You connect Shopify to Amazon with Shopify Marketplace Connect, a free app from Shopify. It sends products from Shopify to Amazon, syncs inventory, and imports Amazon orders into Shopify. Shopify no longer has a built-in Amazon sales channel. If you also sell on European marketplaces like OTTO or Kaufland, or already run an ERP, a multichannel tool or inventory system is the better fit.
The technical connection takes about an hour. What most guides skip are the rules Amazon enforces for sellers in Germany and the EU: a LUCID registration number, GPSR product safety details, VAT for stock stored abroad, and a single invoicing workflow. Miss one of them and Amazon blocks your listings, no matter how well the app works. Most English-language guides are also written for US sellers and recommend programs that don’t exist in Europe. This guide covers the setup and the European requirements together. You also get a margin calculator comparing Shopify, FBM, and FBA, and a decision tool for picking the right integration route.
Is Amazon worth it for your Shopify store?
For many shoppers in Germany and across Europe, Amazon is where product searches start. A Shopify store that also sells there reaches buyers who would never have found it through Google or social media. In return, you give up part of your margin and the customer relationship: Amazon keeps the customer data, sets the rules, and charges a fee on every sale.
Amazon pays off especially when:
- people find your products through search terms (spare parts, accessories, consumables)
- your margin still works after an 8–15% referral fee
- you have enough inventory for two channels without risking overselling
It gets harder with low-margin products, heavy price competition with Amazon itself as a seller, or when your brand experience is the main reason people buy. In those cases, Amazon works better as a channel for bestsellers than for your whole catalog.
Three ways to connect Shopify to Amazon
| Route | Best for | Cost (as of 10/2026) | Strength | Limitation |
|---|---|---|---|---|
| Shopify Marketplace Connect | Stores adding only Amazon and eBay | free up to 50 orders, then 1%, max $99/month | Everything stays in Shopify, quick setup | No European marketplaces like OTTO or Kaufland |
| Multichannel tool (e.g. Billbee, Afterbuy) | Several marketplaces, small to mid volume | Billbee from €9, Afterbuy from €23 a month | Many marketplaces, shipping and invoices in one place | One more system to maintain |
| ERP / inventory system (e.g. JTL-Wawi, PlentyONE, Xentral) | Mid-sized businesses with warehouses, several channels, accounting integration | JTL-Wawi from €0, plans from €99 a month | Inventory, orders, and accounting in one system | More setup effort |
Third-party Shopify apps like LitCommerce (from $29 a month) or CedCommerce are another option. They’re mainly worth it if you need features Marketplace Connect lacks. Before installing one, check which Amazon marketplaces it supports.
Which route fits for connecting Shopify with Amazon?
Answer four questions and get a recommendation with reasoning.
Recommendation
Requirements and rules for selling on Amazon in the EU
Before you install the app, these points need to be in place. Most blocked Amazon listings fail on one of them, not on the technology.
Accounts and product data
- An Amazon seller account on the Professional plan (€39 a month excl. VAT on Amazon.de). The Individual plan, with a €0.99 fee per item sold, doesn’t support app integrations. The account must be registered in the country where you want to sell.
- A paid Shopify plan, and your online store must not be password-protected.
- Shipping rates in Shopify for every country you sell to through Amazon.
- A GTIN (EAN) for every variant. Amazon matches products by GTIN. Without one, you need a GTIN exemption, which Amazon grants for private-label and handmade products, among others.
- Unique SKUs that match between Shopify and Amazon. The app uses the SKU to link existing Amazon listings to your Shopify products.
Brand and categories
With a registered or pending trademark, you can enroll in Amazon Brand Registry. That gives you more control over your product pages, access to A+ Content, and a Brand Store. Some categories, like jewelry, dietary supplements, or automotive parts, require approval before you can list there. Check this in Seller Central before you start.
LUCID number and packaging law in Germany
Anyone selling packaged goods to consumers in Germany has to register with LUCID, the packaging register run by the Zentrale Stelle Verpackungsregister (ZSVR). Amazon.de requires your LUCID number in the Seller Central compliance portal and blocks listings without a valid number. Amazon’s review can take a few business days.
GPSR: product safety information
The EU General Product Safety Regulation (GPSR) has applied since December 13, 2024. Since then, Amazon requires manufacturer details and a responsible person in the EU (name, address, contact) for every product, plus safety information where needed. If the manufacturer is based outside the EU, you need to name a person established in the EU. Without these details, Amazon hides the listing.
