Over €47,250 in potential incentives when you start selling on Amazon. Find out howOver €47,250 in potential incentives when you start selling on Amazon. Find out how
Comprehensive guide to selling internationally on Amazon
Learn how to sell internationally with Amazon Global Selling. Discover tools and tips to maximise your global expansion.
Summary
Cross-border e-commerce now makes it easy for numerous selling partners to reach millions of customers online worldwide. The following article provides step-by-step instructions on how Amazon Global Selling can help you sell internationally:
• Cross-border product compliance
• Data-based product selection for international selling on Amazon
• Creating international listings
• International brand transfer
• International shipping
• Business optimisation
• Cross-border product compliance
• Data-based product selection for international selling on Amazon
• Creating international listings
• International brand transfer
• International shipping
• Business optimisation
Why sell internationally now?
International selling has always been a fascinating idea for many selling partners aiming to increase their sales potential. Whereas market research, product compliance and international shipping required considerable effort in the past, cross-border e-commerce makes the process significantly easier today. It enables selling partners to sell their products not only at their place of origin but also in other countries via the same online platform. You could now reach millions of potential customers from home.
What are the benefits of selling internationally?
Reach a larger customer base
Selling internationally gives you access to a new high-spend customer base, which enables you to grow your sales more. As a selling partner with Amazon Global Selling, you benefit from global reach across more than 23 international stores and 180 countries.
Diversify your revenue
You can mitigate fluctuations in sales through international selling by taking advantage of the seasonal shopping calendar in other countries. Selling partners who list products in both their local Amazon store and on Amazon.com generate over 40% of their sales from Amazon.com on average (1).
"We saw the US market as offering huge potential for further growth, even greater than what we had achieved in Europe."
Click here to watch the full seller journey report and podcast
How can Amazon Global Selling help you expand globally?
Amazon Global Selling understands your international selling challenges. We offer various assistance programmes and powerful tools in all areas that can facilitate your global expansion:
Guides and Service Provider Network for product requirements
Amazon provides a step-by-step guide for cross-border product compliance. Amazon's Service Provider Network also allows you to select trusted third parties to help you comply with complex tax rules, product law provisions and other regulations.
Professional tools for product selection tips
It can be challenging for selling partners to predict customer demand for specific products in new stores. Amazon's latest machine learning solution Marketplace Product Guidance analyses data from various Amazon stores to help you identify promising sales opportunities and carry out your market research more efficiently.
Facilitating building international listings
You can connect multiple stores and use Build International Listings to create and update your listings for your target stores from a single source store.
Brand transfer
With the Amazon Brand Registry programme, you can register your brand and unlock various brand building and brand protection tools. Our automated protective measures help you protect your intellectual property and prevent fake listings. You can transfer your brand directly to the new store and optimise your content with features like A+ Content and Brand Analytics. Get up to 10% back on branded sales when you register your brand with us now.
Logistics solutions for international shipping
International shipping can be complicated for many selling partners, especially when it comes to cross-border logistics and storage. Amazon Global Selling provides you with suggested logistics solutions. You can have your goods delivered to your target stores via Amazon's FBA programme and also ship them internationally via Amazon's Partnered Carrier programme.
Powerful business optimisation tools
Switching currencies, manually adjusting prices and developing new products can be time-consuming. That is why Amazon offers you various business optimisation tools, such as
• Amazon Currency Converter (20+ currencies)
• Automated Pricing
• Product Opportunity Explorer
Scroll down for more tools and information.
• Amazon Currency Converter (20+ currencies)
• Automated Pricing
• Product Opportunity Explorer
Scroll down for more tools and information.
1. Key considerations before shipping internationally
Cross-border product requirements
Review the requirements for products, product safety and product listings to determine whether you are allowed to sell your products in the relevant target store. Clarify what additional approvals, checks or documents may be needed. You can use our Compliance Reference tool to learn about product requirements. Take a look at our product compliance guide for your products broken down by country.
Taxes and regulations
Check the duties, taxes and legal regulations of the country you want to expand into. When shipping internationally, you must use Delivered Duty Paid (DDP) for all shipments.
Service Provider Network
The Service Provider Network provides you with contacts to trusted third-party providers who can assist you throughout the international selling process.
2. Product decision for selling internationally on Amazon
Data-based product selection for your expansion
Discover our latest Amazon solution in your Seller Central account: Marketplace Product Guidance to explore opportunities for successfully expanding your global and national catalogue.
Marketplace Product Guidance offers selling partners in Germany greater insights into expansion opportunities in the UK, France, Italy, Spain and the USA. Advanced machine learning is used to analyse which of your existing products from your local Amazon store may be in high demand in other international stores.
