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If your business is based in Europe and you want to learn how to sell within Europe, visit our websites for Belgium, France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, or the UK. If your business is based in the US, see our US guide for beginners or Expand to Europe page.
Global Selling
How to sell from Europe to the US
Learn how to sell from Europe to Amazon customers in the US. Find out how to create an Amazon selling account, list products, and select shipping and fulfillment methods.
Why sell from Europe to the US with Amazon?
Sell in a store trusted by US customers
The Amazon brand can help you attract and reach more customers. Amazon.com is our largest store—and we were ranked the most trusted brand by US consumers in 2022.
Grow and diversify your sales
Reduce the impact of fluctuating sales periods in Europe by taking advantage of busy shopping seasons in the US. We provide tools you can use to explore customer search patterns and demand.
Simplify global expansion
Sell in the US, Canada, Mexico, and Brazil with our North America and Brazil unified selling account. You can also streamline your global operations with cross-listing, supply chain solutions, vetted global shipping providers, and automatic currency conversion.
Did you know?
The New Seller Guide can help you launch in the US
Speed matters—and for Amazon sellers the first 90 days are especially critical. That’s why we invented the New Seller Guide, a set of brand, logistics, pricing, and promotional services that are backed by data science and designed to fuel the growth of your business—whether you’re new to Amazon or just new to selling in the US.
Sellers who use the New Seller Guide can take advantage of over $50,000 in New Seller Incentives in both the US and Europe.
Sellers who use the New Seller Guide can take advantage of over $50,000 in New Seller Incentives in both the US and Europe.
Seller success stories
PurrPalazzo
“From the outset, I was captivated by the opportunities Amazon presented. Also, its global setup and the ease of expanding your products to a global audience.”
(English case study)
(German case study)
Moonwards
“Our aim when expanding into the USA was to open up a new market with high-quality products and efficient processes. Thanks to the support of Amazon and our strategic partners, we were able to gain a foothold quickly and successfully.”
(English case study)
(German case study)
Blockhütte
"The US store presented itself as a massive potential for further growth, even larger than what we had achieved in Europe, and a critical opportunity to scale our business even further."
(English case study)
(German case study)
Woldoshop
“Our aim when expanding into the USA was to open up a new market with high-quality products and efficient processes. Thanks to the support of Amazon and our strategic partners, we were able to gain a foothold quickly and successfully.”
(English case study)
(German case study)
Ready to sell in the US?
Step 1: Decide what to sell
When choosing products to sell in the US, start by reviewing US taxes and regulations. You should also review Amazon requirements for product compliance, safety, and listing. Use our Compliance Reference tool to navigate product requirements.
Next, explore Amazon product categories in the US. Some of our most popular US categories are electronics, clothing, beauty, computers, healthcare, cars, home improvement, toys, and small household appliances. Note that while some of our categories are open to all sellers, some require a Professional selling plan, some require approval from Amazon, and some can’t be sold by third-party sellers.
If a product is part of a brand, your ability to list and sell it in the Amazon store may depend on your relationship with the brand.
Next, explore Amazon product categories in the US. Some of our most popular US categories are electronics, clothing, beauty, computers, healthcare, cars, home improvement, toys, and small household appliances. Note that while some of our categories are open to all sellers, some require a Professional selling plan, some require approval from Amazon, and some can’t be sold by third-party sellers.
If a product is part of a brand, your ability to list and sell it in the Amazon store may depend on your relationship with the brand.
Sellers who list products in both their local Amazon store and on Amazon.com generate over 40% of their sales from Amazon.com on average2
Step 2: Create a North America and Brazil unified selling account
To sell from Europe to the US, you should create a Professional North America and Brazil unified selling account. You’ll be able to use this account to sell in the US, plus Canada, Mexico, and Brazil.
Collect required materials
Before creating your North America and Brazil unified account, make sure you have the following:
- Government-issued ID, like a passport
- Phone number
- Email addresss
- Internationally chargeable credit card
- Bank account and routing number Learn more
- Business license or registration
- Proof of residential address in Europe or the US dated from the last 180 days, like a bank or credit card statement
- Tax information
Create your account
We’ll guide you through account creation step-by-step. You’ll provide information about yourself and your business.
Account status
How to create a North America account
Have a selling account for another Amazon store
Visit your Sell Globally dashboard and create your North America and Brazil unified account from the Americas tab.
Don’t have a selling account and only want to sell in the Americas
Don’t have a selling account and want to sell in Europe and the Americas
Then visit your Sell Globally dashboard and create your North America and Brazil unified account from the Americas tab.
