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Prepare for a season full of sales.Amazon holiday readiness guide.
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GLOBAL SELLING


EXPAND TO EUROPE

Already selling on Amazon.com?

Expand to Europe

 

New to Amazon?

Get started

 

Download the Europe Selling Guide

Overview
Guide
Case studies
Europe
Japan
Australia
India
Singapore
Middle East



WHY EXPAND TO EUROPE?

Germany and the UK represent some of the largest ecommerce countries in Europe.
With high demand for fast deliveries among German shoppers coupled with UK as an
English speaking country, this makes Germany and the UK a great place to start
your European business. Plus, Germany’s geographical location is a major hub for
delivery efficiency helping you sell across Europe.

With fulfillment programs like European Fulfilment Network or Multi-Country
Inventory (MCI), your products will be closer to German and British customers if
you store in Germany and the UK meaning they’ll benefit from faster delivery
options. You can also expand easily across the entire EU with Pan-European FBA.



176MM

monthly unique visitors in the UK, Germany, France, Italy, & Spain
Source: SimilarWeb, December 2020


86K+

3rd party Sellers over $100K Amazon EU marketplace sales in 2020


2,700+

products sold per minute in Amazon EU marketplace in 2020


HOW TO HANDLE VAT

01/04


HOW TO SHIP TO EUROPE


HOW TO MANAGE LANGUAGES


WHAT TO SELL IN EUROPE

> One of our main challenges getting started in Europe was the lack familiarity
> with the customer.
> Elena CastañedaFounder, Bling Jewelry

> We knew VAT [value-added tax] was complex, but that didn’t slow us down.
> Dan McCarthyBlink Home Security | Redmond, WA, US

> Amazon helps small companies sell across Europe.
> Bernie ThompsonPlugable | Redmond, WA, US

> Language should not be an issue for any U.S.-based seller.
> David LaubnerBlink Home Security | Redmond, WA, US

SELLS IN:

 * North America, Europe, Japan, Australia
 * 
 * 

SELLS IN:

 * North America, Europe, Japan, Australia
 * 
 * 

SELLS IN:

 * North America, Europe, Japan, Australia
 * 
 * 

SELLS IN:

 * North America, Europe, Japan,
 * 
 * 

 * Get tips on VAT
 * View all case studies
 * Download the VAT guide

 * Get tips for shipping to Europe
 * View all case studies

 * Get more language advice
 * View all case studies

 * View all case studies


HOW TO EXPAND TO EUROPE IN 4 STEPS

GLOBAL SELLING

1: WHERE AND WHAT TO SELL

PREPARE TO SELL ACROSS AMAZON STORES IN EUROPE

Watch

GLOBAL SELLING

2: REGISTER AND LIST

CREATE YOUR SELLER CENTRAL ACCOUNT AND START LISTING ACROSS EUROPE

Watch

GLOBAL SELLING

3: SHIP AND FULFILL

UNDERSTAND EUROPEAN FULFILLMENT PROGRAMS, COSTS, TIMES, AND REQUIREMENTS.

Watch

GLOBAL SELLING

4: MANAGE YOUR BUSINESS

PROVIDE CUSTOMER SUPPORT, GET PAID, AND SCALE YOUR BUSINESS.

Watch


AMAZON SELLER HELP

Dive deep on specific topics related to selling on Amazon in Japan
Go to Seller Help


EUROPE HOLIDAY CALENDAR

Plan ahead for peak shopping periods
Download the calendar


FREQUENTLY ASKED QUESTIONS

Get answers to the frequently asked questions about selling in Europe.


OVERALL


Why sell in Europe? I'm doing well selling in the US on Amazon.com, and selling
in Europe sounds complex.
Selling in Europe allows you to:
 * Reach millions of additional customers: Amazon’s European marketplaces help
   you sell across 28 countries. Don’t miss out on tens of millions of new
   customers.
 * Diversify your revenue stream: Strengthen your cash flow. Protect yourself
   from sales fluctuations on Amazon.com and take advantage of European holiday
   seasons and peak sales periods.
 * Let Amazon handle the details: Leverage our state-of-the-art logistics,
   powerful tools, and world-class customer service to simplify international
   selling, so you can concentrate on expanding your business.
 * Be among the first: Compared with the US, Amazon’s European marketplaces
   often have fewer sellers in your category, meaning more opportunity for you.
   Get first-mover advantage by being one of the first sellers in your category.


What products should I sell in Europe?
We usually recommend that sellers offer all their eligible US selection in
Europe. With Amazon’s Build International Listings (BIL) tool, it’s easy to add
your US listings across Europe, get them translated, and set pricing rules.
However, you’ll need to make sure that you have the appropriate distribution
rights and that your products are compliant with local European regulations. For
example, a US plug won’t work in all EU countries.

