Expand your business with the European Expansion Programme
Sell in nine European stores with just two clicks
To use the European Expansion Programme, you must be registered as a professional seller with at least one active European Amazon account.
![Person receiving Amazon Prime parcel](https://m.media-amazon.com/images/G/02/Website/SOA/Website/Transparent_300x300.png)
What is the European Expansion Programme (EEA)?
The European Expansion Programme is an automated expansion solution for our sellers. It enables them to expand their business operations on Amazon across Europe free of charge in less than three working days.
Get started with just two clicks
![Great British Pound](https://m.media-amazon.com/images/G/02/sell/images/Great_british_pound_gbp.png)
As a holistic expansion solution, the European Expansion Programme seamlessly creates your product listings, sets prices, configures shipping settings and templates, and enrols your products into fulfilment programmes in the stores you want to expand into.
To use the European Expansion Programme, you must be registered as a professional seller with at least one active European Amazon account
![Person receiving Amazon Prime parcel](https://m.media-amazon.com/images/G/02/Website/SOA/Website/Transparent_300x300.png)
![Who is a producer — EPR](https://m.media-amazon.com/images/G/02/sell/images/EEA_I_IMAGE_3.png)
Why should my company expand to Europe?
![Great British Pound](https://m.media-amazon.com/images/G/02/sell/images/Kr.png)
In the last decade alone (2010 to 2020), Amazon has invested more than EUR 142 billion in the EU and the UK.
By expanding to European stores, sellers across Europe can take advantage of Amazon's large regional presence and cutting-edge logistics capabilities. And their products are seen by hundreds of millions of customers.
By expanding to European stores, sellers across Europe can take advantage of Amazon's large regional presence and cutting-edge logistics capabilities. And their products are seen by hundreds of millions of customers.
Who can use the European Expansion Programme?
To take advantage of the European Expansion Programme, you must be a professional seller who sells products in at least one European Amazon store.
The programme is free of charge and sellers can use it to expand at any time.
The programme is free of charge and sellers can use it to expand at any time.
![Zl](https://m.media-amazon.com/images/G/02/sell/images/Zl.png)
![Person receiving Amazon Prime parcel](https://m.media-amazon.com/images/G/02/Website/SOA/Website/Transparent_300x300.png)
![](https://m.media-amazon.com/images/G/02/sell/images/EEA_TimeResources_ICON_2.png)
Save time
and resources
and resources
The entire process of expanding into a new Amazon store is free of charge and completed in just three working days.
![](https://m.media-amazon.com/images/G/02/sell/images/EEA_Twoclick_ICON_2.png)
Scale with
two clicks
two clicks
You don't have to use multiple tools in Seller Central. Our automated solution allows you to scale your business with just two clicks.
![](https://m.media-amazon.com/images/G/02/sell/images/EEA_Maximise_ICON.png)
Maximise your company's reach
You can expand into any or all available Amazon stores: the UK, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland and Belgium.
![](https://m.media-amazon.com/images/G/02/sell/images/EEA_Diversify_ICON.png)
Diversify your revenue stream
Selling in multiple European stores helps you to diversify your revenue streams and thereby benefit from different holidays and peak sales periods.
Start your expansion
The European Expansion Programme makes it easy for you to expand your business on Amazon.
![](https://m.media-amazon.com/images/G/02/Website/SOA/Website/No_1.png)
Open the European Expansion Programme in Seller Central
![search bar](https://m.media-amazon.com/images/G/02/sell/images/EEA_Search_1.png)
![](https://m.media-amazon.com/images/G/02/Website/SOA/Website/No_2.png)
Select the stores you would like to expand into
Selling in another country may subject you to additional sales tax obligations. Take a look at VAT Services on Amazon — a holistic solution for compliance with tax obligations that will help you manage your VAT registration through to filing your VAT declaration.