VAT: OSS and stock stored abroad
For sales to consumers in other EU countries, the destination country’s VAT applies once your cross-border sales exceed €10,000 a year in total. With the One-Stop Shop (OSS) scheme, you report that VAT in a single return in your home country. This applies to Shopify and Amazon alike.
Stock stored abroad is different. If you use FBA with Pan-European fulfillment or store goods in Amazon warehouses in Poland or the Czech Republic, you need a separate VAT registration in each country where your stock is stored. OSS doesn’t cover that. Clarify this with your tax advisor before you start.
Invoices: one invoicing workflow, not two
Amazon can create invoices for you through its VAT Calculation Service (VCS), or you can upload your own. If you upload your own, Amazon requires one invoice per shipment within one business day of shipping.
A common mistake: the invoicing app in Shopify also creates an invoice for imported Amazon orders. The customer then gets two invoices with different numbers. Pick one workflow and exclude Amazon orders from the other.
Unit prices and returns
For goods sold by weight, volume, or length, EU price indication rules require a unit price on Amazon too (for example, price per liter). Returns follow Amazon’s return policy, not your store’s. With FBA, Amazon handles returns itself.
Step by step: connecting Shopify to Amazon with Marketplace Connect
- Install the app: Search the Shopify App Store for “Marketplace Connect” and install the app by Shopify.
- Connect your Amazon account: Choose Amazon and the marketplace, sign in with your Seller Central account, and grant access.
- Link existing listings: If you already sell on Amazon, the app links those listings to your Shopify products by SKU or GTIN. Review the list of unmatched products manually.
- Set rules: Define pricing rules (for example +12% over your Shopify price, rounded to .99), quantity rules (a buffer), and your default fulfillment (FBM or FBA). These rules only apply to new listings. Adjust existing ones individually or in the bulk editor.
- Map attributes: Amazon requires specific attributes per category, such as material, size, or color. Map them to your Shopify fields or metafields.
- Check variants: Make sure sizes and colors are set up on Amazon as a family (parent and child items).
- Publish listings: Start with a few products and check in Seller Central that they’re active.
- Place a test order: Order a product through Amazon and check that the order arrives in Shopify, inventory drops, and the tracking number goes back to Amazon.
FBA, FBM, or MCF: who ships your orders?
| Option | Who stores and ships | Best for | Watch out for |
|---|---|---|---|
| FBM (fulfilled by merchant) | You, the order lands in Shopify | Bulky or low-margin products, small volumes | You’re responsible for fast delivery |
| FBA (fulfilled by Amazon) | Amazon, from Amazon warehouses | Fast movers, Prime badge on Amazon | Storage and fulfillment fees, separate inventory |
| MCF (Multi-Channel Fulfillment) | Amazon also ships your Shopify orders from FBA stock | FBA sellers who don’t want a second warehouse | SKUs mapped one by one, you pay return shipping |
Marketplace Connect imports FBM orders into Shopify and sends the tracking number back to Amazon. When FBA stock runs out, the app can switch to FBM automatically if you have your own inventory.
Amazon MCF for Shopify orders
With the Amazon MCF app, Amazon also ships orders from your Shopify store out of your FBA inventory. According to Amazon, the app works for seller accounts in Germany, France, Italy, and Spain and delivers to all 27 EU countries. You can ship without Amazon branding on the package. Fees depend on size, weight, and delivery speed.
The limitations: you map every SKU individually, there’s no bulk mapping. Only stock actually available in Amazon’s warehouse syncs. You pay for return shipping. The App Store listing is confusingly named “US Fulfillment,” but according to Amazon’s documentation the app still supports the EU countries listed above.
Buy with Prime: not available in Europe
Many US guides recommend “Buy with Prime,” which lets Prime members check out in your own store with their Amazon account. The program requires a US business and US deliveries. As of October 2026, there’s no launch for sellers in Germany, Austria, Switzerland, or the rest of Europe. The alternative for fast delivery from Amazon’s warehouses is MCF.
How much does connecting Shopify to Amazon cost?