If you plan to use Fulfillment by Amazon (FBA) to fulfill in Europe, you may
want to start with a “wide and thin” approach. Start with your full catalog but
just a few units per ASIN to see what sells. Then, once you identify your
top-selling products, you can send in larger replenishment shipments. Get more
guidance on product details in the marketplace entry strategy section.

Should I start in just the UK or sell across all European marketplaces?
Choose where to begin based on your business’s specific situation, taking into
consideration your product category, distribution rights, resources, and other
factors. Many sellers have successfully launched immediately across all of
Amazon’s European stores. Amazon tools and services, like Build International
Listings (BIL) and Fulfillment by Amazon (FBA) services in Europe, make selling
across all European marketplaces much simpler.

Of course, if you’re not comfortable selling across all five marketplaces yet,
or if your distribution rights don’t cover all marketplaces, you can start with
one or just a few of them.

Germany and the UK represent some of the largest ecommerce countries in Europe.
There is high demand for fast deliveries for German shoppers who care about
speed & efficiency of deliveries. Then in the UK the marketplace language is
English (Note: Consider differences in British English versus American English).
A common initial entry strategy involves sending inventory to Germany and UK
fulfillment centers. Then, you can use the BIL tool to translate and synchronize
your listings to start selling in the remaining marketplaces. Based on Germany’s
geographical location it is a major hub for delivery efficiency helping you sell
across Europe. With fulfillment programs like European Fulfilment Network or
Multi-Country Inventory (MCI), your products will be closer to customers across
Europe if you store in Germany and the UK meaning they’ll benefit from faster
delivery options. You can also expand easily across the entire EU with
Pan-European FBA.

If I decide to place in Germany, is there anything else I should know?
Yes. Amazon’s Fulfillment Center (FC) network in Germany relies on the
additional FC capacity in Poland and the Czech Republic. If you choose to place
in Germany only, we will require an additional €0.35 outbound fee (the “Choice
of Placement” fee) on every unit outbound from DE. To take full advantage of
local Germany placement, we recommend that you also enable placement in Poland
and the Czech Republic. Note that enabling placement in Poland and the Czech
Republic triggers local VAT obligations for which you will be responsible.

What are the differences between selling in Europe and selling in the US on
Amazon.com?
Amazon has designed its marketplaces worldwide so that the process of selling is
consistent and similar, no matter where you’re selling. Many services and
processes that you’re familiar with in the US, such as Fulfillment by Amazon
(FBA), Prime, and Sponsored Products, work similarly on Amazon’s European
marketplaces.

However, due to differences in regulation, culture, and language, each
marketplace has unique differences. Here are some of the main ones to consider:
 * Taxes: Every European country has tax requirements for sales of products to
   consumers. For more information, see “What’s value-added tax (VAT), and what
   do I need to know about it?”
 * Product compliance: When you select an Amazon marketplace in which to sell,
   you’ll need to understand whether your product is appropriate for that
   country. First and foremost, make sure you comply with all laws in each
   country. In addition, product standards differ across countries. For example,
   electronic devices operating on 110–220 volts that use two-prong electrical
   chargers may not be appropriate for European marketplaces. For more
   information, see “What European regulations do I need to consider?”
 * Languages: Amazon requires that listings and customer support be provided in
   a marketplace’s local language. For more information, see “Are there any
   language requirements for selling in Europe?”


I’m enrolled in FBA Export on Amazon.com. Aren’t I already selling in Europe?
The FBA Export program on Amazon.com allows customers from around the
world—including Europe—to buy your products on the US marketplace. However,
European customers are more likely to shop on their local European Amazon
marketplaces because they’re in their local languages and offers faster
delivery.

There is also an FBA Export program for the EU, so that when you sell on
Amazon’s European marketplaces, Amazon will export your eligible products to
buyers with postal addresses in 26 European countries. Learn how to sign up for
FBA Export for EU.

How hard is it to get started selling in Europe?
Getting started selling in a new geographic region such as Europe is a serious
undertaking. However, for many sellers, the initial time they invest in
researching and handling requirements can pay off in sales to millions of
additional customers. Amazon provides a variety of tools and services that
simplify launching in Europe.

Just like when you started selling in the US, your success in Europe will vary
based on factors unique to your business, including product category, margins,
and regulatory requirements. It’s important to take the time early in the
process to fully consider all the pros and cons involved in selling in a new
marketplace. Our guide to crafting a marketplace entry strategy can help.



