How to Expand to Amazon Italy: A Step-by-Step Guide for US Sellers

With over 38 million active monthly users, Amazon Italy is a perfect destination for US sellers looking to tap into a market with growing demand for high-quality international products.

But entering this market isn’t plug-and-play. Between VAT registration, local buying behaviors, and fulfillment challenges, expanding to Italy can get overwhelming fast. This guide gives you a clear, step-by-step breakdown of everything you need to confidently launch your brand on Amazon.it.

Step 1: Evaluate Demand in Amazon Italy

Before expanding to Amazon.it, it’s important to confirm that your product has real demand in the Italian marketplace. Tools like Helium 10’s X-Ray let you analyze competitor performance and get monthly sales estimates, which are useful for evaluating demand.

To see if there’s demand for your product in the Italian marketplace, go to Amazon.it and enter your main product keyword (e.g, “water resistant backpack”) in the search bar.

Review the results and identify 5-10 top-performing listings (those with high rankings and lots of reviews) along with some lower-performing ones that closely match your product.

Next, open the X-Ray Chrome extension and scan the sales data of your identified ASINs. Look at how many units each one sells per month.

If multiple competitors are consistently selling between 500-1,000+ units monthly, this indicates strong demand. However, if most listings sell fewer than 100 units per month, the niche may not be worth pursuing in Amazon Italy.

Step 2: Prepare for Italian and EU Compliance

Expanding to Amazon Italy means entering the European Union marketplace, which has a different set of tax, import, and product compliance requirements from the US. Without meeting these obligations, Amazon may restrict your listings, or worse, block revenue disbursement and inventory movement.

Here’s a breakdown of what you need to stay compliant and operate legally:

1. Value Added Tax (VAT) Registration

As a U.S.-based seller, you must register for Italian VAT if:

• You store inventory in Italy.
• You store inventory outside Italy, and your annual cross-border sales to EU consumers exceed €10,000 annually.

Additionally, non-EU businesses must appoint a fiscal representative in Italy who is jointly liable for VAT obligations. This representative must be approved by Italian authorities.

To register for Italian VAT, apply for a VAT number via the Agenzia delle Entrate (Italian Revenue Agency), or work with a VAT service provider like Avalara or Hellotax.

Once registered, file monthly or quarterly VAT returns depending on your setup.

2. EORI Number for Customs

To import goods into the EU, you’ll also need an EORI (Economic Operators Registration and Identification) number. This number is used to clear customs and track imports.

You can apply through the Italian Customs Agency or an international customs broker.

3. Extended Producer Responsibility (EPR) Compliance

Italy enforces EPR laws that require producers and importers to take responsibility for the disposal and recycling of certain products and their packaging. Key obligations include:

• Packaging: Register with CONAI (Consorzio Nazionale Imballaggi) before placing packaged products on the Italian market.
• Electrical and Electronic Equipment (EEE): Comply with WEEE (Waste Electrical and Electronic Equipment) directives.
• Batteries: Ensure compliance with battery regulations, including proper labeling and recycling obligations.

Failure to comply with EPR regulations can result in significant penalties, including fines and sales bans.

If you’re unsure about our category, check the Amazon EU product compliance guidelines inside Seller Central.

4. Product Compliance & Labeling Requirements

• CE Marking: Mandatory for products like electronics, toys, and medical devices, indicating compliance with EU safety standards.
• Authorized Representative: Non-EU sellers must appoint an EU-based authorized representative for CE-marked products.
• Labeling: Products must have labels in Italian, including manufacturer details, safety warnings, and usage instructions.
• Environmental Labeling: Italy requires environmental labeling on all packaging, detailing material composition and disposal instructions.

5. Import Duties and Customs Declarations

When importing goods into Italy, you must:

• Submit Accurate Customs Declarations: Clearly state the value and nature of your goods to avoid fines or delays.
• Pay Import Duties: Rates vary based on product type and origin; consult the EU Common Customs Tariff for specifics.

Using a customs broker can simplify the process, ensuring all documentation is accurate and duties are calculated correctly.

Step 3: Set Up Your Amazon Italy Seller Account

Expanding to Amazon Italy is relatively straightforward for U.S. sellers already active on Amazon.com, thanks to Amazon’s unified European Marketplace Account and the Amazon Global Selling program.

Here’s how to set up your Amazon Italy seller account:

1. Link Your US and European Seller Accounts

Amazon allows you to link your existing U.S. account with EU marketplaces, including Italy, under one global login. To link accounts:

• Go to Seller Central and navigate to the Global Selling section.
  
  
• Scroll to the “Amazon Stores Worldwide” section, select “Link Accounts”, and follow the prompts to connect your European marketplaces.
  
  
• Once linked, you can switch between your US and EU marketplaces (like Amazon.it, .de, .fr, etc.) and manage listings, inventory, and orders from a unified dashboard.

2. Verify Your Information for Amazon Italy

Even with your accounts linked, Amazon Italy requires local verification steps:

• Bank Account: You’ll need an account that can receive EUR payments. Many U.S. sellers use multi-currency services like Wise Business or Payoneer to reduce currency conversion fees.
• VAT Information: If you’re already registered for Italian VAT (covered in Step 2), simply enter your VAT number.
• Business Address Verification: Amazon may request recent utility bills, lease agreements, or bank statements as proof of your registered business address.
• Identity Verification: You’ll need to provide personal identification (passport or driver’s license) and potentially company documents if you registered as a business entity.

