Amazon is one of the world's largest brands and a true e-commerce giant. The American company is constantly growing and conquering new markets. It is currently also increasingly active in Europe. While the Amazon.pl website dedicated to Polish customers is not yet operational, residents of Poland can both buy and sell through the service. What is Amazon sales like in Poland?
What is Amazon?
If you don't know what Amazon is yet, you have a lot of catching up to do. It's one of the largest global platforms in the world, right next to the Chinese services Alibaba/Aliexpress. Founded in 1994, it quickly began building its reputation. The platform currently has hundreds of millions of customers. It has dozens of private labels, selling thousands of products —the proverbial soap and jam—though it started out selling books. It also creates a platform for sellers, where anyone can list their goods if they create an account, pay a commission, and run their business according to the brand's guidelines (more on that in a moment). Amazon also offers a range of services and revolutionary products.
- It was this company that popularized e-books with its Kindle reader. To this day, it remains the most popular product of its kind in the world. New, improved versions are released periodically.
- The company also sells Echo smart devices developed specifically for its needs, featuring the virtual assistant Alexa.
- It also has its own video streaming platform, Prime Video, which is one of the biggest competitors to Netflix and HBO Go. It's part of the larger Amazon Prime service, which also includes access to e-books, music, and games, as well as fast, free shipping, product discounts, and other attractive offers.
- One of the giant's newest brands is Amazon Fresh. It allows online grocery shopping and offers a wide selection of products and fast delivery. It operates in major US cities and several other locations around the world.
Amazon employs over 800 people worldwide, approximately half a million of whom are based in the United States, where the company originates and where it holds a virtual monopoly on e-commerce (its share is estimated at 50% of the entire online retail market). The brand also employs several thousand people in Poland, where its logistics centers operate, helping ensure fast delivery of ordered goods.
Amazon's operations in Poland
Amazon's entry into Poland, along with the establishment of the aforementioned logistics centers, has raised hopes among brand enthusiasts. For several years, there has been talk of an Amazon.pl website, but it remains unavailable. We can only speculate as to what is delaying the e-commerce giant's full-fledged launch in Poland. However, it would certainly have a significant impact on the market. Allegro , a brand that thrives in its home country, could be particularly vulnerable to this threat, as it's thriving in some respects, increasingly similar to its overseas competitors.
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So how can you use the service in Poland? Buyers can order through any website. The German version, Amazon.de, is particularly recommended, as it is also available in Polish. Most products available on this website can be shipped to Poland, and shipping is free for orders over €39. You can also pay extra for express or one-day delivery.
Amazon – is it possible to sell from Poland?
Polish sellers can also partner with the site, opening their business to all of Europe. How to sell on Amazon from Poland? Register through the fully Polish-language website – here , where you can also review Amazon's terms and conditions, fees, and more. Creating an account entitles you to list your products through the site in all its European versions , including:
- Amazon.de (German),
- Amazon.co.uk (British),
- Amazon.fr (French),
- Amazon.it (Italian),
- Amazon.es (Spanish).
This means it offers an opportunity to reach hundreds of millions of customers! It's also worth noting that Amazon's clout in Europe is growing. In Germany, it recently overtook Google in product searches. This means that German internet users, if interested in a product, are statistically more likely to search for it directly through Amazon than through Google . It's also good to know that the e-commerce giant provides its sellers with numerous tools to streamline their operations, ensures transaction security, and offers extensive support . Using the website itself is intuitive and doesn't require any special technical skills, so it's worth knowing how to sell on Amazon from Poland to gain a new, attractive channel for reaching customers. However, knowledge of English is helpful. While many functions have been translated into Polish, communication with the website's support team is in English. Knowledge of German, Spanish, or French is not required – product descriptions can be translated into any of these languages.
How to sell on Amazon from Poland?