REQUIREMENTS


What do I need to do to sell on Amazon in Europe?
There are four main steps to begin selling in Europe:
 * Decide where and what to sell, including considering local tax and regulatory
   requirements.
 * Register an account and list your products.
 * Ship your goods and fulfill orders.
 * Manage your business, including customer support and returns.

Download the Amazon Europe Selling Guide
Download the Expand to Europe Checklist

What’s value-added tax (VAT), and what do I need to know about it?
When you import goods into the EU, you’ll need to comply with EU customs laws,
as well as laws and regulations that are applicable to the EU country of import.

If you store or sell goods to customers in an EU country, you may be required to
register for VAT in that country. While each Amazon seller is solely responsible
for being VAT compliant, Amazon can provide resources and tools for your VAT
registrations and filings in EU countries. The time it takes to become VAT
registered can vary. To avoid delays, we recommend that you start the process as
soon as you register your EU seller account.
Learn more about how to handle VAT

What European regulations do I need to consider?
When you import goods into the EU, you’ll need to comply with EU customs laws,
as well as laws and regulations that are applicable to the EU country of import.

European regulatory considerations:
Customs
When you import goods into the European Union (EU), you will need to comply with
EU customs laws, as well as laws and regulations that are applicable to the EU
country of import. Please note that you are not authorized to import your goods
in the name of Amazon EU S.à r.l. or any other Amazon subsidiary or affiliate
(indistinctly referred to as "Amazon" and its corporate name as an "Amazon
name") or to reference Amazon anywhere in your shipping documentation.
Otherwise, your shipments may be returned to their origin, abandoned, or
destroyed at your cost, at the discretion of the carrier or freight forwarder
carrying your goods.

Importation regulations may differ between countries in the EU and will depend
on the mode of shipping you choose. Therefore, you should strongly consider
hiring a logistics provider, such as a customs broker or freight forwarder, to
handle the importation process for your company and help you understand all
applicable requirements.

Commercial invoice
When your goods are ready to be shipped from your facility, manufacturer, or
distributor, the shipper prepares the commercial invoice. It is critical that
the commercial invoice be accurate to avoid delays in clearing customs. The
following information must be included on the commercial invoice when importing
goods into an EU country:
 * Invoice issue date.
 * The complete name and address of the exporter or shipper (seller or
   manufacturer).
 * The shipper's contact name, company name, address, and tax ID number.
 * Ship-to address. Provide the legal name of your company, followed by "c/o
   FBA." Below this, you may use the address of the Amazon fulfillment center to
   which your goods should be delivered. Amazon does not, however, authorize you
   to include any Amazon name in this address. Please see the example below.
 * Importer of record: Provide the legal name of your company or EU import
   representative, along with full contact details, Economic Operators'
   Registration and Identification number (EORI) and VAT registration number for
   the country of import (example below). Prior to shipping, you should consider
   ensuring that your company or representative can fulfill all criteria to act
   as importer of record in the country of import.

Amazon expressly prohibits the use of an Amazon name, including a fulfillment
center's name, as the importer of record for any shipment of FBA inventory. Any
FBA inventory shipment attempting to make entry with an Amazon name as the
importer of record will be refused and returned at the shipper's expense—no
exceptions.

Leaving this information blank also can result in your shipment being refused
and returned.
Example "Ship to/Deliver to" field
[Seller legal name] c/o FBA
1401 Rue du Champ Rouge
45770 Saran, France
Example "Importer of record" field
[Seller legal name] or [Seller's
representative legal name]
1234 Rue de Lyon
9876 Paris, France
EORI: XY123456789
VAT ID: YX87654321
Please note the differences in addresses. The “Ship-to” address includes the
Amazon fulfillment center, while the “Importer of record” address includes the
seller's or seller representative's registered address.
 * FBA Shipment ID (FBA reference). This is the number you receive when you
   create the shipment in your Amazon seller account. This ensures that Amazon
   can quickly identify the shipment as belonging to FBA if customs questions
   arise. If your FBA Shipment ID in Seller Central does not contain “FBA,”
   please add it in a visible place on the invoice.
 * Detailed description of the goods invoiced. Includes, among other required
   elements, the following:
    * Harmonized Tariff Schedule Code (HTS Code)
    * Product quantity
    * Value of each product. For samples or products with no commercial value, a
      nominal or fair-market value must be stated for customs purposes
    * Total value of all products in a shipment

 * Currency of the transaction

Additional information may also be required. These requirements are subject to
change. It is your responsibility to determine and comply with import
requirements.

Depending on the type of product, there may be additional certificates and
licenses required for import. These can include a Declaration of Conformity,
test reports, or leather certificates.

Please note that the document requirements listed above are in addition to the
system-generated document requirements specified in the Shipment Creation
Workflow.

