The beginner's guide to
selling on Amazon

Everything you need to know before you start selling.
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Highest Transaction Safety Rating for 3-years running – has consistently achieved the highest TSR
rating for three consecutive years from 2022-2024. Source. monthly subscription fee - monthly subscription fee of S$29.95 will continue be waived till December 31, 2025. Terms and conditions apply. referral fee - Effective August 1, 2024, we are making updates to the Referral and FBA fees in Singapore. Refer to the latest fee schedule here.

Why sell on Amazon Singapore?

One of Singapore's most trusted shopping destinations*

*Reporting zero scams in 2022, per Transaction Safety Ratings Singapore
Zero reported scams has consistently achieved the highest ratings for three consecutive years from 2022 - 2024.
*Source: E-commerce Marketplace Transaction Safety Ratings (TSR) 2024, Inter-Ministry Committee on Scams (IMCS).
Start local, go global
With one sign-up, you can seamlessly sell into over 20 other Amazon stores*.
*Registration fees may apply.
Reach millions of customers
Reach over 200 million Prime members and 300 million active customers worldwide*.
*Registration fees may apply.


Is Amazon right for my business?

The short answer is: yes. The largest household brands sell on Amazon, as do small to medium businesses and emerging brands that will pop up on your radar soon. Whatever your business and its size, we’re excited for you to grow with us.

Don't have an Amazon seller account yet?

1. Pre-Registration

What does it cost to sell on Amazon?

Selling plan

The Individual Plan is $1.00/ unit sold and the Professional Plan $29.95/month, regardless of sales.

Fees are waived until 31 December 2025* for the Professional Plan.

Referral fees

Amazon charges a referral fee for each item sold. The amount depends on the product category. Most referral fees are between 6% and 15%.

Fulfillment fees

The cost to ship your orders depends on whether you fulfill your own orders or use Fulfillment by Amazon (FBA).

What can I sell?

What can you sell on It depends on the product, the category, and the brand.

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.
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 ship orders with Fulfillment By Amazon, be sure to review the specific list of FBA product restrictions.
Product category
Conditions allowed
Approval required?
Eligible categories
Apparel and Shoes
Automotive and Powersports
Baby Products
New, Used
Beer, Wine and Spirits
Camera and photos
Cell Phones and Accessories
Clothing, Garments, Underwear, Coats and Accessories
Consumer Electronics
Electronic Accessories
Footwear, Slippers, Shoes, Sandals
Grocery and Gourmet Food
Health and Personal Care
Home Entertainment
Home Improvement
Industrial and Scientific
Lawn and Garden
New, Used
Musical Instruments
Office Products
Personal Care Appliances
Personal Computers
Pet Products
Computer/Video Games
New, Used
Toys and Games
Video and DVD
Yes. Go to Films and DVD
icon: questions mark


What are restricted product categories?

It’s important that customers are able to shop with confidence on Amazon, which is why some product categories (like certain supplements or personal care products) are known as “restricted product categories”.Amazon might require performance checks and other qualifications in order for you to sell certain brands or list items within restricted categories. You’ll be able to request approval from within Seller Central.

Don't have an Amazon seller account yet?

2. During registration

What is needed?

In order to complete your registration, make sure you have access to:
  • Bank account number
  • Chargeable credit card
  • Government issued national ID
  • Email address
  • Phone number
*The information above is used for account and identity verification purposes only
Need a step-by-step guide on create your seller account?

Are you a Brand Owner? Register your brand

If you own a brand, Amazon offers tools to help you build, grow, and protect it. Enrolling in Brand Registry can help you personalise your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers—along with unlocking extra advertising options.
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Already selling on Amazon and want to expand to SG?

If you are already selling in other Amazon stores, you can open a Singapore account from your existing Amazon marketplace’s seller central. Click Inventory > Sell Globally > Asia Pacific > Singapore > Register Now to start creating a Singapore account.

Don't have an Amazon seller account yet?

3. After registration

Get to know Seller Central

What is Seller Central?