![Amazon delivery driver carrying a box](https://m.media-amazon.com/images/G/02/sell/images/EEA_FlagIcon_1.png)
![](https://m.media-amazon.com/images/G/02/Website/SOA/Website/No_3.png)
Read and accept the global selling terms and conditions
![Person receiving Amazon Prime parcel](https://m.media-amazon.com/images/G/02/sell/images/EEA_Accept_TC_1_DE.png)
![](https://m.media-amazon.com/images/G/02/Website/SOA/Website/No_4.png)
Click on the "Start Expansion" button
![Person receiving Amazon Prime parcel](https://m.media-amazon.com/images/G/02/sell/images/EEA_Start_1_DE.png)
That's all it takes.
Click here to get started.
Click here to get started.
176 million
Monthly unique visitors in the UK, Germany, France, Italy and Spain
*Source: SimilarWeb, December 2020
*Source: SimilarWeb, December 2020
45,000+
Third-party sellers who made more than $100,000 in sales on European Amazon online stores in 2020
3,400+
Products sold per minute in European Amazon online stores in 2020
Frequently Asked Questions
![](https://m.media-amazon.com/images/G/02/sell/images/Kr_v2.png)
1. How are my prices set for expanded listings?
For products shipped using Fulfilment by Amazon, the pricing rule is that the price applies to the source store, adjusted for taxes and fees. Once this feature is enabled, prices are automatically adjusted to take into account the estimated shipping charges (based on dimensions, selected shipping programme and estimated inventory location), estimated sales tax, customisation and the currency difference between the source and target stores. Products shipped using Fulfilled by Merchant are the same price as in the source store, adjusted for the exchange rate and sales tax where applicable. Note: The "Build International Listings" tool regularly adjusts prices to take account of exchange rate fluctuations in the currencies of the target store. The frequency of these adjustments may vary from daily to weekly. These adjustments do not reflect changes of less than one percent.
2. What is the VAT impact of European expansion on my company?
If you choose the Union One-Stop Shop, you can sell in more than one European country without the high administrative costs associated with obtaining and managing up to 27 VAT identification numbers in the EU. If you choose OSS, you can report all B2C distance sales in the EU in a single VAT return within the country where you reside, regardless of the country from which the delivery is made. Please note that other factors may still require you to obtain a VAT number, such as holding inventory in other EU countries. Always check with your tax advisor to see what requirements may apply. If you need help, take a look at VAT Services on Amazon — a holistic solution for compliance with tax obligations that will help you manage your VAT registration, fill out forms and file tax returns.
3. How is my source store selected for expansion?
- If you currently only sell in one store in Europe, this will be your source store.
- If you sell in multiple stores in Europe, we will select the store where you have the most listings as your source store.
- If you sell in multiple stores in Europe and there is a connection in the "Build International Listings (BIL)" tool, we use the defined source stores from BIL.
4. How are my listings translated?
The "Build International Listings (BIL)" tool is used for all translations and creating product detail pages in the target store. Following successful expansion into selected European stores, the translations can be adapted.
5. What else do I need to do after I've clicked on "Start Expansion"?
For listings shipped using Fulfilment by Amazon, no further action is required. Listings in the target store become active once the expansion process is complete.
For listings shipped using Fulfilled by Merchant, created listings become inactive and your account in the target store goes into holiday mode. You can activate your Fulfilled by Merchant listings directly from the European Expansion Programme page once you've reviewed your account settings, listings, pricing, shipping settings and shipping templates in the target store.
For listings shipped using Fulfilled by Merchant, created listings become inactive and your account in the target store goes into holiday mode. You can activate your Fulfilled by Merchant listings directly from the European Expansion Programme page once you've reviewed your account settings, listings, pricing, shipping settings and shipping templates in the target store.
Helpful resources
The European Expansion Programme makes it easy for you to expand your business on Amazon.
![Great British Pound](https://m.media-amazon.com/images/G/02/sell/images/Great_british_pound_gbp.png)
![Euro](https://m.media-amazon.com/images/G/02/sell/images/Euro.png)
![Polish Zloty](https://m.media-amazon.com/images/G/02/sell/images/Zl.png)
Start selling today
Whether you're selling one item or millions of items, selling on Amazon lets you reach millions of buyers. Your account is configured so that you can sell across Europe.
€39 (excl. VAT) per month + referral fees
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