How to Sell on Amazon Singapore: A Seller's Guide [2026] 2026
Learn how to sell on Amazon Singapore in 2026: register a seller account, understand plans and fees, choose FBA or self-fulfilment, and scale across marketplaces.
Learn how to sell on Amazon Singapore in 2026: register a seller account, understand plans and fees, choose FBA or self-fulfilment, and scale across marketplaces.
Amazon launched its dedicated Singapore marketplace, amazon.sg, in 2019, and it has since become a serious channel for local sellers who want access to Amazon’s checkout, logistics, and global reach without leaving home. Compared with the chat-led, peer-to-peer feel of Carousell or the marketplace-fee structure of Shopee and Lazada, Amazon offers a more structured, catalogue-driven storefront and a fulfilment network that can store, pack, and ship on your behalf. This guide walks you through everything you need to start selling on Amazon Singapore in 2026: registering a seller account, choosing the right selling plan, understanding the fees, deciding between Fulfilment by Amazon and shipping yourself, listing products that get found, and scaling beyond a single channel once your orders grow.
Amazon Singapore is Amazon’s local marketplace for the Singapore market, accessed by shoppers at amazon.sg and by sellers through Amazon Seller Central. It pairs Amazon’s familiar buying experience, search, reviews, Prime delivery, and one-click checkout, with a seller toolset for listing products, managing orders, and tapping into Amazon’s warehousing and delivery network.
Amazon’s appeal to sellers is different from a peer-to-peer platform. Buyers arrive with high purchase intent, the checkout and payment flow is handled for you, and a strong product listing with good reviews can compound into steady, hands-off sales. The trade-off is that Amazon is more rules-driven and more competitive than a casual marketplace: listings must follow catalogue standards, performance metrics are tracked closely, and you are competing for the Featured Offer (commonly called the Buy Box) on shared product pages.
Who should sell on Amazon Singapore?
It suits sellers less well if you are clearing a one-off wardrobe or selling a handful of pre-loved items. For that, a local platform like Carousell is a faster, fee-free starting point. Amazon rewards consistency, catalogue depth, and operational discipline.
Actionable Insight: Amazon is a destination buyers search with intent, not a feed they browse for fun. That means your competition is the product page next to yours, not the algorithm’s mood. Before you commit stock, search Amazon.sg for your product and study who already ranks, how many reviews they hold, and where their price sits. If three established sellers own the category with hundreds of reviews each, plan for a differentiated bundle or a niche rather than a head-on price war.
Amazon’s costs are more layered than a single marketplace commission, so it pays to understand each component before you price your products. There are four cost groups to know: your selling plan, referral fees, fulfilment costs, and tax.
Amazon Singapore offers two selling plans. The Individual plan has no monthly subscription but charges a fixed fee per item sold, which suits very low volumes or sellers testing the water. The Professional plan charges a flat monthly subscription instead of the per-item fee, and unlocks bulk listing tools, advertising, the ability to win the Featured Offer placement, and detailed reports. As a rule of thumb, once you sell more than a few dozen items a month, the Professional plan works out cheaper and gives you the tools a real business needs.
Amazon updates its subscription and per-item rates periodically, so confirm the current figures on Amazon’s official Singapore selling page before you build them into your pricing. Modelling the plan break-even, the monthly subscription divided by the per-item fee gives you the unit volume where Professional becomes the better deal, is worth doing on day one.
On every sale, Amazon charges a referral fee, which is a percentage of the total sale price and varies by product category. Across most categories this typically lands in the 8% to 15% range, with some categories higher or lower and a minimum referral fee per item. This is Amazon’s equivalent of the commission that Shopee and Lazada charge, and it is the single biggest variable cost on most orders. Always check the category-specific rate in Amazon’s published fee schedule, because a few percentage points either way changes the maths on a thin-margin product.
How you ship determines your third cost. If you fulfil orders yourself (self-fulfilment, sometimes called Merchant Fulfilled), your costs are your own packaging and courier. If you use Fulfilment by Amazon (FBA), Amazon stores your stock and charges fulfilment fees based on the item’s size and weight, plus monthly storage fees based on the space your inventory occupies. We compare the two models in detail below. You can estimate FBA economics for a given product with our Amazon FBA calculator before sending a single unit to a fulfilment centre.
