Selling on Amazon from NZ: 15-step seller checklist

Published Friday 20 March 2026

Table of contents

• Can you sell on Amazon from New Zealand?
• 15-step Amazon seller checklist
• Manage your Amazon business finances with confidence
• FAQs on selling on Amazon from New Zealand

Key takeaways

• Calculate your total costs carefully before setting prices, as Amazon fees, currency conversion, and international shipping typically add up to 20-30% of your sale price, which NZ sellers must factor in to remain competitive.
• Start with a small product range and limited inventory to test market demand and refine your processes before scaling up, as this reduces financial risk while you learn Amazon's platform.
• Choose Fulfilment by Amazon (FBA) despite higher upfront shipping costs, as Prime eligibility significantly increases sales and Amazon handles customer service, returns, and fast delivery that customers expect.
• Keep detailed records of all transactions and connect Amazon data to accounting software like Xero to track true profitability, manage multi-currency payments, and meet your NZ tax obligations including GST registration if turnover exceeds $60,000.

Can you sell on Amazon from New Zealand?

Yes, New Zealand businesses can sell on Amazon. You can access multiple Amazon marketplaces including the US, Australia, UK, and Europe from your NZ base.

Amazon welcomes international sellers, and over two million businesses worldwide already sell through the platform. You don't need to be a large company with your own warehouse. Many successful Amazon sellers are small businesses or solopreneurs running operations from home. See Xero's guide to home business ideas for inspiration.

Here's what you'll need to get started:

• Valid business registration: A registered NZ business or company
• International payment capability: A way to receive USD or other currency payments
• Product to sell: Physical goods that meet Amazon's category requirements
• Shipping solution: Either self-fulfilment or Fulfilment by Amazon (FBA)

The process involves some NZ-specific considerations around payments, shipping logistics, and tax obligations. This checklist covers everything you need to know.

15-step Amazon seller checklist

1. Understand Amazon's fee structure so you know your costs

Amazon charges US$39.99 per month for a Professional seller account, which lets you list unlimited products. Individual accounts cost US$0.99 per item sold, making them suitable only for very low-volume sellers.

Beyond the subscription, expect additional fees that typically total 15–20% of each sale:

• Referral fees: 8–15% of the sale price, depending on product category
• Fulfilment fees: Variable costs if using FBA, based on product size and weight
• Storage fees: Monthly charges for inventory held in Amazon warehouses
• Currency conversion: Additional costs when converting USD to NZD

For NZ sellers, factor in exchange rate fluctuations when calculating your true costs. Use accounting software to model different scenarios and find when you'll break even before committing to inventory.

2. Create a new Amazon account in your business name

Create a dedicated Amazon Seller Central account separate from any personal buying account. This keeps your business finances organised and presents a professional image to customers.

To register from New Zealand:

1. Visit Amazon Seller Central for your target marketplace (sellercentral.amazon.com for US sales).
2. Choose your account type: Professional (US$39.99/month) or Individual (US$0.99 per sale).
3. Prepare your documents: NZ business registration, passport or driver licence, and bank account details.
4. Complete identity verification: Amazon may request additional documentation to verify your business.

The registration process typically takes 24–48 hours, though verification can extend this for international sellers.

3. Fill in the required Amazon account details, including billing information

Amazon requires specific business and payment information to verify your identity and process fees. Have these ready before starting your application:

• Business information: Legal business name, registered address, and NZ Business Number (NZBN) if applicable
• Personal identification: Passport or driver licence for identity verification
• Bank account details: Account number and routing information for receiving payouts
• Credit card: Valid international credit card for subscription fees and any negative balance charges
• Phone number: For two-factor authentication and account security
• Tax information: IRD number for NZ tax reporting purposes

Amazon uses your credit card to charge monthly fees and recover costs if your account balance goes negative due to refunds or chargebacks.

4. Set up payment processing and currency conversion

Amazon pays sellers in USD by default, which means NZ businesses need a strategy for receiving and converting international payments efficiently.

You have several options for receiving Amazon payouts:

• Amazon Currency Converter: Converts USD to NZD automatically, but exchange rates include a margin of 3–4%
• Multi-currency bank account: Some NZ banks offer USD accounts that reduce conversion fees
• Payment services: Providers like Payoneer or WorldFirst offer competitive exchange rates and local collection accounts

Consider these factors when choosing your payment method:

• Exchange rate margins: Compare the spread between mid-market rates and what you'll actually receive
• Transfer fees: Factor in any per-transaction or monthly account fees
• Payment timing: Amazon typically pays every 14 days, with a short hold period for new sellers
• Accounting integration: Choose services that connect with your accounting software for easier reconciliation

Track your exchange rate costs carefully. Even small differences in conversion rates add up significantly over time and directly impact your profit margins.