Key features:
• Global demand for your products enables you to identify personalised product recommendations for every store. It predicts where your products might sell well and which products might sell better there.
• Category insights provides key figures about customer preferences and competition between your existing sales categories, which you can use for further product development.
Marketplace Product Guidance offers selling partners in Germany greater insights into expansion opportunities in the UK, France, Italy, Spain and the USA. Advanced machine learning is used to analyse which of your existing products from your local Amazon store may be in high demand in other international stores.
Key features:
• Global demand for your products enables you to identify personalised product recommendations for every store. It predicts where your products might sell well and which products might sell better there.
• Category insights provides key figures about customer preferences and competition between your existing sales categories, which you can use for further product development.
Research the best-selling products in your Amazon target store
For more information, research the best-selling products in your target stores and read blog posts, such as 18 high-demand products from Amazon Best Sellers lists.
3. Registering with Amazon
Opening a new seller account in your desired target store is an essential step, even if you're already selling in an Amazon store. When you create a new account using the email address associated with your existing Amazon seller account, you can manage all stores in a single account and transfer your product reviews directly to the new store. For example, if you're a German selling partner and want to sell in the US, you'll need to create a new Amazon seller account for Amazon.com. This enables the product reviews and established reputation of your German store to be immediately transferred to your US store. Learn about the specific registration requirements by store and how to build international listings.
Watch the video here on how to list your products in your new seller account directly from Seller Central.
Watch the video here on how to list your products in your new seller account directly from Seller Central.
4. International brand transfer
If you're a brand owner, you can use Amazon Brand Registry to transfer your registered brand directly from your local store to the new store, meaning you don't need a new company to sell internationally. Optimise your brand store with A+ Content so that your customers will recognise your brand better and identify with it more strongly. Add videos, optimised images and product comparison charts to get a higher conversion rate for your sales. With Basic A+ Content, you can increase your revenue by up to 8% — and with well-implemented Premium A+ Content, you can even increase your revenue by up to 20% (2).
Register now for free and earn up to 10% cashback on branded sales!
Watch the video here on how to transfer your brand step by step.
Register now for free and earn up to 10% cashback on branded sales!
Watch the video here on how to transfer your brand step by step.
5. International shipping
If you're considering shipping internationally, you'll need to consider various obligations when importing and exporting, such as logistics, regulations, storage, shipping costs and more. Here are a few tips for international shipping:
Fulfilment by Amazon (FBA)
To save time and effort when conducting checks for international shipping, use Fulfilment by Amazon (FBA). Ship your products to the Amazon fulfilment centre at your target store. Amazon will store your products, manage your shipments, handle customer service, manage refunds and process returns. This allows you to offer your customers free shipping in two days with Prime. You can even compare the costs of Fulfilment by Merchant versus Fulfilment by Amazon using the Revenue Calculator in Seller Central.
Expanding into the USA
If you want to expand into the USA, Amazon's largest store, you can consider our sea freight and air freight options. The Partnered Carrier programme offers you solutions for shipping your products cost-effectively from Germany to the USA. Amazon's partnered carrier collects the shipment from you and manages the entire delivery process to the Amazon fulfilment centre in the USA. The partnered carriers also provide customer service during delivery, while you retain full control over the process in Seller Central. From truckloads to small international parcels, the door-to-door solution ensures that your shipments are delivered reliably, whatever their size.
Amazon Global Logistics (AGL)
If you produce your products in China and want to expand into the USA or the UK, Amazon Global Logistics (AGL) offers the right sea and air freight solutions for you. With Amazon Global Logistics, you ship your goods directly from China to Amazon's FBA fulfilment centres in the USA or the UK. Benefit now from simplified delivery management and low overall costs. You can take care of all administration via Seller Central, while AGL handles cross-border logistics.
Watch this video to find out more:
Watch this video to find out more:
Merchant Fulfilled Network (MFN)
Organise the entire international shipping process yourself and send orders directly to your customers. You can use the Service Provider Network to find suitable service providers.
6. International selling optimisation
Boost your business performance with Amazon Seller Central tools.
Want an assessment of whether your existing products are in high demand in your new target store?
Discover international selling opportunities with our latest Marketplace Product Guidance tool. Access business intelligence insights to identify products with high expansion potential.
Want to develop a new product but don't have any ideas yet?
Make data-based decisions on products with the Product Opportunity Explorer. It gives you comprehensive data analysis about specific products, including trends in search volume, average prices and conversion rates, and even shows which product features are having a positive or negative impact on sales.
Want to maintain competitive prices without constant manual monitoring and price adjustments?
Automated Pricing automatically adjusts your prices for you, helping you maximise your sales potential.
Selling globally but worried about managing multiple currencies, exchange rates and conversion fees?
