Selling on Amazon: The complete guide for e-commerce sellers in Africa
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Learn more about how to sell on Amazon’s international marketplaces from Africa and get paid in foreign currencies.
Key takeaways
- Amazon does not yet operate local marketplaces in most African countries. Sellers list through Amazon Global Selling on international marketplaces like the US, UK, Germany and the UAE
- Sellers can choose Fulfilment by Amazon (FBA) or Fulfilment by Merchant (FBM) depending on volume and operational capacity
- Amazon’s seller fees include a monthly subscription, referral fees and FBA fees–all charged in the marketplace currency
- Amazon sellers can receive payouts in marketplace currencies such as USD, GBP and EUR, or choose to convert funds into their own local currencies but Amazon’s built-in currency converter does not support local currencies in markets like Morocco, Nigeria and Kenya
- The World Account from WorldFirst allows e-commerce sellers to open local USD, GBP and EUR receiving accounts and link them directly to Amazon Seller Central.
Africa is home to a growing community of e-commerce sellers looking to reach customers beyond their domestic markets. Regions like Morocco and Nigeria produce products with strong global demand such as leather goods, argan oil, textiles, ceramics, and handicrafts. Amazon’s international marketplaces in the US, UK, Europe and the UAE can put these products in front of hundreds of millions of customers.
To be able to sell internationally, Amazon sellers first have to sign up on Amazon Global Selling, navigate cross-border shipping, and figure out a way to accept payments in multiple currencies without losing margin.
In this guide, we take a look at everything you should know about selling on Amazon from Morocco and Nigeria.
Can sellers in Africa sell on Amazon?
Yes. African residents can sell on Amazon by registering through Amazon Global Selling and creating a Seller Central account. Amazon publishes the list of accepted seller countries on Seller Central, and most African markets, including Morocco and Nigeria, currently appear on the list.
To register, sellers typically need a valid business registration, a government-issued ID such as a passport, and a recent utility bill or bank statement for address verification. An internationally enabled credit or debit card is required to pay the monthly subscription fee, and you may even need local currency accounts in USD, GBP or EUR to receive Amazon payouts.
Steps to sell on Amazon from Africa
Step 1: Register your seller account
Start at sell.amazon.com and choose the target marketplace: Amazon US, UK, Europe, or the UAE based. Sign-up requires details including (but not limited to)
- A business or personal email and phone number
- Business registration documents
- Government-issued ID
- Internationally enabled card
Local currency receiving account
Step 2: List your products
Once the account is verified, the seller can access Amazon Seller Central and start listing. Listings drive search visibility, so the time spent optimising them directly affects sales.
Each listing should have:
- A keyword-rich title that includes the product category and key descriptors
- High-quality images from multiple angles
- detailed product descriptions focused on benefits rather than features
- Bullet points summarising key selling points,
- a UPC (Universal Product Code) or a similar product identifier
Researching demand before listing is worth the effort. Look for categories with steady demand, manageable competition and reasonable shipping economics. Sellers planning to build a long-term brand should also consider registering through Amazon Brand Registry, which adds protection and unlocks A+ content features.
Step 3: Choose your fulfilment method
Amazon offers two fulfilment models.
Fulfilment by Amazon (FBA): The seller ships inventory in bulk to an Amazon warehouse in the destination market. Amazon then handles storage, packing, shipping, customer support and returns. FBA is suited to sellers who want to focus on product and marketing rather than logistics. But in this case, you pay per-unit storage and fulfilment fees that may reduce margin.
Fulfilment by Merchant (FBM): The seller handles storage, packing and shipping directly, typically using international couriers or a freight forwarder. FBM keeps fixed costs lower but requires reliable logistics partners and more day-to-day operational input. It works well for sellers testing demand or shipping lower volumes.
Step 4: Understand Amazon's fees
Amazon charges several types of seller fees:
- Subscription: Monthly fees for listing on Amazon
- Referral fees: It is the percentage of the total sale price that Amazon charges on every product you sell on the platform. It can be anywhere between 6-45% of the product price, varying by category
- FBA fees: It is the per-unit fees covering storage, packing and shipping when using Fulfilment by Amazon
- Closing fees: This is a flat fee charged on certain categories like books and media
All fees are billed in the marketplace currency. That means African sellers need an internationally enabled card to pay them and the card needs to be funded in the right currency to avoid an FX conversion on every charge.
