Expanding your Amazon business beyond the UK is a natural next step for ambitious brands who want to grow. Moving into Europe gives you instant access to millions of potential new customers whilst benefitting from Amazon’s well-established infrastructure.
Selling across borders creates amazing opportunities. But it also brings challenges, from navigating VAT and compliance to working out the most efficient fulfilment strategy. So, if you want the benefits without the hassles and pitfalls, here are some top tips to help you get set up so you can start selling faster.
Understand legal and compliance requirements
One of the biggest hurdles for UK sellers going into Europe is ensuring they’re fully compliant with local laws. Each country has its own rules, especially around tax and product compliance. So here’s what to look out for:
- VAT Registration
If you plan to hold stock or sell directly in an EU country, you’ll need a VAT number in that country. Don’t leave it until the last minute as the process can take several weeks.
- Product Compliance
Make sure your products meet EU safety standards and labelling requirements. What passes in the UK may not be sufficient in Germany or France, for example.
- EORI Number
You’ll also need an Economic Operators Registration and Identification (EORI) number for importing goods into the EU.
For more detailed information, check out the guidance on our website and set up a call with our team of experts.
Make use of Pan-European FBA
Using the Pan-European Fulfilment by Amazon (Pan-EU FBA) service can help to simplify logistics. It allows you to store your products in Amazon fulfilment centres across Europe. Amazon then takes care of distribution. It places your stock closer to customers, which can help to speed up delivery and improve customer satisfaction.
The key benefits of Pan-EU FBA include…
- Faster delivery times across multiple countries
- Reduced fulfilment fees compared to shipping from the UK
- Prime eligibility, boosting your visibility and conversion rates
To use Pan-EU FBA, you’ll need to…
- Register for VAT in each country where Amazon stores your goods
- Enable Pan-European FBA in your seller account
- Prepare your listings in the appropriate languages and deal with any labelling requirements
- Take care of all of the compliance requirements and tax affairs relevant to each country
You will also need to think about who will own the distribution for your products in each European country. For example, many companies use a traditional distributor who will act on your behalf. However, it’s also possible to use alternative third party companies to act as your IoR (Importer of Record) and MoR (Merchant of Record) whilst you then ship your products directly to a central Amazon fulfilment centre in Europe.
It’s a lot to think about and a lot of admin to get through. But putting in the time upfront can streamline the process significantly. And once you’re up and running, there are huge long-term benefits in scalability and customer experience.
Localise your listings
Selling across Europe requires adapting to local languages – not just local regulations. Localisation goes beyond translation; it’s about adapting your content to ensure it fits cultural preferences and shopping behaviours. Strong, localised listings are essential to stand out in competitive European markets, so here are some thoughts on how to make life easier:
- Use Amazon’s Build International Listings (BIL) tool to replicate listings across marketplaces
- Consider professional translation or Amazon’s Translation Services. Amazon offers Amazon Translate for example
Tailor your product titles, bullet points, and keywords for local search trends
Plan for inventory and fulfilment
Managing inventory across multiple countries can be complex and time-consuming. You’ll need a clear system to monitor stock levels, coordinate replenishment, and avoid stockouts or overstocking. Here are some tips for staying on top of fulfilment:
- Use Amazon’s inventory tools to forecast demand across regions
- Build in lead time buffers for customs delays or peak seasons
- Start with fewer SKUs to test demand and scale up gradually
If you’re using Pan-EU FBA, Amazon helps with cross-border fulfilment. But you’re still responsible for compliance in each country.
Build a European expansion strategy
Instead of launching in all markets at once, choose a staged approach. Many UK brands start with Amazon Germany or France due to high demand and relative ease of entry. Once systems are running smoothly, you can expand into additional marketplaces like Italy, Spain or Poland.
It’s also worth considering adopting a local advertising strategy, tailoring your Sponsored Products and Sponsored Brands campaigns for each country. And perhaps most importantly, customer service. Decide upfront whether you are going to handle returns with local support, or whether you’re going to use Amazon. If you’re using Amazon Pan-European FBA, much of the strategy and detail will be taken care of by Amazon, leaving you free to focus on other areas of your business.
Expanding into Europe through Amazon can generate huge potential for growth. Start small, scale gradually, and always stay ahead on compliance. Follow a clear strategy. Get the right legal and logistics support. And use tools like Pan-EU FBA. Do that, and you can scale efficiently while maintaining control over your brand and customer experience. That’s the smart way to go global.