Verify your identity
In many cases, you’ll need to verify your identity with Amazon. You can take a photo of your face and government-issued ID, or you can use a scheduled or instant video call. If you verify your identity using a video call, make sure you have your government-issued ID and proof of residential address.
Configure your account
After creating a selling account, you should confirm and configure settings for your business, including preferences for shipping and returns. You’ll also complete a self-service tax interview, which will create the appropriate tax form on your behalf.
Step 3: Enroll your brand
If you’re new to Amazon and are the rights owner for an eligible brand, we recommend enrolling it in Amazon Brand Registry before you list your products. Brand Registry is free and provides sellers with a suite additional selling benefits and protection tools, including A+ Content, Brand Analytics, and Manage Your Experiments.
You only need to meet two basic requirements to enroll:
You only need to meet two basic requirements to enroll:
- Brand name or logo: Have your brand name, or a logo that includes your brand name, permanently affixed to your products or packaging.
- Trademark: Have a pending or registered trademark for your brand name or logo that’s issued by the designated government trademark office of a country with a corresponding Amazon store.
After a single country’s trademark has been approved by Brand Registry, you’ll have a global account that can be used for every Amazon store worldwide.
Transfer brand benefits globally
If you’re expanding your Amazon business from Europe to the US, you can transfer your brand selling benefits by creating a Brand Registry support case.
Video
6:08
Step-by-step brand transfer guidance
Learn how to transfer your brand to a new Amazon store.
In 2023, 99% of product listings blocked or removed from the Amazon store were found by Brand Registry’s proactive controls1
Step 4: List your products
Ready to list products in our US store?
If you already sell in another global Amazon store, you can use the Build International Listings tool to list your products on Amazon.com, as well as Amazon.ca, Amazon.com.mx, and Amazon.com.br.
If you already sell in another global Amazon store, you can use the Build International Listings tool to list your products on Amazon.com, as well as Amazon.ca, Amazon.com.mx, and Amazon.com.br.
If you’re listing products with Amazon for the first time, you can match offers to existing product detail pages or create new pages for your preferred Amazon store. Then you can use Build International Listings to cross-list in other Amazon stores. For example, you can list on Amazon.de, then cross-list on Amazon.com, Amazon.ca, Amazon.com.mx, and Amazon.com.br.
Don't have an Amazon selling account yet?
Step 5: Ship inventory and fulfill customer orders
You have two basic options when it comes to getting US customers their stuff.
- Ship orders to customers yourself using a suite of solutions we call Fulfilled by Merchant. We offer a network of vetted providers for global shipping that offer discounted rates.
With Fulfilled by Merchant’s Amazon Buy Shipping tool, you can get pre-negotiated rates that are over 31% lower on average compared to retail ground rates for UPS, FedEx, and USPS
- You can use Amazon Global Logistics (AGL) or our Partner Carrier Program (PCP) to ship your inventory to Amazon’s distribution and fulfillment network in the US. Ship your inventory to Amazon Warehousing and Distribution (AWD) to enjoy low-cost bulk storage, or send it directly to Fulfillment by Amazon (FBA). With FBA, we store, pick, pack, and ship orders on your behalf while taking care of returns and customer service. AGL, PCP, AWD, and FBA are all part of a set of end-to-end services we call Supply Chain by Amazon.
Shipping with FBA costs 70% less per unit than comparable premium options offered by other US fulfillment services3
Step 6: Manage your business
Use tools in Seller Central to manage and automate your global operations. We offer a variety of tools and programs to help you run your business, reach new customers, and grow your sales, including:
Product Opportunity Explorer
Get ideas for new products or offers. Product Opportunity Explorer generates insights about Amazon customer search and purchase behavior.
Automate Pricing
Create and apply dynamic pricing rules to help increase your chances of becoming the Featured Offer in the Amazon store.
Amazon Currency Converter
If you sell in Amazon stores in multiple countries, put global disbursements on auto-pilot with the Amazon Currency Converter.
Coupons and Deals
Create coupons that appear on the Amazon Coupons page, in search results, and on product detail pages.
Amazon Business
Business customers tend to buy more items in larger quantities. They also tend to return items less. Use a suite of B2B features to help attract more business customers.
New Seller Incentives
Explore $50,000 in incentives designed to support your launch in the Amazon store.
Products saw an average weekly +30% increase in glance views and +50% lift in units ordered within the first year after launching a Sponsored Products campaign
Did you know?
Seller University can help you succeed in the US
Seller University offers step-by-step instruction for creating an Amazon selling account, listing and pricing products, and fulfilling customer orders. You can also learn how to manage your sales, build your brand, and advertise with Amazon.
