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If your business is based in Europe and you want to sell to US customers on Amazon.com, see our US selling guide for Europe-based sellers.
Global Selling
Expand to Europe
Expand your reach by selling to Amazon customers in Europe.
119+ million expected ecommerce users in Germany and the UK by 20291
Why expand to Europe?
Ecommerce continues to grow across Europe, and Germany and the UK represent two of the largest opportunities. Germany is also a major commercial hub, making it a great location for deliveries across Europe.
By exporting inventory to Amazon fulfillment centers in Europe and using Fulfillment by Amazon (FBA) to store, pack, and ship customer orders, you can reach shopper in 28 countries. If you use our Pan-European FBA program, we’ll also automatically distribute your units across EU countries to meet customer demand—at no additional cost to you.
By exporting inventory to Amazon fulfillment centers in Europe and using Fulfillment by Amazon (FBA) to store, pack, and ship customer orders, you can reach shopper in 28 countries. If you use our Pan-European FBA program, we’ll also automatically distribute your units across EU countries to meet customer demand—at no additional cost to you.
Accelerate sales with Amazon's global brand
The Amazon brand can help you attract more customers. We continue to reach new customers around the world and were ranked the most trusted brand by US consumers in 2022.
Grow and diversify your sales
Reduce the impact of fluctuating sales periods by taking advantage of busy shopping seasons in other countries.
Simplify global expansion
Streamline your global operations with cross-listing, supply chain solutions, vetted global shipping providers, and automatic currency conversion.
Germany 2024
71%+
Percentage of population buying online
$2,050
Average spend per customer
UK 2024
80%+
Percentage of population buying online
$2,940
Average spend per customer1
Did you know?
The New Seller Guide can help you launch in Europe
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 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.
Sellers who use the New Seller Guide can take advantage of over $50,000 in New Seller Incentives in both the US and Europe.
Explore demand in Europe
Selling globally can be a big step. That’s why we provide insights and recommendations to help you understand customer demand in each country. Log in to Seller Central to explore tools like Marketplace Product Guidance and the Sell Globally dashboard.
“We knew VAT [value-added tax] was complex, but that didn’t slow us down.”
Dan McCarthy
Global Operations, Blink Home Security
Ready to expand to Europe?
To start selling in Europe, you’ll follow a few basic steps. You can review detailed guidance in our global expansion guide.
Step 1: Create your selling account
If you already sell on Amazon.com with a Professional selling account, create a regional Europe account.
If you’re new to Amazon and want to sell in the US and Europe, first create a North America and Brazil unified account. Then use your Sell Globally dashboard in Seller Central to create a regional Europe account.
If you’re new to Amazon and want to sell in the US and Europe, first create a North America and Brazil unified account. Then use your Sell Globally dashboard in Seller Central to create a regional Europe account.
Step 2: Select your products
Explore Amazon product categories in each European country, then select the products you want to sell. You can use the Best Sellers lists in Amazon Europe stores to understand which products might be popular.
Step 3: Complete requirements
Review taxes and regulations, including VAT, and understand requirements for product compliance, safety, and listing in each European country.
You can use our Manage Your Compliance and Compliance Reference tools to help navigate product requirements. The Service Provide Network can also help you find Amazon-vetted experts who offer competitive rates.
You can use our Manage Your Compliance and Compliance Reference tools to help navigate product requirements. The Service Provide Network can also help you find Amazon-vetted experts who offer competitive rates.
Step 4: List your products
If you already sell on Amazon.com, you can use the Build International Listings tool to cross-list your products in each of our Europe stores.
If you’re listing products with Amazon for the first time, you can match offers to existing products detail pages or create new pages on Amazon.com. Then you can use Build International Listings to cross-list in Amazon Europe stores.
Note: Listing in one Europe store does not automatically cross-list products in others.
