By Operator One Editorial, 14 June 2026, updated 5 October 2026
To sell on Amazon Italy, you add Amazon.it to a European Seller Central account on the Professional plan (EUR 39 a month excluding VAT), register for Italian VAT if Amazon will store your stock in Italy, and check three Italian compliance regimes before the goods arrive: packaging and its environmental label, the Registro AEE for electrical equipment, and the battery producer register. Italy is a Pan-European FBA storage country with a special-oversize FBA tier, but it is the one large EU store left out of Amazon's 2022 Prime and Buy Box commitments to the European Commission, and its Seller Fulfilled Prime rules are its own.
Key takeaways
- Amazon Italy charges EUR 39 a month excluding VAT for the Professional selling plan, or EUR 0.99 excluding VAT per item sold on the Individual plan, with referral fees such as 7% for electronics and a EUR 0.30 minimum per item.
- Italy's standard VAT rate is 22%, and Italian invoices have had to go through the SdI e-invoicing system since 1 January 2019.
- On Amazon Italy, the FBA fee for a 900 g standard parcel is EUR 5.15 under Amazon's rate card effective 1 July 2026, against EUR 6.01 in France and EUR 3.99 in Spain.
- Environmental labelling of packaging has been mandatory in Italy since 1 January 2023, and placing unlabelled packaging on the Italian market is fined EUR 5,000 to EUR 25,000.
- Placing electrical equipment on the Italian market without enrolling in the Registro AEE is fined EUR 30,000 to EUR 100,000 under Article 38 of Legislative Decree 49/2014.
- Amazon's commitments to the European Commission of 20 December 2022 on Prime and the Buy Box exclude Italy, because the Italian competition authority had ruled on the same conduct on 30 November 2021.
- Seller Fulfilled Prime on Amazon Italy requires shipping more than 99% of orders on time, a cancellation rate below 0.5% and Amazon's Buy Shipping service on at least 98% of orders.
Amazon Italy at a glance
| Item | Amazon Italy |
|---|---|
| Store domain | amazon.it |
| Launch | Store launched 23 November 2010; Marketplace for third-party sellers and FBA launched 7 July 2011 |
| Currency | Euro (EUR) |
| Listing language | Italian (the site also offers English as a display language) |
| Professional selling plan | EUR 39 a month excluding VAT (Individual plan: EUR 0.99 excluding VAT per item sold) |
| Referral fee examples | Electronics 7%; home products 8% up to EUR 20 and 15% above; kitchen 15%; beauty, health and personal care 8% up to EUR 10 and 15% above; clothing and accessories 5% up to EUR 15, 10% from EUR 15 to EUR 20, 15% above EUR 20; minimum EUR 0.30 per item |
| FBA | Yes; Italy is one of five Pan-European FBA storage countries |
| Special-oversize FBA tier | Yes: EUR 21.70 per unit up to 30 kg; Heavy and Bulky up to 140 kg |
| Standard VAT rate | 22% (reduced rates 10%, 5% and 4%) |
| EPR schemes | Packaging: CONAI and the mandatory environmental label; electricals: Registro AEE, with the CDC RAEE coordinating collection; batteries: producer register under Legislative Decree 29/2026 |
Sources: Amazon.it seller pricing page, Amazon European FBA rate card effective 1 July 2026, Amazon press releases (23 November 2010 and 7 July 2011), Agenzia delle Entrate VAT rates page, Normattiva; as of October 2026.
How to start selling on Amazon Italy
- Open or extend a European Seller Central account. Amazon.it runs inside Amazon's single European account, so an existing EU seller adds Italy rather than registering again. The Professional plan costs EUR 39 a month excluding VAT.
- Choose FBA Italy, Pan-EU or cross-border EFN. Storing stock in Italy gives local FBA fees on Amazon.it and triggers an Italian VAT number; shipping cross-border from another EU country keeps the Italian footprint smaller.
- Register for Italian VAT if your stock will be stored in Italy. Non-resident businesses appoint an Italian tax representative or, where allowed, identify directly with the Agenzia delle Entrate, then issue their Italian invoices through SdI.
- Check your packaging obligations and print the environmental label. Every pack placed on the Italian market needs the environmental label, and cross-border sellers of packaged goods need an EPR authorised representative in Italy under the EU Packaging Regulation.