5. Find a price that's profitable and competitive

Profitable pricing balances competitiveness with margin protection. Your price needs to attract customers while covering all costs, including Amazon fees, shipping, currency conversion, and your time.

Follow these steps to find your optimal price point:

• Research competitor pricing: Search Amazon for similar products and note the price range, including shipping costs.
• Calculate your true costs: Include product cost, Amazon fees (15–20%), shipping to FBA or customers, and currency conversion losses.
• Model scenarios in accounting software: Test different price points to find when you'll break even and your target margin.
• Use pricing tools: Services like Profit Bandit, Jungle Scout, or Helium 10 analyse market data and suggest competitive prices.

For NZ sellers, remember that international shipping and currency conversion add costs that US-based competitors don't face. You may need to compete on quality, uniqueness, or niche positioning rather than price alone.

6. Choose the right category for the products you sell

Amazon organises products into categories and subcategories that help customers find what they're looking for. Choosing the right category improves your product's visibility in search results and browse pages.

Most categories are open to all sellers, but some require approval:

• Open categories: Home and kitchen, sports and outdoors, toys and games, and most general merchandise
• Gated categories: Require application and approval, including grocery, health and personal care, and some clothing brands
• Restricted products: Prohibited items include certain supplements, weapons, and products requiring special certifications

To choose your category effectively:

• Search for similar products: See where competitors list comparable items.
• Check category requirements: Review Amazon's category-specific guidelines before listing.
• Consider subcategories: More specific placement often means less competition and better visibility.

If your product fits multiple categories, test different placements to see which drives more sales.

7. Use great content to increase your sales

Strong product content converts browsers into buyers. Your listing competes with dozens of similar products, so every element needs to work hard to capture attention and build trust.

Focus on these content elements:

• Write keyword-rich titles: Include your main search terms naturally, following Amazon's title formula (Brand + Product + Key Feature + Size/Quantity).
• Create compelling bullet points: Lead each bullet with a benefit, then explain the feature that delivers it.
• Craft detailed descriptions: Answer common customer questions and address potential objections before they arise.
• Invest in professional photography: Use high-resolution images showing the product from multiple angles, in use, and with size reference.
• Encourage customer reviews: Follow up with buyers and make the review process easy.

Amazon's search algorithm favours listings with complete, relevant content. Fill in every available field and update your listings based on customer questions and feedback.

8. Decide between self-fulfilment and Fulfilment by Amazon (FBA)

Amazon offers two fulfilment models: Fulfilment by Amazon (FBA) where Amazon handles storage and shipping, or Fulfilment by Merchant (FBM) where you ship directly to customers.

Fulfilment by Amazon (FBA):

• Benefit: Products qualify for Prime, increasing visibility and conversion rates.
• Benefit: Amazon handles customer service, returns, and refunds.
• Cost: Includes storage fees, fulfilment fees, and shipping inventory to Amazon warehouses.
• NZ consideration: You'll need to ship inventory internationally to US or AU fulfilment centres.

Fulfilment by Merchant (FBM):

• Benefit: Offers lower fees and more control over packaging and customer experience.
• Benefit: You don't need to ship bulk inventory overseas.
• Cost: You handle all shipping, returns, and customer enquiries.
• NZ consideration: International shipping times may deter customers expecting fast delivery.

For NZ sellers, FBA often makes sense despite the upfront shipping costs. Prime eligibility significantly increases sales, and customers expect fast, reliable delivery. Model both scenarios in your accounting software to compare true profitability.

9. Understand shipping and logistics from New Zealand

Shipping from NZ to international markets requires planning, but established freight routes and logistics partners make it manageable for small businesses.

If you're using FBA, you'll need to ship inventory to Amazon's fulfilment centres:

• Sea freight: Most cost-effective for larger shipments, typically 4–6 weeks to US West Coast.
• Air freight: Delivers faster (5–10 days) but costs significantly more, best for lightweight or time-sensitive inventory.
• Freight forwarders: Companies like Freightos or Flexport handle customs, documentation, and delivery to Amazon warehouses.

For self-fulfilment (FBM), consider these options:

• NZ Post: Offers international tracked services with reasonable rates for small parcels.
• Courier services: DHL, FedEx, and UPS provide faster delivery but at higher cost.
• Third-party logistics (3PL): Store inventory in US warehouses and ship domestically to customers.

