How to sell on Amazon from Malaysia: A guide to increase e-commerce sales

According to a recent market analysis by Research and Markets, Malaysia’s e-commerce market is projected to reach US$23.93 billion by 2030, and Malaysian small and medium enterprises (SMEs) are well-positioned to ride this wave.1 With government initiatives such as the National E-commerce Strategic Roadmap (NESR) and the eTRADE Programme 2.0 by the Malaysia External Trade Development Corporation (MATRADE), local entrepreneurs now have unprecedented access to international markets.

This guide walks Malaysian SMEs through how to start their e-commerce business using Amazon Global Selling, from registration and grants to Fulfillment by Amazon (FBA) and logistics support.

Why should you sell on Amazon?

According to Similarweb, Shopee and Lazada continue to dominate Malaysia’s e-commerce landscape, ranking as the top two most visited online shopping platforms in the country as of 2025.2 This reflects Malaysians’ strong preference for homegrown marketplaces when shopping locally.

Despite this, Amazon remains a global powerhouse with benefits that few other platforms can match. The platform operates in 22 countries, ships to over 200 countries and territories, and manages more than 400 fulfilment centres worldwide. According to Statista, Amazon’s global platform, ‘amazon.com’, was the most visited e-commerce and shopping website worldwide, accounting for over 12% of desktop visits in this category in April 2024.3

For Malaysian sellers, Amazon’s strength lies in its unmatched international reach. Listing products on Amazon allows local businesses to connect with millions of customers worldwide — including over 200 million Amazon Prime members — and establish a foothold in high-demand markets such as the United States, Canada, and Europe.

How to start selling on the Amazon marketplace

Step 1 – Registering as an Amazon seller

To start your business on Amazon, here is how you can create a seller account:

• Go to sell.amazon.com or sellercentral.amazon.com and click 'Start Selling'. If you already possess an Amazon customer account, you can easily transition into a seller role using your existing credentials. Otherwise, create a new account with your details.
• Provide business information by selecting the country where your business is registered, the type of business, the name, company registration number, registered address, and phone number including the country code.
• Then, you will need to provide the bank account you will use to receive payments. This bank account must be in your name or the name of your business.
• After this, you will be prompted to enter banking and credit card details.
• Next, create a unique store name that resonates with your brand identity. 
• Following this, you will also be asked to answer questions about product codes, business certifications, and manufacturer or brand status.
• You will then need to verify your identity by uploading a government-issued ID and proof of residential business address dated from the last 180 days. 
• To list your products, click ‘Add products and start selling’. Enter product details, and then include photos and descriptions. Completing at least one product listing is necessary to sell items on your Amazon store.
• After this, you can explore the Seller Central dashboard on Amazon to track your performance.

Step 2 – Setting up your seller profile

Once your account is created, the next step is to establish a strong seller profile. This involves creating a professional profile that builds trust with potential customers. Once done, you can move on to choosing your fulfillment preferences.

Understanding Fulfillment by Amazon (FBA) is essential when deciding on your preferred fulfillment methods. The two choices you have include self-fulfillment, where you manage storing, packing, and shipping, or FBA, where Amazon handles storage, packing, and shipping for you.

Finally, gaining a clear understanding of Amazon’s various seller fees and commission structures is essential for accurate financial planning and long-term profitability.

Leverage eTRADE Programme 2.0 to sell on Amazon

The eTRADE Programme 2.0, launched by MATRADE in 2021, is designed to help Malaysian SMEs accelerate exports through cross-border e-commerce platforms such as Amazon.

Businesses can apply for:

• Onboarding Scheme – grants up to RM5,000 to help cover the initial cost of setting up an online store.
• Digital Marketing & Training Scheme – grants up to RM20,000 to support advertising, digital campaigns, and skills development.

This initiative aligns with the National E-commerce Strategic Roadmap (NESR), launched in 2021 to support Malaysia’s digital transformation and cross-border trade. With over 80% of Malaysians now having access to 5G networks as of 2024, online sellers can expect smoother, faster, and more connected operations.

Through this programme, SMEs can offset setup costs, improve visibility, and compete internationally with stronger digital capabilities.