- Enrol electrical and battery products before they reach Italy. Electrical and electronic equipment needs a Registro AEE number before you start operating, and batteries need the producer register.
- Write Italian listings with the GPSR information. Each listing needs the manufacturer's details, the EU responsible person, a product identifier and picture, and safety warnings in Italian.
- Send inventory and launch with Italian-keyword Sponsored Products. Ship to an Italian fulfilment centre or into your Pan-EU network, then build campaigns from Italian search terms.
Italian VAT, tax representatives and SdI e-invoicing
Italy's standard VAT rate is 22%, with reduced rates of 10%, 5% and 4%, and Italian VAT becomes an Amazon.it seller's problem the moment stock is stored in Italy. Amazon's Italian Pan-EU page states that a VAT number is required for each country where goods are stored, which covers both FBA Italy and Pan-EU storage in Italy. EU-established sellers shipping from stock outside Italy can keep declaring Italian VAT on distance sales through the One-Stop Shop.
A non-resident business has two registration routes, according to the Agenzia delle Entrate:
- Tax representative: any non-resident business, from inside or outside the EU, may appoint an Italian tax representative.
- Direct identification: a business established in another EU member state, or in a third country with which Italy has reciprocal agreements, can instead register directly for Italian VAT (form ANR/3, under Article 35-ter of DPR 633/1972).
Italy's new consolidated VAT law, Legislative Decree 10 of 19 January 2026, repeals the current DPR 633/1972 provisions on tax representatives with effect from 1 January 2027, so the legal references change next year.
Once registered, invoicing is electronic. Italy made e-invoicing through the Sistema di Interscambio (SdI) mandatory for invoices issued from 1 January 2019, and since 1 July 2022 data on cross-border transactions, previously filed in the separate "esterometro" return, has also gone to SdI as XML files. An Amazon.it seller with an Italian VAT number therefore needs an invoicing set-up that produces SdI-ready XML for its Italian invoices, credit notes and cross-border transactions, not quarterly uploads.
CONAI and the environmental label on packaging
Packaging is where Italy's rules differ most from its neighbours'. CONAI, the national packaging consortium, is joined by Italian producers and users of packaging, and it funds collection and recycling through the Contributo Ambientale CONAI (CAC), charged per tonne by material. According to CONAI's published values (as of 14 June 2026), from 1 October 2026 the plastic packaging contribution ranges from EUR 51 per tonne (band A1.1) to EUR 922 per tonne (band C), and single-material paper packaging is charged EUR 45 per tonne. CONAI states that foreign companies are not obliged to join it, although they may.
The label applies whoever the seller is. Under Article 219(5) of Legislative Decree 152/2006, packaging placed on the Italian market must carry environmental labelling, an obligation that has applied since 1 January 2023, and Article 261(3) fines anyone who places packaging without it on the Italian market EUR 5,000 to EUR 25,000. A pack designed for Germany or France will usually need Italian labelling artwork before it ships to an Italian fulfilment centre.
EU law has added a cross-border layer. The EU Packaging and Packaging Waste Regulation (EU) 2025/40 has applied since 12 August 2026: its Article 45(3) requires a producer that sells packaged products directly to end users in another member state to appoint, by written mandate, an authorised representative for EPR in that member state, and Article 45(4) requires online platforms such as Amazon to obtain each producer's EPR registration number and a self-certification before letting it sell. Our Italy EPR guide covers CONAI, the Registro AEE and the battery register in detail.
Electrical equipment and batteries: the Registro AEE and the new battery register
Electrical and electronic equipment (EEE) sold on Amazon.it falls under Legislative Decree 49/2014. Article 29(2) requires producers to enrol in the national register, the Registro AEE, before they start operating in Italy, and the register's definition of producer includes a business established in another member state or outside the EU that sells EEE to Italian buyers by distance selling. The registration number must appear on all the producer's commercial documents within 30 days of issue. Appointing an Italian authorised representative is optional for producers based elsewhere in the EU: Article 30(1) says they "may" designate one.