Singapore’s Goods and Services Tax is 9% (raised to that rate in January 2024). If your taxable turnover exceeds the registration threshold, or you register voluntarily, you must charge and account for GST, and Amazon provides tax settings and reports to help. Cross-border sales have their own rules. The authoritative source is the Inland Revenue Authority of Singapore (IRAS), and a quick conversation with an accountant before you scale will save you headaches later.
Actionable Insight: Stack every cost before you set a price. On a S$50 item, a 12% referral fee (S$6), an FBA fulfilment fee, packaging amortised into the product, and the slice of your monthly subscription can easily consume a third of revenue before GST. Work backwards from the net payout you need, not forward from a margin you hope for. Our free marketplace calculators let you compare net payouts across Amazon, Shopee, Lazada, and more side by side.
Setting up a seller account is a guided online process. Have your documents ready before you start, because registration is much smoother when you are not hunting for details mid-form.
What you need on hand:
The registration steps:
Actionable Insight: Treat verification as the gate it is. The most common cause of a stalled Amazon application is a mismatch between the name and address on your documents and what you typed into the form. Use the exact legal details that appear on your bank and identity records, and your account will clear far more quickly.
One of the biggest decisions an Amazon seller makes is who handles storage, packing, and delivery. There are two models, and many sellers use a mix.
Fulfilment by Amazon (FBA) means you send your inventory to an Amazon fulfilment centre and Amazon handles storage, picking, packing, shipping, returns, and customer service for those orders. The advantages are speed and reach: FBA orders are eligible for Prime delivery, which buyers strongly prefer, and you outsource the entire logistics headache. The cost is the FBA fulfilment fee per unit (based on size and weight) plus storage fees, and the discipline of managing inventory levels so you neither run out nor pay for stock that sits too long.
Self-fulfilment (Merchant Fulfilled) means you store stock yourself and ship each order when it sells, using your own packaging and courier. You keep full control and avoid FBA fees, which can make sense for slow-moving, bulky, high-value, or fragile items where Amazon’s fees would erode the margin. The trade-off is that you are responsible for hitting Amazon’s delivery and handling targets, and your listings will not carry the Prime badge unless you qualify for a seller-fulfilled Prime programme.
Many established sellers run a hybrid: FBA for fast-moving bestsellers where Prime eligibility drives conversion, and self-fulfilment for the long tail. Run the numbers per product rather than picking one model for your whole catalogue. A heavy, slow item can quietly lose money in FBA storage while a small, fast item thrives on it.
Actionable Insight: Before you enrol a product in FBA, model it. Plug the item’s size, weight, price, and cost into our Amazon FBA calculator to see the fulfilment fee and your net margin. If the FBA fee plus referral fee leaves you thin, that product is a self-fulfilment candidate, not an FBA one.
Amazon is a search engine for products, and the seller who understands that wins. Buyers type what they want into the Amazon search bar, so your listing has to match the words they use and earn the click against everything ranked alongside it.
A strong listing covers the fundamentals every time:
When several sellers offer the same product, Amazon picks one to feature on the “Buy Now” button. That Featured Offer wins the overwhelming majority of sales. Eligibility favours competitive pricing, strong seller performance metrics, reliable fulfilment (FBA helps here), and healthy stock. If you sell unique or own-brand products, you control your own product page and avoid this contest entirely, which is one reason private-label sellers favour Brand Registry.
Reviews are the currency of Amazon trust. Provide accurate listings so buyers know exactly what they are getting, ship on time, respond to buyer messages quickly, and keep your order defect rate low. Amazon tracks your performance closely, and account health is what keeps your listings visible and your account in good standing. For more on choosing the right channel mix, our Singapore ecommerce platforms guide compares Amazon against Shopee, Lazada, and the rest.
Actionable Insight: Your first photo and your first three words do most of the work. Shoppers scan a grid of results and click on the listing that looks most professional and most clearly matches what they searched. Invest in clean, well-lit imagery and a precise, benefit-led title before you spend a cent on advertising.
One of Amazon’s strongest cards for Singapore sellers is export. Through Amazon Global Selling, a seller based in Singapore can list and sell on Amazon’s overseas marketplaces, the United States, Australia, Japan, the United Kingdom, and Europe among them, reaching hundreds of millions of additional customers from a single base.