If you’re listing products with Amazon for the first time, you can match offers to existing products detail pages or create new pages on Amazon.com. Then you can use Build International Listings to cross-list in Amazon Europe stores.
Note: Listing in one Europe store does not automatically cross-list products in others.
Don't have an Amazon selling account yet?
Step 5: Ship inventory and fulfill orders
You have two basic options when it comes to getting Europe-based customers their stuff:
- Export inventory to Amazon fulfillment centers in Europe and use Fulfillment by Amazon (FBA) to store, pack, and ship customer orders. You can use our Pan-European FBA service to distribute your units across multiple EU countries at no additional cost to you.
- Ship orders to customers directly using a suite of solutions we call Fulfilled by Merchant. We offer a network of vetted providers for global shipping that offer discounted rates.
Step 6: Manage your business
Frequently Asked Questions
How much does it cost to sell to Europe from 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 Europe account and North America and Brazil unified accounts. 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 region and 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 in the US and Europe:
Selling plan fees
There are separate Professional selling plan fees for Europe account and North America and Brazil unified accounts. 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 region and 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 in the US and Europe:
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.
Can I sell the same products in the US and Europe?
Product requirements vary by country. You should review taxes and regulations for each country you plan to sell in:
You should also review specific requirements for product compliance, safety, and listing in the US and each European country you plan to sell in:
You can use our Compliance Reference and Manage Your Compliance tools 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.
Do I need a Europe-based business or legal entity to sell with Amazon in Europe?
If you’re a business outside Europe, you may not be required to form a Europe-based company to sell your products in Europe. Depending on the specifics of your business and your sales strategy, however, it may be advantageous to do so.
How should I start selling in Europe?
Choose where to begin selling in Europe based on your business’s specific circumstance, taking into consideration your product category, distribution rights, resources, and other factors.
Many sellers have successfully launched across all of Amazon’s Europe stores. But if you’re not comfortable or your distribution rights don’t cover all stores, you can start with just one.
Germany and the UK represent some of the largest ecommerce opportunities in Europe. A common entry strategy includes sending inventory to Germany and UK fulfillment centers, then using the Build International Listings tool and Pan-European FBA service to cross-list and fulfill orders for additional EU stores. Germany is a major commercial hub, making it a great location for deliveries across Europe.
Many sellers have successfully launched across all of Amazon’s Europe stores. But if you’re not comfortable or your distribution rights don’t cover all stores, you can start with just one.
Germany and the UK represent some of the largest ecommerce opportunities in Europe. A common entry strategy includes sending inventory to Germany and UK fulfillment centers, then using the Build International Listings tool and Pan-European FBA service to cross-list and fulfill orders for additional EU stores. Germany is a major commercial hub, making it a great location for deliveries across Europe.
Why does some FBA inventory for Germany get distributed to Poland and the Czech Republic?
Amazon’s fulfillment network in Germany relies on additional capacity in Poland and the Czech Republic. If you choose to place in Germany only, you will be charged an additional €0.35 for “Choice of Placement” on every unit distributed to these countries from Germany.
To take full advantage of local Germany placement, we recommend that you 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.
To take full advantage of local Germany placement, we recommend that you 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.
I’m enrolled in FBA Export for Amazon.com. Don’t I already sell in Europe?
FBA Export for Amazon.com allows customers from around the world—including Europe—to buy your products in our US store. But Europe-based customers often shop in their local Amazon store 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 in Amazon’s Europe stores, Amazon will export your eligible products to buyers in other European countries.
There is also an FBA Export program for the EU, so that when you sell in Amazon’s Europe stores, Amazon will export your eligible products to buyers in other European countries.
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 you start the process as soon as you register your Europe selling account.
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 you start the process as soon as you register your Europe selling account.
Can I use Amazon’s fulfillment centers in Europe 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 in and beyond the Amazon store.
Ready to expand to Europe?
Use best-in-class tools and programs to sell in a store that customers trust.
1Statistica, April 2024
