Selling on Amazon Germany: VAT, EORI, LUCID, GPSR and FBA in One Plan
Selling on Amazon Germany is the model in which a manufacturer sells its products on Amazon.de to German and European consumers, with delivery from Amazon’s FBA warehouses. Export Partners is an Amazon SPN verified team that runs this process on behalf of manufacturers, from EORI and VAT registration to LUCID and GPSR compliance, and from an EUIPO trademark to the first shipment and launch.
Amazon.deEORIVATLUCIDGPSRPan-EU FBA
How does selling on Amazon Germany work?
Amazon.de is Amazon’s largest marketplace in Europe. With a unified European account, Germany, France, Italy, Spain, the Netherlands, Poland, Sweden and Belgium are managed from a single dashboard. A company registered outside the EU can open an account directly; setting up a company in the EU is not required.
The challenge is not the account but the order of registrations: an EORI number for the product to enter the EU, a German VAT registration because stock is held in an FBA warehouse in Germany, a LUCID registration for packaging, an EU-based responsible person under the GPSR (in force since December 13, 2024), and an importer of record (IOR) solution for non-EU sellers. If one is missing, the listing may not go live or may be suspended. The sequence and the reasons behind it are explained step by step in our guide to selling on Amazon Germany; this page describes the service that runs that process on your behalf.
For brand protection and A+ content, Brand Registry is opened with an EUIPO trademark application; a single application covers 27 countries.
Who is it for?
Manufacturers entering Europe with their own brand
Sellers expanding from Amazon US to Europe
Brands that want to sell independently of distributors
Sellers with suspended Amazon listings
Which registrations are required to sell on Amazon Germany?
| Registration | Purpose | When |
|---|---|---|
| Seller account (unified European) | In your company’s name; identity, address and bank verification | At the start |
| EORI number | For entry into EU customs; for non-EU sellers, together with an importer of record (IOR) solution | Before the first shipment |
| German VAT registration | Required because stock is held in Germany (FBA); Amazon verifies the VAT number | Before sending stock |
| LUCID packaging registration | Under the German Packaging Act (Verpackungsgesetz); Amazon may deactivate listings without a LUCID number | Before the listing goes live |
| GPSR responsible person | An EU-based responsible person and address details on the product; required since December 13, 2024 | Before the listing goes live |
| EUIPO trademark and Brand Registry | For brand protection, A+ content and a brand store | With the application number |
| By category: WEEE, batteries, food contact | EPR registrations for electronics and battery products; EU labeling rules for food and cosmetics | Depends on product |
The table summarizes which registration is needed at which stage; items may be added or removed depending on the product group. The final list is provided in writing at the first meeting.
How does selling on Amazon Germany work in four steps?
Account and registration sequence
Compliance and trademark
German listing, A+ and FBA
Launch and Pan-EU
How long does it take, and how is the fee set?
| Stage | Duration |
|---|---|
| Account opening and verification | usually 1 to 3 weeks |
| EORI | a few business days |
| German VAT number | usually 4 to 8 weeks; may vary with Finanzamt workload |
| LUCID and GPSR responsible person | 1 to 2 weeks |
| Total, from setup to first sale | usually 2 to 4 months; VAT is the deciding factor |
The service fee is quoted based on the number of product groups and the scope; third-party fees such as the VAT representative, GPSR responsible person and LUCID, as well as Amazon commissions, FBA fees and the advertising budget, are separate. Package options covering setup only, a 3-month launch and management, or an EU trademark are on the service packages page.
Three points specific to Germany
VAT sets the pace. Holding FBA stock in Germany makes VAT registration mandatory, and Amazon does not accept stock until the number is issued; since the process can take 4 to 8 weeks, it is started first. OSS registration for sales to other European countries is planned separately.
GPSR and LUCID can block listings. Since late 2024, listings without EU-based responsible person details do not go live in the EU, and Amazon may pause sales on accounts missing a LUCID number. Both are filed in the first week of setup.
German-language content. Not a translation, but a listing written with the keywords German shoppers actually search for; titles, bullet points and A+ content are reviewed by native speakers. For selling across Europe, see our article on selling on Amazon Europe.
Also available as a package
Setup only, a 3-month launch and management, or a full package together with FDA, company and trademark services. Scope and comparison on one page.
Why Export Partners?
A field-tested European process
Trademark and compliance in one team
The account is in your name
Measured results
Frequently asked questions
No. A company based outside the EU can open an account on Amazon.de. What is needed is not a company but the registrations: EORI, German VAT, LUCID, an EU-based GPSR responsible person and an importer of record solution.
Yes, if stock is held in an FBA warehouse in Germany; Amazon does not accept stock without verifying the VAT number. Since the process usually takes 4 to 8 weeks, it is started on the first day of setup.
Since December 13, 2024, the EU General Product Safety Regulation requires an EU-based responsible person and contact details on the product for most items sold in the EU. Amazon does not publish a listing without this information.
The central register under the German Packaging Act; for every package that reaches consumers in Germany, the manufacturer or seller must be registered with LUCID and join a licensed system. Amazon asks for the LUCID number on the account.
The unified European account covers Germany, France, Italy, Spain, the Netherlands, Poland, Sweden and Belgium. Stock can be held in Germany and distributed to other countries through Pan-EU FBA; VAT obligations in each country are assessed separately.
It is not mandatory, but Brand Registry, A+ content and listing protection require a valid trademark application in the EU. An EUIPO application covers 27 countries with a single filing.
No. Since Brexit, Amazon.co.uk is a separate marketplace; UK VAT, a GB EORI and a UK responsible person are required separately. Details are on our selling on Amazon UK page.
EU food labeling rules (mandatory information in German, allergens, nutrition declaration) and, where needed, the EU equivalent of an organic or halal certificate; Germany has no FDA equivalent, and the EU importer carries responsibility.
Guides
- Selling on Amazon Germany: the EORI, VAT, LUCID, GPSR sequence
- Selling on Amazon Europe
- Amazon Germany FBA private label guide
- EU trademark registration (EUIPO)
Other Amazon marketplaces
The U.S., Germany and the UK with the same team; inventory, brand and advertising decisions on one calendar.
Get a quote
Tell us your product group, target market and, if you have one, the status of your current Amazon account; we reply the same day with a quote covering scope, timeline and price.
- The registrations you need, in writing
- Service fee and third-party fees listed separately
- Timeline from setup to first sale
Contact us
E-mail: info@exportpartnersllc.com
U.S.: +1 210 756 2033
Export Partners LLC, 5835 Callaghan Rd, Ste 204-0501, San Antonio, TX 78228, USA