The mechanics vary by destination: you manage international listings, handle or arrange cross-border fulfilment (FBA Export and remote fulfilment options can help), and account for the destination market’s tax, customs, and compliance rules. It is more involved than selling domestically, but for products with global appeal it turns a small home market into a worldwide one. If your category is saturated in Singapore but underserved in the US or Australia, global selling can be where the real growth is. Our guide to cross-border ecommerce covers the logistics, tax, and payment considerations in depth.
Actionable Insight: Do not switch on every marketplace at once. Pick one export market where your product has a clear edge, learn its fulfilment and tax requirements properly, and get it profitable before adding the next. Spreading thin across five marketplaces on day one usually means doing none of them well.
Amazon is a powerful channel, but the most resilient sellers rarely rely on a single marketplace. The same products that sell on Amazon will also sell on Shopee, Lazada, TikTok Shop, and your own storefront. Listing across several channels multiplies your reach and protects you from the risk of having all your revenue tied to one platform’s rules and algorithm.
The challenge is operational. The moment you sell the same item on more than one platform, you face the problem every multichannel seller hits: keeping inventory in sync. Sell the last unit on Amazon and you have to remember to pull it down everywhere else, or you risk overselling, accepting an order you can no longer fulfil, which damages your seller ratings on the very platforms you are trying to grow on. On Amazon specifically, stock-outs and late shipments hurt your account health and your Featured Offer eligibility.
This is exactly the problem OneCart was built to solve. OneCart is a multichannel ecommerce platform that connects your marketplaces and storefronts into one dashboard, with real-time inventory sync that updates stock everywhere the instant a sale happens. Instead of logging into each platform to update listings, process orders, and reconcile stock, you manage everything from a single screen, Amazon included.
Actionable Insight: Use Amazon to prove demand, then roll your winners out to the channels your customers already use. With inventory synced automatically, adding Shopee or Lazada alongside Amazon becomes a marketing decision rather than an operational headache. Our guide to multichannel selling software explains how to structure that expansion without doubling your workload.
Beyond inventory, a multichannel setup gives you consolidated order management and a single view of sales reporting across every channel, so you finally know which platform and which product actually make you money. That clarity is what turns a busy Amazon side hustle into a business you can grow deliberately.
It depends on your selling plan and how you fulfil orders. The Individual plan has no monthly subscription but charges a fixed fee per item sold; the Professional plan charges a monthly subscription instead and unlocks bulk tools and advertising. On top of your plan, you pay a referral fee on each sale (typically 8% to 15%, varying by category) and, if you use Fulfilment by Amazon, per-unit fulfilment and storage fees. You can start small on the Individual plan and upgrade as volume grows. Always confirm current rates on Amazon’s official Singapore selling page.
You need to provide accurate identity and tax details, a valid credit card, and a bank account that can receive payouts. Many sellers register a business with ACRA, but requirements depend on your circumstances, so check Amazon’s current sign-up criteria and, if in doubt, speak to an accountant. Registering a business also makes GST handling and bookkeeping cleaner once you scale.
Fulfilment by Amazon is worth it for fast-moving products where Prime eligibility lifts conversion and where the per-unit fee still leaves a healthy margin. It is less suitable for slow-moving, bulky, or low-margin items, where storage fees can erode profit. Many sellers run a hybrid, using FBA for bestsellers and self-fulfilment for the long tail. Model each product with an FBA calculator before deciding.
Yes. Through Amazon Global Selling, a Singapore-based seller can list on overseas marketplaces such as the US, Australia, Japan, the UK, and Europe. You manage international listings, arrange cross-border fulfilment, and account for each destination’s tax and compliance rules. Start with one export market where your product has a clear advantage rather than launching everywhere at once.
Use a multichannel platform that syncs stock in real time. When you sell the same products on Amazon, Shopee, Lazada, and your own storefront, manual stock updates quickly lead to overselling and damaged ratings. A tool like OneCart connects every channel into one dashboard, updates inventory everywhere the instant a sale happens, and consolidates your orders and reporting, so you can run more channels without more admin.
Ready to grow beyond a single marketplace? OneCart helps sellers manage Amazon, Shopee, Lazada, TikTok Shop, Carousell, Shopify, and more from one dashboard, with real-time inventory sync that prevents overselling and consolidated order management that saves hours every week. Start your free trial and turn your Amazon store into a multichannel business.
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