Think of Seller Central as your go-to portal for selling on Amazon. It’s a one-stop shop for managing your selling account, inventory and payments, information, making inventory updates, finding helpful content as you navigate your Amazon business.

Below are a just few of the things you can do from Amazon Seller Central.
  • Keep track of your inventory and update your listings from the Inventory tab
  • Download custom business reports and bookmark templates you use often
  • Use customer metrics tools to monitor your seller performance
  • Contact Selling Partner Support and open help tickets using the Case Log
  • Keep track of your daily sales for all the products you sell on Amazon
illustration of Amazon Seller Central user interface
Woman in a black blazer looking at her account in the Amazon Seller mobile app

Go mobile

Use the Amazon Seller App to analyze sales, fulfill orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos, and create listings from your phone.
QR code to download the Amazon Seller app to your cellphone
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on Google Play
icon: questions mark

Amazon jargon:

Seller University

Seller University is an online resource from Amazon, with videos featuring step-by-step guides, tutorials, and training to help entrepreneurs start (and grow) their Amazon business.

Start listing your products

What you need to start listing products

You can sell on Amazon with or without product barcodes. However, if you do not have product barcodes, (1) you can either purchase a GS1 barcode (e.g. UPC, EAN, JAN or ISBN), or (2) request for exemption for each brand and/or category by applying for "GTIN exemption" on Seller Central after you have completed registration.
Here’s some of the important information that goes into each product listing:
  • SKU
  • Product title
  • Product description and bullet points
  • Product images
  • Search terms and relevant keywords
Ways to list your products:
  • Manually list products one at a time
  • List in bulk using the bulk upload listing template
  • Port over listings from another marketplace using Amazon's Build International Listings (BIL) tool
Need help with listing your products? Below are ways sellers can seek help from:-
  • Complete this generic listing template and email it to your Account Manager or Amazon Singapore team ( to help you to list your products
  • Learn how to list by accessing listing creation demo videos and guides in Seller University
  • Contact our Selling Partner Support team for any enquiries
  • Signup for our weekly listing consultation sessions held on Wednesdays by our account managers here

Best Practices for listings

Following best practices for adding listings can have a big impact on their success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images, and concise feature bullets to your items. Avoid these things that could negatively impact your launch:
icon: vases

Product Variations

Products that vary only by color, scent, or size might be a good candidate for listing as variations.
icon: paintbrush and canvas

Image compliance

Images must be at least 500 x 500 pixels (increase the size to 1,000 x 1,000 for high-quality listings)

Set against a plain white background

Product should fill at least 80% of the image area
icon: UPC code

Product IDs

Ensure you’re meeting the requirements for product UPCs and GTINs (Global Trade Item Number)

Consistency in these codes help promote confidence in the range of products shown in the Amazon catalogue

The product detail page

Amazon Seller Central product detail page showing where descriptions go
Here at Amazon we are customer obsessed, which is why our product detail pages are optimised to give our customers the best user experience. So instead of having multiple product listings of the same product from various sellers, we compile all sellers' offers to a single product detail page. This makes it easier for customers to find, compare and purchase items.

In a product detail page, there will only be one featured offer. To win the featured offer, it depends on a number of factors like price, shipping time, account health.

200 characters max, capitalize the first letter of every word
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
Such as different colors, scents, or sizes
Bullet points
Short, descriptive sentences highlighting key features and benefits
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now”. If you’re one of multiple sellers advertising the same product, research strategies for “winning” the Featured Offer to improve your overall sales.
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
Keywords improve the chances that people will find your listing

After your first sale

Opportunities for business growth

Managing your Amazon business

Your first sale is a big milestone—but it’s just the beginning of your growth opportunities selling on Amazon. Once your store is up and running, here are a few important things to keep in mind:-
  • Maintain good seller account health
  • Protip: Use the mobile app for convenient access to respond to customers or manage your orders
  • Review your sales using seller central reports
  • Grow your sales by exploring Amazon Ads, merchandising tools like Vouchers, Deals, "Buy X, Get Y" Promotions and participate in Amazon event campaigns
  • Collect customer reviews
  • Expand to other Amazon marketplace once they are ready they can port over their listings and reviews