Please check with your logistics provider or customs broker to ensure that you
have the complete documentation needed to import into the EU destination
country.

Shipping best practices
Amazon fulfillment centers have requirements for the shipments they receive,
including the size of the pallets and the type of truck that can deliver to the
fulfillment center. The How to Ship Inventory to Amazon guidelines provide
information needed for preparing your shipment to an Amazon fulfillment center.
Paying attention to these requirements and best practices will help avoid delays
in getting your inventory to the fulfillment center and into your customers'
hands.

Using standard postal services
Using postal services such as China Post, Royal Mail, Parcelforce, and Deutsche
Post to send your shipments to Amazon fulfillment centers is not recommended.
Postal services may have different importer of record requirements for their
shipments than for freight or express carrier shipments. It is possible that by
using postal services to ship your goods, you could not ship to an Amazon
fulfillment center as the IOR. If you are considering a postal service as a
shipping option, you should consider sending the shipment to the address of your
representative in the country of import and, after the shipment is delivered,
forward the goods to the Amazon fulfillment center address. Prior to shipping,
you may want to check with the postal service that your company or
representative can be the importer of record.

For additional information regarding FBA imports and exports, please read the
Importing and Exporting Inventory section.
Intellectual property rights
You should ensure that you have all intellectual property rights (such as
patents, trademarks, or copyrights) necessary for listing your products in
Europe or selling them cross-border within Europe. You may need to have the
permission of the brand owner to sell their products in a given European member
state in order to avoid an infringement of intellectual property rights (as in
the case where your license to the intellectual property is only valid for a
specific country). In particular, your products must not be counterfeit or
illegal parallel imports.

You should investigate the law governing intellectual property for every country
where you want to list your products because your rights in intellectual
property may only be valid for a particular country.

In addition, you may want to protect your own intellectual property in Europe.
Parallel importation
Trademark owners may be able use their trademark rights to prevent resale in the
European Economic Area (EEA) of genuine branded goods sourced from outside the
EEA 2, even if the non-EEA seller has purchased the goods outside the EEA from
an authorized distributor or the trademark owner.

However, the trademark owner’s rights may generally be “exhausted” (for
instance, the trademark owner can no longer rely on its trademark rights) in
respect of goods placed within the EEA by the trademark owner or with the
trademark owner’s "consent."

The "consent" must in principle relate to each individual product imported and
sold in the EEA. Trademark rights may therefore generally not be exhausted
simply by the proprietor having consented to the sale of other, identical
branded goods within the EEA.

Even when the goods have been placed in the EEA by the trademark owner or with
the trademark owner’s consent, the trademark owner may have "legitimate reasons"
for objecting to the resale of the branded goods.

Situations that may qualify as “legitimate reasons” include, but may not be
limited to any of the following:
 * The branded goods have been altered by the reseller.All Professional sellers.
 * The branded goods have been repackaged by the reseller.
 * The reseller’s advertising of the goods in some way denigrates the goods or
   the trademark.

Whether trademark owners may use their trademark rights to prevent resale in the
EEA depends on the specific circumstances of each case, and we strongly
recommend that you consult legal counsel to determine whether your products may
be legitimately sold in the EEA.
Markings and labels
The “CE” mark is a mandatory conformance mark on many products (such as
low-voltage equipment, medical devices, toys, personal protective equipment, and
so on). By attaching the “CE” marking, the manufacturer declares that the
product is in conformity with the requirements of the applicable European
directives.

There are many other marks and labels in Europe (for example, textiles, products
in contact with food, recycling, and so on), which you may be required to
display on your products or packaging. Often product labeling is required to be
in the language of the European member state where the product is sold.
Environment, health and safety
Chemicals – REACH/CLP
REACH is the European regulation on chemicals and their safe use. It deals with
the Registration, Evaluation, Authorization and Restriction of Chemical
substances. Under the REACH regulation, one of the things manufacturers and
importers may be required to do is to gather certain information on the
properties of the chemical substances in their products, and to register the
information in a central database run by the European Chemicals Agency (ECHA).

In addition to REACH, the Regulation for Classification, Labeling, and Packaging
of Substances and Mixtures (CLP Regulation) may apply to your products. The CLP
Regulation incorporates the classification criteria and labeling rules agreed at
the United Nations level, the so-called Globally Harmonized System of
Classification and Labeling of Chemicals (GHS). GHS is based on the principle
that the same hazards should be described and labeled in the same way all around
the world.

Electrical and electronical equipment – WEEE / RoHS
If you are selling electrical or electronic equipment, you may be subject to the
European legislation concerning Restrictions of the Use of Hazardous Substances
(RoHS) and/or the collection and recycling of Waste Electrical and Electronic
Equipment (WEEE).

