Amazon Agency UK: Seller Central, FBA and Amazon EU, Joined to Your Systems

It takes ownership of the work that decides whether Amazon.co.uk makes you money: the catalogue and listings, Brand Registry, FBA stock planning, advertising, account health cases and the reporting behind them. A good one also handles the plumbing, meaning how Amazon orders, stock and fees reach your order system and your accounts. If orders are rekeyed by hand, that second half is where the hours go.

Account management is the day-to-day running of a Seller Central account. It covers listing fixes, suppressed or stranded products, cases with Seller Support, policy warnings, stock and restock decisions, and keeping the account health dashboard clean. For an established brand it also means someone senior watching the numbers weekly, so a pricing error or a hijacked listing is caught in hours rather than discovered at month end.

For many established UK brands, yes, as long as the sums are done per product. Amazon UK says most referral fees sit between 8% and 15% of the sale, before FBA, storage and advertising. Products with healthy margin, steady demand and a protectable brand usually earn their place. Low-margin, easily copied products often do not. We work this out SKU by SKU before recommending anything.

You give up some control. Amazon owns the customer relationship, sets the fee card, decides on account health, and lets other sellers list against your products unless your brand is protected. Fees stack up across referral, fulfilment, storage and ads. Cash also arrives on Amazon’s payout schedule, not yours. None of this rules Amazon out. It means the channel needs watching like any other wholesale customer.

They do different jobs. Amazon brings shoppers who are already searching, at the price of fees and less control. Your own Shopify, WooCommerce or Magento store keeps the customer data and the margin, but you pay to bring traffic in. Most established UK brands run both. A Shopify Amazon integration, or one through your order hub, holds stock and price in one place so the two stores agree.

Seller Central means you sell to shoppers yourself and set the price. Vendor Central means Amazon buys stock from you like a wholesaler and resells it. Most UK sellers run Seller Central because it keeps control of price and stock with them. Some run both. We work in either, and the right answer depends on your margins, how much control you want and how Amazon approaches you.

An Amazon consultant usually advises: audits the account, writes a plan and hands it to your team. A full Amazon agency, sometimes called an Amazon marketing agency, also does the work, from listings and Amazon advertising to stock and account health. If someone in-house can carry out the plan, a consultant may be enough. We can do either, one phase at a time.

That is a question for HMRC and your accountant, and we always point clients there. What GOV.UK says is that a UK business must register once taxable turnover passes £90,000 in a rolling 12 months, within 30 days of the end of the month it went over. Amazon sales count towards that turnover like any other sale, so an established brand selling on Amazon has usually crossed it.

For a UK-established seller, generally no. HMRC’s marketplace rules make the marketplace liable for VAT on goods in the UK sold by overseas sellers, and on imported consignments of £135 or less. The guidance is written for overseas sellers, so a UK brand normally keeps charging and reporting its own VAT. Confirm your position with HMRC or your adviser. We make sure the numbers reach your books correctly.

HMRC’s digital platform reporting rules say platform operators may need to collect and check seller information and report details of paid sellers to HMRC. There is a small exception for sellers of goods paid 2,000 euros or less from fewer than 30 sales in a year, which will not cover an established brand. Your Amazon figures and your VAT returns should agree line for line.

Yes, through your VAT return. HMRC says all VAT-registered businesses should now be signed up for Making Tax Digital for VAT and file returns through compatible software. Amazon settlements mix sales, refunds, referral fees, FBA fees and ad charges in one payout, so they need splitting before they reach Xero, Sage or QuickBooks. We build that split so your accountant is not unpicking settlement reports by hand.

Yes, and there are two broad routes. You can ship from UK stock, which makes each order an export with its own VAT and customs steps. Or you can hold stock in EU warehouses through Pan-European FBA. Amazon UK lists nine Pan-EU countries, not including the UK, and says you can start with two VAT numbers. Storing goods abroad adds VAT reporting, so take tax advice first.

