a variety of resources that can help them increase the visibility of their business and sales.
Amazon provides sales partners with access to a library of educational resources that help them learn and expand their knowledge on a variety of topics. Several programs, including Amazon Seller University, are designed to help businesses reach more niche audiences.
By becoming an Amazon seller, you can start an online business with low expenses, secure payment methods, reliability, and many other benefits.
Amazon provides sales partners with access to a library of educational resources that help them learn and expand their knowledge on a variety of topics. Several programs, including Amazon Seller University, are designed to help businesses reach more niche audiences.
By becoming an Amazon seller, you can start an online business with low expenses, secure payment methods, reliability, and many other benefits.
Do I have to be self-employed to sell on Amazon?
Selling on Amazon is available to anyone, regardless of employment status. Amazon offers two selling plans, one for individuals and the other for professional sellers. Once you have decided which plan is best for you, you can start selling on the website.
Keep in mind that if your sales income exceeds a certain limit, you may need to register as a self-employed person and pay the appropriate taxes.
Keep in mind that if your sales income exceeds a certain limit, you may need to register as a self-employed person and pay the appropriate taxes.
What mistakes to avoid in online sales?
When selling online, avoiding common mistakes such as lack of product information, poor customer service, and a vague target audience network is essential to success.
It is important to have a clear understanding of your business capabilities and solve logistical problems. This can affect the effectiveness of the company and its reputation. One of the alternatives to improve these processes is to use services such as Fulfillment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to creating successful online sales.
It is important to have a clear understanding of your business capabilities and solve logistical problems. This can affect the effectiveness of the company and its reputation. One of the alternatives to improve these processes is to use services such as Fulfillment by Amazon.
Creating a solid business strategy that takes these factors into account is critical to creating successful online sales.
What is Amazon Seller Central?
Amazon Seller Central is a platform where sellers manage their business on Amazon. It provides a central place to control products, orders, inventory and sales results.
With Seller Central, you can perform key actions such as:
1. Create and manage product listings
2. Pricing
3. Monitoring of key performance indicators
To get started, you can sign in to Amazon Seller Central Poland if you already have an account, or register as a new seller. After logging in, you will access the main panel, which shows an overview of activity, sales, orders and important notifications.
With Seller Central, you can perform key actions such as:
1. Create and manage product listings
2. Pricing
3. Monitoring of key performance indicators
To get started, you can sign in to Amazon Seller Central Poland if you already have an account, or register as a new seller. After logging in, you will access the main panel, which shows an overview of activity, sales, orders and important notifications.
How to use positive customer reviews to improve product visibility on Amazon PL
Positive customer reviews play an important role in product visibility on Amazon PL, influencing buyer trust, conversion rates, and search result rankings. Amazon offers several policy-compliant tools to help sellers get feedback the right way.
How reviews support product visibility:
• Search results: products with more positive reviews tend to achieve better visibility in organic results
• Buy Box: higher seller ratings improve your chances of winning the Buy Box
• Conversion rate: buyers are more likely to finalize the purchase of products with solid reviews
Policy-compliant feedback methods:
Method 1 — Request a Review button:
• Available in Seller Central → Orders → select order → ‘Request a Review’
• Amazon automatically sends a unified request to the buyer
• Use within the time window allowed by Amazon policy (check in Seller Central)
Method 2 — Amazon Wine Program:
• Send products to trusted Vine reviewers for honest feedback
• Particularly useful for new products with limited feedback history
• Current costs and eligibility criteria can be found in Seller Central
Method 3 — A+ Content:
• Improved product descriptions with images, comparison tables and modules
• Higher conversion leads to more naturally acquired feedback
• Available for brands registered in the Brand Registry
Method 4 — Responding professionally to feedback:
• Respond to negative feedback constructively and respectfully
• Build trust with future buyers through a transparent approach to problem-solving
What to avoid:
• Do not buy reviews and do not reward buyers for positive reviews
• Do not attempt to influence the content of reviews through messages outside the Amazon system
• Violations of Amazon's review policy may result in account suspension
Tip: Customer reviews are a long-term investment in brand credibility. Focus on policy-compliant methods and high-quality products that naturally generate positive reviews.
Please consult Seller Central for the current feedback policy and availability of Vine in Poland.