The following are examples of requirements in the WEEE regulations that you may
be subject to:
 * Displaying the “crossed-out wheeled bin” symbol on your products. The symbol
   indicates that the product should not be disposed of as normal waste, but
   rather in specific recycling centers.
 * Joining an authorized WEEE collection and recycling scheme in any European
   member state in which you sell applicable products.

Batteries
If you sell batteries or products that contain batteries, you may be subject to
the Battery Directive. The Battery Directive imposes specific obligations on
producers and distributors of batteries.

The following are examples of requirements you may be subject to:
 * Displaying the “crossed-out wheeled bin” symbol on your batteries. The symbol
   indicates that the battery should not be disposed of as normal waste, but
   rather in specific recycling centers.
 * Joining an authorized battery collection and recycling scheme in any European
   member state in which you sell your batteries.

Packaging and packaging waste
Packaged products you sell in Europe must comply with the European Packaging and
Packaging Waste regulations.

The following are examples of requirements you may be subject to:
 * Joining an authorized packaging collection and recycling scheme in any
   European member state in which you sell your products.
 * Displaying recycling symbols on your packaging (for example, the “green dot”
   symbol).

Product compliance
Plugs and voltage
Countries in Europe use different types of plugs—for instance, the U.K. 3-pin
rectangular plug and the continental European 2-pin round plug. In addition,
products you import into Europe might work on a different voltage.

Please ensure that you comply with the regulations on plugs and voltage in any
European member state in which you list your products. In particular, your
customers should be able to safely use your products. For more information
regarding what plugs and sockets are accepted in EU fulfillment centers, visit
the Electrical Goods Requirements: Plugs and Sockets help page (Seller Central
Europe account required).

Toys
The European Toys Safety Directive requires, among others things, that it must
be possible to use a toy without any danger to one’s health or safety during the
toy’s foreseeable and normal period of use. You may also be required to place
warnings on the products that specify the appropriate conditions and limitations
of use.

Medical devices
Medical devices range from simple products like bandages to the most
sophisticated life-supporting products. If your product is considered a medical
device, you may be subject to the European Medical Devices Directive. The
Directive requires, among other things, that medical devices shall not
compromise the safety and health of patients, or users and other persons when
properly implanted, maintained, and used.

Pharmaceuticals and cosmetics
Pharmaceuticals and cosmetics are subject to various regulations in Europe,
including special labeling and packaging requirements. The regulations are only
partially harmonized. For example, a product may be sold over-the-counter in
some European member states, while in others it may only be legally sold in
pharmacies.

Food
Food and food products are subject to many regulations in Europe. European food
regulations in particular aim at establishing high-quality standards for food
and food product hygiene, animal health and welfare, and plant health, and
prevent the risk of contamination from external substances.

European food regulations include, among many other things, the following:
 * Specifying rules on appropriate labeling for food products. Often product
   labeling is required to be in the language of the European member state where
   the product is sold.
 * Establishing mandatory refund and recycling schemes for beverage packaging in
   several European member states.

More: Restricted products for import into the United Kingdom
Consumer rights
Please note that these consumer rights are described for illustrative purposes
only and do not constitute any legal advice or substitute for any contractual
obligation that you may have agreed upon with Amazon or directly with the
consumer. To learn more about rules that apply to international sellers, check
out Global Selling International Seller Rules here.

Rights of cancelation
With some exceptions, consumers in the European Union have the right to cancel a
purchase of a product bought online within 14 days of receiving the final item
of the order, if they purchased multiple items together that were delivered
separately. Even when there is no error from your side, you must refund the item
and the shipping costs. You may not have to refund all costs unless one of the
following is true:
 1. There is an error on your side.
 2. You agreed to bear all costs for the consumer.
 3. You failed to disclose or inform the customer about the costs that you are
    legally required to disclose.

For example, you must refund the normal cost of sending the item to the consumer
but not any extra costs for services that the customer chooses, such as
expedited delivery or gift-wrapping. Similarly, when you expressly inform the
consumer, you don't have to bear the cost of returning the product to you.

Please note that these consumer rights are in addition to any contractual return
rights that you may have agreed upon with Amazon (e.g. 30-day return guarantee)
or directly with the consumer.

Legal warranty
In the EU, you are required by law to give customers a warranty stating that the
products you sell are free from faults and are as advertised (i.e., conformant
with the contract). Standards exist to assess when products do not conform to
the contract. If the products do not conform, customers can request a free
repair, replacement, or refund following a sale. The warranty period will vary
depending on the country. Most EU countries provide for a minimum period of two
years from the date the customer received the product. The United Kingdom,
however, requires a "reasonable time" following the sale that will vary
depending on the product and its value.

