Amazon Europe Expansion Strategy for New Sellers
amazon global selling
Launch in the UK in 4 weeks, easily manage operations; expand to Germany, France, Italy, Spain, and emerging markets in 12 weeks!
Expansion Roadmap
Step 1: Account Registration & Verification
Target: UK
Timeline: ~4 weeks
- Register account and complete verification.
- Apply for UK VAT number and other compliance requirements.
- Apply for a 120-day UK VAT exemption period for early launch.
[UK Flag] United Kingdom
Step 2: FBA Launch in Germany
Target: Germany
Timeline: ~12 weeks
- Register account with a single set of registration documents.
- Quickly open 20 popular European marketplaces.
- Apply for German VAT number.
- Prepare other compliance requirements (e.g., GPSR, EPR).
[Germany Flag] Germany
Step 3: Enable Pan-European FBA
Target: France, Italy, Spain, and emerging markets (Netherlands, Sweden, Ireland, Poland, Belgium)
- Utilize German inventory to support other European marketplaces.
- For France, Italy, Spain, Poland, Ireland: Register VAT numbers and benefit from free intelligent inventory transfer from Germany, enjoying local delivery fees.
- For Netherlands, Sweden, Belgium: No VAT registration required; directly share European inventory and enjoy local delivery fees when shipping from Germany.
- Prepare other compliance requirements (e.g., GPSR, EPR).
[EU Flags] France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Belgium
Step 4: Launch European Export Plan
Target: Over 30 European countries
- Cover 6 European marketplaces with export functionality (UK, France, Germany, Italy, Spain, Netherlands).
- Receive a $50 discount on advertising spend and Amazon coupons for each of the first 4 weeks.
Timeline: ~12-20 weeks
Detailed Breakdown by Week
| Week | Account Operations | Listing Creation & Optimization | Logistics (First Leg Shipping) | VAT Application | Compliance | Marketplace Launch |
|---|---|---|---|---|---|---|
| Week 1 | Account Registration & Verification [UK Flag] | Create Listing | Ship to UK FBA (SEND: ~1.5 weeks, AGL: ~7-9 weeks) | Submit VAT application materials (2 weeks for service provider review) | UK Listing Live | |
| Week 2 | Account Verification Completion | Create & Optimize Listing | VAT application submitted to tax authorities | |||
| Week 3 | Create & Optimize Listing | Ship to Germany FBA (SEND: ~1.5 weeks, AGL: ~8-10 weeks) | Submit VAT application materials (Germany: 6-8 weeks, Italy: 1 week, France: 6-8 weeks, Spain: 6-8 weeks) | Register German Packaging Law (1 week), EU Responsible Person (1 week), Product Labeling | Germany Listing Live | |
| Week 4 (Air Freight) | Ship to UK FBA | VAT approval and tax number issuance (approx. 6-12 weeks) | GPSR, EPR, WEEE, Battery Law, Energy Labeling, French/Spanish Packaging Law | UK Sales Begin, Activate Coupons & Ads | ||
| Week 10 (Sea Freight) | Ship to Germany FBA | Germany Sales Begin, Activate Coupons & Ads | ||||
| Week 12 (Air Freight) | Apply for UK VAT grace period (120 days) upon product arrival at UK FC. Upload UK VAT number within the grace period to avoid sales suspension. | Register German Packaging Law (1 week), EU Responsible Person (1 week), Product Labeling | Enable Pan-European FBA (if applicable) | |||
| Week 14 | Launch France, Italy, Spain, and emerging markets (Netherlands, Sweden, Ireland, Poland, Belgium) | |||||
| Week 16 (Sea Freight) | France, Italy, Spain, and emerging markets sales begin, activate coupons & ads. | |||||
| Week 20 | Launch European Export Plan, covering 30+ European countries. |
Notes & Compliance Details:
- KYC Simplification: Most sellers can start selling in Europe after identity verification.
- Cross-Border Fulfillment: Inventory stored in the UK can fulfill orders from EU marketplaces (Germany, France, Italy, Spain), and vice versa, utilizing the European Fulfillment Network.
- First Leg Shipping: Recommended solutions are Amazon Global Logistics (AGL) for sea freight and Amazon SEND for air freight.
- UK Import Documentation: Within 60 days of arrival at a UK Amazon fulfillment center, submit the Import Entry Number (IEN) or select a reason code as per the UK Fulfillment House Due Diligence Scheme (FHDDS).
- VAT Registration Grace Period (UK): Apply for a 120-day UK VAT grace period upon product arrival. Upload your UK VAT number within this period to avoid sales suspension.
- German VAT Compliance: Create a German FBA shipment as a VAT registration document. Close the German warehouse setting within 24 hours after receiving the screenshot to avoid VAT obligations before obtaining a German VAT number.
- GPSR (General Product Safety Regulation): For most non-food consumer goods sold in the EU, compliance with GPSR is required by December 13, 2024. This includes registering an EU Responsible Person, providing product labeling, and uploading required information to the seller platform.
- WEEE Registration: If selling electrical and electronic equipment in Germany, Amazon will collect and verify your WEEE registration number.
- Pan-European FBA (New ASINs after June 25, 2025): Must be listed and sellable in the Netherlands in addition to Germany, France, Italy, and Spain to join Pan-European FBA and enjoy local delivery fees.
- Pan-European FBA (Existing ASINs before June 25, 2025): List ASINs in the Netherlands and keep them sellable to retain Pan-European FBA eligibility.
- Emerging Markets: Emerging markets share existing European inventory, eliminating the need for separate VAT registration.
- Timelines are estimates and subject to actual circumstances.
