{"id":11163,"date":"2025-02-13T18:21:36","date_gmt":"2025-02-13T18:21:36","guid":{"rendered":"https:\/\/www.aihello.com\/resources\/?p=11163"},"modified":"2025-09-06T18:27:15","modified_gmt":"2025-09-06T18:27:15","slug":"expanding-to-eu-amazon-marketplaces-what-you-need-to-know-a-sellers-guide","status":"publish","type":"post","link":"https:\/\/www.aihello.com\/resources\/blog\/expanding-to-eu-amazon-marketplaces-what-you-need-to-know-a-sellers-guide\/","title":{"rendered":"Expanding to Amazon EU: What You Need to Know- A Seller’s Guide"},"content":{"rendered":"

<\/p>

\"amazon<\/figure>

Introduction<\/strong><\/p>

Taking your Amazon<\/a> business to Europe is a smart move for U.S.-based sellers.<\/p>

With over 500 million potential customers, a rapidly growing e-commerce<\/a> market, and Amazon\u2019s robust infrastructure, Europe offers US sellers an unparalleled opportunity to grow.<\/p>

In this article, we\u2019ll explore why expanding to Europe is a game-changer and provide insights on how to get your Amazon Europe business up and running. Let\u2019s get started<\/a>!<\/p>

Why Expand to Europe?<\/strong><\/p>

Expanding to Amazon Europe gives U.S-based sellers access to a vast market with less competition compared to the U.S.<\/p>

With fewer sellers, you\u2019ll have greater visibility, better opportunities for differentiation, and reduced price wars.<\/p>

Plus, Europe\u2019s e-commerce market is not only substantial but also growing rapidly. In 2023 alone, Amazon EU<\/a> generated over \u20ac201 billion in revenue, highlighting the region’s immense potential for sellers.<\/p>

Additionally, entering multiple European marketplaces\u2014such as the UK, Germany, France, Italy, and Spain\u2014enables sellers to diversify their revenue streams. This reduces reliance on the US market and helps mitigate risks tied to economic shifts or market fluctuations in a single region.<\/p>

However, before embarking on your EU expansion plan, it\u2018s important to assess demand, which brings us to our next section: evaluating demand.<\/p>

Evaluating Demand<\/strong><\/p>

Without a clear understanding of product demand across European marketplaces<\/a>, sellers risk entering markets that aren\u2019t as lucrative as expected.<\/p>

That\u2019s why evaluating demand is key since it helps sellers determine if the market\u2019s potential is worth their time and money.<\/p>

You can evaluate demand by using a third-party tool like Helium 10<\/a> X-ray. <\/p>

Helium 10 X-ray<\/strong><\/p>

To assess potential demand, you can use the Helium 10 X-ray tool to determine your competitors’ sales performance over the last 30 days. Let\u2019s find out how it works!<\/p>

Step 1: <\/strong>Let\u2019s say you want to evaluate demand in the German marketplace. <\/p>

First, head to Amazon.de and enter a keyword<\/a> relevant to your product (e.g., “blower”).<\/p>

\"\"\/<\/figure>

Step 2: <\/strong>Identify several key competitors to analyze their sales performance. Look at both top-sellers and lower-performing products to get a balanced view of the sales volume in your category.<\/p>

Step 3: <\/strong>Go to one of your competitor’s product detail pages and click on the X-ray Chrome Extension to access detailed sales data.<\/p>

\"\"\/<\/figure>

Step 4:<\/strong> Head to the \u201cASIN Sales\u201d column to find an estimate of the monthly sales volume for each ASIN.<\/p>

\"\"\/<\/figure>

Step 5: <\/strong>Analyze the data to see whether or not products in this category show a pattern of solid sales volume. If the sales figures are consistently low, this might not be a viable niche to get into.<\/p>

Also, keep an eye on customer reviews of competing products. They often highlight pain points you can address to set your product apart and ensure it will be what customers want to buy.<\/p>

Selling on Amazon Europe<\/strong><\/p>

After choosing your target European country and evaluating the demand there, it\u2019s time to set up your seller account and ensure you comply with the necessary regulations.<\/p>

Here\u2019s how to get started:<\/p>

Step 1:<\/strong> Go to \u201cInventory\u201d on your \u201cSeller Central\u201d account, then choose \u201cSell Globally\u201d.<\/p>

