The Ultimate VAT Guide 2026 for Amazon and eBay in Germany

Our guide to VAT for Amazon and eBay explains how foreign sellers can successfully distribute products in Germany. Key steps include registering for a VAT identification number and registering with the packaging registry. Sellers should focus on the German market, test products in small quantities, and build a strong brand to meet the high quality standards of German customers.

You can also hand over registration, admin and ongoing obligations: we take care of them in Company Formation & Admin.

Overview of Tax Regulations in Germany

Germany can be a fairly challenging place when it comes to bureaucracy and obligations. In other countries, it might be relatively simple to set up a lemonade stand and start selling lemonade. In Germany, however, everything must be documented in writing and properly registered so that it can be tracked and calculated within the German tax system. One of the most important numbers you need to pay attention to is the German VAT identification number. Below, we show you how to obtain a German VAT registration so you can start selling your products online.

However, there’s more than just the VAT identification number. A very important and specific requirement for selling shippable products in Germany is the so-called packaging registry. Since sustainability holds great importance in Germany, laws have been enacted that require thorough registration of your product packaging.

Before we address both topics, let’s first look at what requirements must be met to become a seller on Amazon and eBay.

Requirements to Become a Seller on Amazon and eBay

To become a seller on Amazon and eBay, you must go through a standard registration process. Fortunately, both platforms have specified exactly what they need from you.

We distinguish here between account requirements and product requirements. On the account side, you must register with the correct information about yourself and your business. On the product side, you must ensure that your products are legal to sell in Germany and on Amazon and/or eBay. Some products may even require special validation.

This may apply to jewelry, music, watches, as well as videos, DVDs, and Blu-rays. Where things become unique is on the legal side.

Permission to Ship Products in Germany

As outlined in the overview, Germany has a special law regulating packaging that is controlled and monitored through the packaging registry. If you’re wondering: “Do I need this?” – here’s a quick rule of thumb: Anyone shipping a non-digital product to or within Germany must register on the packaging registry website.

The most important thing to keep in mind is not to fall into the outsourcing-dropshipping trap. When companies outsource their package management, they typically do so to save time, money, and effort. Especially time. They take care of the product and packaging, great, right? Well, wait a second. Here comes the packaging registry. It clearly states that the owners of the product are responsible for correct shipping packaging.

You can outsource your packaging and even have Amazon handle it. However, make sure you don’t fall into the trap and verify together with your packaging partner that the packaging meets 100% of the packaging registry guidelines.

How to Obtain a German VAT Identification Number

We’ve found that Amazon and eBay want you to have a German VAT identification number from the start. But how do you obtain one?

The process itself is quite straightforward once you have the right information.

Foreign companies must submit an application to the competent tax offices in Germany. Depending on where your business is located, the competent tax office may differ. To give you an example: As a company based in the United Kingdom, Hannover-Nord tax office is the competent office.

The only catch is: Most tax offices are rather “old school,” so there can be long waiting times. There’s also a high likelihood of language barriers, as these offices typically only speak German.

After applying, it’s quite possible that the waiting time can be up to two months – provided everything is done correctly and there are no follow-ups in between.

3 Important Tips to Boost Your Success as a Foreign Seller in Germany

1. Establish Inventory in Germany

While you can serve over 20 countries from the start, we recommend focusing optimally on one country and at most two to three countries.

Germany is considered one of the easiest marketplaces on Amazon, so it might make sense to focus entirely on getting your products on the German marketplaces first.

To make your entry easier, we recommend keeping inventory in Germany. When you do this, you achieve the best delivery times, have to worry about the fewest number of VAT identification numbers, and even save costs because you can reach all your customers with the lowest cross-border fees.

2. Test the Waters

This is one of the most important pieces of advice you can receive at the beginning. Even if you’re absolutely certain a product will succeed, there’s a high chance your target audience thinks otherwise. It becomes even more difficult to determine which products are the right ones when coming from a foreign country with a different culture.

To overcome this major challenge of cultural adaptation, we recommend testing the waters with multiple products in small quantities. Keep your products either in a specific niche or in similar niches, try different products with different qualities and target audiences, and find out what adjustments are necessary.

Electronic devices may have different plugs or voltages, and labels and packaging may require special handling to fit some of your products to your new German audience.

3. Focus on Building a Brand

Here we see that most entrepreneurs fail in the German market. The market is quite saturated, and the German audience has high standards for quality as well as factors like sustainability, innovation, comfort, and customer service.

If you want to build a sustainable business in the long term, you must focus on building a brand that people are happy to associate with. To achieve this, put your audience first. Find out their needs and meet them comprehensively. Answer every question to the best of your ability, take feedback seriously, and show that you’re open to constructive criticism.

If you follow these guidelines, you’ll have a good start.

Conclusion

In summary, you need to pay attention to several things to successfully start selling and shipping your products in Germany. This includes obtaining a German VAT identification number as well as determining the right steps and product optimizations to make the most of your sales channels. To ensure you set everything up correctly, we recommend sending us a brief message.

If this still seems complicated and unclear to you, get in touch! We’d be happy to help you overcome all bureaucratic hurdles so you can focus entirely on your business.

Book your free initial consultation now.