Amazon Germany PPC Guide

Amazon Germany (amazon.de) prices in euros and is managed through sellercentral-europe.amazon.com, the Seller Central address Amazon also lists for the UK, France, Italy and Spain. Advertising runs in the Europe region of the Amazon Ads API, and advertising.amazon.de forwards to the German-language section of Amazon Ads. Shoppers can switch the storefront to English, Czech, Dutch, Polish, Turkish or Danish, but Amazon calls those translations of the most important information and names the German version of the site as definitive, so your keywords are matched against German text. The audience also crosses the border: there is no Amazon store for Austria, and amazon.de delivers there, free at standard speed for Prime members on orders Amazon fulfils.

Settle the money side before the first bid. German price law requires consumer prices to be stated as totals including VAT, charged at 19 percent as standard or 7 percent for goods on the reduced-rate list, such as books. Amazon Ads removes inclusive VAT from attributed sales, so the ACoS in your reports is measured against a net figure while the shopper sees a gross one. German law can also make a marketplace liable for VAT a seller leaves unpaid, the main exemption being a seller with a valid German VAT identification number, and Amazon's VAT rules single Germany out: elsewhere in the EU it allows a notice period, but storing stock in or shipping from Germany without a valid German VAT number can affect an account immediately.

Two compliance checks sit in front of any campaign. Amazon is legally obliged to verify extended producer responsibility in Germany for packaging, through a LUCID number from the Zentrale Stelle Verpackungsregister, and for electrical and electronic equipment, through a WEEE registration number from stiftung ear. Listings without a valid number are deactivated, whether FBA or self-shipped, and no bid can sell a switched-off listing. Fulfilment comes last. Under the Central Europe Programme, Amazon may store German FBA stock in Polish and Czech fulfilment centres too; joining needs VAT registrations in both countries, and sellers who stay out pay an extra fee on each unit shipped from German sites. Serving Germany from inventory in another member state carries a cross-border fulfilment fee instead. Shurq's dashboard sets Amazon fees, cost of goods, PPC spend and refunds against sales for each product, updated hourly, so the route you pick shows up next to the advertising that depends on it.