\"\"\/<\/figure>

Step 2<\/strong>: Once you reach the \u201cSell Globally\u201d page, select Europe as your marketplace. Then, head to \u201cClick here\u201d to link your existing US account.<\/p>

This will direct you to a page where you\u2019ll sign in again using the email and password associated with the region where you\u2019re already selling.<\/p>

Complete the registration with any required details. The new countries will then be automatically added to your account.<\/p>

Step 3:<\/strong> Choose a fulfillment method. There are three different fulfillment methods to start selling on Amazon Europe. Let\u2019s break down each one of them:<\/p>

European Fulfillment Network (EFN)<\/strong><\/h4>

With EFN (European Fulfillment Network), your products are stored in a single Amazon fulfillment center and distributed across Europe.<\/p>

Ship your products to a single country’s fulfillment center, where orders are packed and sent to customers across all European marketplaces.<\/p>

Multi-Country-Inventory (MCI)<\/strong><\/h4>

If you prefer to store your products in multiple distribution centers across Europe, the Multi-Country Inventory (MCI) program is your go-to.<\/p>

With MCI, you can send your FBA stock to Amazon\u2019s fulfillment centers in several countries of your choice. This approach offers key advantages:<\/p>

  • Orders are shipped from the nearest warehouse, ensuring faster delivery times for customers.<\/li>
  • You save on transportation costs by shipping stock in bulk to local fulfillment centers instead of fulfilling individual cross-border orders.<\/li><\/ul>

    Pan-European FBA<\/strong><\/h4>

    Pan-European FBA lets you ship products to two Amazon fulfillment centers, and Amazon distributes them across the EU based on demand.<\/p>

    With Pan-European FBA, your products qualify for Prime across all EU marketplaces, ensuring faster delivery and increasing sales potential.<\/p>

    Plus, there are no additional costs for orders placed from a country different from where the item is stored.<\/p>

    It\u2019s important to note that if you choose the Pan-European FBA program, you\u2019re required to be VAT-registered in every country where your inventory is stored. <\/p>

    Since this choice directly impacts your tax obligations, it\u2019s essential to understand the fundamentals of VAT, why it\u2019s important, and how to ensure compliance.<\/p>

    What is VAT?<\/strong><\/p>

    As a US-based seller, you might be unfamiliar with the VAT system.<\/p>

    VAT (Value Added Tax) is a multi-stage tax applied at every step of the supply chain\u2014from production to the final sale to the consumer. <\/p>

    Why is VAT Important?<\/strong><\/p>

    VAT registration is mandatory before you can start selling in Europe. It ensures compliance with European tax laws and is required if:<\/p>

    • You store inventory in a European country (e.g., through Pan-European FBA).<\/li>
    • You sell products to European customers.<\/li><\/ul>

      How to register for VAT?<\/strong><\/p>

      • Register with the tax authorities in the country where you need VAT (e.g., Finanzamt <\/em>in Germany).<\/li>
      • You\u2019ll probably need help from a tax advisor or service, as VAT registration requires specific documentation, including proof of business registration, shipping details, and potentially a local fiscal representative.<\/li><\/ul>

        You can use Amazon VAT Services to guide you through the registration and filing process. <\/p>

        After receiving your VAT number from the tax authorities in your target country, you can easily add it to your account by following these steps:<\/p>

        Step 1:<\/strong> Log in to your \u201cSeller Central\u201d dashboard. Click the gear icon in the top corner. Then choose \u201cTax Settings\u201d.<\/p>

        \"\"\/<\/figure>

        Step 2: <\/strong>Once you land on the \u201cTax Settings\u201d page, click \u201cAdd VAT numbers\u201d. <\/p>

        \"\"\/<\/figure>

        Step 3: <\/strong>Choose \u201cAdd a VAT\/GST registration number\u201d to complete the required information. After that, just wait for Amazon to verify your VAT number, and that\u2019s it! <\/p>

        \"\"\/<\/figure>

        Labels and Markings<\/strong><\/p>

        When selling products in the EU,  you might require specific labels and markings to comply with local regulations. <\/p>

        Ensuring proper labeling is crucial to avoid fines, delays at customs, or restrictions on selling in the EU market.<\/p>

        Depending on the product category, you may need to include CE marking, EU Ecolabel, and energy labels. Let\u2019s find out more about each!<\/p>