GPSR is the EU General Product Safety Regulation, in effect since 13 December 2024. The UK government’s business guidance says products sold to EU consumers need a Responsible Economic Operator established in the EU or Northern Ireland, such as an authorised representative or a fulfilment provider under agreement. Without one, goods risk being blocked, and online listings must carry key safety information. We add those details to every EU listing.

HMRC’s VAT Notice 703 says goods sent outside the UK can be zero-rated only if every condition is met, including exporting within the time limit and keeping official or commercial evidence of export. For direct exports the table allows three months for both. The EU buyer’s side then has its own import VAT and duty. Your accountant decides the treatment. We make sure the evidence is stored.

Yes. Amazon UK says you need a pending or registered trademark for your brand name or logo, from a government trademark office in a country that has an Amazon store, and that Brand Registry itself is free. A pending application is enough to start. Amazon says enrolled brands get greater control of listing content and tools to report suspected IP infringement. We prepare the catalogue so enrolment and the clean-up afterwards go smoothly.

FBM means Fulfilled by Merchant: you store and ship Amazon orders yourself, or through your 3PL, using couriers such as Royal Mail, DPD or Evri. FBA means Amazon stores, picks and ships for you. Many brands mix them: fast sellers in FBA, bulky, slow or high-value lines on FBM. We model both per SKU using your own sales history before moving any stock.

Usually one of three reasons. A product’s packaging pushes it into a bigger size or weight band than it needs. Slow sellers sit in Amazon warehouses for months and collect storage charges. Or returns on one or two lines eat the margin. Amazon publishes its fee card in Seller Central. We match your actual charges against it, product by product, and show which lines to repack, move to FBM or stop.

Usually, yes. Amazon orders and stock tend to reach an order hub such as Linnworks, Brightpearl or Mintsoft, and from there an ERP. We connect to these systems through their APIs or the connector they already offer. We check each one against your own account during scoping, before we quote, and tell you plainly if a link will not work. You own any code we write.

Yes. We structure Sponsored Products, Sponsored Brands and Sponsored Display around the products that make money, then judge them on profit after fees, not on ad sales alone. We report ACoS (ad spend as a share of ad sales) and TACoS (ad spend as a share of all sales) next to profit. Advertising sits inside the project, alongside listings and stock, because ads pointed at a weak listing or a product about to run out waste budget. If you already have a good ads team, we can leave ads with them.

Yes. Many UK brands sell across Amazon.co.uk, eBay UK and OnBuy, and some add ManoMano or the B&Q marketplace for the right categories. The hard part is keeping stock, prices and product data consistent across all of them. We usually solve that once, in your order hub or ERP, then add channels one at a time so nothing oversells.

Models vary. RippleEffect, a UK and US Amazon consultancy, publishes a monthly retainer sized by catalogue plus sales commission falling from 4% to 1.5% across bands. Its worked example, a brand selling £50,000 a month with about 30 SKUs, comes to £4,250 a month with a £1,500 onboarding fee for an existing account (£2,500 for a new launch) and a 12-month initial term. FactoryJet quotes a fixed price in writing after scoping.

The best one is the one that fits your gap. Havas Market suits brands wanting a large media network. RippleEffect publishes its prices and works on commission. Margin Business targets established brands across the UK, EU and Gulf. FactoryJet fits brands whose problem spans Amazon and the systems behind it: listings and ads, plus the links into an order hub, Xero or an ERP. Ask each for named people and a sample report.

No. Each phase is scoped, priced and signed on its own, so you can stop after any of them. You own the listings, the data, any code and the accounts it runs in. Defects in what we build are fixed inside the build price for a cover period agreed before work starts. If you want us to keep running the account afterwards, that is optional, with no monthly minimum.

A short brief is ideal, or your existing RFP if you have one. Tell us which Amazon stores you sell on, roughly how many SKUs, whether you use FBA or FBM, your order hub and accounting system, and what is going wrong. A recent business report export from Seller Central helps. The founder replies within 24 hours, and we quote a fixed price per phase.

Yes. Before you sign, we rewrite a few of your real listings, or show a working order sync on a sample of your own data, so you can judge the work rather than a slide deck. It costs you nothing, and it shows quickly whether we understand your catalogue and your systems.