Amazon Agency in Poland
Amazon is the largest marketplace in the world, and amazon.de alone draws close to 400 million visits a month. We run your account from registration and Brand Registry through to scaling across Europe.
Author: Iwona Lewanczyk Rompca · co-founder of Commercraft, e-commerce and marketplace expert · updated: September 2026
Let's talk about your Amazon channel
Tell us what you sell and which European markets you already run. You get back an assessment of where Amazon fits and what your first quarter would look like.
Why Commercraft
We run Amazon accounts rather than translate them. The same team works the Polish and the German store every day, and one person in the team handles the German market in German, so the offers, the buyer messages and the disputes are written by someone who reads them the way a German customer does.
Amazon is the shortest route to customers across Europe, and it plays by its own rules. For a company registered in Poland we open the account through our agency link, with a contact on Amazon’s side and a place in the Polskie Marki storefront, Amazon’s shop for Polish brands, now more than 200 of them. Below is what we cover and the details that decide the result.
- VAT19%
- e-commerce share of retail~27% (2021)
- shopping online81%
- logisticsDHL, DPD, Hermes
- VAT20%
- e-commerce share of retail~14% (2024)
- shopping online80%
- logisticsColissimo, Chronopost, Mondial Relay
- VAT22%
- e-commerce share of retailno data
- shopping online56%
- logisticsPoste Italiane, BRT, GLS
- VAT21%
- e-commerce share of retail~20% (2024)
- shopping online71%
- logisticsCorreos, SEUR, GLS
- VAT21%
- e-commerce share of retail20-32% (2024)
- shopping online94%
- logisticsPostNL, DHL, DPD
Sources: VAT rates - Tax Foundation 2026; share of online shoppers in 2025 - Eurostat; e-commerce share of retail - national and industry data (year in brackets). Return rates aren't measured officially in the EU and methodologies differ; on average around 20% of orders, higher in fashion. Indicative data as of June 2026.
How we can support you on Amazon
Account registration and Brand Registry
Opening the account is the easy part. Company and identity verification follows, and it now ends with a scheduled video call. The account usually goes live within a few working days, though the list of documents Amazon asks for keeps changing, so we assemble the paperwork and walk you through the process while Amazon makes the decision. Brand Registry comes next. It is free to join and needs a trademark registered with EUIPO or with a national office such as the DPMA in Germany or the UPRP in Poland; a mark that has been filed and is still in examination is accepted too. Enrolment opens A+ Content, Brand Story, your own brand store, Brand Analytics, the Vine review programme and Transparency. Without it, practically anyone can edit your product page and attach their own offer to it, so we monitor attempts on your ASINs, group and block unauthorised offers and report violations. Every violation counts against account health, and on a young account too many of them get the company flagged and blocked for a long time.
Listings and A+ Content
On Amazon, the title and the five bullet points aren't decoration. They're the main fields the search engine uses to match your product to customer queries. The most common mistake is stuffing words into the title instead of completing the attributes in full (size, colour, material), because attributes are what power the filters and relevance. Where your data is in good shape we publish tens and sometimes hundreds of offers a day, and we can tell you how fast your catalogue will move before the engagement starts. We are an international team with fluent German speakers, so machine translation goes through a second, human pass before it reaches your product pages. We also build A+ Content, the rich, visual brand description, which lifts conversion on exactly the products where a buyer hesitates.
An example of A+ Content (rich content) on Amazon
Amazon advertising (PPC)
Sponsored campaigns are easy to launch and just as easy to burn money on. We watch the advertising cost of sale (ACOS) and its share of total sales including organic (TACOS), because the second number is what shows whether advertising is genuinely building your position or just inflating one product. We separate campaigns on your own brand from campaigns on competitor phrases, because each has a different goal and a different profitable cost per click. Budget goes where margin remains.
