Amazon Comparison
Amazon Individual vs. Professional – Which Plan?
Overview
Anyone looking to sell on Amazon must first choose between two account types: the Individual seller account and the Professional seller account. The Individual plan is designed for casual sellers with low volume – there is no monthly subscription fee, but a per-item fee of EUR 0.99 is charged for each sale. The Professional account costs EUR 39 per month but provides access to all Amazon seller features, including advertising (Sponsored Products, Sponsored Brands), Brand Registry, A+ Content, detailed reports, and bulk listing tools. For any seller who wants to use Amazon as a serious sales channel – especially in the competitive European market – the Professional account is practically indispensable. The Individual option is only suitable as an entry point for testing or for private individuals with very low sales volume.
Individual Seller Account
The Individual seller account is the simplest entry point into Amazon selling. There are no monthly fixed costs – instead, Amazon charges a fee of EUR 0.99 per item sold (in addition to the usual selling fees and referral fees). The account provides basic selling functionality but is limited in many important areas: no access to Amazon PPC advertising, no Brand Registry, no A+ Content, no bulk upload tools, and no advanced business reports.
Pros
- +No monthly subscription fee: Ideal for sellers who are not yet sure if selling on Amazon is worthwhile – no financial risk from fixed costs.
- +Low barrier to entry: Account creation is straightforward and requires only basic identification and bank details. Perfect for initial testing and getting to know the platform.
- +Cost-effective at very low volume: With fewer than 40 sales per month, the Individual account is cheaper than the Professional account (39 x EUR 0.99 = EUR 38.61).
- +No long-term commitment: The account can be upgraded or closed at any time – ideal for seasonal sellers or private individuals who want to sell items occasionally.
Cons
- -No access to Amazon PPC advertising: Sponsored Products, Sponsored Brands, and Sponsored Display are not available – the most important tool for increasing visibility is missing.
- -No Brand Registry possible: Without a Professional account, enrollment in Amazon Brand Registry is excluded, blocking brand protection and advanced marketing tools.
- -No A+ Content (Enhanced Brand Content): The ability to enhance product detail pages with extended images, comparison charts, and brand stories is not available.
- -Per-item fee scales poorly: As sales volume increases, the EUR 0.99 per-item fee quickly becomes more expensive than the monthly flat rate of the Professional account.
- -No access to bulk listing tools and APIs: Manually creating individual listings is time-consuming and completely impractical for larger assortments.
Professional Seller Account
The Professional seller account is the standard for serious Amazon sellers and brands. For a monthly fee of EUR 39 (plus VAT), you get access to the full feature set of the Amazon selling platform: PPC advertising, Brand Registry, A+ Content, advanced business reports, bulk listing tools, API access (MWS/SP-API), promotions, coupons, and much more. No additional per-item fees apply. The Professional account is a prerequisite for Buy Box access and thus for competitive selling on Amazon.
Pros
- +Full access to Amazon PPC advertising: Sponsored Products, Sponsored Brands, and Sponsored Display are available – indispensable for visibility in the highly competitive Amazon marketplace.
- +Brand Registry and brand protection: Enrollment in Amazon Brand Registry possible, providing access to enhanced brand protection, A+ Content, Brand Analytics, and the Brand Store.
- +No per-item fee: The EUR 0.99 fee per item sold is eliminated – from the 40th sale per month, you save compared to the Individual account.
- +Buy Box eligibility: Only Professional sellers are eligible for the Buy Box – the decisive element that accounts for over 80% of all Amazon sales.
- +Bulk listing tools and API access: Efficient management of large product catalogs via flatfile uploads (Inventory Loader) and the SP-API for automated processes.
- +Advanced reports and analytics: Access to detailed business reports, Brand Analytics, search term reports, and inventory analysis for data-driven decisions.
Cons
- -Monthly fixed cost of EUR 39: Even if no sales occur, the monthly fee applies – this can be disadvantageous for sellers with very low or irregular volume.
- -Higher barrier to entry: The monthly fee and the expectation of professional selling may deter beginners who want to test the platform first.
- -Greater complexity: The expanded feature set also comes with a steeper learning curve – especially for advertising, reporting, and inventory management.