You can start selling on Amazon in just a few steps. The first step is creating an account. This requires providing a few details, such as:
- e-mail adress;
- telephone number (provided with the country code for Poland);
- full company name;
- company address and contact person – confirmed e.g. by a bank statement;
- VAT-EU number/NIP number;
- data and account number for payment transactions;
- information about the company (e.g. type of business, registration number, date of registration in the National Court Register or CEIDG) – translations and original documents will be required, in the case of CEIDG, an extract can be downloaded in English, in the case of the National Court Register, a sworn translation is required;
- information about the seller, including a two-sided scan of the ID card or passport of the beneficial owner or company owner;
When registering, you'll also need to create a seller name , which will be visible to all site customers. It's worth noting that selling on Amazon is only available to registered businesses – this is one of the main requirements for joining the program, which aims to provide customers with higher quality services and security.
At this stage, you can also choose your sales plan (subscription). Individual and professional options are available. The choice will determine, among other things, the costs you incur when working with Amazon.
The individual plan assumes:
- ability to sell less than 35 products per month;
- access to basic sales tools – adding products and using Amazon warehouses;
- no access to advanced options – e.g. advertising or API;
- inability to list products in certain categories that require Amazon's consent;
- a percentage commission on sales plus a fee of £0,75 for each product sold.
The professional plan is:
- the ability to sell an unlimited number of products per month,
- the ability to list products in categories requiring Amazon's consent,
- access to advanced tools – advertising, promotions, sales reports, bulk product addition and API integration;
- percentage commission on sales plus a fixed fee of £25 (excluding VAT).
If you're thinking about a serious business on Amazon, a professional account is certainly a much better choice. The various professional tools provided by the e-commerce giant are especially useful. These include the ability to offer promotions with free shipping and advertise on the website. Sales reports are also useful. Some also use external support in the form of tools that facilitate market and demand analysis or margin forecasting. This can prove extremely useful – after all, Amazon is highly competitive.
If you're unsure whether Amazon is the right fit for you, you can start with a custom plan that will help you familiarize yourself with the service, its features, and its capabilities at a low cost. Importantly, creating an account of any type doesn't involve any long-term commitments – Amazon allows you to cancel your partnership at any time.
Selling in Poland on Amazon - adding products
After creating and confirming your account, you can start adding products to your listing. It's worth learning exactly how to sell on Amazon from Poland, as the rules are slightly different than on more popular online marketplaces. Unlike Allegro, which is popular in Poland, or the Chinese-owned Aliexpress, this platform groups all sales offers under a single product card. This applies to products of the same brand and with the same characteristics (color, size, etc.). This is possible thanks to the use of EAN numbering, as well as GTIN or UPC. Therefore, every product added to Amazon must have this code.
How does this work in practice? If the product you want to sell isn't yet available on the platform, you can set its description and other details, which will be displayed on the page. However, if the product is already listed on Amazon, you can simply add your own offer with the price. Customers looking to buy an item will find its description, title, and photos on the product page, set by the first person to add it to the store. In the BuyBox, they'll see offers from different sellers for the same product —only the purchase price, shipping cost, and seller name are listed. They can click on these offers to expand the list of all offers, from which they can then choose the one they like best. If they simply click the "add to cart" or "buy in 1 click" button at the top of the page, the algorithm will automatically select the best offer (not necessarily the cheapest, but one with free shipping or same-day delivery, for example).
It's worth noting that if a seller's offer is the most frequently chosen of all those listed in BuyBox, they can apply to take over the product card, allowing them to edit items like the name or description. However, this doesn't happen automatically – if you're interested in this, you'll need to contact the Helpdesk.
How to create a product card on Amazon?
If you've managed to offer a unique product, you'll need to design the look of your offer before adding it to your store. A product card consists of several elements. How do you create them?
The listing title is the most visible when browsing search results. It must be precise so that users can immediately navigate to the location they are looking for. Listing titles are usually quite extensive. According to Amazon guidelines, they should include:
- brand name,
- model name,
- product name,
- type,
- number,
- color or size.
Before creating one, it's worth thoroughly reviewing Amazon's sales policies. Below the title, you can also include bullet points—a bulleted list highlighting the product's most important features and allowing the customer to explore the offer more closely. The main description is located at the bottom of the page.
