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Why expand to Europe?

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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.
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Diversify your revenue stream

Strengthen your cash flow. Protect yourself from sales fluctuations on and take advantage of European holiday seasons and peak sales periods.
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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.

No. 1

among Internet shopping sites in the UK, Germany, France, Italy and Spain¹

290 million

monthly unique visitors in Europe²

370 billion yen

forecast for Internet sales in 2020 (up 8.8% from previous year)³
¹ Internet shopping sites in the UK, Germany, France, Italy and Spain (source: eMarketer)
² Monthly unique visitors in Europe (source: Similarweb)
³ Number of sellers with over $100K Amazon EU marketplace sales in 2019
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Amazon Seller Help

Dive deep on specific topics related to selling on Amazon in Japan
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Europe Holiday Calendar

Plan ahead for peak shopping periods


Hear how successful US-based sellers handled European languages as they grew their Amazon businesses across Europe.


A basic understanding of value-added tax (VAT), the European equivalent of US sales tax, is critical for your market entry strategy.

What to sell

Learn how to decide which products to sell first when expanding your business into Amazon’s European marketplaces.


Reaching millions of new customers across Europe through Amazon can take your business to the next level. But shipping within the US is quite different from shipping to Europe.

Frequently Asked Questions

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


Why sell in Europe? I’m doing well selling in Japan on, 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 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.
What products should I sell in Europe?
We usually recommend that sellers offer all their eligible Japanese selection in Europe. With Amazon’s Build International Listings (BIL) tool, it’s easy to add your Japanese 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.

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 and 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.
What are the differences between selling in Europe and selling in Japan on
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 Japan, 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 Aren’t I already selling in Europe?
The FBA Export program on allows customers from around the world—including Europe—to buy your products on the Japanese 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.


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.
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.
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:
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 invoiceWhen 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 practicesAmazon 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 servicesUsing 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/CLPREACH 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 / RoHSIf 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.
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 wastePackaged 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 voltageCountries in Europe use different types of plugs—for instance, the U.K. 3-pin rectangular plug and the continental European 2-pin round plug. 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).

The European Toys Safety Directive requires, among other 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 devicesMedical 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 cosmeticsPharmaceuticals 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 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 cancelationWith 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.

Account and listings

Can I use my current Japanese 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.,,,,,, 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 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 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 Japanese and European accounts.

Once you have linked your accounts, use BIL to set Japan 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 must be in German and listings on must be in French. 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 Japan 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 Japanese 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 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 Japan. 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 Japanese fulfillment centers.
Can I ship direct from my manufacturer to a European fulfillment center?
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 Japan?
FBA in Japan is very similar to FBA in Europe. Just as in Japan, 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, while someone living in Austria might shop on
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 Japan, 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 Japanese 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 Sponsored Brands. Sponsored Brands 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 Sponsored Brands.

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.

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