Key logistics considerations for NZ sellers:

• Lead times: Factor in longer shipping times when managing inventory levels.
• Customs documentation: Ensure accurate commercial invoices and HS codes to avoid delays.
• Insurance: Protect high-value shipments against loss or damage.
• Landed cost calculation: Include freight, duties, and customs fees in your pricing model.

Start with small test shipments to understand the process before committing to large inventory orders.

10. Get your packaging ready and brand it to market your business

Branded packaging builds recognition and encourages repeat purchases. Every parcel is a marketing opportunity, even when Amazon handles the outer shipping box.

For self-fulfilment, you'll need:

• Thermal or laser printer: Use for shipping labels and packing slips.
• Shipping labels: Compatible with your carrier's requirements.
• Protective packaging: Bubble wrap, packing paper, or air pillows to prevent damage.
• Appropriately sized boxes: Minimise dimensional weight charges by avoiding oversized packaging.
• Digital scales: For accurate weight-based shipping cost calculations.

For FBA shipments:

• Product packaging: Your branded boxes, bags, or containers that go inside Amazon's outer packaging
• Labelling supplies: FNSKU barcodes for each unit (Amazon provides these)
• Carton labels: For the outer boxes shipped to fulfilment centres

Even with FBA, customers see your product packaging when they open the Amazon box. Invest in quality materials and clear branding to create a memorable unboxing experience.

11. Start small and test the market with a few products

Starting small reduces risk while you learn the platform. Test your processes with a limited product range before scaling up inventory and marketing spend.

A measured approach helps you:

• Validate demand: Confirm customers want your product before investing heavily in inventory.
• Refine your listings: Improve titles, images, and descriptions based on early customer feedback.
• Understand true costs: Track actual fees, shipping costs, and returns to refine your pricing model.
• Build seller metrics: Establish a positive track record that improves your account standing.

Consider starting with:

• Three to five product variations: Enough to test the market without overcommitting.
• Small inventory batches: Order quantities you can afford to lose if products don't sell.
• One marketplace: Master the US or AU market before expanding to others.

Once you've proven your concept and refined your operations, scale up gradually. Use your early sales data to forecast demand and optimise inventory levels.

12. Use customised offers and special promotions

Amazon's promotional tools help you stand out and drive sales. Strategic use of deals, coupons, and special offers can boost visibility and conversion rates.

Available promotion types include:

• Lightning Deals: Time-limited discounts that appear on Amazon's deals page, driving high-volume traffic.
• Coupons: Visible discounts that display on search results and product pages, increasing click-through rates.
• Subscribe and Save: Recurring delivery discounts that build customer loyalty and predictable revenue.
• Buy One Get One: Bundle promotions that increase average order value.
• Gift wrapping: Premium service option that adds perceived value during holiday seasons.

To get the most from your promotions:

• Time promotions strategically: Align with peak shopping periods like Prime Day, Black Friday, and Christmas.
• Monitor margin impact: Calculate whether increased volume offsets reduced per-unit profit.
• Track performance: Use Amazon's reporting to measure which promotions deliver the best return.

Test different promotion types with small budgets before committing to major campaigns.

13. Use Amazon's reporting to fine-tune your sales strategy

Amazon Seller Central provides detailed reports on sales, inventory, advertising, and customer behaviour. These insights help you make informed decisions about pricing, stock levels, and marketing spend.

Key reports to monitor regularly:

• Business Reports: Track sales trends, conversion rates, and traffic sources by product.
• Inventory Reports: Monitor stock levels, aged inventory, and restock recommendations.
• Advertising Reports: Measure campaign performance, cost per click, and return on ad spend.
• Payment Reports: Review fees, refunds, and net proceeds for each settlement period.

Use these reports to:

• Forecast demand: Analyse historical sales patterns to predict future inventory needs.
• Identify winners: Focus resources on your best-performing products.
• Spot problems early: Catch declining conversion rates or rising return rates before they impact profitability.
• Plan for seasonality: Holiday sales can triple normal volumes, so stock up well in advance.

Connect your Amazon data with accounting software to see the complete financial picture. Xero integrates with Amazon through apps like A2X, automatically importing sales, fees, and payouts for accurate bookkeeping.

14. Measure everything you can, especially when making changes

Systematic testing reveals what drives sales. Track performance before and after any changes to understand their true impact on your business.

