How to Sell on Noon and Amazon.ae, and When You Need Your Own Store

To sell on Noon or Amazon.ae you need a UAE trade licence that covers selling goods, a business bank account in the same name, your Emirates ID and passport, and a VAT certificate if you're registered. Marketplaces bring ready buyers but charge roughly 5% to 15% or more per sale, plus fulfilment. Your own store keeps more margin and your customers.

This guide covers how to register on each, what they cost, how to work out your real cost per order, and when it makes sense to sell through your own online store as well.

Amazon.ae fees were checked on Amazon's UAE seller pricing page on 29 October 2026. Noon figures are from Noon's published Fulfilled by Partner fee schedule (effective 1 September 2025). Fees change and vary by category; confirm in each seller portal before you list.

What do I need to sell on Noon or Amazon.ae?

Both marketplaces ask for broadly the same things:

Tip: make sure the business name is identical on your licence, bank account, invoices and shipping documents. Mismatches are a common reason for rejection.

How do I become a Noon seller?

1. Create a seller account on Noon's seller portal (Noon Seller Lab) with your business email.

2. Enter business details and upload your trade licence, ID, bank details and VAT certificate (if registered).

3. Wait for review. Third-party guides say approval usually takes about a week.

4. List products: title, photos, price in AED, stock and category. Noon checks listings against its content rules.

5. Choose fulfilment: ship orders yourself, or send stock to Noon's warehouses so Noon stores, packs and delivers (Fulfilled by Noon).

6. Start selling and watch your seller ratings: late shipping and cancellations reduce visibility.

Noon fees (indicative): Noon's published fee schedule lists referral fees from about 4% to 27% depending on the category (27% for apparel and footwear, 14% for most other categories), with a minimum of AED 1 per item, plus fulfilment and storage fees if you use Noon's warehouses. One guide says Noon charges no monthly listing fee. Noon shows the exact rate for your category in the seller portal; check it before you price.

How do I sell on Amazon.ae?

1. Register on Amazon Seller Central for the UAE (sell.amazon.ae).

2. Verify your identity and business with your trade licence, ID, bank account and contact details.

3. Choose a selling plan. Amazon.ae's pricing page shows no monthly fee for the Professional plan, "for a limited time only". Check the current terms when you sign up.

4. List products or match existing listings, with price, stock and photos.

5. Choose fulfilment: ship yourself, or use Fulfilment by Amazon (FBA), where Amazon stores, packs and delivers, and your products can show Prime delivery.

6. Get category approval where needed (beauty, food and some branded items).

Amazon.ae seller fees (from Amazon's UAE pricing page, October 2026)

Referral fees (a percentage of the sale price, minimum AED 1 per item):

FBA fulfilment fees (per unit, from 1 August 2025): about AED 5.50 to 8.50 for envelopes up to 0.5 kg, rising with size and weight (for example AED 7.20 to 21.50 for standard parcels up to 12 kg). Storage: AED 2 per cubic foot per month. All fees are plus 5% VAT.

What does a marketplace sale really cost?

Example: an AED 150 dress (VAT-inclusive price), sold on Amazon.ae with FBA.

The same dress sold through your own online store:

But your own store has a cost the marketplace doesn't: finding customers. On Amazon and Noon, buyers are already searching. On your own store you pay for ads, content and time. That's why most UAE brands use both.

Estimates only. Your courier rate, product size and category change the numbers. Payment fees from our UAE payment gateway comparison.

Noon vs Amazon.ae: which is better for UAE sellers?

Many sellers list on both, using the same stock, and see which category and price works where.

When do you need your own online store?

Marketplaces are a strong channel, but relying on them alone has limits:

• The customer belongs to the marketplace. You can't easily message buyers again or build a list.

• Price competition. Your product sits next to cheaper alternatives, sometimes on the same page.

• Fees on every sale, including repeat customers who already know your brand.

• Rules can change: fees, ranking, category approvals, payout timing.

• Limited branding. Every listing looks like everyone else's.

You need your own store as well when:

1. You get repeat customers who'd buy directly if they could

2. You sell on Instagram, TikTok or WhatsApp and need somewhere to send people

3. You want to offer your own bundles, discounts and loyalty

4. Your margins can't absorb 15% to 25% marketplace costs on every order

5. You want customer data for follow-ups, reorders and win-back messages

A practical model for UAE brands: use marketplaces to be found, and your own store, Instagram and WhatsApp to keep customers. Use a simple thank-you card with care instructions in your parcels, but don't invite marketplace buyers to order off the marketplace: Amazon's seller rules ban steering customers to another website, and Noon limits what can go in its packages.

How do I keep stock right across Noon, Amazon and my own store?

Selling the same product in several places makes overselling the biggest risk: one item, sold twice. To avoid it:

• Keep one master stock count and update marketplaces from it

• Hold separate stock for FBA or Fulfilled by Noon, since those units sit in the marketplace's warehouse

• Set a small safety buffer on marketplaces for fast-moving items

• Check stock daily during sales events like White Friday and Ramadan

More in how to sync inventory across Instagram, your website and POS.

Build your own store with Nodi

Nodi gives UAE sellers their own online store alongside the marketplaces: English and Arabic, AED prices, card payments and cash on delivery, and Aramex delivery. Orders from your store, Instagram and WhatsApp land in one system with one stock count, and Nodi's AI answers customers and sends reorder and win-back messages (on Scale) so marketplace buyers become direct customers. Plans start from AED 59 a month, and you can try the full Scale plan for 30 days for AED 3.

Build your online store · Start your AED 3 trial

Related guides: Inventory Management for Small UAE Shops · Courier and Delivery Options in the UAE · Why You Keep Overselling

Frequently asked questions

How do I become a Noon seller in the UAE?

Register on Noon's seller portal with a UAE trade licence covering your products, a business bank account in the same name, your Emirates ID and passport, and a VAT certificate if registered. Approval usually takes about a week, according to third-party guides.

Can I sell on Amazon.ae without a trade licence?

Generally no. Amazon.ae and Noon ask for a valid UAE trade licence and a business bank account. Check Seller Central for current requirements.

How much does Amazon.ae charge sellers?

Referral fees range from about 5% (for example mobile phones) to 16% (jewellery), with 15% for apparel and home and 10% for most other categories, and a minimum of AED 1. FBA fees start at about AED 5.50 per unit. The Professional plan currently has no monthly fee for a limited time. All fees are plus 5% VAT.

How much commission does Noon charge?

It depends on the category. Noon's published schedule runs from about 4% to 27%, plus fulfilment fees if you use Noon's warehouses. Check your exact rate in the Noon seller portal.

Can I sell on Noon with an e-Trader licence?

Generally not for physical products if you're an expat. Marketplaces need a licence whose activity covers the goods you sell; most sellers use a free zone or mainland trading or ecommerce licence.

Is it better to sell on Noon, Amazon or my own website?

Most UAE brands use more than one: marketplaces bring buyers who are already searching, while your own store keeps more margin, your brand and your customer list. Start where your customers already shop, then add your own store for repeat buyers.

Sources

• Amazon.ae, seller pricing, checked 29 October 2026 (referral fees, FBA fees, storage, Professional plan offer)

• BusinessDubai, selling on Noon and Amazon.ae in 2026: what the UAE requires, 19 August 2026

• Meydan Free Zone, eCommerce: start selling on Noon (third-party; Noon commission range)

• SPC Free Zone, steps and requirements for a Noon seller account

• Dubai South Business Hub, selling on the Noon marketplace in the UAE