The complete pre-publish checklist for Amazon Germany. 47 items covering titles, bullet points, images, A+ Content, backend keywords, GPSR compliance, German VAT, and fulfillment setup.
Last updated: March 2026
Your Amazon.de title is the most important ranking factor. It determines search visibility and click-through rate on both desktop and mobile.
Amazon.de enforces a 200-character limit. Mobile truncates at ~80-100 chars. Front-load key terms.
Brand Registry sellers should lead with brand name. Non-registered sellers include brand after product type.
Use German compound words: "Bluetooth-Kopfhorer" not "Bluetooth Kopfhorer". Keep brand names in English.
Include differentiating attributes so buyers can identify the exact product from search results.
Amazon.de prohibits "Bestseller", "Angebot", "Rabatt", subjective claims, and excessive capitalization.
Each Amazon.de category has specific title formats. Check Seller Central for your category requirements.
Amazon.de allows 5 bullet points that appear prominently on the product page. These are critical for both conversion and keyword indexing.
Use all 5 available bullet points. Each should be 150-250 characters for optimal readability.
Write fluent German, not machine-translated text. German buyers quickly spot poor translation quality.
Include relevant German keywords in bullet points. Amazon indexes these for search ranking.
Each bullet: CAPITALIZED KEYWORD: feature description + benefit to the buyer. Lead with benefits.
Germany uses metric exclusively. Never use inches, ounces, or pounds. Include precise measurements.
The first bullet should state your primary USP — the main reason to buy this product over alternatives.
Images are the #1 conversion driver on Amazon.de. Meeting Amazon's technical requirements and best practices is essential.
Amazon allows up to 9 images. Use 7+ for optimal conversion. Include main, angles, lifestyle, and infographics.
Pure white RGB(255,255,255). Product only — no props, text, logos, or borders. Product fills at least 85% of frame.
1000px minimum enables zoom. 2000x2000 recommended for best zoom experience on desktop and mobile.
Show the product being used in a real-life setting. German buyers respond well to practical lifestyle imagery.
Include at least one image with German text highlighting key features, dimensions, or package contents.
Amazon prohibits overlaid text on the main image. Secondary images can have informational text but no promotional badges.
The product description appears below the bullet points. A+ Content (Brand Registry) replaces it with rich media modules.
Write natively or use professional translation. Machine-translated descriptions hurt conversion and brand perception.
Maximize the description field for keyword coverage and product information. Every character counts for SEO.
Include German synonyms and related terms not in your title. Amazon indexes description text for search.
A+ Content increases conversion by 5-10%. Use comparison modules, feature highlights, and brand story.
Include 2-year EU Gewahrleistung (statutory warranty) info and any additional Garantie (manufacturer warranty).
Hidden search terms that help your listing rank for additional keywords without cluttering the visible content.
Use the full 250-byte allowance. Include German synonyms, spelling variants, and related search terms.
Amazon already indexes your title. Repeating title words in backend wastes valuable byte space.
Include both "Kopfhorer" and "Kopfhoerer", "fur" and "fuer" to capture all search variations.
Amazon.de backend keywords should be space-separated. Commas and punctuation waste bytes.
Product identification codes are required for creating new ASINs on Amazon.de. Proper codes ensure correct catalog placement.
Amazon.de requires GS1-issued EAN/UPC for most categories. Purchase from GS1 Germany if manufacturing.
Each size, color, and variant needs its own unique EAN. Shared EANs across variants cause catalog errors.
Brand Registry provides access to A+ Content, brand analytics, and protection against unauthorized sellers.
Handmade, custom, or certain private label products may qualify for GTIN exemption via Brand Registry.
Amazon.de prices must include German VAT and comply with EU pricing regulations. Correct VAT setup is legally required.
All Amazon.de prices are displayed including VAT. Standard rate: 19%. Reduced rate: 7% (books, food).
Check competitor pricing. The Buy Box algorithm considers price + shipping as the primary ranking factor.
FBA sellers storing inventory in Germany must have a German Steuernummer. Apply via Finanzamt.
Amazon's VCS automates VAT calculation on invoices. Highly recommended for compliance automation.
German law requires Grundpreis (price per kg/L/m) for many product types. Set in Seller Central attributes.
Your fulfillment method directly impacts Buy Box eligibility, Prime status, and customer satisfaction on Amazon.de.
FBA recommended for Prime badge and Buy Box advantage. FBM for oversized items or low-volume products.
FBA items need FNSKU labels, proper packaging, and compliance with Amazon's prep requirements.
German consumers have 14-day return right. Provide a German or EU return address for cost-effective returns.
For FBM: set realistic handling time. 1-2 business days preferred. Late shipments damage seller metrics.
If selling on multiple Amazon EU marketplaces, Pan-European FBA reduces per-unit shipping costs.
EU and German regulations require specific product safety and legal information. Non-compliance leads to listing suppression.
GPSR requires manufacturer identification. Amazon.de has dedicated fields in product attributes.
Non-EU manufacturers must designate an EU-based responsible person with contact details on the listing.
Include choking hazard warnings, age restrictions, chemical warnings (REACH), and battery disposal info.
Products requiring CE marking must include this in listing attributes with declaration of conformity reference.
Electronic products sold in Germany require WEEE registration with stiftung ear. Include registration number.
German Packaging Act (VerpackungsG) requires registration with LUCID and a dual system contract for packaging.
Publishing an incomplete listing on Amazon.de is one of the most common and costly mistakes sellers make. Amazon's A10 algorithm evaluates listing quality at the time of creation and during the initial "honeymoon period" — the first 2-4 weeks when Amazon gives new listings a temporary ranking boost to gauge buyer interest. If your listing is incomplete during this critical window, you waste the algorithm's initial promotion and face an uphill battle to recover ranking momentum.
Amazon.de operates in one of the most regulated e-commerce markets in the EU. German law requires: Grundpreis (unit pricing) for applicable products, WEEE registration for electronics (stiftung ear), VerpackungsG (Packaging Act) compliance with LUCID registration, GPSR (General Product Safety Regulation) manufacturer and responsible person information, and correct VAT handling including Umsatzsteuer-Voranmeldung filing. Missing any of these can result in listing suppression, fines, or account suspension. This checklist ensures you cover every legal requirement.
Amazon internally scores every listing's quality and uses this score to influence search ranking, Buy Box eligibility, and advertising auction outcomes. While Amazon doesn't publicly disclose the exact formula, the known factors include: title compliance with category style guides, number and quality of images (7+ for best scores), bullet point completeness and keyword relevance, A+ Content presence, backend keyword utilization, product attribute fill rate, and compliance field completion. This checklist maps to every known quality signal to maximize your listing's internal score.
Marqetir handles the entire Amazon.de listing process — AI-generated German titles, bullet points, descriptions, backend keywords, and compliance fields, all created from your existing Shopify or WooCommerce catalog.