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ToggleThe short answer to that question is: Yes. If your goal is to grow even bigger, you should absolutely be thinking about how to sell on Amazon EU.
Here’s why: Europe, worth over $700bn – and counting, is projected to be worth almost $900 billion by 2028, if not break the 1 trillion-dollar mark.
Meanwhile, in the US, Trump’s announced tariffs on foreign goods threaten to increase domestic business costs. If your business makes $5 million or more, expanding into the EU could mitigate the impact of these tariffs and unlock a growing market, so selling on Amazon’s UK and EU platforms is an increasingly attractive option.
If your e-commerce business makes $5 million or more, expanding into the EU could help you mitigate the impact of these tariffs and access a growing market.
And yet… just an estimated 1-2% of all US e-commerce sellers at that level are doing that!
If you’re reading this, you might be one of the 98-99% who’ve yet to take the plunge into the exciting growth opportunities across the pond and beyond. Let’s examine those opportunities, challenges, and complexities, such as tax compliance for Amazon EU sellers, in more depth. We’ll show you how to navigate them, and give you some Amazon EU marketplace tips to consider, so you can get the support you need to make your business a truly global success.
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ToggleMeet the European Big 5 – and its emerging marketplaces
The five biggest markets across Europe’s e-commerce landscape are:
1. The UK, which consistently leads the European e-commerce market, driven by high internet penetration, advanced logistics network, high spending and a strong online shopping culture. It has the second-highest number of Amazon sellers in the world (over 281,000 compared to 1.1 million in the US)
2. Germany, with a large population and a well-developed logistics infrastructure supporting its e-commerce sector
3. France, which has a sizeable number of online shoppers and a growing preference for online retail
4. The Netherlands – its high internet penetration rate and strong e-commerce infrastructure make it a key market
5. Italy, whose e-commerce market has been growing rapidly, especially in recent years, driven by increased digital adoption
In comparison, while undoubtedly massive, the US market is experiencing slower growth. Unlike Europe, it’s not adding new marketplaces to its roster – for instance, Ireland is now getting its own Amazon.ie marketplace, and there are countries still yet to join.
Meanwhile, countries like Poland, Greece, and Portugal are experiencing rapid e-commerce growth, which presents new expansion opportunities.
These markets where Amazon doesn’t dominate are becoming increasingly attractive, due to rising internet penetration and growing consumer confidence in online shopping.
They might provide some interesting opportunities for growth, such as:
- Fewer competitors, allowing you to establish your brand and market presence as an early adopter, become a market leader, and spend less on advertising (but maximise your ROI)
- Opportunities for further expansion, thanks to the emerging markets’ often rapid growth
- Building customer loyalty through a localized and tailored service, meeting the needs of customers in that market
A couple of things worth bearing in mind about selling on Amazon UK and EU’s emerging markets would be:
- Smaller customer bases could limit sales volume and growth initially
- Less-developed logistics and fulfilment infrastructure can present challenges in getting products to customers – that said, Amazon has invested $187.7 billion to drive growth and opportunities across Europe, which in turn will impact local infrastructure and improve it for the emerging markets
Let’s zoom back out and examine the bigger picture of the issues and challenges EU expansion presents overall.
The 4 common issues US sellers face when expanding into the EU
When all you’ve had to deal with is sales tax and the same languages across the US, it can seem quite daunting to:
1. Navigate the complex Value Added Tax (VAT) registration and compliance for Amazon sellers in Europe:Each EU member state has its own VAT rules, and sellers must ensure compliance to avoid penalties. This often involves registering for VAT in multiple countries, which can be time-consuming and costly if you do it individually, and without a strategy for your expansion goals. As of late 2024 there’s no longer a dedicated Amazon UK/EU VAT service on the platform, but we’ll talk about how to get support with the VAT side of things further down.
2. Understand the customs duties and import taxes across EU member states, which is crucial for smooth operations. Sellers must be aware of the Harmonized System (HS) codes, and ensure accurate product classification to avoid unexpected costs.
The great thing about the EU’s single market is that it facilitates cross-border trade, allowing you to reach customers in different countries without facing significant barriers.[GC1]
3. Consider EU logistics management and shipping times: Longer shipping times and higher costs than domestic US shipping can impact customer satisfaction, so you need efficient logistics management to mitigate these issues. Partner with reliable logistics providers, and utilize fulfilment centres within the EU to help streamline the process.