The period during which you can receive a warranty-related claim from a customer
also varies by country. For example, parties to a contract in England and Wales
have up to six years to bring a claim from the date on which their rights were
infringed; a customer thus may claim that a product is faulty six years after
receiving it.

I don’t speak German, French, Italian, or Spanish. Are there any language
requirements for selling in Europe?
Amazon requires that listings and customer support be provided in a
marketplace’s local language. However, you don’t need to be fluent in any of the
European languages to sell across Europe. Many sellers handle European language
requirements through a mix of Amazon’s translation support and external
translation providers.

Amazon regularly translates listings from one language to another. If your
product listing doesn’t exist in certain European marketplaces, and you are
unfamiliar with that marketplace’s language, learn more about how to handle
languages.

If you use Fulfillment by Amazon (FBA), Amazon will provide local customer
support for all delivery-related issues, which make up most support requests.
For product-related questions, you’ll be expected to provide local language
support.

For your European translation and language needs, consider hiring external
translation providers through Amazon’s Solution Provider Network.

When your business is ready, consider hiring staff with European language
skills. Their local language proficiency can be helpful for conducting
country-specific research and understanding how to best position your products.
They can help you to modify your products, marketing materials, or packaging to
better meet the needs of your new customers, as well as provide local language
customer support.

Do I need a European business entity or bank account?
No. You can keep using your US business entity and bank account. Amazon Currency
Converter for Sellers helps you convert British pounds and euros to your
preferred local currency.



ACCOUNT AND LISTINGS


Can I use my current US account to sell in Europe?
No, you’ll need to register a European account. Go here to register, and see
below for details.

Do I need different accounts to sell in different European marketplaces?
No, you only need one European account. Your European Unified Account will allow
you to create and manage product offers across all of Amazon's online European
stores (e.g., Amazon.de, Amazon.co.uk, Amazon.fr, Amazon.it, Amazon.es,
Amazon.nl). You control what you sell and where, and you manage your European
business from a single seller account.

When you register to sell in any of Amazon’s European marketplaces, your seller
account is automatically enabled to allow you to sell in all other Amazon
European marketplaces. All your orders will be managed in a single place.
However, Amazon’s seller rules apply to all the countries where you sell. These
are basic rules to ensure Amazon’s customers enjoy the best possible shopping
experience. You’ll also need to be aware of the local and EU tax and regulatory
requirements; it’s your responsibility to ensure that you comply with all
applicable requirements. When you sell in any of Amazon’s European marketplaces,
country-specific Amazon fees will apply per item sold.

Can I transfer my Amazon.com product listings over to Amazon’s European
marketplaces?
Yes. The Build International Listings (BIL) tool helps you sell globally by
adding offers and synchronizing pricing across multiple marketplaces. BIL
enables you to add numerous offers to additional marketplaces quickly. Then,
based on rules you set, BIL manages pricing offers across marketplaces for you
through automated updates.

To transfer your Amazon.com listings across European marketplaces with BIL,
you’ll need to link your accounts. Linking your accounts is the foundation to
managing your cross-regional business, enabling you to see your business
information across marketplaces in one location. Link your North American and
European accounts.

Once you have linked your accounts, use BIL to set the US as your “source”
marketplace. Next, set the European marketplaces that you wish to sell in as
your “target” marketplaces.

BIL does not create new product listings (ASINs). It adds offers if the product
listing already exists in the new marketplace. If it doesn’t exist yet, the
offer will not be added. BIL also does not manage inventory. To make the offer
buyable, make inventory available for that marketplace. Learn more about BIL.

Do I need to translate my listings?
Listings must be in the local marketplace language. For example, listings on
Amazon.de must be in German, listings on Amazon.fr must be in French, etc. Using
the local language makes it easier for customers to understand your listings and
buy your products.

Your product listings may already exist in the European marketplace. When you
use BIL to add offers in Europe, the tool will tell you if the product listing
already exists in specific European marketplaces. In that case, you do not need
to translate the listing. BIL will automatically synchronize that listing.

Once you have linked your accounts, use BIL to set the US as your “source”
marketplace. Next, set the European marketplaces that you wish to sell in as
your “target” marketplaces.

If the product listing doesn’t exist in certain European marketplaces, and you
are unfamiliar with that marketplace’s language, you can learn more about how to
handle languages.

Do I need to translate my packaging and product instructions?
For any product that is ingested or applied to the skin, instructions and
ingredients must be in the local language on the product. For other products, it
is not required, but is recommended to ensure customers have the best possible
experience with your product.
For your European translation and language needs, consider hiring external
translation providers through Amazon’s Solution Provider Network.