Frequently Asked Questions
How much does it cost to sell from Europe to the US?
Costs for selling with Amazon vary by store and product. They can also depend on the tools, programs, and services you select.
Selling plan fees
There are separate Professional selling plan fees for Americas and Europe regional accounts, and for country-specific accounts for the Asia-Pacific and Middle East and North Africa. However, if you link global Amazon selling accounts, your monthly fee will be either the equivalent of USD 39.99 per month or the sum of the selling plan fees for each country in which you have active listings, whichever is lower.
Referral fees
Referral fees vary by product category. For every item sold, you’ll pay a percentage of the total price or a minimum amount, whichever is greater.
View referral fees by Amazon store:
Selling plan fees
There are separate Professional selling plan fees for Americas and Europe regional accounts, and for country-specific accounts for the Asia-Pacific and Middle East and North Africa. However, if you link global Amazon selling accounts, your monthly fee will be either the equivalent of USD 39.99 per month or the sum of the selling plan fees for each country in which you have active listings, whichever is lower.
Referral fees
Referral fees vary by product category. For every item sold, you’ll pay a percentage of the total price or a minimum amount, whichever is greater.
View referral fees by Amazon store:
Costs for optional services
In addition to selling fees, you might have added costs if you use certain optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads. Ultimately, you get to control the cost of selling in the Amazon store by selecting the programs, tools, and services that are right for your business.
In addition to selling fees, you might have added costs if you use certain optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads. Ultimately, you get to control the cost of selling in the Amazon store by selecting the programs, tools, and services that are right for your business.
Do I need a US business or legal entity to sell with Amazon in the US?
As a European business, you may not be required to form a US company to sell your products in the US. Depending on the specifics of your business and your sales strategy, however, it may be advantageous to do so.
Do I need a US bank account to sell with Amazon in the US?
You can use a US bank account as your deposit method for sales on Amazon.com, or you can use Amazon Currency Converter to have proceeds from your US sales deposited to a bank account based in Europe.
How does customs work when I sell in the US?
When you expand your business to an Amazon store outside your home country and fulfill with Fulfillment by Amazon (FBA) or a third-party fulfillment provider, you'll need to understand your obligations in the import and export process. Although you may want to handle some or all of these import and export steps yourself, it can be easier to hire a logistics provider such as a customs broker or a freight forwarder to handle the process for you. These providers may have the expertise and the time to make sure your inventory moves from one place to another in a timely and secure manner.
You can also use services like Amazon Global Logistics, which offers door-to-door ocean freight transportation and includes customs support.
You can also use services like Amazon Global Logistics, which offers door-to-door ocean freight transportation and includes customs support.
Can I sell branded products in Amazon’s US store?
If a product is part of a brand enrolled in Amazon Brand Registry, you need to be a brand representative or reseller authorized by the brand in order to add it to the Amazon catalog using our standard listing processes (login required).
After a product associated with an enrolled brand is added to the Amazon catalog, others sellers can match offers to it. They may need to secure approval for the brand before doing so.
After a product associated with an enrolled brand is added to the Amazon catalog, others sellers can match offers to it. They may need to secure approval for the brand before doing so.
Can I sell the same products in Europe, the US, Canada, and Mexico?
Product requirements vary by country. You should review taxes and regulations for the US, Canada, and Mexico if you plan to sell in those countries. They may differ from taxes and regulations in Europe.
You should also review specific requirements for product compliance, safety, and listing in the US, Canada, and Mexico. You can use our Compliance Reference tool to navigate product requirements.
You should also review specific requirements for product compliance, safety, and listing in the US, Canada, and Mexico. You can use our Compliance Reference tool to navigate product requirements.
How do I manage international taxes?
Before you begin to sell in a new country, you should explore how taxes and regulations might affect your business:
If you’d like assistance with taxes, you can use our Service Provider Network to find an expert.
Sell from Europe to the US
Use best-in-class tools and programs to sell in a store trusted by more US customers.
12023 Brand Protection Report
2Amazon internal data, May 2023-May 2024. Average figure for Europe-based Amazon sellers listing in their local Amazon store vs. Europe-based Amazon sellers also selling on Amazon.com.
3 2023 Amazon Small Business Empowerment Report
2Amazon internal data, May 2023-May 2024. Average figure for Europe-based Amazon sellers listing in their local Amazon store vs. Europe-based Amazon sellers also selling on Amazon.com.
3 2023 Amazon Small Business Empowerment Report