The main description can contain up to 300 words and highlight all the product features you deem relevant. Its format and content are highly flexible. It's worth bolding certain important passages, using short sentences and paragraphs, and bulleted lists to make the content easier to digest. It's also important to fill the text with keywords – they should also be included in the title and bullet points below it. However, it's important that they appear naturally. When planning your keyword list, you can use online tools.
The text must, of course, be written in the language of the specific website version – so it can be understood by customers visiting it. If the same product is listed on different European websites, you can try automatic translation of the descriptions, but a much better solution is to hire a professional. You can even find a copywriter or translator online. It's a relatively small expense, but the effect is significantly better – professionally prepared text in a given language will definitely help encourage buyers to buy, especially if you're a new seller.
The final key element of a product card is the image. You can add a maximum of seven of them. The main image is the most important, and it must meet several strict criteria. The product must be presented on a white background, without any additional items not included in the offer , logos, slogans, or other text or graphics. It's important to ensure that the main image is high-quality and accurately represents the product. Other images can supplement product knowledge and showcase its benefits – close-ups of important details that clearly reflect the color or texture of the material are useful. Additional images can also include infographics or model shots showing examples of how the product is used.
Shipping products on Amazon
When learning how to sell on Amazon from Poland, it's also important to consider shipping. The site offers various delivery options. There are three distinct options:
- Fulfilment by Merchant (FBM),
- shipping via Amazon warehouses – Fulfilment by Amazon (FBA),
- shipping by an external company.
The first solution seems the most obvious and also the most cost-effective, as it doesn't require paying someone to handle the shipping. However, it's worth remembering that it can be quite labor-intensive and stressful, especially since Amazon has quite strict customer service requirements in this area. At least 90% of orders must be shipped within two business days. In some situations, this can be tedious, difficult to implement, or expensive due to the need to hire someone to help.
Fulfilment by Amazon is a very interesting service that almost completely removes the responsibility for shipping from the seller partnering with the platform. It requires sending the products listed on the platform to one of Amazon's warehouses – Amazon employees take care of the rest. After the customer places an order, they quickly package and deliver the goods , guaranteeing the high quality of service that so many Amazon customers appreciate. Of course, using the service involves a fee, but many sellers appreciate this solution. Its main advantages are convenience (Amazon then also processes returns and complaints) and, above all, cost savings (no need to rent a warehouse or hire employees for shipping). Furthermore, sellers using FBA can count on certain privileges , such as higher product rankings and the opportunity to "win" the BuyBox. This can also be done by offering free shipping to Amazon Prime members, thus attracting more customers.
The final option is shipping through intermediaries, similar to Fulfilment by Amazon. Goods are stored in an external warehouse, then, once ordered, picked and shipped to the customer. This solution is particularly popular with sellers who split their operations between Amazon and other online marketplaces or their own store . This allows a single warehouse to handle all orders while reducing costs.
Amazon – selling in Poland – is it worth it?
So, is it worth using Amazon to sell products? Does selling on Amazon in Poland make sense? The platform is quite affordable, and you can always withdraw from a partnership, so it doesn't involve significant risk. Selling unique products on the platform, such as crafts or handmade items, could be an interesting option. Perhaps this way you'll gain new customers and grow your business? Amazon is also a good option if you want to test the reception of your products in markets other than Poland. It's also worth remembering about advertising on Amazon. Within the platform, you can promote individual products, your brand, or create more complex creatives in the form of display ads. Amazon advertising can be automatically or manually targeted, and you pay – similarly to Google Ads – per click, not per impression. The costs of such promotion may seem high, but with a high-quality offer and the right target audience, it can yield very good results. Remember, we're always happy to help with advertising on Amazon!
Summary
The above article covers the following topics:
Amazon was presented as a global e-commerce giant offering a wide range of products and services (Kindle, Alexa, Prime Video, Amazon Fresh) and employment information, including in Poland.
It was explained that Polish entrepreneurs can register via the Polonized website and sell on five European Amazon markets.