Costs come from four places:
| Cost item | Amount (as of 10/2026) |
|---|---|
| Amazon Professional plan | €39 a month excl. VAT (Amazon.de) |
| Amazon referral fee | usually 8–15% of the gross price depending on category, at least €0.30 |
| Marketplace Connect | 50 orders free, then 1% of order value, capped at $99 a month |
| FBA (optional) | fulfillment fee by size and weight plus a 1.5% fuel and logistics surcharge, storage €27.54/m³ (January to September) or €52.20/m³ (October to December) |
Since January 5, 2026, the Home category on Amazon.de charges only 8% instead of 15% for products up to €20. You hit Marketplace Connect’s $99 cap at roughly $9,900 in Amazon revenue per month. Beyond that, the app cost no longer grows.
Margin calculator: Shopify, FBM, and FBA compared
Enter your selling price, unit cost, and your category’s fees. The calculator shows your contribution margin per order on all three channels. Marketing cost in your own store is its own field on purpose: Amazon brings the buyers, in your own store you pay to get them.
Margin calculator: Shopify vs. Amazon FBM vs. Amazon FBA
Contribution margin per order after fees. Every value is editable, the defaults are example values (as of October 2026).
Product
Amazon
Your own store
Result per order
Net revenue: (selling price excl. 19% German VAT). Fees counted as net costs. Not included: returns, Amazon ads, your Shopify plan.
Inventory, variants, and pricing: how to avoid overselling
Overselling is the most common complaint about Shopify-Amazon integrations. Selling an item you no longer have costs more on Amazon than a canceled order: it hurts your account health metrics and can lead to suspension.
Set a buffer: In Marketplace Connect, create a quantity rule that always reports, say, 2 to 5 units fewer to Amazon than you actually have. For products with low stock, it’s safer not to list them at all.
Book returns and cancellations back: According to Shopify’s Help Center, Marketplace Connect doesn’t automatically restock inventory for canceled or returned Amazon orders. You have to do that in Shopify yourself, or your stock stays too low.
Set up variants properly: Amazon groups variants into a family of parent and child items. New variants you add in Shopify later don’t always land in the existing family automatically. After every catalog expansion, check in Seller Central that the new variant is active and correctly assigned.
Use rule-based pricing: Many sellers add a markup on Amazon to offset the referral fee. Keep in mind that Amazon can suppress offers priced well above what other stores charge. A moderate markup is safer than a blanket one.
An Amazon integration without overselling?
We set up the connection between Shopify and Amazon, map variants and attributes, make sure your GPSR and LUCID details are in place, and test the full workflow before launch.
Common problems and how to fix them
| Problem | Likely cause | Fix |
|---|---|---|
| Listing suppressed in Seller Central | Missing GPSR details, LUCID number, or GTIN | Check the compliance portal and product details in Seller Central, add what’s missing |
| Product sold although stock had run out | Delayed sync, no buffer, return not booked back | Quantity rule with a buffer, book returns back in Shopify |
| New variant inactive on Amazon | Variant not assigned to the family | Check the family in Seller Central or the app, add the variation attribute |
| Listings in “Error” status after switching from Codisto | Attributes or category mapping missing after migration | Work through the error list in Marketplace Connect, remap attributes |
| Customer receives two invoices | Shopify invoicing app and Amazon VCS both active | Choose one invoicing workflow, exclude Amazon orders from the other |
| Category can’t be selected | Category requires approval | Request approval in Seller Central |
Checklist: connecting Shopify to Amazon
Connecting Shopify to Amazon: 2026 Checklist
From compliance details to your first test order
Accounts and compliance
- Open an Amazon seller account on the Professional plan €39 a month excl. VAT on Amazon.de, account in the target country
- Add your LUCID number in the Seller Central compliance portal Check current PPWR status with the ZSVR
- Add GPSR details for every product Manufacturer, EU responsible person, safety information
- Sort out VAT OSS for cross-border sales, separate registration for stock stored abroad
- Choose one invoicing workflow Amazon VCS or your own invoices, not both
Product data
- A GTIN for every variant, or a GTIN exemption
- Identical SKUs in Shopify and Amazon
- Required Amazon attributes per category in Shopify or metafields
- Unit prices for goods sold by weight or volume
- Check and request category approvals
Setup
- Install Marketplace Connect and connect your Amazon account
- Link existing listings by SKU or GTIN
- Set pricing and quantity rules with a buffer
- Choose fulfillment: FBM, FBA, or MCF
- Check variants are set up as a family
Launch and operations
- Start with a few products
- Test order: check import, inventory, and tracking number
- Book returns and cancellations back in Shopify Marketplace Connect doesn't do this automatically
- Review account health in Seller Central weekly
Frequently asked questions about Shopify and Amazon
Yes, with the free Shopify Marketplace Connect app. It's Shopify's official solution for Amazon and eBay and replaces the former Amazon by Codisto app. Shopify no longer has a built-in Amazon sales channel.