Batteries moved to a new law in 2026. Legislative Decree 29 of 10 February 2026, published in the Gazzetta Ufficiale on 6 March 2026 and in force since 7 March 2026, repeals Legislative Decree 188/2008 except its Article 29, and creates a new battery producer register under its Article 20. The old register keeps running until the new one is fully implemented.
| Italian regime | Who it applies to | Key date or rule | Penalty |
|---|---|---|---|
| Packaging environmental label (Article 219(5), Legislative Decree 152/2006) | Anyone placing packaging on the Italian market | Mandatory since 1 January 2023 | EUR 5,000 to EUR 25,000 |
| Registro AEE (Legislative Decree 49/2014) | EEE producers, including distance sellers based abroad | Enrol before operating; number on commercial documents within 30 days | EUR 30,000 to EUR 100,000 for selling without enrolment; EUR 2,000 to EUR 20,000 for late enrolment |
| Battery producer register (Legislative Decree 29/2026) | Producers placing batteries on the Italian market | Decree in force since 7 March 2026; old register runs until the new one is live | Set by Legislative Decree 29/2026 |
| EU Packaging Regulation (EU) 2025/40, Article 45 | Cross-border sellers of packaged goods, and online platforms | Applies since 12 August 2026 | Platforms must collect EPR registration numbers before letting a producer sell |
Sources: Legislative Decree 152/2006 Articles 219 and 261, Legislative Decree 49/2014 Articles 29, 30 and 38, Legislative Decree 29/2026 (all on Normattiva), Regulation (EU) 2025/40 on EUR-Lex; as of October 2026.
Collection of waste electrical equipment is coordinated nationally by the Centro di Coordinamento RAEE (CDC RAEE).
Prime on Amazon.it: outside the EU commitments
Italy is the large Amazon EU store with its own Prime regime. When the European Commission accepted Amazon's commitments on 20 December 2022, under which Amazon sets non-discriminatory Prime criteria and lets Prime sellers choose their own carrier, the Commission's announcement stated that they exclude Italy for the Buy Box and Prime, in view of the Italian competition authority's decision of 30 November 2021.
For a seller, what matters is Amazon's own Italian programme. Seller Fulfilled Prime (Prime gestito dal venditore) is open on Amazon.it, and its requirements differ from France's and Spain's: Amazon.it asks sellers to ship more than 99% of orders on time, keep the order cancellation rate below 0.5%, use Amazon's Buy Shipping service for at least 98% of orders and hold a warehouse in Italy. Entry starts with a trial period in which orders must be processed with zero days of handling time. On Amazon.fr and Amazon.es, by contrast, the published bar is 90% on-time delivery and valid tracking on 99% of shipments, with free choice of carrier.
FBA Italy: fees, Pan-EU and special oversize
Amazon Italy's local FBA fees sit between France and Spain. Under Amazon's European FBA rate card effective 1 July 2026, fulfilling a 900 g standard parcel sold on Amazon.it costs EUR 5.15, against EUR 6.01 in France, EUR 3.99 in Spain and EUR 3.44 for Germany-only stock. Small envelopes are the exception: a 210 g standard envelope costs EUR 3.45 on Amazon.it, the highest of the four. A 1.5% fuel and logistics surcharge has applied to FBA fulfilment fees in Italy since 17 April 2026.
Amazon has operated fulfilment in Italy since 2011, when it opened its first Italian fulfilment centre at Castel San Giovanni, in the province of Piacenza. Amazon now counts more than 60 sites in Italy, a figure that includes logistics sites, corporate offices, data centres and customer service. Italy is one of the five Pan-European FBA storage countries, alongside Germany, France, Spain and Poland, so there are two clean ways in:
- FBA Italy only. Stock sits in Italian fulfilment centres, orders on Amazon.it pay the local fee, and orders from other EU stores go out through the European Fulfilment Network (EFN) at cross-border rates.
- Pan-EU FBA including Italy. Amazon places stock across the countries you enable (at least two of the five) and charges the local fee in those countries and EFN fees elsewhere. Pan-EU products need active listings in Germany, France, Italy, Spain and the Netherlands, and in Belgium from 26 February 2027.
Two Italian rates are the highest among the large stores and belong in any landed-cost model. Amazon's Pan-EU oversize surcharge, charged when a seller sends fewer oversize units into Italy than it sells there over both the last 150 and the last 30 days, is EUR 4.20 per heavy-oversize unit in Italy, against EUR 3.70 in France and EUR 3.20 in Spain. The returns processing fee for a 900 g standard parcel, charged on returns above the category's return-rate threshold, is EUR 5.12 in Italy, against EUR 4.22 in France and EUR 3.84 in Spain.