4. Adapt to cultural, consumer and language differences: When selling on Amazon UK and EU platforms, adapting marketing strategies is vital. What works in the US may not resonate with European consumers, or even in the UK. For instance, did you know sweaters are called ‘jumpers’ in the UK? That there are subtle differences between Latin American and Spanish Spanish? Localize your content, including product descriptions, advertisements, and customer service, to cater to diverse cultural norms and languages.
What are the 4 top challenges for US sellers in the UK and EU?
US sellers often have concerns about the legislative environment in the UK and EU, namely:
1. How do we navigate post-Brexit uncertainties and ongoing changes? Stay informed about the changes that can affect trade regulations and market access and adjust your strategies accordingly. This includes understanding new customs procedures and potential tariffs between the UK and EU.
2. What’s General Data Protection Regulation (GDPR)? Ensuring data protection and privacy compliance under the GDPR is mandatory across the UK and EU, but that benefits you too (more on that shortly). Sellers must implement robust data protection measures, and get explicit customer consent for data processing. Non-compliance can result in hefty fines.
3. How do we meet different EU countries’ varied product standards and certification requirements? Your products must comply with the relevant EU directives, and you’ll need the necessary certifications, such as CE marking, for specific products.
4. What about all the intricate tax laws and potential double taxation issues? This requires careful planning and expertise. Tax and compliance professionals can help you navigate the complexities of Amazon EU VAT requirements.
There are ways to streamline VAT compliance for Amazon sellers in Europe and the UK: the One-Stop Shop (OSS) VAT scheme simplifies your VAT returns if you then register for VAT in multiple countries across the EU.
What are the 5 top challenges for US sellers in the US?
There are headaches for US-based sellers at home, too. How many of these have you had to deal with?
1. Hijackers: Unauthorized sellers who list counterfeit or unauthorized versions of a product, undermining your business, infringing copyright, and leading to loss of sales and control over the Buy Box – not to mention the damage to your brand.
2. Scammers and phishing: Monitor your account activity and use two-step verification for security to avoid fraud and unauthorized access.
3. Price wars and high competition: It’s hard to stand out on such a competitive platform if you’re selling non-exclusive products. Price wars grab customers’ attention, but can eat your profit margins – and force you to spend more on ads and optimisation.
4. Cash flow issues: Amazon’s two-week disbursement structure creates cash flow gaps—not ideal if you need to buy inventory upfront and then wait months to see ROI. If you’re not prepared for peak seasons, demand spikes can stretch cash flow to breaking point.
5. Amazon fees, stockouts and excessive storage fees: If you’re not managing your inventory and using tools to forecast demand, you end up with too much of it – leading to tied-up capital and higher storage costs. Using FBA incurs storage, packing and shipping costs, and the referral fee from each sale hits your bottom line.
More stringent regulations make these less of an issue within the UK and EU.
With the top issues and challenges covered, let’s explore how EU legislation can actually help streamline US sellers’ operations and see the top tips for success and optimizing sales on Amazon EU.
The top 4 ways UK and EU legislation is great for US sellers
While the challenges of navigating EU legislation cannot be overstated, several aspects of EU expansion can benefit your business, customers, and brand. Selling on Amazon UK and EU is made easier with:
1. Stronger seller protections: The GDPR we mentioned in the EU imposes strict data protection and privacy requirements, meaning your seller and customer data is protected. Mandatory VAT registration and two-step verification add extra account security and accountability layers. The UK and EU marketplaces also have proactive monitoring systems to work against fraud and account hijacking, and their enhanced IP protections help protect you and your customers against counterfeiters.
2. Strong consumer protection regulations enhance consumer trust, leading to higher sales and customer loyalty. These laws ensure that consumers have rights to returns, refunds, and transparent information, which can boost confidence in purchasing from international sellers.
3. Access to the EU’s single market that allows you to reach over 447 million customers with a single market entry, providing vast growth potential. This unified market reduces barriers to trade and simplifies the process of selling across multiple countries (which is where the One-Stop Shop Scheme or OSS registration comes in).
4. Harmonized product standards across member states simplify compliance for Amazon sellers in Europe, and reduce your burden. This means that once a product is compliant with EU standards, it can be sold in any member state without additional modifications.
