What does selling on Amazon Germany really cost in 2026?

Detailed examples, real figures, and the costs that many sellers forget

Many new Amazon sellers focus on product selection.

Others focus on advertising.

But most miscalculations arise when estimating the actual costs.

A product can sell outstandingly well and still generate almost no profit. The reason for this lies in the numerous cost items that often only become visible after the sales launch.

In this article, we look at three typical product examples and analyze which costs Amazon sellers in Germany can actually expect.

Example 1: Kitchen Product

Selling Price: 24.99 €

Product and Import Costs

Product price from manufacturer: 4.50 €

Transport costs: 0.80 €

Customs, duties, and other import costs: 0.30 €

Preparation, labeling, and packaging: 0.20 €

Total Product Costs

5.80 €

Amazon Fees

Amazon referral fee: 3.75 €

FBA fee: 4.10 €

Total Amazon Costs

7.85 €

Advertising

PPC Advertising:

3.50 €

Returns Reserve

Not every order stays with the customer. Returns are a normal part of everyday business.

Calculated reserve:

0.75 €

Other Costs

Storage costs and other incidental expenses:

0.50 €

Packaging Compliance

LUCID, packaging licensing, and reports:

0.05 €

Result

Selling Price: 24.99 €

Total Costs: 17.95 €

Profit: 7.04 €

Profit Margin: 28 %

Example 2: Beauty Product

Selling Price: 19.99 €

Cost Overview

Product and logistics: 3.90 €

Amazon fees: 6.50 €

PPC advertising: 4.50 €

Returns reserve: 1.00 €

Other costs: 0.50 €

Compliance: 0.03 €

Total Costs

15.93 €

Profit

4.06 €

Profit Margin: 20 %

Example 3: Low-Priced Product

Selling Price: 9.99 €

Many beginners believe that low-priced products are easier to sell.

In reality, they are often among the most difficult business models.

Cost Overview

Product and logistics: 1.90 €

Amazon fees: 3.50 €

PPC advertising: 2.00 €

Returns reserve: 0.40 €

Other costs: 0.30 €

Compliance: 0.02 €

Total Costs

7.91 €

Profit

2.08 €

Profit Margin: 21 %

Why Low-Priced Products Are Often Dangerous

With a profit of only around 2 € per sale, even a few minor issues can completely destroy your calculation:

• higher advertising costs

• increasing returns

• price wars

• damaged inventory

• additional storage costs

A single return can wipe out the profit of several orders.

That is why many experienced Amazon sellers avoid extremely cheap products.

The Costs That New Sellers Most Frequently Forget

1. PPC Advertising

Many products do not sell without advertising.

Especially in highly competitive categories, advertising costs can reach 10–30% of sales.

For new products, this share is often even higher.

2. Returns

Returns are often completely forgotten.

Particularly affected are:

• Clothing

• Jewelry

• Shoes

• Beauty products

A high return rate can quickly turn a profitable item into a loss-maker.

3. Storage Fees

Amazon charges fees for storing goods.

Products that sell slowly incur extra costs and tie up capital.

4. Capital Tie-up

Many Amazon businesses do not fail due to a lack of sales, but due to a lack of cash flow.

Money is simultaneously tied up in:

• Goods inventories

• Transport

• Advertising

• Taxes

• Returns

The faster a company grows, the more crucial liquidity planning becomes.

5. Compliance

This area is underestimated by many international sellers.

This includes, among other things:

• VAT (Value Added Tax)

• Packaging Act (Verpackungsgesetz)

• LUCID registration

• Packaging licensing

• EPR (Extended Producer Responsibility) requirements

The direct costs are often comparatively low. However, the consequences of mistakes can be significantly more expensive.

How much starting capital does a new Amazon seller need?

A realistic example for a private label launch:

First purchase order: 3,000 €

Transport: 800 €

Product photos: 300 €

Listing optimization/creation: 300 €

Advertising budget: 2,000 €

Compliance and registrations: 100–300 €

Unforeseen costs: 1,000 €

Recommended Starting Budget

7,500 € to 10,000 €

Why many Amazon sellers fail

Most do not fail because of the competition.

They fail because of incorrect calculations.

Many only look at the purchase price and the selling price.

Successful sellers analyze every single cost position between the manufacturer and the final customer.

Conclusion

Amazon Germany continues to offer massive opportunities for sellers.

But long-term success does not only depend on having a good product.

Successful sellers understand:

• their costs

• their margins

• their cash flow

• their advertising costs

• their compliance obligations

Those who calculate all costs realistically make better decisions and build a significantly more stable business.