Cross-Border E-Commerce with Amazon: How to succeed in international sales
There is actually no reason why Amazon sellers should not sell their products internationally. Except perhaps: the bureaucracy. However, the e-commerce giant is trying to remedy this by making it as easy as possible for companies on its platform to handle international transactions – especially at the European level.
Especially for sellers of commercial goods who work with Fulfillment by Amazon (FBA), it is relatively straightforward to handle sales across Europe or even worldwide. Nevertheless, there are some hurdles to overcome. We have looked at the options you have as a seller to sell internationally on Amazon.
Why international sales on Amazon are worthwhile
International sales through Amazon offer enormous opportunities for sellers who think beyond the borders of their home market. Amazon operates over 20 marketplaces worldwide – including strong e-commerce nations such as the USA, the UK, France, Italy, Japan, and Canada. Each of these markets brings millions of potential customers who are specifically searching for products – often exactly what you are already successfully selling in your home market.
By expanding to international marketplaces, you can significantly increase your reach and unlock new revenue potentials. Especially if your product has little competition in a particular country, the step is doubly worthwhile: you benefit from higher visibility and lower advertising costs.
Another advantage: Amazon actively supports you in internationalization – with programs like Amazon Global Selling, integrated logistics solutions (FBA), and tools for tax and revenue overview. This makes it feasible for small and medium-sized enterprises to get started. Those who enter international markets early gain a clear competitive advantage. You can build brand awareness 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 run, achieve greater reach, generate growth, and increase revenue. Up to a certain point, many Amazon sellers manage to expand well nationally. However, at some point, the topic of internationalization appears on the agenda, as national markets alone are inevitably limited in terms of sales potential.
But caution! Internationalization is not a cure-all for poorly performing Amazon businesses. Rather, in this situation, the problems of the national business would simply be expanded internationally. So stabilize your numbers first before you venture into new sales markets abroad!
But the strongest argument for expansion as an Amazon seller is: Selling internationally is relatively easy – much easier than outside the Amazon world, for example, for startups or ambitious SMEs.
Why should sellers settle for the large but limited sales potential on Amazon.de when they could also reach buyers abroad in Spain, Italy, or the USA?
Your advantages at a glance
Does it have disadvantages to sell internationally on Amazon?
Sellers of commercial goods usually assign their products to an already existing listing. Therefore, they usually do not have to worry about the language. However, private label sellers cannot benefit from this if they want to sell their Amazon offers internationally as well. A translation of the product page regarding the product title, product description, and other relevant content is hardly avoidable. Depending on the number of listed products, this can be a real cost factor: Poor translations are a no-go, which is why professional translations should always be created by professionals.
But there are other to-dos for sellers when it comes to internationalization. Especially legally, some work awaits them. Each country has its own advantages and disadvantages. For example, anyone who wants to sell through the Amazon marketplace in the USA has to deal with different things than someone who focuses on Asia. The size of North America and the resulting revenue potential speak for themselves, on the other hand, the liability issue and the correct labeling of products can become a stress factor.
VAT ID is mandatory for storage abroad
A tax registration in the respective storage countries is, for example, unavoidable even when participating in the FBA program within the European Union, as storing goods establishes VAT liability. Sellers must therefore strive for a VAT number in these states.
This obligation for tax registration applies across Europe even when sellers use Amazon’s shipping to sell internationally. However, taxes do not necessarily have to be paid in every destination country, as the transfer of goods to foreign warehouses is usually tax-free – provided that a valid VAT identification number (VAT ID) of the destination country and proof of the transfer are available. The catch: Amazon usually does not provide such proof. Therefore, many sellers resort to pro forma invoices according to § 17c UStDV.
Another problem that exists in some EU countries (e.g., Poland) is the so-called JPK reports, which must be submitted monthly based on all transactions and have completely replaced the classic VAT return since 2020. Without such a report, it can happen that the VAT ID is deactivated abroad, transactions become taxable, and high penalties are imposed on online sellers.
Therefore, it has proven effective to outsource certain processes in order to sell internationally on Amazon as legally securely as possible – this is especially true for legal and tax processes such as accounting.
Similar regulations apply to Amazon sellers who sell worldwide. Here, the tax liability usually exists in the destination country, while export deliveries in the country of origin are tax-free. However, there are also extensive documentation requirements for which sellers are best advised to get support from a professional such as a tax advisor.
Requirements and strategies for entering cross-border e-commerce
Before you take off on international Amazon marketplaces, you should check some basic requirements – both organizationally and strategically. Because a successful entry into cross-border e-commerce is based not only on good products but also on smart preparation.
