With HypoVereinsbank (HVB/UniCredit) and Banxware, a new financing option is now available directly in Amazon Seller Central. Liquidity where you manage your Amazon business every day – with no detours and no paperwork.
As an Amazon seller, you can now access flexible financing solutions of up to €5 million, fully digital from application to credit decision. This keeps you operational and ensures you don’t miss growth opportunities.
In this article, we show how Banxware financing solutions support e-commerce merchants in scaling their business.
Banxware Lending in Amazon: Business loans directly in Seller Central
As an Amazon seller, you often have to make fast, pragmatic decisions. Seasonal peaks, promotional periods or holidays leave little room for lengthy coordination.
What we frequently see: sellers know exactly what they need to do – increase inventory, expand marketing, modernise processes – but the capital isn’t available at the right moment.
Amazon continues to grow strongly. In 2025, revenue in Germany reached USD 45.9 billion, representing growth of 12.3%. The growth rate increased compared to the previous year. The growth potential for SMEs on Amazon remains extremely high.
Our mission is clear: make liquidity more accessible so businesses can unlock their full potential.
The partnership with Amazon is an important step in this direction, giving 47,000 small and medium-sized enterprises direct access to financing – exactly where they operate.
In addition to financing via Banxware Direct, we now offer financing directly in Amazon Seller Central together with Amazon and HypoVereinsbank: straightforward, digital and available within a very short timeframe.
Increase your revenue with an Amazon business loan: 7 practical use cases
1. Increase inventory early – inventory financing for Amazon sellers
Ahead of Q4 or Prime Day, your inventory determines your revenue.
In 2024, Prime Day generated around four times more sales than an average day. With approximately USD 14.2 billion in global platform revenue and more than 200 million items sold by marketplace sellers, the event represents a significant opportunity.
A common mistake is planning too conservatively. When bestsellers are out of stock, you lose not only sales but also ranking and visibility.
With additional financing, you can order larger quantities earlier and avoid stock-outs. This prevents inventory shortages from slowing down your growth.
Learn more about inventory financing in this article.
2. Amazon FBA financing: Distribute inventory across multiple markets
If you serve multiple EU marketplaces via Amazon FBA, you need to store inventory in several countries simultaneously. Production, transport, customs, storage fees and multiple inventory pools tie up capital long before revenue flows back.
What many underestimate: international FBA significantly increases capital requirements. With targeted Amazon FBA financing, you can build inventory in multiple markets at the same time, reduce delivery times and improve conversion rates – and ultimately increase revenue.
3. Stabilise cash flow during rapid growth
Strong growth ties up capital. You pay for goods and marketing upfront, while payouts arrive later.
According to a 2025 Coface study, 81% of companies are affected by payment delays, with an average delay of 32 days.
What many overlook: growth can drain liquidity faster than expected.
Financing provides stability at exactly this stage. You can continue investing without slowing down your momentum.
4. Build your team and structures strategically
Many sellers handle everything themselves for too long. But sustainable growth requires structure: performance marketing, operations and customer service.
We often see founders taking on too much for too long. With additional capital, you strengthen your organisation and lay the foundation for scalable growth.
This creates space for strategic decision-making instead of being permanently tied to day-to-day operations.
5. Use Amazon Lending to strategically finance marketing activities
Visibility on Amazon requires budget. Campaigns must be financed before they generate returns.
With additional liquidity, you can test new keywords, scale successful campaigns faster and strengthen your market position over the long term.
Marketing shifts from a cost factor to a targeted growth driver for your Amazon business.
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6. Modernise production and expand capacity
If you manufacture yourself, efficiency determines your margin. Investments in automation, improved production quality or new equipment increase your competitiveness.
With financing, you can take these steps without putting your operational business at risk. At the same time, you secure long-term cost advantages and strengthen your ability to deliver as demand increases.
7. Expand your product range and launch new products
Growth is driven by assortment expansion. Development, samples and initial production runs tie up capital before revenue is generated. At the same time, you must continuously evolve your portfolio on Amazon to remain visible in a highly competitive environment.