How reviews support product visibility:
• Search results: products with more positive reviews tend to achieve better visibility in organic results
• Buy Box: higher seller ratings improve your chances of winning the Buy Box
• Conversion rate: buyers are more likely to finalize the purchase of products with solid reviews
Policy-compliant feedback methods:
Method 1 — Request a Review button:
• Available in Seller Central → Orders → select order → ‘Request a Review’
• Amazon automatically sends a unified request to the buyer
• Use within the time window allowed by Amazon policy (check in Seller Central)
Method 2 — Amazon Wine Program:
• Send products to trusted Vine reviewers for honest feedback
• Particularly useful for new products with limited feedback history
• Current costs and eligibility criteria can be found in Seller Central
Method 3 — A+ Content:
• Improved product descriptions with images, comparison tables and modules
• Higher conversion leads to more naturally acquired feedback
• Available for brands registered in the Brand Registry
Method 4 — Responding professionally to feedback:
• Respond to negative feedback constructively and respectfully
• Build trust with future buyers through a transparent approach to problem-solving
What to avoid:
• Do not buy reviews and do not reward buyers for positive reviews
• Do not attempt to influence the content of reviews through messages outside the Amazon system
• Violations of Amazon's review policy may result in account suspension
Tip: Customer reviews are a long-term investment in brand credibility. Focus on policy-compliant methods and high-quality products that naturally generate positive reviews.
Please consult Seller Central for the current feedback policy and availability of Vine in Poland.
What metrics should I track to measure business performance on Amazon PL
To effectively measure business performance on Amazon Poland, track metrics in four key areas available in Seller Central. Current targets and benchmarks for your category can be found directly in the Brand Analytics and Performance Dashboard.
Area 1 — Account Health:
• Order Defect Rate (ODR): includes negative feedback, A-to-z Guarantee claims, and credit card chargebacks
• Pre-fulfilment cancellation rate
• Late shipment rate
• Valid tracking rate
→ Location in Seller Central: Performance → Account Status
Area 2 — Fulfilment and logistics:
• IPI (Inventory Performance Index) — FBA inventory management efficiency
• In-stock rate — stock availability index
• Excess inventory percentage
→ Location in Seller Central: FBA → Inventory Performance Panel
Area 3 — Advertising and conversion:
• ACoS (Advertising Cost of Sales): advertising expenses ÷ advertising revenue
• TACos (Total ACoS): advertising spend ÷ total revenue
• ROAS (Return on Ad Spend): advertising revenue ÷ advertising expenses
• Listing conversion rate
→ Location: Seller Central → Advertising → Campaign Manager and Brand Analytics
Area 4 — Competitiveness:
• Buy Box win rate
• Share of Voice — available in Brand Analytics
• Seller Rating
→ Location: Seller Central → Reports → Brand Analytics
How to set goals for your indicators:
• Check current category benchmarks in Brand Analytics
• Compare your performance against the category median available in Seller Central reports
• Focus on Balance Metrics first — low ODR and low latency are the foundation for further growth
Tip: Brand Analytics is available free of charge to brands registered in Brand Registry and offers the most up-to-date, customized performance data for your category and competitors.
Area 1 — Account Health:
• Order Defect Rate (ODR): includes negative feedback, A-to-z Guarantee claims, and credit card chargebacks
• Pre-fulfilment cancellation rate
• Late shipment rate
• Valid tracking rate
→ Location in Seller Central: Performance → Account Status
Area 2 — Fulfilment and logistics:
• IPI (Inventory Performance Index) — FBA inventory management efficiency
• In-stock rate — stock availability index
• Excess inventory percentage
→ Location in Seller Central: FBA → Inventory Performance Panel
Area 3 — Advertising and conversion:
• ACoS (Advertising Cost of Sales): advertising expenses ÷ advertising revenue
• TACos (Total ACoS): advertising spend ÷ total revenue
• ROAS (Return on Ad Spend): advertising revenue ÷ advertising expenses
• Listing conversion rate
→ Location: Seller Central → Advertising → Campaign Manager and Brand Analytics
Area 4 — Competitiveness:
• Buy Box win rate
• Share of Voice — available in Brand Analytics
• Seller Rating
→ Location: Seller Central → Reports → Brand Analytics
How to set goals for your indicators:
• Check current category benchmarks in Brand Analytics
• Compare your performance against the category median available in Seller Central reports
• Focus on Balance Metrics first — low ODR and low latency are the foundation for further growth
Tip: Brand Analytics is available free of charge to brands registered in Brand Registry and offers the most up-to-date, customized performance data for your category and competitors.
How do I check the condition of a seller's account on Amazon Poland?
Taking care of the condition of the seller's account on Amazon Poland is important to maintain a good quality of customer service and avoid restrictions related to sales.
The most important elements that are worth monitoring regularly are:
1. Defective orders level and customer feedback
2. Delayed shipments and cancelled orders
3. Response time to customer messages
4. Return and Complaint Rates
5. Compliance with Amazon policies and policies
Regularly checking your account status and responding quickly to issues can help maintain good sales results and positive customer experiences. For new sellers, it may also be helpful to read the beginner's guide to selling on Amazon.