        CE Marking<\/strong><\/p>

        CE stands for \u201cConformit\u00e9 Europ\u00e9enne,\u201d which translates to \u201cEuropean Conformity.\u201d <\/p>

        This marking signifies compliance with EU standards, confirming the manufacturer has ensured the product meets safety, health, and environmental regulations.<\/p>

        \"\"\/<\/figure>

        Product with \u201cCE\u201d label<\/em><\/p>

        EU Ecolabel <\/strong><\/p>

        This label certifies that products meet high environmental standards throughout their entire production and lifecycle and are recognized across all European countries.<\/p>

        If your product has strong ecological features, it could qualify for the EU Ecolabel. Given the growing emphasis on sustainability among consumers\u2014making it a powerful selling point\u2014it\u2019s worth checking if your product is eligible for this certification.<\/p>

        \"\"\/<\/figure>

        Product with the \u201cEcolabel\u201d<\/em><\/p>

        Energy Labels<\/strong><\/p>

        Energy labels, often mandatory for electrical appliances, help buyers make informed purchasing decisions by providing key efficiency information.<\/p>

        Products are rated for energy efficiency using a scale from A to G, where A represents the most energy-efficient and G is the least efficient.<\/p>

        If your electronic product impacts energy consumption, directly or indirectly, you may need to display an energy label.<\/p>

        \"\"\/<\/figure>

        Link U.S. Listings using the Amazon\u2019s BIL tool<\/strong><\/p>

        You\u2019re almost ready to launch your business in Amazon Europe, so it\u2019s time to use Amazon\u2019s Build International Listings (BIL) tool to link your U.S. listings to European marketplaces. Let\u2019s see how it works:<\/p>

        Step 1:<\/strong> To access the BIL tool, hover over \u201cInventory\u201d and then go to the \u201cSell Globally\u201d page. Click on the \u201cBuild International Listings\u201d link, located near the top of the page. <\/p>

        \"\"\/<\/figure>

        Then, click on \u201cGet started\u201d.This should take you to the page where you select your source marketplace.<\/p>

        \"\"\/<\/figure>

        Step 2: <\/strong>Select the SKU you want to replicate in the target marketplace, then provide the required details, such as the fulfillment method and product condition.<\/p>

        \"\"\/<\/figure>

        Step 3: <\/strong>Set your price rules.<\/p>

        \"\"\/<\/figure>

        Step 4: <\/strong>Review your selected offers to ensure everything is accurate before finalizing and connecting your listing. <\/p>

        \"\"\/<\/figure>

        And that’s it! Your U.S. listing will be transferred to your target marketplace in about 4 hours.<\/p>

        Listing Localization<\/strong><\/p>

        Connecting your U.S. listing through Amazon\u2019s BIL tool is just the first step. While BIL automatically translates your title, bullet points, and description, the translations may not always hit the mark.<\/p>

        To truly resonate with European customers, you need to localize your listings\u2014adjusting them for language, cultural nuances, and local preferences.<\/p>

        For accuracy and relevance, you might need to hire a translator to ensure your listings truly connect with the target market.<\/p>

        As soon as your listings are translated, simply add them to your account.<\/p>

        Driving Traffic in the EU<\/strong><\/p>

        To gain visibility in the EU, you\u2019ll have to show up in the search results for keywords relevant to your product. To do this, you can use SEO and ads.<\/p>

        But before we discuss strategies for driving traffic, let\u2019s figure out how to find the right keywords to show up for.<\/p>

        Keyword Research Strategies for the EU<\/strong><\/p>

        There are three strategies we prefer to use when it comes to finding keywords in the EU. Let\u2019s break them down for you!<\/p>

        1. Helium 10 Cerebro<\/strong><\/li><\/ol>

          This is a reverse ASIN research tool that allows you to find the keywords your competitors are ranking for as well as their search volume. Let\u2019s find out how it works!<\/p>

          Step 1: <\/strong>Go to your target marketplace (e.g., Amazon.de) and select several competitors\u2019 ASINs in your category. <\/p>

          \"\"\/<\/figure>

          Step 2: <\/strong>Take these ASINs and drop them into Cerebro. Click on \u201cGet Keywords\u201d.<\/p>

