HypoVereinsbank and Banxware Bring Embedded SME Financing to Amazon Seller Central

Bringing SME Financing into the Heart of E-Commerce

Access to capital remains one of the strongest drivers of business growth. For small and medium-sized enterprises (SMEs), financing determines how quickly they can scale operations, expand product lines or respond to new market opportunities. Yet in a world where most commerce happens online, financing has often remained a separate, offline process that slows decision-making and general momentum. ‍

That changes now for more than 47.000 SMEs that are active on Amazon in Germany.

‍As one of the key players in the digital e-commerce economy, Amazon plays an essential role in helping businesses grow and innovate. Now, through this partnership, Amazon sellers in Germany can now access flexible financing options of up to €5 million right where they run their business.

“Access to capital is crucial for small and medium business growth, and we are committed to supporting our sellers' success. We are excited by this strategic partnership with HypoVereinsbank and Banxware, which brings substantial financing capacity directly to our German sellers including loan amounts up to €5 million and rapid approval processes that support their growth ambitions in the Amazon store.” - Zena Siraudin, Amazon Credit Brokerage Programme

What Amazon Sellers can expect

At the core of this collaboration are two complementary financing solutions designed to meet different growth stages and business needs:

1. Banxware Sofortfinanzierung

The Banxware Sofortfinanzierung is a term loan that offers fast, fully digital financing between €1,000 and €250,000, with approval and payout typically within 24 hours. It’s ideal for short-term working capital needs, marketing pushes, or restocking.

Amazon Partners can use it, for example, to stock up before peak seasons like Christmas or Prime Day, invest in new packaging or branding, or finance digital advertising campaigns that boost visibility and sales. It provides instant liquidity and flexibility when timing is critical.

2. HVB FlexFinanzierung

HVB FlexFinanzierung provides a flexible line of credit from €250k to €5 million, with lending decisions made within three working days. This product supports long-term investments such as expanding production capacity or entering new markets.

Because businesses can draw funds as needed and repay flexibly, HVB FlexFinanzierung gives them room to plan ahead while keeping control over their cash flow.

Both financing options are fully embedded in Amazon Seller Central, allowing partners to apply for, receive, and manage financing directly in the same environment where they already handle their daily operations.

Redefining How SME Financing Is Embedded

This collaboration introduces a new way of delivering SME financing. At its core is Banxware’s orchestration layer, which enables financing to be fully embedded into Seller Central in a way that was not previously possible.

Instead of treating financing as a separate process, the orchestration layer connects Amazon’s business environment with established bank financing solutions in real time. It enables an end-to-end digital journey, from application and credit decision to payout, directly where sellers manage their business.

“Our orchestration layer technology acts as a bridge between traditional bank financing and modern digital applications. This allows sales partners to access financing right where they work every day. At the same time, they benefit from the proven terms and conditions of established banks.” - Jens Röhrborn, Founder and CEO of Banxware

For HypoVereinsbank, this setup enables a fundamentally new distribution model for SME financing. Instead of relying on traditional access points, HVB can offer its credit products directly within a digital business environment, combining regulatory robustness and attractive bank terms with a modern, fully embedded experience. The bank complements this digital access with a concierge service and ongoing personal advisory, without requiring a branch visit.

“We are excited to bring credit solutions of this magnitude to SMEs directly on Amazon – exactly where they do business. Given the enormous growth of these digital channels, we are strategically positioning ourselves for the future of corporate financing.” - Martin Brinkmann, Head of Small and Medium Corporates at HVB

Conclusion

When Amazon sellers can secure funding directly where they sell, they gain the flexibility to react faster, plan further ahead and invest more confidently in their future. That agility doesn’t just strengthen individual companies: it fuels the broader economy.

As one of the world’s largest e-commerce players, Amazon reflects the rhythm of today's economy. Embedding financing into that environment means embedding it into the fabric of economic activity, making capital accessible at the point of growth.

For Banxware, this collaboration is a step forward in our ongoing mission to make financing simpler and more accessible. For HVB, it’s a way to bring banking closer to where business happens.

And for Amazon, it strengthens an ecosystem that empowers thousands of SMEs across Germany to grow and succeed.