How do I know if my US products are compliant in Europe?
Compliance regulations in Europe change regularly. If you sell products in the
consumables, beauty, or consumer electronics categories, you’ll want to be
particularly vigilant in reviewing local regulations and ensuring compliance.
Amazon has a number of external solution providers that can help with product
compliance.

Do my product reviews from Amazon.com carry over to European marketplaces?
Yes, but only initially. If no customer reviews exist for an ASIN in a non-US
marketplace, recent reviews from the US marketplace (Amazon.com) will be shown.
These imported reviews remain visible until the ASIN begins receiving local
marketplace reviews, after which they will no longer be shown. When you use the
Build International Listings (BIL) tool to transfer product listings from the US
into Europe, customer reviews will carry over on the product detail page but not
the search results page or best-seller ranking.

Do European product listings require a new ASIN?
No, not usually. Product ASINs are “global” and are different only if the
product is materially different from the original ASIN. For example, if you had
three product versions that varied by the type of outlet plug—Europe versus UK
versus US—each version would have its own ASIN. However, if the products are not
materially different (e.g., color variations), then each version would not have
its own ASIN.

I am approved to sell products that require approval for my category in the US.
Do I need to get approved again to sell these products in Europe? What documents
do I need?
Yes, you will likely need to be approved again for Europe because different
countries have different regulations. You will be prompted to provide the
appropriate documents during the application process.



SHIPPING AND FULFILLING


If I’m selling on European marketplaces, do I need to ship my products to
Europe?
Yes. Fulfillment by Amazon (FBA) cannot fulfill your European marketplace orders
with inventory stored in US fulfillment centers.

Can I ship direct from my manufacturer to a European fulfillment center?
Yes.

How do I ship my products to Europe, including to European fulfillment centers?
For detailed guidance on shipping products to Europe, get advice on how to ship
to Europe.

How much does shipping to Europe cost?
Shipping, duties, and customs costs can vary depending on the size, weight, and
contents of the shipment. Amazon has a number of providers for European FBA and
self-fulfilled shipping that can help with freight quotes. There is not
currently a preferred carrier program. For self-fulfillment, most international
carriers, such as DHL, FedEx, and UPS, can facilitate shipments, duties, and
customs as well.

Is Fulfillment by Amazon (FBA) in Europe different from FBA in the US?
FBA in the US is very similar to FBA in Europe. Just as in the US, FBA in Europe
will help you deliver products to customers, manage customer service, and handle
returns on your behalf. When you use FBA in Europe, you will get Prime badging,
increasing your listing’s attractiveness to the millions of European customers
who appreciate Prime’s fast delivery options. FBA offers also have a higher
chance of winning the Buy Box. FBA fees vary by marketplace and category, as do
Prime customer delivery times. Learn more about European FBA.



MARKETPLACE ENTRY STRATEGY


What products should I sell in Europe?
When selling in Europe for the first time, a natural approach is to think about
your best-selling products in your home marketplace. From your previous
experience and from data in sales reports, what sells well? Ask yourself why
these products do well. Will those reasons hold true for the marketplace you are
entering, or would other factors, such as culture, climate, and demographics,
influence customer demand in the new marketplace?

Consider how differences in marketplaces can benefit you. For instance, do you
have seasonal inventory that you don’t know what to do with after the season has
passed in one marketplace? You could extend your selling season by selling
abroad where the product may find a new audience. Use our Europe holiday
calendar to make the most of European peak shopping periods.

Tip: List a wide range of products (with less inventory) rather than just a few
products (with a lot of inventory). A broader selection of products means more
customers overall will see your listings, and you’ll be able to quickly gauge
which of your products can succeed in a particular marketplace.

Maintaining a broad selection doesn’t mean you have to commit a lot of your
inventory to another Amazon marketplace right away. If your sales spike, you can
adjust your price or remove listings, just as you can in your home Amazon
marketplace. For an even smaller commitment, you can start by fulfilling orders
yourself rather than sending inventory to a fulfillment center in another
country.

In deciding which products to sell in an Amazon marketplace, you, of course,
have another key source of information available to you—observations of the
marketplace itself. This sort of marketplace research should be very familiar to
you from activities you likely conduct when selling in your primary Amazon
marketplace. For this research, local language proficiency is extremely helpful.
If you are trying to research a marketplace in a language unfamiliar to you, you
may be able get some basic language interpretation from free online translator
tools, but beware of relying too heavily on such tools.

In your target marketplace, review the Best Sellers, New Arrivals, and Featured
Brand selections for your product categories. Read customer reviews to
understand your competition’s strengths and weaknesses.