          \"\"\/<\/figure>

          Step 3: <\/strong>Sort the keywords by search volume from highest to lowest, then select the most relevant high-volume keywords for your products.<\/p>

          1. Keyword Harvesting <\/strong><\/li><\/ol>

            Another strategy to use is letting Amazon find the search terms for you by running auto, broad, and phrase campaigns.<\/p>

            After running these campaigns for a while, you\u2019ll have thousands of search terms that Amazon found to be relevant to your local market. <\/p>

            You can take these search terms and use them as keywords in your other campaigns. Here\u2019s how to extract and use those search terms:<\/p>

            Step 1: <\/strong>Go to \u201cCampaign Manager\u201d then head to \u201cMeasurement & Reporting\u201d. Click on \u201cSponsored ads reports\u201d and then \u201cCreate report\u201d.<\/p>

            \"\"\/<\/figure>

            Step 2:<\/strong> Create a sponsored products search term summary for the last 30 days. Once it\u2019s ready, download and open it in Excel or Google Sheets.<\/p>

            \"\"\/<\/figure>

            It should look something like this:<\/p>

            \"\"\/<\/figure>

            Step 3:<\/strong> Apply a filter to the whole sheet, then go to the 7-Day Advertised SKU Sales column, then add a > $0 filter. This will show you all the search terms that produced sales for your product in the last 30 days.<\/p>

            Step 4:<\/strong> You can take these search terms and use them as keywords in your campaigns since they have proven they can produce sales for your product.<\/p>

            \"\"\/<\/figure>
            1. Search Query Performance Report  <\/strong><\/li><\/ol>

              The SQPR is a report given to you by Amazon that shows you the most relevant search terms for your product in any given marketplace once you\u2019ve listed your product there.<\/p>

              All you have to do is head to \u201cSeller Central\u201d and then choose \u201cBrand Analytics\u201d to find this report.<\/p>

              Next, hover over \u201cSearch Analytics\u201d to choose \u201cSearch Query Performance”.<\/p>

              \"\"\/<\/figure>

              Choose your target marketplace to get a list of the potential keywords that you can use in this market.<\/p>

              \"\"\/<\/figure>

              Now that you have your keywords list, let\u2019s find out how to drive traffic.<\/p>

              Running Ads on Your Keywords<\/strong><\/p>

              With your keyword list ready, it’s time to put them to work in your ad campaigns.<\/p>

              You can incorporate those keywords in Sponsored Products campaigns while setting up broad, phrase, and exact match-type campaigns separately.<\/p>

              Alongside these manual campaigns, you should keep running the auto campaigns that we mentioned earlier to continuously generate new search terms and keywords for your product.<\/p>

              When launching your campaigns, start by selecting Amazon\u2019s suggested bids to ensure you get enough traffic and visibility since you might not be familiar with the regular bid levels of this new market you just entered.<\/p>

              Leveraging Keywords for SEO<\/strong><\/p>

              As for SEO, all you need to do is incorporate those keywords into your title, description, and bullet points as well as backend keywords. <\/p>

              You can also target those keywords with higher bids in your campaigns to drive extra traffic which helps them rank faster at the beginning.<\/p>

              Wrapping Up<\/strong><\/p>

              Now that you know about demand evaluation, fulfillment planning, VAT registration, label compliance, SEO optimization, and running strategic ads, it\u2019s time to confidently enter the European market and tap into its untapped potential.<\/p>","protected":false},"excerpt":{"rendered":"

              IntroductionTaking your Amazon business to Europe is a smart move for U.S.-based sellers.With over 500 million potential customers, a rapidly growing e-commerce market, and Amazon\u2019s robust infrastructure, Europe offers US…<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,89,906],"tags":[171,1195,167,52,51,1196],"class_list":["post-11163","post","type-post","status-publish","format-standard","hentry","category-advertising","category-amazon","category-amazon-seller-tips","tag-amazon-advertising","tag-amazon-eu","tag-amazon-ppc","tag-amazon-seller-service","tag-amazon-seller-tools","tag-seller-guide"],"_links":{"self":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/11163","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/comments?post=11163"}],"version-history":[{"count":2,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/11163\/revisions"}],"predecessor-version":[{"id":12587,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/11163\/revisions\/12587"}],"wp:attachment":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/media?parent=11163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/categories?post=11163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/tags?post=11163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}