Technical and legal foundations:
Make sure that your Amazon seller account is enabled for international sales. With the Amazon Global Selling program, you gain access to international marketplaces and can make your offers visible worldwide. Additionally, as mentioned earlier, depending on the destination country, you will need a local VAT registration as well as legally compliant product labeling – both within the EU and outside of it. Your business processes – from accounting to customer service – should also be internationally scalable.
Marketplace selection: Where to start?
Not every market is automatically the right one for every product. Analyze potential sales markets based on demand, competition, purchasing behavior, and shipping options. While the US market offers enormous volume, European neighboring countries like France, Italy, or Spain are often more accessible – especially for sellers based in Germany.
Strategy: Expand or restart?
Consider whether you want to internationalize existing listings or strategically build the market entry as a relaunch. In the case of strong competition, it may be worthwhile to position your brand specifically for the target market – with localized texts, adapted branding, and tailored offers.
Tools & Support
Use the tools provided by Amazon, such as the Build International Listings (BIL) assistant or the Currency Converter Tool, to synchronize listings and bridge currency barriers. Alternatively, you can collaborate with experienced agencies or service providers that specialize in Amazon expansion.
In short: Those who create the right conditions and start with a clear strategy not only lay the foundation for selling internationally, whether in Europe or globally – but also for sustainable success.
Logistics and shipping abroad
Logistics is one of the central success factors in international e-commerce. Customers today expect not only fast and reliable deliveries – they also compare shipping costs, return options, and customer service quality. Those who excel in this area score not only with the product but with the entire shopping experience.
Tip: Many sellers use specialized logistics service providers that focus on Amazon shipping abroad – including customs clearance, packaging, and warehousing.
Tax requirements and registrations in target markets
Those who sell internationally on Amazon must deal with different tax regulations – a often complex but essential topic. Depending on the destination country, different obligations apply regarding VAT, registrations, and reporting. Mistakes or omissions can quickly become costly. This also applies to VAT in the EU, despite VAT regulations, the One-Stop-Shop, the Schengen Area, and so on.
VAT 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 the EU, 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 EU country. If you store your goods in multiple countries (e.g., through FBA in Poland or the Czech Republic), you will need a separate VAT identification number in each of those countries and must regularly submit local tax returns. The same registration and filing obligations apply in countries outside the EU – such as the United Kingdom or the USA.
Amazon supports – but you remain responsible
Although sellers 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 liabilities.
Recommendation: Collaboration with tax professionals
For entry, it is advisable to collaborate with specialized tax advisors or service providers who are familiar with international e-commerce. Many offer complete solutions for Amazon sellers – including VAT 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 peculiarities in different countries
When selling internationally on Amazon, not only different tax regulations apply – consumer rights, product safety requirements, and warranty regulations also vary significantly from country to country. Those who are not familiar with the country-specific guidelines risk warnings, blocked listings, or even legal consequences.
Product safety and labeling requirements
Depending on the type of product, different countries have their own requirements for safety markings, warnings, or certification marks. One example: In the EU, many products are required to have CE marking – while in the USA, the UL mark plays an important role. Language-specific instructions (e.g., user manuals in French for Canada or France) are also legally required.
Packaging laws and recycling obligations
In many countries, there are legal regulations regarding the return or registration of packaging – e.g., the Packaging Act in Germany (LUCID) or similar systems in France and Italy. Those who do not register or fulfill the obligations may not be allowed to sell their products legally there.
Imprint, right of return, and warranty
There are also significant differences regarding returns and warranties. In the EU, consumers generally have a 14-day right of withdrawal – without providing reasons. In other countries, different deadlines or conditions apply. As a seller, you must correctly implement these country-specific rights and also take them into account in the product description. The imprint is also very important. This obligation exists in many countries.
Amazon-specific requirements by marketplace
In addition to legal requirements, Amazon itself also sets specific requirements for each marketplace – e.g., for product titles, categorization, product images, or content guidelines. What is permissible in Germany may violate guidelines in the USA – and vice versa.
How does Amazon Pan EU work?
Compared to the organizational and legal effort of setting up your own online shop globally, it is relatively easy to sell internationally via Amazon FBA. Because, as with domestic Fulfillment by Amazon, the online giant takes care of storage, shipping, returns processing, and customer service. The latter point should particularly please sellers, as it saves them from awkward communication with customers in foreign languages.
Sellers can register for the Pan EU sale or activate this option in the settings of Seller Central. 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 internationally via Amazon.
With the delivery of FBA goods to one of the foreign warehouses, Amazon then takes over logistics and customer service. The e-commerce giant forecasts the expected orders and decides based on this how many units of which goods will be stored in which shipping center. The advantage for the seller also lies in the shipping fees, as they usually only pay the local postage costs, and they can also offer Amazon customers fast shipping internationally and receive the coveted Prime logo.
