Cross-Border E-Commerce with Amazon: How to Succeed in International Sales

There is really no reason why Amazon sellers should not sell their products internationally. Except perhaps for bureaucracy. However, the e-commerce giant is trying to alleviate this by making it as easy as possible for businesses on its platform to handle international transactions – especially at the European level.

Especially for sellers of branded 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 available to you as a seller to sell internationally on Amazon.

Why International Sales on Amazon Are Worth It

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 like 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, this 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 enter the market. 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, only the problems of the national business would be expanded internationally. Therefore, stabilize your numbers first before venturing 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 small to medium-sized enterprises.

So why should sellers settle for the large but limited sales potential on Amazon.de when they could also reach Spanish, Italian, or US buyers abroad?

Your Advantages at a Glance

Are there disadvantages to selling internationally on Amazon?

Sellers of branded goods typically assign their products to an 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 listings internationally as well. A translation of the product page regarding the product title, product description, and other relevant content is almost unavoidable. Depending on the number of listed products, this can be a significant cost factor: Poor translations are a no-go, which is why professional translations should always be done by experts.

However, there are other to-dos for sellers when it comes to internationalization. Especially legally, there is quite a bit of work ahead of them. Each country has its own advantages and disadvantages. For example, those who want to sell on the Amazon marketplace in the USA need to deal with different issues than someone focusing on Asia. The size of North America and the resulting revenue potential are appealing, but on the other hand, liability issues and proper product labeling can become stress factors.

VAT ID is mandatory for storage abroad

A tax registration in the respective storage countries is also unavoidable when participating in the FBA program within the European Union, as storing goods establishes VAT liability. Sellers must therefore seek a VAT number in these countries.

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 (USt-ID) from the destination country and proof of the transfer are available. The catch: Amazon typically does not provide such proof. Therefore, many sellers resort to pro forma invoices in accordance with § 17c UStDV.

Another issue 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 traditional VAT return since 2020. Without such a report, it can happen that the VAT ID is deactivated abroad, transactions become taxable, and high penalties may be imposed on online sellers.

Therefore, it has proven effective to outsource certain processes to sell on Amazon internationally 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 bring in support from a professional, such as a tax advisor.

Requirements and Strategies for Entering Cross-Border E-Commerce

Before you launch on international Amazon marketplaces, you should check some basic requirements – both organizationally and strategically. A successful entry into cross-border e-commerce is based not only on good products but also on smart preparation.

Technical and Legal Foundations:
Ensure that your Amazon seller account is enabled for international sales. With the program Amazon Global Selling, you gain access to international marketplaces and can make your listings visible worldwide. Additionally, as mentioned earlier, you will need a local VAT registration depending on the destination country, 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 scalable internationally.

Marketplace Selection: Where to Start?
Not every market is automatically the right fit 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 Relaunch?
Consider whether you want to internationalize existing listings or strategically build your 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
Utilize 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 establish the right prerequisites 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 key success factors in international e-commerce. Customers today expect not only fast and reliable deliveries – they also compare shipping costs, return options, and the quality of customer service. Those who excel in these areas score points not only with the product but with the entire shopping experience.

Tip: Many sellers use specialized logistics providers that focus on Amazon shipping abroad – including customs handling, packaging, and storage.

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, 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, allowing 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 applies to countries outside the EU – such as the United Kingdom or the USA – where specific registration and reporting obligations exist.

Amazon Supports – But You Remain Responsible

While 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: Collaborate with Tax Professionals

For beginners, it is advisable to collaborate with specialized tax advisors or service providers who are familiar with international e-commerce. Many offer comprehensive solutions for Amazon sellers – including VAT registration, monthly reporting, and communication with authorities. Even though the bureaucratic effort may seem daunting at first, with the right support, the issue of tax compliance becomes manageable and well-planned.

Legal Particularities in Different Countries

When selling internationally on Amazon, not only do different tax regulations apply, but 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 labels, warnings, or certification marks. For 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 – for example, the Packaging Act in Germany (LUCID) or similar systems in France and Italy. Those who do not register or fulfill these obligations may not be allowed to sell their products legally in those countries.

Imprint, Right of Withdrawal, and Warranty

There are also significant differences regarding returns and warranties. In the EU, consumers generally have a 14-day right of withdrawal – without having to provide a reason. In other countries, 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 countries.

Amazon-Specific Requirements by Marketplace

In addition to legal requirements, Amazon itself also sets specific requirements for each marketplace – such as 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 required to set up your own online shop globally, it is relatively easy to sell internationally through Amazon FBA. Just like with domestic Fulfillment by Amazon, the online giant takes care of storage, shipping, handling returns, and customer service. The latter point should particularly please sellers, as it spares them from dealing with challenging foreign language customer communication.

Sellers can register for the Pan EU sale or activate this option in the settings of Seller Central. Additionally, the inventory 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 through Amazon.

With the delivery of FBA goods to one of the foreign warehouses, Amazon 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 typically only pay the local postage costs. Additionally, they can offer Amazon customers fast shipping internationally and receive the coveted Prime logo.

Fulfillment by Merchant (FBM) is also possible across 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 be arranged.

Alternatives to Pan EU Shipping

Those who want to sell internationally on Amazon have, in addition to Pan EU shipping, other shipping options, especially if there is not enough order volume for Pan EU or if the costs and benefits do not balance out.

European Expansion Program

With the European Expansion Program, also known as the European Expansion Accelerator (EEA), it should be possible for small to medium-sized sellers to sell internationally with just a few clicks.

With activation, the account registration, translation and listing of products, shipping, eligibility assessment of the listings, and catalog adjustments are set up within just three days. The marketplace seller still has control over whether they want to operate on just one, some, or all Amazon shops within the EU.

In addition, the tool also provides country-specific recommendations. Overall, this makes internationalization even more straightforward and faster. However, sellers should keep in mind that while marketplaces can be quickly activated, 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 – equally important is targeted localization. Each target audience has its own expectations, cultural nuances, and preferences that you should consider in your Amazon presence 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 closely monitor them, 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 UK or Canada. Take local pricing structures into account and ensure that your listings 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. For example, while straightforward information is appreciated in Germany, emotional texts often perform better in Italy or the USA. Thinking locally not only strengthens the conversion rate but also builds trust in the brand.

The Reverse Path: No Foreign Shipping Desired

There may be instances where sellers on Amazon no longer wish to sell internationally. Sellers can deactivate the function at any time. There are many reasons for this, such as an exorbitant order volume, a very high level of effort, or issues with VAT registration.

First, the listing on other marketplaces must be deactivated, which is usually possible through Seller Central under the “Inventory” → “Sell Globally” menu item. Here, individual marketplaces can be deactivated, leaving only Amazon.de active.

Secondly, sellers can also exclude international shipping, meaning, for example, from orders via Amazon.de to France or Spain. This is possible in the shipping settings. Then, customers from abroad will no longer be able to purchase the seller’s products through Amazon.de.

If you only want to exclude certain product categories or individual Amazon products from international sales, you can do this in the FBA settings: Fulfillment 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 generates for the online giant, and many customers are not bothered by purchasing goods internationally through Amazon.

In particular, shipping through 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.

However, the hurdles should not be underestimated, especially if sellers want to deliver to third countries outside the European Union. In this case, the assistance of a qualified attorney is highly recommended, as there can be much greater legal differences to navigate in order to sell internationally on Amazon.

Frequently Asked Questions

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