Marketplace Connect is free for up to 50 synced orders a month, then costs 1% of order value, capped at $99 a month. On Amazon.de, add the Professional plan at €39 a month excl. VAT, a referral fee of usually 8 to 15%, and with FBA the storage and fulfillment fees.
Yes. Connecting through an app requires a seller account on the Professional plan. The Individual plan, with a €0.99 fee per item, doesn't support integrations. The account must be registered in the country where you sell.
Yes, with Amazon Multi-Channel Fulfillment (MCF). According to Amazon, the MCF app for Shopify works for seller accounts in Germany, France, Italy, and Spain and delivers to all EU countries. You map each SKU individually and pay for return shipping.
No. As of October 2026, Buy with Prime requires a US business and US deliveries. It isn't available to sellers in Germany, Austria, Switzerland, or elsewhere in Europe. The alternative for shipping from Amazon's warehouses is MCF.
Create a quantity rule with a buffer in Marketplace Connect so Amazon sees a few units fewer than you have. Book Amazon returns and cancellations back in Shopify, since the app doesn't do this automatically. With several warehouses or channels, your inventory belongs in an ERP.
Yes, if you sell packaged goods to consumers in Germany. Amazon.de requires your number from the LUCID packaging register in the Seller Central compliance portal and blocks listings without a valid number. Since August 2026, the EU Packaging Regulation applies as well, so check the current status with the ZSVR.
For every product, the manufacturer and a responsible person established in the EU, with name, address, and contact details, plus safety information where needed. Without these details, Amazon hides the listing. The easiest way is to store the data in Shopify metafields and sync it from there.
Usually, yes. Amazon matches products by GTIN, which in Europe is typically the EAN. For private-label brands, handmade products, and some other cases, you can request a GTIN exemption from Amazon.
Yes. Marketplace Connect links existing listings to your Shopify products by SKU or GTIN instead of creating new ones. After connecting, review the list of products that couldn't be matched automatically.
Marketplace Connect is enough if you only add Amazon and eBay to Shopify and ship from one warehouse. If you also sell on OTTO or Kaufland, have several warehouses, or need an accounting integration, a multichannel tool like Billbee or an inventory system like JTL-Wawi is the better choice.
The technical connection through Marketplace Connect takes about an hour. The groundwork takes longer: the Professional account, LUCID number, GPSR details, GTINs, and mapping Amazon attributes. For a catalog with many variants, plan for a few days.
Marketplace Connect is built to send products from Shopify to Amazon and link existing listings. If you've only sold on Amazon so far and are building a Shopify store, export your product data from Seller Central and import it into Shopify by CSV.
Sources
- Shopify Help Center: Marketplace Connect, accessed October 10, 2026
- Shopify Help Center: Marketplace Connect requirements, accessed October 10, 2026
- Shopify Help Center: Managing Amazon products in Marketplace Connect, accessed October 10, 2026
- Shopify Help Center: Fulfilling orders in Marketplace Connect, accessed October 10, 2026
- Shopify App Store: Marketplace Connect, accessed October 10, 2026
- Shopify: Marketplace Connect, accessed October 10, 2026
- Amazon: Seller pricing (Amazon.de), accessed October 10, 2026
- Amazon: Buy with Prime requirements, accessed October 10, 2026
- Amazon: Using the MCF app for Shopify in multiple countries, accessed October 10, 2026
- Amazon: Multi-Channel Fulfillment Germany, accessed October 10, 2026
- Shopify App Store: Amazon MCF, accessed October 10, 2026
- Amazon Selling Partner API: VCS best practices, accessed October 10, 2026
- Zentrale Stelle Verpackungsregister: verpackungsregister.org, accessed October 10, 2026
- Billbee: Pricing, accessed October 10, 2026
- Afterbuy: Pricing, accessed October 10, 2026
- JTL-Software: Pricing, accessed October 10, 2026
- Shopify App Store: LitCommerce, accessed October 10, 2026
- Shopify Community: Marketplace Connect not linking MCF/FBA inventory to new FBM variations, accessed October 10, 2026
