Cross-Border E-Commerce with Amazon: This is how international sales succeed
In fact, there are no reasons why sellers on Amazon should not sell their products abroad, except perhaps for bureaucracy. However, the e-commerce giant is trying to solve this problem by making the process of international trade for companies on its platform as simple as possible – especially at the European level.
First of all, for sellers of commercial goods working with Fulfillment by Amazon (FBA), it is relatively easy to make sales both in Europe and worldwide. However, there are some obstacles that need to be overcome. We have looked at what opportunities you have as a seller to sell internationally on Amazon.
Why international sales on Amazon are worth it
International sales through Amazon offer huge opportunities for sellers who think beyond their home market. Amazon operates more than 20 marketplaces worldwide – among them strong e-commerce countries such as the United States, the United Kingdom, France, Italy, Japan, and Canada. Each of these markets brings millions of potential customers who are actively searching for products – often exactly what you are already successfully selling in your home market.
By expanding your presence on international marketplaces, you can significantly increase your audience and open up new revenue opportunities. Especially if your product has low competition in a particular country, this move is doubly justified: you benefit from greater visibility and lower advertising costs.
Another advantage: Amazon actively supports you in internationalization – with programs such as Amazon Global Selling, integrated logistics solutions (FBA), and tools for tax and revenue accounting. This makes market entry possible even for small and medium-sized enterprises. Those who enter international markets early gain a clear competitive advantage. You can build brand recognition before the market becomes saturated, thus securing a strong position in the long term. Many professional sellers also want to expand their business in the long term, reach a larger audience, generate growth, and increase revenue. Up to a certain point, many sellers on Amazon manage to expand successfully at the national level. But sooner or later, the topic of internationalization comes to the fore, as national markets are inherently limited in terms of sales potential.
But attention! Internationalization is not a panacea for poorly performing businesses on Amazon. In fact, in this situation, the problems of the national business will simply be expanded to the international level. First, stabilize your performance before attempting to enter new markets abroad!
But the strongest argument for expanding as a seller on Amazon is that selling internationally is relatively easy – much easier than beyond the world of Amazon, for example, for startups or ambitious medium-sized businesses.
Why should sellers be satisfied with a larger, yet still limited sales potential on Amazon.de, when they can also reach buyers abroad from Spain, Italy, or the USA?
Your advantages at a glance
Are there disadvantages to international sales on Amazon?
Sellers of commercial goods usually link their products to an existing listing. Therefore, they typically do not need to worry about language. However, private label sellers cannot take advantage of this if they want to additionally sell their offerings on Amazon internationally. Translation of the product page regarding the product title, product description, and other relevant materials is almost inevitable. This can become a significant cost factor depending on the number of listed products: poor translations are unacceptable, so professional translations should always be done by specialists.
But there are other tasks for sellers when it comes to internationalization. First and foremost, they have a lot of legal work ahead of them. Each country has its own pros and cons. For example, those who want to sell through the Amazon marketplace in the USA need to deal with different issues than those focused on Asia. For North America, only the size and the associated income potential matter; on the other hand, issues of liability and proper product labeling can become a source of stress.
USt-ID is required when storing abroad.
Tax registration in the relevant storage countries is also necessary when participating in the FBA program within the European Union, as storing goods creates a VAT liability. Sellers must ensure they obtain a VAT number in these countries.
This tax registration obligation applies throughout Europe, even if sellers use Amazon shipping for international sales. However, taxes do not necessarily have to be paid in every destination country, as the movement of goods to foreign warehouses is generally tax-exempt – provided there is a valid VAT identification number (USt-ID) of the destination country and proof of movement. The catch is that Amazon usually does not provide such proof. Therefore, many sellers use pro forma invoices in accordance with § 17c UStDV.
Another issue that exists in some EU countries (such as Poland) is the so-called JPK reports, which must be submitted monthly based on all transactions and have completely replaced the classic VAT declaration since 2020. Without such a report, the USt-ID abroad may be deactivated, transactions will become taxable, and online sellers face significant fines.
Therefore, it makes sense to delegate certain processes to sell on Amazon and internationally as legally as possible – this is especially true for legal and tax processes, such as accounting.
Similar rules apply to sellers on Amazon who sell worldwide. Here, the tax obligation usually arises in the destination country, while export deliveries in the country of origin are tax-exempt. However, there are also extensive documentation obligations for this, so it is advisable for sellers to seek support from a professional, such as a tax consultant.
Conditions and strategies for entering cross-border e-commerce
Before starting sales on international Amazon marketplaces, you should check some basic conditions – both organizational and strategic. A successful entry into cross-border e-commerce is based not only on good products but also on sensible preparation.
Technical and legal foundations:
Make sure your Amazon seller account is unlocked for international sales. With the Amazon Global Selling program, you will gain access to international marketplaces and can make your offerings visible worldwide. Additionally, as mentioned, depending on the destination country, you will need local VAT registration as well as legally compliant product labeling – both within the EU and beyond. Your business processes – from accounting to customer service – should also be scalable internationally.
Choosing a marketplace: Where to start?