Trade publications and online seller communities in each country can also be
rich sources of information as you prepare to list products in their locales.

Tip: Keep in mind that our marketplaces get customers from all over the world.
For example, someone living in Sweden might shop on Amazon.co.uk, while someone
living in Austria might shop on Amazon.de.

How should I set and adjust my prices for Europe?
How should I set and adjust my prices for Europe?
 * Shipping costs when you’re shipping directly to international customers
 * International return shipping costs, if you’re fulfilling orders yourself
 * Shipping costs to send your inventory to fulfillment centers abroad when
   you’re using Fulfillment by Amazon (FBA). To learn more about shipping
   internationally, visit the Ship & Fulfill and Shipping Inventory to Amazon
   pages.
 * Customer support costs if you’re providing these services yourself in a local
   language or hiring a third-party provider. Learn more about customer support
   in Manage Your Business.
 * Conversion costs associated with getting paid in your home currency.
 * Translation costs for listing ASINs in another language. Learn more about
   listing and translation in Account and Listings.
 * Taxes and duties. Learn more about taxes and duties in Requirements.

Many of the variable costs will change based on whether you decide to fulfill
products yourself or use FBA. Review the Fulfillment Options section for more
details.

Can I use Amazon’s European fulfillment centers to fulfill my non-Amazon orders?
Yes. Just like in the US, Amazon’s European Multi-Channel Fulfillment (MCF)
service helps you grow your European business both on Amazon and on other sales
channels by giving you access to Amazon’s world-class fulfillment network for
all of your orders, from wherever they’re placed. Learn more about European
Multi-Channel Fulfillment.

How do I generate initial sales in Europe?
Sales conversion begins with listings that are easy to find and offers that are
compelling. Just like selling in the US marketplace, there are different ways to
boost initial sales. Amazon provides several tools to help, including
advertisements and promotions.

Amazon Sponsored Products advertising can help increase exposure to your offers
across European marketplaces. Sponsored Products is a cost-per-click advertising
service that helps you promote the products you sell through keyword-targeted
ads.

For brand owners enrolled in the Amazon Brand Registry who are looking to
promote their brand and product portfolio, consider Headline Search Ads (HSAs).
HSAs are banner ads that promote your products right on top of search results,
prime real estate on the Amazon search results page. Learn more about Headline
Search Ads.

The promotional tools available vary by Amazon marketplace and may include Free
Delivery, Money Off, and Buy One Get One (BOGO). Visit the Promotions help page
for more details on the types of promotions available. To see the steps to
creating a promotion, visit Creating a Promotion.



MANAGING YOUR BUSINESS


How do I convert currencies?
Amazon offers a currency conversion service that helps you convert currency from
British pounds and euros to your preferred local currency. Currency is exchanged
at the time of deposit to your account, with a roughly 3% conversion fee.

How do I provide customer support to European customers?
When you use Fulfillment by Amazon (FBA), Amazon will provide 24-hour customer
support for delivery-related questions, which comprise the majority of overall
customer contacts, on your behalf in the local language of the relevant
marketplace. For many sellers, this FBA feature is critical to selling
successfully in Europe. With local language customer support already included in
FBA, you can provide your customers with Amazon’s world-class customer service,
and you can focus on growing and managing your business.

When you choose to fulfill customer orders yourself, Amazon requires that you
handle customer support for delivery and product-related customer contacts.

If you don’t possess in-house customer service capabilities in the local
languages, automated computer translators can help you respond to email
inquiries from European customers. While you’re just getting launched in Europe,
these machine translations offer a free method of handling customer contact in
languages you are not familiar with. As your business grows, however, the
quality of translations from these solutions may not suffice. For better-quality
service, consider using a third-party service provider to handle your customer
support. Visit Amazon’s Solution Provider Network for translation services.

Customers expect prompt, helpful service when they have questions or concerns
about your products. Customer service specialists who understand your products,
know where the buyer’s product is and when it will be delivered, and can respond
quickly to email contacts in the local language can help you maintain a healthy
seller scorecard.

How do I handle international returns from European customers
When you use Fulfillment by Amazon (FBA), Amazon will handle returns on your
behalf, so you don’t have to worry about providing a local return address or
changing your pricing to incorporate international returns shipping.

Merchant Fulfilled Network (MFN) returns are the responsibility of the seller.
You must pay for a return label and provide a local return address, or provide a
refund and let the buyer keep the product. To learn more, visit Customer Returns
for International Sales.

Is there any connection between my US and European Seller Central accounts in
terms of performance metrics? Do performance metrics carry over?
There is no connection between your US and European accounts in terms of seller
performance metrics. Metrics are measured separately for each account.



READY TO EXPAND TO EUROPE

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