With additional financing, you can test new products faster and scale successful variants earlier. This ensures continued relevance and sustainable growth.
What sounds straightforward on paper often becomes a real growth lever in practice. Many Amazon sellers use financing deliberately to not only identify opportunities but act on them.
Financing can be applied for via Amazon or directly through Banxware Direct.
Below, we outline the options available to you.
Banxware Finanzierung at a glance
In addition to fast applications via Banxware Direct, you can now also apply for financing via Amazon.
As an Amazon seller, you have access to two complementary financing solutions tailored to different business needs:
1. Banxware Sofortfinanzierung
Banxware Sofortfinanzierung is an instalment loan offering fast, fully digital financing between €1,000 and €250,000, with credit decisions and payouts typically within a few days.
It is particularly suitable for short-term liquidity needs, marketing investments or purchasing inventory.
2. HVB FlexFinanzierung
HVB FlexFinanzierung provides a flexible credit line between €250,000 and €5 million, with credit decisions within three working days.
It is particularly suited to long-term investments, such as expanding production capacity or entering new markets.
As businesses can draw down capital as needed and repay flexibly, HVB FlexFinanzierung offers planning certainty and helps maintain control over cash flow.
“Access to capital is crucial for the growth of small and medium-sized enterprises.”
– Zena Siraudin, Amazon Credit Brokerage Programme
These new financing solutions provide Amazon selling partners with access to liquidity on competitive terms, integrated into Amazon and accessible in just a few clicks.
The growth potential unlocked by the right financing is illustrated by the example of forpeople.
Banxware Amazon loan experience: The forpeople case
Tailored financing for Amazon sellers – forpeople
forpeople is a Hamburg-based company producing solid, water-free natural cosmetics with a clear growth vision. Sales are fully digital – via its own online shop as well as Amazon.
Within a few years, forpeople grew rapidly: rising demand, new distribution partners and increasing production volumes shaped its development.
With growth came new requirements: professionalising processes, building a team and managing investor discussions – all while maintaining ongoing production.
“We had reached a point where we needed to move from improvisation to professional structures. That required the right investments at the right time.”
– Fritz Hinrichsmeyer, Co-Founder & CMO, forpeople
Through their long-standing financing partner DFKP, forpeople became aware of Banxware. They applied for financing via Banxware Direct, and the capital was available the very next day. With this security, the company expanded production capacity, hired new employees and conducted investor discussions without slowing down day-to-day operations.
The result: a 40% increase in operating profit and 20% year-on-year revenue growth.
Read the full forpeople story here.
Financing solutions like these, which enable real growth for e-commerce businesses, are now even more accessible through the integration of Banxware in Amazon Seller Central.
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Outlook: Amazon Lending – Business loans for SMEs
The collaboration with Amazon is far more than a new partnership for Banxware. It is a significant step towards our goal of making financing as accessible as possible for small and medium-sized enterprises. When capital is available exactly where you manage your business, processes become shorter, decisions faster and growth more predictable. For entrepreneurs, this means fewer barriers and greater flexibility.
In e-commerce, opportunities often arise at short notice – new markets, seasonal peaks or sudden product demand. By integrating financing into Amazon Seller Central, funding becomes a natural part of this dynamic rather than a separate, time-consuming process. This creates security and flexibility when speed matters most.
At the same time, the cooperation has further professionalised our internal processes. Decision logic, risk models and workflows have been optimised and aligned with the highest industry standards. Businesses benefit through transparent offers, stable processes and financing aligned with the realities of growing companies.
Our objective remains clear: strengthen entrepreneurship by ensuring capital is available precisely when it is needed.
Sources:
Amazon (2025). Amazon KMU Report 2025.
Banxware & HypoVereinsbank (2026). Pressemitteilung zur Partnerschaft mit Amazon.
Capital One Shopping (2024). Amazon Prime Day Statistics.
Coface (2025). Immer mehr verspätete Zahlungen: Schlechte Zahlungsmoral belastet deutsche Unternehmen.
van Oosterhout, A. (2026). Amazon accelerates growth in Germany and UK. Ecommerce News Europe.
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