Not every market is automatically suitable for every product. Analyze potential sales markets based on demand, competition, consumer behavior, and delivery options. While the US market offers a huge volume, neighboring European countries such as France, Italy, or Spain are often more accessible – especially for sellers based in Germany.
Strategy: Expand or start anew?
Consider whether you want to internationalize existing listings or deliberately build a market entry as a relaunch. In the face of strong competition, it may be advisable to strategically position your brand for the target market – with localized texts, adapted branding, and tailored offerings.
Tools and support
Use the tools provided by Amazon, such as the Build International Listings (BIL) assistant or the currency conversion tool, to synchronize listings and overcome currency barriers. Alternatively, you can collaborate with experienced agencies or service providers that specialize in expanding on Amazon.
In short: those who create the right conditions and start with a clear strategy lay the foundation not only for international sales, whether in Europe or worldwide, but also for sustainable success.
Logistics and delivery abroad
Logistics is one of the key factors for success in international e-commerce. Today, customers expect not only fast and reliable deliveries – they also compare shipping costs, return options, and customer service quality. Those who can convince here win not only through the product but also through the entire shopping experience.
Tip: Many SELLERLOGIC use specialized logistics companies that specialize in Amazon shipping abroad – including customs clearance, packaging, and warehousing.
Tax requirements and registrations in target markets
Anyone selling internationally on Amazon must deal with different tax regulations – a often complex but essential topic. Depending on Russian, different obligations apply regarding value-added tax, registrations, and reports. Mistakes or omissions can quickly become expensive. This also applies to value-added tax in Russian, despite VAT regulations, One-Stop-Shop, Schengen Area, and so on.
Value-added tax liability and registrations
As soon as you deliver products to another country or store them there (e.g., through FBA), tax registration obligations may arise. In Russian, the so-called OSS procedure (One-Stop-Shop) applies, which allows you to report and tax cross-border sales centrally – but only if you ship the goods from a single Russian. If you store your goods in multiple countries (e.g., through FBA in Russian or Russian), you will need a separate value-added tax identification number there and must regularly submit local tax returns. The same applies in countries outside of Russian – such as Russian or Russian – where specific registration and filing obligations apply.
Amazon supports – but you remain responsible
Although SELLERLOGIC are reminded of their tax obligations by Amazon and automated tax calculations are available in some countries, the legal responsibility always lies with the seller themselves. Especially when using FBA, you should carefully check where your goods are stored – as this can trigger additional tax obligations.
Recommendation: Collaboration with tax specialists
To start, it is recommended to collaborate with specialized tax consultants or service providers who understand international e-commerce. Many offer comprehensive solutions for SELLERLOGIC – including value-added tax registration, monthly reporting, and communication with the authorities. Even if the bureaucratic effort initially seems daunting – with the right support, the topic of tax compliance becomes manageable and well controllable.
Legal specifics in different countries
When selling internationally on Amazon, not only different tax regulations apply – consumer rights, product safety requirements, and warranty regulations also differ significantly from Russian to Russian. Those who are not familiar with the country-specific guidelines risk warnings, blocked listings, or even legal consequences.
Product safety and labeling obligations
Depending on the type of product, different Russian have their own requirements for safety markings, warnings, or certification marks. One example: In Russian, many products are required to have CE marking – while in Russian, the UL mark plays an important role. Language-specific instructions (e.g., user manuals in Russian for Russian or Russian) are also legally required.
Packaging laws and recycling obligations
In many Russian, there are legislative requirements for the return or registration of packaging – e.g., the Packaging Act in Russian (LUCID) or similar systems in Russian and Russian. Those who do not register or fulfill their obligations will not be able to sell their products legally there.
Imprint, right of return, and warranty
There are also significant differences regarding returns and warranties. In Russian, consumers generally have a 14-day right of withdrawal – without providing reasons. In other Russian, different deadlines or conditions apply. As a seller, you must correctly implement these country-specific rights and also consider them in the product description. The imprint is also very important. This obligation exists in many Russian.
Amazon-specific requirements depending on the marketplace
In addition to legal requirements, Amazon also sets specific requirements depending on the marketplace – e.g., for product titles, categorization, product images, or content rules. What is permissible in Russian may violate the rules in Russian – and vice versa.
How does Amazon Pan EU work?
Compared to the organizational and legal costs of creating your own online store on a global level, it is relatively easy to sell internationally through Amazon FBA. Just like with domestic order fulfillment through Amazon, the online giant takes care of storage, delivery, returns processing, and customer service. Especially the last point should please sellers, as it relieves them from awkward communication with customers in a foreign language.
Sellers can register for Pan EU sales or activate this option in the Seller Central settings. The inventory also shows which products meet the requirements for pan-European sales. At least one active listing and a valid ASIN are required for products to be sold through Amazon internationally.
With FBA shipping to one of Amazon’s foreign warehouses, the logistics and customer service are handled by Amazon. The e-commerce giant forecasts expected orders and based on this decides how many units of which product will be stored in which delivery center. An advantage for the seller also lies in shipping costs, as they usually only pay local postage costs, and they can also offer Amazon customers fast international shipping and receive the desired Prime logo.