5. EU environmental regulations such as Extended Producer Responsibility (EPR) drive demand for eco-friendly products, offering opportunities if you have sustainable product lines. While the implementation differs in each country, consumers in the EU are increasingly prioritizing sustainability – so compliance with these regulations can enhance your brand’s reputation.
The 7 Amazon EU marketplace tips for expansion success
1. Understand the market with thorough market research: Use Amazon’s own tools and Google Trends to identify which European countries have the highest demand for your products.
2. Set up a European Unified Account: You can manage your listings and sell across multiple or all European Amazon markets from a single account.
3. Know the basics of legal and tax compliance for Amazon sellers in Europe: Each European country has its own set of regulations. To ensure compliance for Amazon EU sellers, it’s important to understand the legal and tax requirements for each market you plan to enter – or, better still, seek professional support to ensure seamless international trade.
4. Consider Amazon’s Pan-European FBA program: You can send your products to Amazon, which will then handle distribution across Europe based on demand, helping with compliance, improving delivery times, and optimizing sales on Amazon EU.
5. Localize your content: What language barrier? Utilize translation services to translate your product listings into the local languages and reach a broader audience.
6. Use Amazon’s Pay-Per-Click (PPC) advertising to increase the visibility of your products. This can help you gain traction in a new market more quickly.
7. Monitor your competitors’ pricing, product offerings, and marketing strategies. This will help you optimize sales on Amazon EU since you’ll better understand what European customers want and how you can make your products stand out.
You need expert assistance to effectively manage all these aspects of selling on Amazon EU and UK platforms, which is where AVASK and Lezzat come in.
How AVASK and Lezzat can support your expansion into the UK and EU
AVASK specializes in VAT compliance for e-commerce sellers, including Amazon sellers in Europe, no matter where they’re based. They offer comprehensive support and guidance for UK and EU VAT, EPR, and customs and shipping compliance across the UK and EU.
Their expertise ensures that you meet Amazon Europe VAT requirements, avoid penalties, and streamline your expansion efforts.
Leading Amazon advertising and marketing agency Lezzatis is now part of AVASK’s extensive partnership network, and they can help optimize sales on Amazon EU.
Offering a range of services including PPC management, SEO optimization, and content localization – essential for multilingual territories such as the EU – Lezzat’s team of experts can help you create effective Amazon listings, optimize your advertising campaigns, and navigate the intricacies of selling on Amazon EU.
So, where next for you in your global expansion journey?
Expanding into the UK and EU markets offers US e-commerce sellers a wealth of opportunities. You and protections that you’re likely missing out on by trading in the US alone. And to navigate those opportunities (and the challenges), you need expert support on your side to navigate the challenges it presents. Partnering with experts like AVASK and Lezzat can help you:
- Understand the regulatory environment
- Ensure UK and EU VAT compliance for Amazon sellers in Europe
- Leverage the benefits of EU legislation
- Target popular and emerging markets
Key takeaway
Your topline strategy for selling on Amazon UK and EU is to lean on the experts. Trust them to simplify the process, help you stay compliant, and maximize your sales potential.
Learn more
Contact Lezzat to find out how they can help you with selling on Amazon’s UK and EU platforms.
More questions about selling on Amazon UK and EU
What EU markets and platforms currently exist?
Country | Platform |
Belgium | amazon.com.be |
France | amazon.fr |
Germany | amazon.de |
Ireland (as of end 31 January 2025) | amazon.ie |
Italy | amazon.it |
Netherlands | amazon.nl |
Poland | amazon.pl |
Spain | amazon.es |
Sweden | amazon.se |
Turkey | amazon.com.tr |
UK | amazon.co.uk |
What are the top Amazon product categories in the UK and EU?
United Kingdom
- Electronic
- Physical books and e-books
- Home & Kitchen
- Beauty & Personal Care
- Toys & Games
Germany
- Books
- Electronics
- Home & Kitchen
- Health & Personal Care
- Sports & Outdoors
France
- Books
- Electronics
- Fashion
- Beauty & Personal Care
- Home & Kitchen
Netherlands
- Electronics
- Books
- Home & Kitchen
- Sports & Outdoors
- Health & Personal Care
Italy
- Fashion
- Electronics
- Home & Kitchen
- Beauty & Personal Care
- Books
Start your expansion journey
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