Get paid by Amazon with a World Account
Amazon pays sellers in the marketplace currency–USD for Amazon US, GBP for Amazon UK and EUR for European marketplaces. Amazon’s built-in currency converter supports a number of local currencies for payout, but the Moroccan dirham, Nigerian naira, Kenyan shilling and Ghanaian cedi are not currently among them.
African sellers have two main options to get paid:
- Set up a regional entity in each country where products are listed, then establish local banking relationships in each market
- Open a multi-currency account that provides local currency account details online, without the need to register entities or open separate bank accounts in each country
The World Account is a multi-currency account that lets African sellers open local currency receiving accounts in 15+ major currencies, including USD, GBP, EUR, AUD, CNH and more. Each account has a unique account number and routing details that Amazon treats as a local deposit.
The seller can add the receiving account details in Amazon Seller Central under Settings → Account Info → Deposit Methods. Once the account is verified, Amazon pays earnings into the World Account on the standard payout cycle.
Sellers can hold Amazon payouts in the received currency and convert when the rate suits them. They can also use the collected funds to pay Amazon seller fees and ad spend in the same currency using the World Card, with no fees when paying in any of the 15 supported currencies, with sufficient balance held in that currency.
→ For a step-by-step walkthrough on how to receive money from Amazon with the World Account
Key features of the World Account
- Local currency receiving accounts in 15+ currencies including USD, GBP, EUR, AUD, CNH and more
- Collect payments from Amazon and 130+ other global marketplaces in one platform
- Hold balances in the original currency — no forced conversion to local currency
- Convert between currencies at competitive rates when the seller chooses
- Pay Amazon seller fees, ad spend and SaaS using the World Card from matching currency balances
- Up to 20 Mastercard-powered virtual business payment cards (World Card) at no additional cost
- Withdraw to a local bank account when funds need to come home
FAQ
Can I sell on Amazon from Morocco, Nigeria or other African markets?
Yes. Amazon’s seller programme accepts sellers from a wide range of countries, including Morocco, Nigeria and other African markets, through Amazon Global Selling. Sellers list on Amazon’s international marketplaces such as US, UK, Europe and the UAE. The exact accepted country list is published on Amazon Seller Central.
Do I need a US or UK business entity to sell on Amazon from Africa?
No. A US or UK entity is not required just to sell or get paid. Sellers can register their existing business and use a multi-currency receiving account to collect Amazon payouts in the marketplace currency. Forming a foreign entity introduces ongoing tax and compliance obligations and is usually only worthwhile when there are wider strategic reasons to do so.
How does Amazon pay sellers based in Africa?
Amazon pays sellers in the marketplace currency on a fixed payout cycle, typically every 14 days. Payouts go to the deposit account the seller adds in Amazon Seller Central. Sellers in Morocco, Nigeria and similar markets need a local currency receiving account in USD, GBP or EUR as Amazon’s built-in currency converter does not currently support local African currencies for direct deposit.
What's the difference between FBA and FBM for African sellers?
Fulfilment by Amazon (FBA) means the seller ships inventory to an Amazon warehouse, and Amazon handles storage, packing, shipping and customer service. Fulfilment by Merchant (FBM) means the seller handles all logistics directly. FBA suits sellers planning to scale, while FBM offers more control and lower fixed costs, making it suitable for lower volumes or new sellers testing demand.
What documents do I need to register as an Amazon seller from Africa?
Sellers typically need a valid business registration, a government-issued ID such as a passport, a recent utility bill or bank statement for address verification, a few months of bank statements showing business activity, an internationally enabled credit or debit card, and a foreign currency receiving account. Amazon also runs an identity verification process that usually includes a video call.
This article is intended for informational purposes only and does not constitute legal advice or professional advice. This article should not be regarded as constituting an offer or a solicitation to buy or sell any regulated or financial products or services. WorldFirst makes no representations or warranties regarding the accuracy, completeness, or applicability of the content, and readers are encouraged to consult with legal professionals or other professionals for advice tailored to their specific situation. WorldFirst does not guarantee the accuracy and completeness of this article and expressly disclaims any and all liability to any person in respect of the consequences of anything done or omitted to be done wholly or partly in reliance on this article.
Hu Wenzhan is the Emerging Markets Country Manager at WorldFirst. He brings expertise across Fintech, Payments, Banking, New Markets Growth to help clients grow their global business.
Hu Wenzhan
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