Note: Amazon Italy reviews accounts manually and may request translated documents in Italian. Additionally, upload clean scans or PDFs in high resolution.

3. Choose the Right Selling Plan

Amazon Italy offers the same plans available in other marketplaces:

• Individual Plan: No monthly fee, but you pay a per-item fee of €0.99 per sale. It is suitable for low-volume sellers or those testing new markets.
  
• Professional Plan: This plan has a €39/month fixed subscription fee and gives you access to bulk listing tools, advertising, and international features like Pan-EU FBA. It is best for those aiming to sell more than 35 items monthly.

Since you’re already selling on Amazon, the Professional Plan is typically the better choice for scaling into the Italian market.

Step 4: Create Optimized Product Listings for Amazon Italy

Selling on Amazon Italy isn’t just about translating your U.S. listings; it’s about localizing every element to align with Italian shopper preferences, language, and compliance standards. Here’s how to do it right:

1. Transfer Listings with BIL

Amazon’s Build International Listings (BIL) tool allows you to quickly copy your U.S. listings to Amazon Italy.

To use it:

Go to “Seller Central” > “Inventory” > “Sell Globally” > “Build International Listings.” 

Next, choose your US account as the source marketplace and Italy as the target.

BIL can account for VAT and currency differences. For example, if your product sells for $50 on Amazon.com, BIL will convert and list it around €59.50 (factoring in 22% Italian VAT + exchange rate).

However, while BIL helps with bulk transfers, your listings still need manual refinement to rank and convert shoppers in the Italian market.

2. Localize Every Part of Your Listing

To resonate with Italian shoppers, your listings must reflect local preferences:

• Language: Translate your title, bullets, and description into native-level Italian. Automated translations won’t cut it; hire a native-speaking copywriter instead.
• Measurements: Convert all dimensions and weights to metric units. Use centimeters (cm) instead of inches and kilograms (kg) or grams (g) instead of pounds.
• Regulatory Statements: Add any required safety or compliance notes in Italian. This is critical for categories like electronics, cosmetics, supplements, and toys.

3. Conduct Italy-Specific Keyword Research
Italian shoppers don’t always search the same way as U.S. customers, so relying on English keywords will limit your visibility. 

Instead, use tools like Helium 10 or Jungle Scout to discover high-volume Italian search terms relevant to your products and incorporate them in your listings.

Step 5: Plan Your Fulfillment and Shipping

Expanding to Amazon Italy also means making smart decisions about how you store, ship, and fulfill orders. Let’s break down your options and what to consider:

1. Fulfillment by Amazon (FBA) Italy
With FBA, you ship your products to an Amazon fulfillment center in Italy, and Amazon handles the storage, shipping to customers, and returns. This option is best for sellers who want a hands-off logistics model.

Benefits of FBA:

• Prime Eligibility: Your listings get the “Prime” badge, which boosts click-through rates and conversions.
• Faster Local Shipping: Products are shipped from Italian warehouses, making local deliveries faster.

What You Need to Know:

• Import & Customs: You still manage customs clearance, import VAT, and potentially appoint a fiscal representative (see Step 2).
• Shipping Inventory to Italy: You’ll cover the cost of shipping to Amazon’s Italian Fulfilment Centers. You can use the Amazon FBA Revenue Calculator to estimate your fulfillment and storage fees.

2. Pan-European FBA

If you plan to sell across multiple EU marketplaces (not just Italy), Pan-European FBA can simplify your fulfillment. With this option, you ship your inventory to one EU fulfillment center, and Amazon distributes your products across its European warehouses based on demand.

Benefits of Pan-EU FBA:

• Faster EU-Wide Delivery: Amazon stores your products closer to your customers in multiple countries.
• Lower Cross-Border Fees: Reduces the cost of international shipping within Europe.
• One Inventory, Many Markets: You don’t need to split inventory manually between countries.

What You Need to Know:

• You must register for VAT in every country where your inventory is stored.
• Pan-European FBA works best for sellers with consistent sales across multiple EU markets.
• Environmental compliance and product labeling must meet each country’s standards.

3. Fulfillment by Merchant (FBM)

With FBM, you manage storage, packing, shipping, and returns yourself. This option gives you complete control over the fulfillment process but requires more effort.

Benefits of FBM:

• More Control: You can customize packaging, branding, and shipping methods.
• Avoid FBA Fees: If your product is bulky or doesn’t sell quickly, storing it yourself can reduce long-term FBA storage fees.

What You Need to Know:

• You’re responsible for customs clearance and international deliveries. 
• Partnering with a reliable shipping carrier experienced in Italian logistics is essential.
• Delays or poor delivery experience can hurt your seller rating and Buy Box eligibility.
• FBM works best for sellers who have robust logistics systems.

Conclusion

Remember, success in Amazon Italy requires a clear understanding of the Italian market, full compliance with EU and local regulations, and smart use of Amazon resources to simplify your operations.

With the information provided in this guide, you can take a confident step toward growing your brand in the Italian marketplace and scale across Europe.