FBA logistics
FBA (storage and shipping handled by Amazon) brings the Prime badge and convenience, and it can quietly eat your margin through storage fees and returns handling. The current European price list, the Rate Card Europe, has applied since 1 July 2026, and since 17 April fulfilment fees carry a 1.5% fuel and logistics surcharge. On a cheap range, last year's arithmetic no longer holds. Stock held in a German fulfilment centre also means registering for German VAT and filing monthly returns, and the OSS scheme does not replace that. Prime can be earned from your own warehouse through Seller Fulfilled Prime once you meet the delivery and quality metrics. We work out which products belong in FBA and which ship better with your own logistics, and we prepare shipments to Amazon’s labelling requirements so goods are not rejected on arrival. For goods up to 25 € Amazon expects a domestic return address in the destination country, which often decides the model on its own.
Analytics and reporting
Without data, selling on Amazon is guesswork. We look at conversion and results at the level of the individual product (ASIN), because an account-wide average can hide a product that's losing. Instead of monthly reports, we deliver weekly status updates and alerts when a ranking drops or an offer gets blocked. We turn the numbers into decisions: what to reprice, where to add budget, which product to pull.
Compliance and requirements
Selling into EU markets brings obligations, and missing them ends with blocked offers, often without warning. In Germany that means the LUCID register under VerpackG together with a contract with a dual system, WEEE registration with stiftung ear under ElektroG, and BattDG, which replaced BattG on 7 October 2025. Without an EPR number Amazon blocks offers in Germany, the Netherlands, Poland and Sweden. GPSR has applied since 13 December 2024 and requires a responsible economic operator in the EU, with an electronic address, named on the product and in the offer. VAT registration follows the goods rather than the company, so storing stock abroad triggers it at a threshold of 0 €. The old §22f tax certificate no longer applies; Amazon verifies your VAT number instead. VAT and packaging registrations are handled by specialist firms, we tell you what to prepare and keep the deadlines, and with GPSR we build the documentation together with you. We advise and help with the paperwork, we are not a law firm.
How we run your Amazon account
Audit or launch plan
If you already sell, the account, listings, campaigns and account health go under review. If you are starting, you agree markets, logistics model and category order with us first.
Registration and verification
Account, KYC, company data and Brand Registry. We prepare the documents and run the process, and Amazon decides who gets in. This is where most launches stall.
Catalogue
Listings, A+ Content, images and categorisation. An Amazon product page works differently from an Allegro listing and needs its own preparation.
Campaign launch
Structure, budgets, close observation of the first weeks and adjustments.
Running the account
We run it day to day: prices, stock, campaigns, brand protection and account health. On Amazon the metrics decide whether your offers are shown at all, and a suspension in peak season costs more than a year of running the channel properly.
Amazon PPC and advertising
Amazon Ads is priced per click, and ACOS read at account level says very little. The same campaign can be profitable in one category and loss-making in the next, at an identical figure.
Defending your own ASINs and winning category terms are separated, because the two carry a different sustainable click price. Budget follows unit margin, and results are read per ASIN.
On a young account, advertising is often the only way a listing gathers its first reviews and sales history. That is a different objective from return on ad spend, and we account for it separately.
A+ Content and brand presentation
A+ Content replaces the plain description block with a structured brand page. It changes conversion on exactly the products where a buyer hesitates, and it is available once the brand is in Brand Registry.
The modules are built, the copy written and both adapted per market. A layout that works in Germany rarely works unchanged in Italy, because the buying objections are different.
The screenshot on this page shows what that looks like in practice.
Who this is for
We work with manufacturers and distributors who own a brand and want to control how it looks on Amazon. The fit is usually good when:
Your trademark is registered or being registered, so Brand Registry is within reach.
Your catalogue makes sense in Germany, France, Italy or Spain as well as Poland.
Sellers you have no agreement with are listing on your ASINs.
The account has run for years, but nobody watches the health metrics or can say which campaigns add sales.
Amazon is demanding at the start. With a handful of SKUs and no registered trademark, another marketplace is usually the better first step.
