Amazon seller registration starts with picking one of two plans: Individual at $0.99 per item sold, or Professional at $39.99 per month. You register through Seller Central, and once registration's done you can switch or cancel your selling plan at any time.
Here's the catch. The Individual plan looks cheaper, but that $0.99 is charged on every item you sell, on top of referral fees, and the plan leaves out bulk listing, Amazon Ads and brand tools. So the cheap-looking plan also limits how you can grow.
Everything on this page comes from Amazon's US seller pages as of October 2026, so these are US prices and rules. UK, Canadian and Australian sellers will see local versions.
Individual vs Professional, side by side
| Individual | Professional | |
|---|---|---|
| Plan fee | $0.99 per item sold | $39.99 per month |
| Listing | One product at a time | Bulk operations |
| Pricing | Static prices | Automate Pricing |
| Amazon Ads | No | Yes, as an optional service with added costs |
| Brand tools | No | Yes, with Brand Registry |
| Amazon Business and Global Selling | No | Yes |
| Apps and APIs | No | Yes |
| FBA or your own fulfilment | Either | Either |
That last row surprises people. You don't need the Professional plan to use Fulfillment by Amazon. Both plans can use FBA or ship orders themselves.
What sits on top of the plan fee
The plan fee isn't the only charge. Amazon's pricing page says referral fees apply on every sale, set by category, and each one is a percentage of the total price or a minimum, whichever is greater. As of October 2026 most categories show a $0.30 minimum, and media items add a $1.80 closing fee. I've laid out the category rates in how much Amazon takes from sellers, so I won't repeat them here.
Two other things cost extra or need extra steps. Amazon Ads is optional and has its own costs. And brand-building tools such as enhanced product pages and a digital store need your brand enrolled in Brand Registry first.
Amazon's six steps for beginners
Once your plan's picked and registration's done in Seller Central, Amazon breaks the rest into six steps.
- Get ready to sell: plan, account and the basics in place.
- List your products, one at a time on Individual or in bulk on Professional.
- Price your products. Professional sellers can use Automate Pricing; Individual prices stay static.
- Select your fulfilment method: FBA or shipping orders yourself.
- Promote and advertise. This is where Amazon Ads comes in, on Professional only.
- Get product reviews.
What the Professional plan opens up elsewhere on Amazon
Some of Amazon's best offers for new sellers only apply on Professional. Here's what the other Amazon pages list, as of October 2026.
- Pay-per-click product ads: new Professional sellers whose first buyable product was listed in the last 90 days can earn up to $1,000 in ad credits by launching and spending within 30 days of their first campaign. The credit is earned, not handed out.
- FBA credits: new Professional sellers get $100 off Partnered Carrier shipments, a $200 credit with Amazon Global Logistics and a $400 credit for inbound placement.
- Amazon Handmade: approved makers get the monthly Professional fee waived after a one-time first-month payment, which Amazon says saves $480 per year.
- Brand Registry: it's free, and it needs a pending or registered trademark plus a logo with your brand name on the product or packaging.
- Global Selling: the route to customers in other countries.
The 40-item mark Amazon points to
Amazon's own FBA page says FBA might be more cost-effective if you sell 40 items or more a month with a Professional plan. It's the clearest yardstick Amazon gives a new seller, so it's a useful moment to revisit your plan and your fulfilment choice together.
New seller credits and free training
Amazon's pricing page says new-to-Amazon sellers can get over $50,000 in credits, bonuses and exclusive benefits, as of October 2026. That includes over $50,000 in automatic referral-fee waivers for a new-to-Amazon brand in its first year.
For learning the ropes, Seller University is Amazon's free training, and it's now open without an account. That makes it worth a look before you register, not after.
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My verdict: which plan to pick
I'd start on Professional as soon as you expect to sell more than a handful of items a month. Individual leaves out ads, brand tools and bulk listing, which are the things that help a small shop grow. If you're testing one product to see if it sells at all, Individual is fine, and you can switch later at any time. If you sell handmade products, check the Handmade waiver before you pay for a second month.
Registration gets you in. Getting your products found, in search and in AI answers, is the part I help with. I run AI training and workshops for teams, and help businesses with AI enablement, AI automation and GEO, which is about getting your business seen and cited in AI answers. Most of that work is with SaaS marketing teams, telecom companies and small businesses. Here's how we can work together.
Frequently asked questions
What is the difference between Individual and Professional on Amazon?
Individual costs $0.99 per item sold and lists one product at a time with static prices. Professional costs $39.99 per month and adds bulk operations, Amazon Ads, brand tools, Automate Pricing, Amazon Business, Global Selling and apps and APIs.
Can I switch Amazon selling plans later?
Yes. After completing seller registration you can switch or cancel your selling plan at any time.
What are Amazon referral fees?
A fee per sale set by category, either a percentage of the total price or a minimum, whichever is greater. Most categories show a $0.30 minimum.
How much does it cost to sell on Amazon?
Your plan fee, either $0.99 per item sold on Individual or $39.99 per month on Professional, plus a referral fee on each sale. Most categories show a $0.30 minimum referral fee, and media items add a $1.80 closing fee.
Do I need the Professional plan to advertise on Amazon?
Yes. Amazon Ads is part of the Professional plan, as an optional service with added costs.
Can Individual sellers use FBA?
Yes. Both plans can use FBA or fulfil orders themselves.
Is there free training for new Amazon sellers?
Yes. Seller University is Amazon's free training, and it's now accessible without an account.