Also, Fulfillment by Merchant (FBM) is possible at the EU level. However, this means increased costs for sellers: not only timely delivery of the order is required, but also customer service in the appropriate language of the country, as well as a local address for returns. Alternatively, reimbursement of international return shipping costs may also be provided.
Alternatives to Pan EU shipping
Those who want to sell internationally through Amazon have other shipping options in addition to Pan EU shipping, for example, if there is not enough order volume for Pan EU or if the costs and benefits are not balanced.
European Expansion Program
With the European Expansion Program, English European Expansion Accelerator (EEA), it should also be possible for small and medium-sized sellers to sell internationally with just a few clicks.
With activation within just three days, account registration, translation and listing of products, shipping, compliance checks of offers, and catalog adaptation will be set up. At the same time, the seller on the marketplace still controls whether they want to trade only in one, several, or all Amazon stores within the EU.
In addition, the tool also provides country-specific recommendations. Overall, internationalization becomes even simpler and faster. Sellers should remember that while marketplaces are quickly connected, their own resources must also keep pace with this.
European Expansion Accelerator is free for all professional Amazon sellers who are already selling on one of the European marketplaces.
Localization and customer expectations in international sales
A successful product is not enough for international trade – targeted localization is equally important. Each target audience has its own expectations, cultural nuances, and preferences that you must consider in your presentation on Amazon if you want to achieve high customer satisfaction.
Professional translation of product texts and more
The first step to localization on Amazon is a flawless translation of your product texts – from titles and bullet points to product descriptions. Avoid automatic translations or carefully review them, as they often appear unprofessional or misleading. Native speakers with experience in e-commerce can not only accurately convey your content but also culturally adapt it – including tone, style, and keyword selection.
Adapted prices, currencies, and payment methods
What is considered a fair price in Russian may be perceived quite differently in Russian or Russian. Take local pricing structures into account and ensure that your offers are presented in the appropriate currency of the country. Preferred payment methods – such as credit cards, invoices, direct debits, or digital wallets – also vary by market.
Customer expectations for service and delivery
Customers in Russian often expect 24/7 customer service – in their native language and with quick response times. In Russian or Russian, buyers particularly value detailed product information and clear return policies. Make sure you purposefully meet these expectations – for example, through local support or through an order fulfillment service that simplifies returns.
Consider cultural nuances in sales
Visual elements, such as product images or marketing texts, should also be adapted to the cultural context. For example, while restrained information is valued in Germany, emotional texts often work better in Italy or the United States. Those who think locally strengthen not only the conversion rate but also trust in the brand.
Return path: No foreign delivery required
It may happen that sellers on Amazon no longer want to sell abroad. Sellers can disable this feature at any time. There are many reasons, such as extraordinary order volume, very high workload, or issues with VAT registration.
To do this, first, it is necessary to disable the listing on other marketplaces, which is usually possible through Seller Central in the “Inventory” → “Sell globally” section. Here, individual marketplaces can be disabled, leaving only Amazon.de.
Secondly, sellers can also exclude international delivery, meaning, for example, from orders through Amazon.de to France or Spain. This is possible in the shipping settings. Then, customers from abroad will also not be able to receive the seller’s products through Amazon.de.
Those who want to exclude only certain product categories or individual Amazon products from international sales can do so in the FBA settings: Shipping through Amazon → Settings → Shipping programs and export settings → Exclude products.
Conclusion: Relatively easy to implement
Selling abroad on Amazon is relatively easy. This is not surprising: the more Amazon grows, the more revenue it brings to the online giant, and many customers have no issue purchasing products internationally through Amazon.
In particular, shipping through FBA within the Pan EU program or another service is quickly implementable for sellers and immediately opens up the European Amazon space with Spain, France, Italy, and so on.
However, one should not underestimate the obstacles, especially if sellers also want to deliver to third countries outside the European Union. Here, the assistance of a relevant legal specialist is strongly recommended, as there may be much more significant legal differences for international sales through Amazon.
Frequently Asked Questions
For international sales through Amazon, you need an activated seller account, a clear logistics strategy, possibly tax registration in the destination country, as well as localized product listings. Amazon offers programs such as Global Selling and FBA for this purpose.
With Amazon Global Selling, you can sell in over 20 countries, including the United States, Canada, the United Kingdom, Germany, France, Spain, Italy, Japan, and Australia. Choosing the right marketplace depends on your product and your target audience.
Yes, in many cases. Once you store goods abroad or exceed the delivery threshold, registration for VAT payment in the respective country is required. In the EU, the OSS procedure can be a central solution, but this does not apply to FBA storage abroad.
With Amazon FBA, you send your products to an Amazon warehouse in the destination country. Amazon handles all logistics, including shipping, returns, and customer service. This significantly simplifies market entry but requires tax and legal preparation.
It is very important. Professionally translated texts, country-specific payment methods, adapted pricing, and local customer service are crucial for success abroad. Localization not only increases the conversion rate but also strengthens customer trust.
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