If you’re wondering whether Amazon is the right place to sell your products, this post will help you find out.
Amazon can be an incredible marketplace for many brands, but it’s not the right move for everyone. Before you invest time and money into getting started, it’s worth doing a few simple checks.
Here are the three essential questions I recommend asking before you decide to sell on Amazon.
1. Can you sell it?
The first step is making sure your product can be sold on Amazon and that it’s practical to do so.
Most products can be sold on Amazon in the UK, but there are exceptions. You can’t sell items such as vehicles, weapons or products made from animal fur. There are also categories that require approval before you can list, such as jewellery, toys or anything containing alcohol.
Certain products may also need extra documentation, like safety data sheets, certification (for toys, beauty products or anything classed as hazardous), or relevant licences for alcohol-based items.
Even if you’ve checked before, review Amazon’s restricted products guidelines before listing. Requirements change regularly and sometimes in your favour.
Tip: If you already have a Seller Central account, try using the ‘Add a Product’ tool. You can search for your product category to see whether it’s restricted or requires approval ahead of listing.
Real-life example
I once worked with a pottery kit brand that included a small metal sculpting tool. Amazon classified it as a blade, which meant we had to mark the listing as 18+ and complete extra safety steps. It wasn’t a deal-breaker, but it was an unexpected hurdle that delayed launch.
Knowing these things in advance helps you plan realistically and avoid surprises later.
2. Do people want it?
Next, check that there’s demand for your product.
You don’t need paid software to do this. Start with Amazon itself. Search for products similar to yours and see:
* How many results appear
* Whether those listings have plenty of reviews
* The range of prices and features
Lots of similar products with good reviews suggest healthy demand. That’s a good sign, not a red flag. It means shoppers are already looking for what you sell.
If your product is completely unique, however, it might take longer to gain traction. People can’t search for something they don’t yet know exists, so you may need to work harder on awareness and education.
While you’re researching, note:
* How your competitors position their products
* Whether they offer Prime or fulfil orders themselves
* How your product compares in quality and price
Real-life example
A client of mine once had a single competitor on Amazon who wasn’t using Fulfilment by Amazon (FBA). By choosing FBA themselves, my client gained an edge and saw better results.
You can also use the free Jungle Scout Sales Estimator tool to get a rough idea of sales volume for similar products. It’s not 100% accurate, but it’s a helpful benchmark.
Finally, if you’ve never sold your product anywhere, test demand elsewhere first, such as on your own website, at markets or on Etsy. Amazon can be a complex place to start from zero.
3. Can you afford it?
Selling on Amazon involves fees, so it’s essential to make sure it’s financially viable before you start.
Here’s a quick breakdown:
Monthly subscription: A professional seller account costs £30 per month.
Referral fees: A percentage of each sale, typically between 5–15% depending on the category.
Fulfilment fees: If you use Fulfilment by Amazon (FBA), you’ll pay per-unit fees based on size, weight and storage volume.
Self-fulfilment costs: If you dispatch orders yourself, factor in packaging, postage and time.
Amazon’s free FBA Calculator helps estimate your total costs and potential profit. Enter your product price, weight, dimensions and production costs to see whether your margins hold up.
If your product is bulky, heavy or already has tight margins, Amazon might not make financial sense right now. But it’s better to know that before investing in setup.
Final thoughts
Before diving into Amazon, take time to answer these three questions honestly:
1. Can you sell it?
2. Do people want it?
3. Can you afford it?
If you can confidently say yes to all three, Amazon could be a great fit for your brand.
If not, you might want to refine your product, pricing or business model first.
Getting clear now will save you time, money and frustration later, and if you decide Amazon is right for you, you’ll start from a much stronger position.