Selling on Amazon from another EU country
You do not need a Polish company to sell on amazon.pl, and you do not need a German one to sell on amazon.de. One European seller account opens the stores, and the obligations follow the goods rather than the company.
In practice that means three things. VAT registration applies in every country where you hold stock, with OSS covering distance sales above the 10,000 € EU-wide threshold but not replacing a local registration. Germany adds its own environmental registers: LUCID, WEEE with stiftung ear and BattDG, and a company without a German establishment needs an authorised representative. Customer service and product pages have to be in the language of the market.
The part that decides the outcome is the same everywhere: a catalogue that carries its attributes, a brand in Brand Registry and someone watching account health. That is the work we take on, whichever country you invoice from.
Results we deliver
- over 6,000 listings on Kaufland, and within two months Amazon reached 30% of that channel’s sales (sport, distributor)
- a Polish lighting manufacturer across two DIY marketplaces and Amazon.de (furniture and decor, brand owner)
The Amazon market in numbers
60%+
of sales in Amazon’s store come from independent sellers, most of them small and medium businesses
100+
countries and regions Amazon delivers products to
400 million
visits a month on amazon.de, the largest Amazon store in Europe
PLN 5.2 billion
in exports by Polish SMEs through Amazon in 2025, when they sold more than 40 million products
Sources: aboutamazon.pl, 20 May 2026 (exports of Polish SMEs), sell.amazon.com (share of independent sellers, countries), Marketplace Pulse, Q1 2026, Similarweb, amazon.de traffic, September 2026.
Frequently asked questions
Not to sell, but yes for Brand Registry. Without it, anyone can edit your product page and add their own offer to it, which is why it is the first step for brand owners.
It depends on size, turnover and margin. For light, fast-moving items FBA usually pays for itself, for heavy and slow-moving ones it can eat the whole profit. The current European FBA price list has applied since 1 July 2026, so both models get modelled on those rates. For goods up to 25 € Amazon also expects a domestic return address in the destination country, which often settles the question by itself.
Germany is usually first: amazon.de draws close to 400 million visits a month and is the largest Amazon store in Europe. Independent sellers account for more than 60% of sales in Amazon’s store. Other countries follow once the first one runs cleanly.
Identity verification ends with a scheduled video call, and the account itself usually goes live within a few working days. What sets the real date is the paperwork around it: a LUCID registration can take 12-14 weeks, and without an EPR number Amazon blocks offers in Germany, the Netherlands, Poland and Sweden. Work on the catalogue runs in parallel.
VAT follows the goods. Holding stock in a country means registering for VAT there, so FBA in Germany means German VAT and monthly advance returns. OSS settles distance sales above the 10,000 € EU-wide threshold, and it does not replace a local registration where the goods are stored. You get a map of what applies, and your accountant stays in the loop.
Yes. On an account with incomplete listings that is a bad first move, because a weak product page lowers conversion and raises the cost of every sale.
The cause gets established, the missing documents assembled and the appeal filed. It is usually a metric, a verification document or a reported infringement.
Yes. Most brands that come to us for Amazon also run Allegro, and some add Kaufland or eMAG.
No. Instead of a yearly retainer independent of results, we agree a two-month notice period.
No, on neither. Listing, content and marketing are included in the cost of the engagement.
Other marketplaces we run
Amazon is rarely the only channel. Alongside it we run Allegro, Poland’s dominant marketplace and the local equivalent of Amazon, plus Kaufland, Empik, eMAG, Erli, Zalando, Modivo, Media Expert, MediaMarkt, Super-Pharm, Douglas, Decathlon, Castorama, Leroy Merlin, OBI, XXXLutz, home24, Black Red White, bol.com, Temu and TikTok Shop, in Poland and across Europe.
About the author
Iwona Lewanczyk Rompca – co-founder of Commercraft. She works in e-commerce and marketplace sales every day, bridging the operational and business sides. · updated: September 2026
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