For bulky goods, Amazon.it has a special-oversize FBA tier (units over 31.5 kg, a longest side over 175 cm or a girth over 360 cm): EUR 21.70 up to 30 kg and EUR 32.82 up to 60 kg, plus EUR 0.65 per kg above that. Amazon's Heavy and Bulky programme accepts items from 31.5 kg up to 140 kg in Italy, up to 300 cm long and up to 800 cm in girth. Current fees for every route are in our guide to Amazon fulfilment options in Europe.
Italian localisation
Italian buyers spot machine-translated listings quickly, and those listings convert poorly. Treat Italian localisation as its own workstream:
- Write native Italian copy for the title, bullet points, A+ content and Brand Store, rather than translating the German or English page.
- Build backend search terms from Italian buyer queries; the keyword set that works on Amazon.de rarely works on Amazon.it.
- Put safety, warranty and return information in Italian, on the listing and on the packaging or inserts. Under Article 19 of the EU General Product Safety Regulation, applicable since 13 December 2024, an online offer must show warnings and safety information in a language consumers in the member state can easily understand.
- Answer buyer messages and questions in Italian during Italian business hours.
Localised keywords also drive paid visibility: our Amazon advertising guide for Europe covers bids, budgets and keyword localisation on Amazon.it.
Frequently asked questions
Do I need an Italian VAT number to sell on Amazon Italy?
You need one once Amazon stores your goods in Italy, because Amazon states that a VAT number is required for each country where goods are stored. Non-resident businesses register through an Italian tax representative or, if they are established in the EU or a country with a reciprocal agreement, directly with the Agenzia delle Entrate.
Is Seller Fulfilled Prime available on Amazon Italy?
Yes. Amazon.it requires sellers to ship more than 99% of orders on time, keep cancellations below 0.5%, use Amazon's Buy Shipping service for at least 98% of orders and hold a warehouse in Italy, after a trial period with zero days of handling time.
Do foreign sellers on Amazon.it have to join CONAI?
CONAI states that foreign companies are not obliged to join it, although they may. The environmental label has still been mandatory on packaging placed on the Italian market since 1 January 2023, and since 12 August 2026 the EU Packaging Regulation has required cross-border sellers of packaged goods to appoint an EPR authorised representative in Italy.
What does it cost to sell on Amazon Italy?
The Professional plan costs EUR 39 a month excluding VAT, and Amazon.it referral fees include 7% for electronics and 15% for kitchen products, with a EUR 0.30 minimum per item. FBA adds a per-unit fee, for example EUR 5.15 for a 900 g standard parcel under the rate card effective 1 July 2026.
Do I need to register electrical products in Italy before selling them on Amazon.it?
Yes. Producers of electrical and electronic equipment, including businesses based abroad that sell to Italian buyers at a distance, must enrol in the Registro AEE before they start operating in Italy, and selling without enrolment is fined EUR 30,000 to EUR 100,000.
Can I sell heavy or oversize products through FBA in Italy?
Yes. Amazon.it has a special-oversize FBA rate of EUR 21.70 per unit up to 30 kg, and its Heavy and Bulky programme accepts items from 31.5 kg up to 140 kg and up to 300 cm long.
Where Operator One fits
Operator One is a Merchant of Record: for a brand without an Italian entity, Operator One is the legal seller on Amazon.it, while the brand consigns the stock and keeps the catalogue and the customer relationship. Operator One sells on 100+ marketplaces in 28 countries, including Amazon Italy and the other Amazon EU stores, and owns two fulfilment centres, in Germany and the Netherlands; otherwise it uses marketplace logistics such as FBA.
On Amazon.it, Operator One files OSS and IOSS plus local VAT registrations where it holds stock, issues its Italian invoices through SdI, registers EPR (packaging, the Registro AEE, the battery register) per country and per stream, and arranges a local authorised representative in markets that require one. CE marking, the technical file and the EU Declaration of Conformity stay with the manufacturer. To scope an Amazon Italy launch, talk to our team.