On this label
- Most Amazon categories carry a 15% referral fee with a $0.30 minimum; jewelry is 20% on the first $250.
- Some categories, brands and individual products require approval, with review taking 2 to 7 business days.
- Categories with enhanced safety requirements need at least $1 million of commercial liability insurance.
Amazon sells almost everything, so “what sells” is the wrong filter. A better one is: what can a small seller list without approval, ship without losing money and present within Amazon’s listing rules? Amazon’s published fee schedule and help pages answer most of that. Start there before you buy inventory.
Independent sellers are most of the store
In its 2026 fee letter, Amazon says that more than 60% of sales in its store come from independent sellers, most of them small and medium-sized businesses, and that those sellers have generated more than $2.5 trillion in sales over 25 years. Competition is therefore mostly with other independent sellers, not with Amazon itself.
Step 1: check the referral fee for your category
Amazon’s referral fee is a percentage of the total price, including shipping and gift wrap, with a minimum per item. The rate depends on the product’s fee category, which may differ from the category shoppers see.
| Category (examples) | Referral fee | Minimum |
|---|---|---|
| Home and Kitchen, Toys and Games, Sports and Outdoors, Office Products, Lawn and Garden, Footwear | 15% | $0.30 |
| Clothing and Accessories | 5% up to $15; 10% from $15 to $20; 17% above $20 | $0.30 |
| Jewelry | 20% on the first $250; 5% above $250 | $0.30 |
| Furniture | 15% on the first $200; 10% above $200 | $0.30 |
| Beauty, Health and Personal Care; Baby Products | 8% up to $10; 15% above $10 | $0.30 |
| Electronics Accessories | 15% on the first $100; 8% above $100 | $0.30 |
| Everything Else | 15% | $0.30 |
Notice how clothing jumps to 17% above $20 and jewelry starts at 20%. Products whose margins are already thin get squeezed hardest in those categories. The fee schedule itself is a guide to where small sellers have room.
Step 2: check whether you may list it at all
Amazon’s help page on approval explains that restrictions can apply to individual products, brands, brands within a category, whole categories or sub-categories, and that some products need more than one approval. To check, search for the product under Add Products: “Sell this product” means no approval is needed, “Apply to sell” means approval is required and “Not Available” means it cannot be listed. Categories listed as requiring approval include Jewelry, Fine Art, Collectible Coins, Sports Collectibles, Entertainment Collectibles, Streaming Media Players, Music and DVD, and Video, DVD and Blu-ray, among others.
Applications ask for purchase invoices dated within 180 days, clear photos of all sides of the product, brand authorization letters where applicable, safety certifications when required and, for certain categories, proof of insurance. Review takes 2 to 7 business days. If Amazon replies that your account does not qualify, that decision cannot be appealed.
Tip: Search for a similar existing product before you order inventory. If it shows “Apply to sell”, you know you will need invoices from an authorized source, not a receipt from a retail store.
Step 3: count the insurance and safety costs
Sellers in categories with enhanced safety listing requirements must carry commercial liability insurance of at least $1 million per occurrence and in aggregate, written on an occurrence basis and naming Amazon as additional insured, regardless of sales volume. Children’s products also fall under federal rules: the Consumer Product Safety Commission requires third-party testing by an accepted laboratory and a Children’s Product Certificate for products subject to its children’s safety rules.
Step 4: make sure it photographs and titles cleanly
Amazon’s main image must show the product on a pure white background, filling 85% of the frame, with no props, text or packaging unless the packaging is part of the product. Titles must not exceed 75 characters and must not repeat the same word more than twice. Products that are simple to show and name, a single item with a clear purpose, fit these rules easily. Sets with many parts, or items whose value lies in a lifestyle setting, are harder. See Product Photos That Sell: Meeting Etsy and Amazon Image Rules With a Simple Home Setup and Writing Product Listings That Convert: Titles, Descriptions and Claims You Can Back Up.
What tends to fit
- Products in 15% categories that are light and compact, so shipping does not eat the margin.
- Items you can source with proper invoices, ideally your own brand or a brand that authorizes you.
- Products buyers search for by type, where a clear title and photo win the click.
- Consumables and accessories that customers reorder.
What tends not to fit a new seller
- Low-priced items where the $0.30 minimum or shipping cost is a large share of the price.
- Restricted brands you cannot document.
- Products claiming “Made in USA” without proof; the FTC requires them to be all or virtually all made in the U.S.
- Handmade goods that depend on story and personalization, which often do better on Etsy; compare Etsy vs Amazon vs Shopify: Matching the Channel to the Product.
Run your shortlist through Marketplace Fees Compared: What Etsy, Amazon and a Shopify Store Take From a $40 Sale before committing. A product that sells well but leaves nothing after fees is not a good Amazon product.