How to sell internationally from Malaysia with FBA

What is FBA & how does it work?

Fulfillment by Amazon (FBA) allows sellers to store their products in Amazon’s fulfillment centers. Amazon then takes care of picking, packing, shipping, and even customer service and returns.

This system frees Malaysian businesses from the complexities of international order fulfilment, making global expansion simpler and more cost-efficient.

Across South-East Asia, many SMEs have found success using Fulfillment by Amazon (FBA) to simplify logistics and scale faster. One such example is Galano Furniture, a Malaysian brand that credits FBA with helping it manage overseas demand more efficiently. According to MATRADE, the company now plans to expand beyond Amazon US to Amazon Canada, the UK, and Germany, illustrating how Malaysian sellers can use FBA as a springboard for international growth.4

How to become an Amazon FBA seller?

Now, let's outline the steps to get started with FBA:

1. To get started with FBA, ensure you've completed your Amazon seller registration and set up your Seller Central account. Next, list your products on Amazon, providing details and captivating descriptions. 
2. Then, enroll in the Fulfillment by Amazon (FBA) programme directly within Seller Central. This involves providing additional information and selecting your Amazon Fulfillment Centres (FCs) as Additional Places of Business (APOB).
3. Once enrolled in FBA, prepare your products according to Amazon's guidelines and ship them to the specified FCs. If you're shipping products like perfume from Malaysia, ensure they meet Amazon’s packaging and labeling requirements for hazardous materials. Monitor your inventory levels through Seller Central, ensuring timely replenishment to prevent stockouts and optimize sales performance.

For Malaysian sellers aiming to expand internationally through Amazon, FBA offers a streamlined solution for reaching global customers. This involves sending your inventory to Amazon’s international fulfillment centers through international shipping from Malaysia.

Amazon has specific guidelines for preparing your products, and adhering to these standards is crucial to avoid delays or rejection of your inventory. This includes proper labeling of each unit and carton, appropriate packaging to protect your products during transit, and compliance with the import regulations and product safety standards.

Once your inventory is received at Amazon’s international fulfillment centers, you can effectively monitor your stock levels and sales performance through your Seller Central account. This dashboard provides valuable insights into your inventory status, sales trends in different regions, and customer feedback.

Tips for Amazon Global Selling success

1. Study Amazon’s list of best-selling products: Identify high-demand items from Amazon’s ‘Best Sellers’ page.
   
2. Narrow down your sales category: Choose a niche that matches your expertise and allows for differentiation.
   
3. Optimise your listings: Use detailed descriptions, relevant keywords, and quality visuals.
   
4. Partner with a reliable logistics provider: Shipping from Malaysia to the US or Europe can be expensive. Work with third-party logistics partners that offer e-commerce package rates and global reach to keep costs manageable.

Start selling on Amazon with the right logistics partner

Although Fulfillment by Amazon (FBA) manages your products once they reach overseas warehouses, Malaysian sellers still need a reliable logistics partner to ensure shipments leave the country smoothly and on time. Fast, dependable international delivery is essential for maintaining strong seller ratings and keeping global customers satisfied.

DHL Express supports SMEs in navigating cross-border logistics with import and export services designed for Amazon Global sellers, including:

• Cross-border shipping to fulfillment centers: DHL Express streamlines the process of sending your inventory to Amazon's international warehouses, ensuring a smooth and efficient supply chain.
• Customs clearance expertise: In-depth knowledge of international regulations and customs procedures helps prevent costly delays and ensures your shipments clear borders efficiently.
• End-to-end tracking: DHL Express provides comprehensive tracking visibility, allowing both you and your customers to monitor shipments in real-time.
  

To further simplify your operations, DHL Express offers integration capabilities with Amazon Seller Central. This integration allows for a smoother fulfillment process, potentially streamlining label printing, shipment tracking, and overall logistics management directly within your familiar Amazon interface.

Ultimately, by strategically selecting the right e-commerce platforms in Malaysia, such as Amazon, and establishing reliable international shipping, Malaysian businesses can confidently embrace the vast opportunities of the global e-commerce landscape.