Fulfillment by Merchant (FBM) is also possible throughout the EU. However, this means increased effort for sellers: Not only is timely delivery of the order required, but there is also a need for customer service in the respective local language and a local address for returns. Alternatively, reimbursement of international fees for the shipping of returns can also occur.
Alternatives to Pan EU shipping
Anyone who wants to sell internationally with Amazon has, besides Pan EU shipping, other shipping options, for example, because there is not enough order volume coming in for Pan EU or because costs and benefits would not balance out.
European Expansion Program
With the European Expansion Program, in English European Expansion Accelerator (EEA), it should also be possible for small to medium-sized merchants to sell internationally with just a few clicks.
With the activation, the account registration, translation and listing of products, shipping, eligibility check of the offers, and catalog adjustment are set up within just three days. The marketplace seller still has control over whether they want to sell on only one, some, or all Amazon shops within the EU.
In addition, the tool also provides country-specific recommendations. Overall, internationalization becomes even simpler and faster. However, merchants should keep in mind that while marketplaces can be activated quickly, their own resources must also keep pace.
The 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 alone is not enough in international trade – targeted localization is equally important. Each target group has its own expectations, cultural peculiarities, and preferences that you should consider in your Amazon presence if you want to achieve high customer satisfaction.
Professional Translation of Product Texts and Co.
The first step to localization on Amazon is a flawless translation of your product texts – from title and bullet points to product description. Avoid automatic translations or check them closely, as they often appear unprofessional or misleading. Native-speaking translators with e-commerce experience can not only accurately convey your content but also culturally adapt it – including tone, style, and keyword selection.
Adjusted Prices, Currencies, and Payment Methods
What is considered a fair price in Germany may be perceived quite differently in the United Kingdom or Canada. Consider local pricing structures and ensure that your offers are presented in the respective local currency. Preferred payment methods – such as credit card, invoice, direct debit, or digital wallets – also vary by market.
Customer Expectations for Service and Delivery
Customers in the USA often expect 24/7 customer service – in their native language and with a quick response time. In France or Spain, buyers place particular importance on detailed product information and a clear return policy. Make sure to specifically meet these expectations – for example, through local support or by using a 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. One example: while sober information is appreciated in Germany, emotional texts often work better in Italy or the USA. Thinking locally here not only strengthens the conversion rate – but also builds trust in the brand.
The reverse way: No foreign shipping desired
It may happen that sellers on Amazon no longer want to sell internationally. Merchants can deactivate the function at any time. There are many reasons, such as exorbitant order volume, very high effort, or issues with VAT registration.
To do this, first, the listing on other marketplaces must be deactivated, which is usually possible through Seller Central under the menu item “Inventory” → “Sell Globally”. Here, individual marketplaces can be deactivated, leaving only Amazon.de.
Secondly, merchants can also exclude global shipping, for example, from orders via Amazon.de to France or Spain. This is possible in the shipping settings. Then, customers from abroad can no longer purchase the seller’s products through Amazon.de.
Anyone who only wants to exclude certain product categories or individual Amazon products from international sales can do so in the FBA settings: Fulfilled by Amazon → Settings → Shipping Programs and Export Settings → Exclude Products.
Conclusion: Relatively easy to accomplish
Selling internationally on Amazon is relatively easy. This is no surprise: the larger Amazon becomes, the more revenue it brings to the online giant, and many customers are not bothered by purchasing goods internationally through Amazon.
In particular, shipping via FBA as part of the Pan EU program or another service is quickly implementable for sellers and opens up the European Amazon ecosystem with Spain, France, Italy, and so on in one fell swoop.
Nevertheless, the hurdles should not be underestimated, especially if merchants want to deliver to third countries outside the European Union. Here, the assistance of a corresponding specialist lawyer is highly recommended, as there can be much greater legal differences to navigate in order to sell internationally through Amazon.
Frequently Asked Questions
For international selling on Amazon, you need an activated seller account, a clear logistics strategy, possibly tax registrations in the destination country, as well as localized product listings. Amazon offers programs like Global Selling and FBA for this purpose.
With Amazon Global Selling, you can sell in over 20 countries, including the USA, Canada, the United Kingdom, Germany, France, Spain, Italy, Japan, and Australia. The choice of the right marketplace depends on your product and target audience.
Yes, in many cases. Once you store goods abroad or exceed a delivery threshold, VAT registration in the respective country is required. In the EU, the OSS procedure can be a central solution – but not for FBA storage abroad.
With Amazon FBA, you send your products to an Amazon warehouse in the destination country. Amazon then takes care of the complete logistics including shipping, returns, and customer service. This significantly simplifies the entry, but requires tax and legal preparation.
Very important. Professionally translated texts, country-specific payment methods, adjusted prices, and local customer service are crucial for success abroad. Localization not only increases the conversion rate but also strengthens buyer trust.
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