Performance metrics (and why they matter)*

(applies only to self shipped orders)
Amazon sellers operate at a high standard so we can provide a seamless, delightful shopping experience. We call it being customer-obsessed, and as an Amazon seller it means keeping an eye on these key metrics:
  • Order defect rate (a measure of a seller’s customer service standards): < 1%
  • Pre-fulfillment cancel rate (initiated by the seller before shipment): < 2.5%
  • Late dispatch rate (orders that ship after the expected date): < 4%
You can keep tabs on your performance and make sure you’re meeting your targets in Seller Central.
Graph showing the health of an Amazon seller account

Customer reviews

Customer product reviews are an integral part of the shopping experience on Amazon, and they benefit both customers and sellers. Make sure you’re familiar with the right way and wrong way to get more product reviews and avoid policy violations.
Amazon customer’s 4.5-star product review


Amazon’s advertising solutions create new ways for you to reach and engage shoppers, regardless of whether they’re just starting to compare products, or ready to make a purchase. Ads show up right where customers will see them (like the first page of search results or product detail pages).

Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
icon: a computer and mobile device showing Sponsored Products
1. Sponsored Products
Sponsored Products are ads for individual product listings on Amazon, so they help drive product visibility (and product sales). They appear on search results pages and product detail pages.
icon: a computer and mobile device showing Sponsored Brands
2. Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. They’re search-result ads that feature your brand logo, a custom headline, and up to three of your products.
icon: a computer and mobile device showing Amazon Stores
3. Amazon Stores
Stores are custom multipage shopping destinations for individual brands that let you share your brand story and product offerings. (And you don’t need any website experience to use them.)
icon: a computer and mobile device showing Sponsored Products
4. Sponsored Display
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging shoppers across the purchase journey, wherever they spend time. Sponsored Display helps you reach the right audience for your business—across the Amazon store, plus thousands of third-party destinations—with display advertising that is easy to create and manage.

Merchandising Tools


Customers want to save, and promotions are an incentive to make a purchase now. There are two types of promotions: Money-off/Percentage Off and buy x get y free. You can create a claim code to promote your offers outside of Amazon to drive your sales as well.


Apart from promotions, you can consider using Digital Vouchers as a mechanic in providing more discounts for customers. Vouchers give you flexibility to schedule your promotions in advance. Vouchers will be triggered only when you receive Featured Offer on Amazon.


Feature your products on Amazon Deals Page – one of the most visited pages on Amazon. Due to exclusivity of this pages, you may submit Deals for products that a) have good product page quality, b) have good ratings and reviews, and c) are fulfilled by Amazon (FBA). You can learn about different type of deals here. To submit deals, visit Seller Central Deals page. Seller Central has recommended products that meet our criteria you can submit deals available automatically.

Have questions about selling on
Click on the interactive guides below!

What makes a great seller?

A playbook for growth

Speed matters in business. For Amazon sellers, the first 90 days are especially critical for establishing marketing, fulfillment, pricing and other practices to accelerate performance beyond launch. Amazon data scientists refer to the use of five selling programs—Brand Registry, A+ Content, Fulfillment by Amazon (FBA), Automated Pricing, and Advertising—within those first 90 days as Perfect Launch. Sellers taking these five steps within that critical timeframe can generate sales more quickly, as many of the most successful sellers already have.
sales chart with arrow going up and to the right
Enroll your brand in Brand Registry
Enhance your product detail pages with A+ Content
Get set up with Fulfillment by Amazon
Automate pricing on your offers
Create Sponsored Products ad campaigns, Coupons, and/or Deals

Global expansion

Selling globally is a huge milestone for any business. It means hundreds of millions of new customers and the potential for a big boost in sales. Global expansion has a lot of moving parts, but with Amazon Global Selling, you get to use Amazon’s global infrastructure to get your products in front of a worldwide audience.

When it’s time to take your business to the next level, expand through Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.
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Need help with registration?

Start selling today

Put your products in front of the millions of customers who search every day.
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Subscription fee waiver till 31 December 2025. Terms and conditions apply.
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Just have a few items to sell?
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