Elements worth testing include:

• Pricing: Small price changes can significantly affect conversion rates and profit margins.
• Main images: Test different angles, backgrounds, or lifestyle shots to see which attracts more clicks.
• Titles and bullet points: Experiment with keyword placement and benefit-focused copy.
• Advertising spend: Adjust bids and budgets to find the optimal return on investment.

For each test:

• Document your baseline: Record current metrics before making changes.
• Change one variable: Isolate the impact of individual changes rather than testing multiple elements simultaneously.
• Allow sufficient time: Give tests at least two weeks to generate meaningful data.
• Compare like periods: Account for day-of-week and seasonal variations when analysing results.

Keep a testing log that tracks what you changed, when, and what happened. Over time, you'll build a playbook of proven optimisations for your specific products and market.

15. Know your tax and compliance obligations as a NZ seller

NZ Amazon sellers have tax obligations in both New Zealand and potentially overseas. Understanding these requirements helps you stay compliant and avoid unexpected liabilities.

New Zealand tax considerations:

• Income tax: Report all Amazon income in your NZ tax return, including sales from international marketplaces
• GST: If your total turnover exceeds $60,000, you must register for GST. As defined by the IRD, GST is New Zealand's consumption tax and is added to the price of most goods and services supplied in the country. International sales are generally zero-rated but still count towards the threshold
• Record keeping: Maintain records of all sales, fees, and expenses for at least seven years

International tax considerations:

• US sales tax: Amazon collects and remits sales tax in most US states, but you should understand your obligations
• VAT for EU/UK sales: If selling to European customers, you may need to register for VAT in those jurisdictions
• Tax treaties: NZ has agreements with many countries that affect how your income is taxed internationally

To stay compliant:

• Keep detailed records: Track every sale, fee, refund, and expense with supporting documentation.
• Separate business and personal finances: Use a dedicated bank account and accounting software for your Amazon business.
• Work with a tax professional: An accountant familiar with e-commerce and international trade can help you structure your business efficiently.
• Automate where possible: Apps like A2X connect Amazon to Xero, automatically categorising transactions and simplifying reconciliation.

Good record-keeping from day one makes tax time straightforward and helps you understand your true profitability.

Manage your Amazon business finances with confidence

Selling on Amazon from New Zealand opens access to millions of customers worldwide. With the right preparation, NZ businesses can compete effectively despite the geographic distance.

The keys to success include:

• Understanding your true costs: Factor in all fees, shipping, and currency conversion when pricing products.
• Choosing the right fulfilment model: FBA simplifies logistics but requires upfront investment in international shipping.
• Keeping accurate records: Track every transaction to understand profitability and meet tax obligations.
• Testing and optimising continuously: Use data to refine your listings, pricing, and advertising over time.

Whether you're selling on Amazon or running any type of business, organised finances make everything easier. Xero's cloud accounting software helps you track income from multiple sources, manage multi-currency transactions, reconcile marketplace payments, and prepare for tax time with confidence.

Get one month free and see how Xero can simplify your financial management as you grow your Amazon business.

FAQs on selling on Amazon from New Zealand

Here are answers to common questions NZ businesses have about selling on Amazon.

Can New Zealanders sell on Amazon?

Yes, New Zealand businesses and individuals can sell on Amazon. You can register as a seller on multiple Amazon marketplaces including the US, Australia, UK, and Europe. You'll need a valid business registration, international payment capability, and products that meet Amazon's category requirements.

What are the real costs of selling on Amazon from NZ?

Expect total costs of 20–30% of your sale price. This includes Amazon's US$39.99 monthly subscription, referral fees (8–15%), FBA fees if applicable, and currency conversion costs (3–4%). NZ sellers also face international shipping costs to get inventory to Amazon warehouses.

What are the biggest risks of selling on Amazon?

Key risks include inventory investment that doesn't sell, fee increases that erode margins, account suspension for policy violations, and competition from similar products. Mitigate these by starting small, understanding Amazon's rules thoroughly, and diversifying your sales channels over time.

How much money do I need to start selling on Amazon from New Zealand?

You can start with as little as NZ$1,000–2,000 for a small test run, covering initial inventory, shipping to FBA, and the first few months of subscription fees. More realistic budgets for a sustainable launch range from NZ$5,000–10,000, allowing for proper inventory levels and marketing spend.

How long does it take to get paid by Amazon in New Zealand?

Amazon pays sellers every 14 days, with funds typically arriving in your account within 3–5 business days after that. New sellers may experience a longer initial hold period while Amazon verifies your account. Currency conversion to NZD happens at the time of transfer if using Amazon's converter.