Comparison Table
| Criterion | Individual Seller Account | Professional Seller Account |
|---|---|---|
| Monthly Cost | No monthly subscription fee | EUR 39 per month (plus VAT) |
| Per-Item Fee | EUR 0.99 per item sold (in addition to referral fees) | No per-item fee – only the standard referral fees apply |
| Amazon PPC Advertising | Not available – no access to Sponsored Products, Sponsored Brands, or Sponsored Display | Full access to all ad formats: Sponsored Products, Sponsored Brands, and Sponsored Display |
| Brand Registry | Not possible – Brand Registry enrollment requires a Professional account | Fully possible – prerequisite for brand protection, A+ Content, and Brand Store |
| A+ Content | Not available – product detail pages cannot be enhanced with extended content | Available (with Brand Registry) – enables enhanced product descriptions with images, comparison charts, and brand story |
| Bulk Listing Tools | Not available – listings must be created individually and manually | Available – flatfile uploads, Inventory Loader, and bulk editing for efficient catalog management |
| Reports & Analytics | Basic reports only – no business reports, no search term data, no Brand Analytics | Comprehensive reports: business reports, search term reports, Brand Analytics, inventory reports, and more |
| API Access (SP-API) | Not available – no ability to connect external tools or automate processes | Available – SP-API access for third-party tools, repricing software, and automated inventory management |
| Buy Box Eligibility | Not eligible – Individual sellers cannot win the Buy Box, which massively limits sales opportunities | Eligible – Professional sellers compete for the Buy Box, which accounts for over 80% of sales |
Our Recommendation
For any seller who wants to use Amazon as a serious sales channel, the Professional account is the only sensible choice. From just 40 sales per month, it is more cost-effective than the Individual account – and access to advertising, Brand Registry, A+ Content, and the Buy Box is indispensable for success on Amazon. We recommend the Individual account exclusively for a short trial period or for private individuals who want to sell individual items occasionally. Anyone planning to build a brand on Amazon or sell products regularly should choose the Professional account from the start. As an Amazon EU agency, SpaceGoats supports sellers and brands with complete account setup and optimization across all European Amazon marketplaces.
Frequently Asked Questions
Can I upgrade from an Individual to a Professional account?
Yes, the upgrade is possible at any time and can be done directly through the account settings in Amazon Seller Central. The switch typically becomes active within minutes, and you retain all existing listings, reviews, and sales history. The monthly fee of EUR 39 will be charged from the next billing period. Conversely, you can also downgrade back to an Individual account at any time.
From how many sales does the Professional account pay for itself financially?
Purely mathematically, the Professional account pays for itself from the 40th sale per month (40 x EUR 0.99 = EUR 39.60 > EUR 39 monthly fee). However, this calculation is incomplete: access to PPC advertising, Buy Box, A+ Content, and Brand Registry can increase revenue so significantly that the Professional account quickly pays off even with fewer than 40 monthly sales. We recommend upgrading as soon as you actively want to sell products.
Are there additional costs besides the monthly fee?
Yes, both account types are subject to the same referral fees, which range from 7% to 15% of the selling price depending on the category. If using FBA, storage and fulfillment fees also apply. PPC advertising costs are additional and depend on your individual budget and click prices in your product category. The EUR 39 monthly fee (or EUR 0.99 per item) is therefore only part of the total costs.
Can I sell on multiple EU marketplaces with an Individual account?
In principle yes, as Amazon offers the European Unified Account, allowing you to sell on all EU marketplaces (DE, FR, IT, ES, NL, SE, PL, BE). However, the capabilities with an Individual account are severely limited since important tools like bulk uploads, translation aids, and advanced reports are missing. For professional selling across multiple marketplaces, the Professional account is practically indispensable.
Do you need a Professional account for Amazon FBA?
No, technically Individual sellers can also use FBA. However, the combination of an Individual account and FBA rarely makes sense: without access to the Buy Box, PPC advertising, and advanced analytics, it is difficult to generate enough sales to justify FBA costs. In practice, nearly all FBA sellers use the Professional account, as only this allows the full potential of FBA to be realized.