The most important elements that are worth monitoring regularly are:
1. Defective orders level and customer feedback
2. Delayed shipments and cancelled orders
3. Response time to customer messages
4. Return and Complaint Rates
5. Compliance with Amazon policies and policies
Regularly checking your account status and responding quickly to issues can help maintain good sales results and positive customer experiences. For new sellers, it may also be helpful to read the beginner's guide to selling on Amazon.
How can international sellers start selling on Amazon PL?
International sellers can enter the Polish e-commerce market through Amazon Poland, using Amazon's existing infrastructure — including a Pan-EU Seller Central account, a European warehouse network, and programs to support cross-country expansion.
Key advantages of Amazon Poland for foreign sellers:
Advantage 1 — Pan-EU Seller Central Account:
One Seller Central account gives you access to many European Amazon stores, including Amazon.pl. If you are already selling on Amazon in another European country, you can activate Poland without creating a new account from scratch.
Advantage 2 — Pan-EU FBA:
Send your products to one Amazon fulfillment center in Europe, and Amazon will distribute the goods to Polish buyers. You do not need a local warehouse in Poland to meet the expectations of fast delivery of Polish buyers.
Advantage 3 — Starter Programs for New Resellers:
Amazon offers a variety of programs to support new sellers — see Seller Central for up-to-date details, eligibility criteria, and promotional periods.
Typical steps to register as an Amazon.pl seller:
Step 1 — Account Registration:
• Create a Seller Central account at sell.amazon.pl
• Enter your company details, bank card and contact phone number
Step 2 — KYC Verification:
• Submit ID documents and bank account confirmation
• Verification time depends on completeness of documents — check current requirements in Seller Central
Step 3 — Adding products:
• Create listings through Seller Central individually or by bulk upload (spreadsheet)
• Optimize titles, bullet points and descriptions for Polish buyers
Step 4 — Selection of the fulfilment model:
• FBA (with Prime), Easy Ship or FBM — choose the model to suit your strategy
• Pan-EU FBA is the fastest way to offer Prime delivery to Polish buyers
Required documents (typical):
• Company registration number
• Identity document (passport or ID card)
• Bank statement confirming company account
• VAT number (if applicable)
Tip: If your business is already registered as a seller in another European Amazon store, you can activate Amazon.pl from your existing Seller Central account — check the activation path in the “Global Sales” section of Seller Central.
Current details of the registration process, required documents and startup programs can be found in Seller Central and sell.amazon.pl.
Key advantages of Amazon Poland for foreign sellers:
Advantage 1 — Pan-EU Seller Central Account:
One Seller Central account gives you access to many European Amazon stores, including Amazon.pl. If you are already selling on Amazon in another European country, you can activate Poland without creating a new account from scratch.
Advantage 2 — Pan-EU FBA:
Send your products to one Amazon fulfillment center in Europe, and Amazon will distribute the goods to Polish buyers. You do not need a local warehouse in Poland to meet the expectations of fast delivery of Polish buyers.
Advantage 3 — Starter Programs for New Resellers:
Amazon offers a variety of programs to support new sellers — see Seller Central for up-to-date details, eligibility criteria, and promotional periods.
Typical steps to register as an Amazon.pl seller:
Step 1 — Account Registration:
• Create a Seller Central account at sell.amazon.pl
• Enter your company details, bank card and contact phone number
Step 2 — KYC Verification:
• Submit ID documents and bank account confirmation
• Verification time depends on completeness of documents — check current requirements in Seller Central
Step 3 — Adding products:
• Create listings through Seller Central individually or by bulk upload (spreadsheet)
• Optimize titles, bullet points and descriptions for Polish buyers
Step 4 — Selection of the fulfilment model:
• FBA (with Prime), Easy Ship or FBM — choose the model to suit your strategy
• Pan-EU FBA is the fastest way to offer Prime delivery to Polish buyers
Required documents (typical):
• Company registration number
• Identity document (passport or ID card)
• Bank statement confirming company account
• VAT number (if applicable)
Tip: If your business is already registered as a seller in another European Amazon store, you can activate Amazon.pl from your existing Seller Central account — check the activation path in the “Global Sales” section of Seller Central.
Current details of the registration process, required documents and startup programs can be found in Seller Central and sell.amazon.pl.
Just have a few items to sell?
Start selling today
Put your products in front of the millions of customers across Europe who search Amazon.pl every day.
165.91 PLN (excl. VAT) per month + sales fees
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On this site, we use cookies and similar tools (collectively, "cookies") to provide and improve services to you and to show ads. To learn more about how Amazon uses cookies, please read the Amazon Cookies Notice.
