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Alcohol is one of the more tricky items to sell – not least on Amazon. Here are our tips to getting your spirits up, err, on Amazon that is. We’ll take you through the requirements and do’s and don’ts of selling Beer, Wine, and Spirits.

The Grocery Node

The grocery node is the parent node encompassing all things food and beverage on Amazon. The rules here can be relatively strict. Here is the FBA criteria/ regulations for the Grocery node:

  • Comply with food and safety labeling requirements (i.e. labeling in the language of EU Member State + refund and recycling schemes for beverage packaging)
  • Products must withstand a minimum temperature of 10 °C and a maximum temperature of 30 °C for the duration of a product’s shelf life
  • Items that may melt like chocolate will be rejected during the hotter months (1 May and 15 October)
  • Expiry-date product must have a minimum shelf life of 105 days
  • All products containing alcohol are prohibited from FBA. However, Amazon UK is currently running an FBA Alcohol pilot where selected merchants can test selling alcohol products on FBA.
  • Glass packaging requirements – a six-sided box that does not expose fragile product in any way
  • Customer Returns Policy – Customers are able to products as per the terms of the Amazon Business Agreement. If the returned products are in pristine condition and still within the minimum remaining shelf life of 105 days, they will simply go back on sale

The Beer, Wine and Spirits Sub-Node

Certain criteria only apply to specific categories. This is to ensure a high level of quality. In order to list a product, one has to meet the site-wide rules and regulations as well as the criteria to list in the respective Sub-Node.

Here are some of the stand-out requirements for listing in the Beer, Wine and Spirits category:

Seller requirements

  • You cannot sell alcohol to buyers under the minimum drinking age governed under the applicable laws.

selling alcohol on amazon

Product requirements

  • The products you sell must be new.
  • Each product must have one of the following:
    • A valid GTIN registered and associated with the product
    • GTIN exemption, or
    • Be enrolled on the Brand Registry Programme
  • Alcohol by Volume (ABV) values displayed on all product pages.
  • At a minimum, all food products offered for sale on a European Amazon website must (as a minimum) be labeled in the language of that website.

Documents Required 

Each region in Europe requires different documentation in order to sell alcohol on Amazon. Here we will focus particularly on the UK market.

  • If Local
    • Personal and premises alcohol license
    • VAT information
    • Evidence of excise duty paid
  • If Non-Local
    • Alcohol license from the country of establishment
    • Evidence of excise duty paid
    • For FBA sellers outside the country: a VAT ID

Selling Alcohol on Amazon

Alcoholic beverages like beer, wine or hard liquors, provided they are sold only to people aged 18 years or over and you have sufficient procedures in place to verify that the customer is aged 18 years or over, are allowed to be sold on Amazon.

Prohibited listings include:

  • Those who don’t have the appropriate licensing
  • High strength alcohol (70% ABV+)


It’s a jungle out there. Amazon can be tricky to navigate, especially in the Beer, Wine and Spirits category. These aforementioned tips are guidelines for getting started and listing your products. If you are interested in taking things further and establishing great revenue generating listings, don’t hesitate to chat with us.