Amazon Currency Converter converts 20+ currencies to your local bank account with transparent and simplified setups.
Want to improve your visibility and increase your sales?
Offering your customers savings is one of the most effective ways to motivate them to buy from you (3). Create offers and vouchers in Seller Central to attract potential customers.
Did you know? Small businesses using Amazon Ads attribute an average of 30% of their sales to our ads (4).
Create ads for your products to help you increase your visibility and reach more customers. As a new selling partner in a store, you now get free clicks worth €45 to help you get started.
Want to increase your sales to business customers with higher average orders and lower return rates?
Reach over 5 million B2B customers using Amazon Business.
Did you know how brand owners can create better product listings on Amazon to achieve greater visibility?
For brand owners on Amazon Brand Registry, additional sales benefits are available to increase their brand presence and promote customer loyalty. Learn more about
• A+ Content
• Brand Analytics
• Manage Your Experiments
• A+ Content
• Brand Analytics
• Manage Your Experiments
Amazon Global Selling gives you completely new opportunities for easy access to millions of global customers. We support you in all areas of business: from product requirements and data-based product decisions to international shipping and business optimisation.
The future of cross-border e-commerce starts here and now, and we're here to help with your successful global expansion. Start selling internationally with us today and get an incentive worth up to USD 50,000 (check out the FAQs for more information).
Learn more about Amazon Global Selling and use our Global Expansion Guide.
The future of cross-border e-commerce starts here and now, and we're here to help with your successful global expansion. Start selling internationally with us today and get an incentive worth up to USD 50,000 (check out the FAQs for more information).
Learn more about Amazon Global Selling and use our Global Expansion Guide.
International selling FAQs
What is Amazon Global Selling?
With Amazon Global Selling, you can sell your products in our stores in America, Asia Pacific, the Middle East and Europe, and sell internationally. Amazon currently has 23 stores where you can expand your business.
What incentives does Amazon Global Selling offer for international selling?
"We're now offering you incentives worth up to USD 50,000 when you open your new store.
For most Amazon selling partners, the first 90 days are particularly decisive for international sales success. That's why we've developed the New Seller Guide to help you grow your new store. The guide helps you with branding, logistics, pricing and promotional strategies. Selling partners who use the guide in their first 90 days average around nine times higher sales in their first year (5).
Register now and get 10% back on your first €45,000 in branded sales."
For most Amazon selling partners, the first 90 days are particularly decisive for international sales success. That's why we've developed the New Seller Guide to help you grow your new store. The guide helps you with branding, logistics, pricing and promotional strategies. Selling partners who use the guide in their first 90 days average around nine times higher sales in their first year (5).
Register now and get 10% back on your first €45,000 in branded sales."
How can I assess my products' international sales potential?
Use our latest Marketplace Product Guidance tool to forecast demand for your products in the target store.
- Need insights into expected customer demand in a target store?
- Uncertain about the requirements for your products in a target store?
- Want to see comparative data for similar products?
Our machine learning models analyse your existing products and provide demand forecasts in the UK, France, Italy, Spain and the USA without prior store registration. This enables us to calculate the potential demand for your products in your target store, which gives you a data-based foundation on which to make decisions about international selling.
You will receive automatic notifications about all relevant product requirements for international selling. If there are restrictions, we will assist you via our Service Provider Network, which helps you meet the specific requirements.
We provide you with performance indicators of successful products and newly launched items in your target store. This allows you to optimise your international selling strategy.
How can I increase my international sales?
Take advantage of our programmes to potentially increase sales.
- A+ Content
- Amazon Vine
- Offers and vouchers
- Sponsored Products
As a brand owner, building a strong brand presence is crucial to attract regular buyers. Use videos, better images and product comparison charts to highlight your brand story and explain product features in detail. You can also run A/B tests on your content to determine which titles, images and product descriptions generate the most sales. With Basic and Premium A+ Content, you can increase your revenue by up to 8% and 20% (2).
High-quality reviews foster trust and increase visibility in new stores. As an FBA selling partner and brand owner, you can use Amazon Vine to get your products rated by experienced testers and increase your sales by up to 30% (6). Register now and get a Vine credit worth up to USD 200.
We provide you with performance indicators of successful products and newly launched items in your target store. This allows you to optimise your international selling strategy.
Increase your products' visibility in your new store with Sponsored Products. Choose keywords for yourself or use Amazon's automatic keyword optimisation feature to reach more customers on Amazon and selected premium apps and websites.
Can I sell my products from the USA in Canada, Mexico and Brazil via Amazon?
Yes, Amazon's FBA programme allows you to ship your products internationally from the USA to Canada, Mexico and Brazil.
How does it work?
- With the FBA programme, your export-ready products are stored in Amazon's US fulfilment centres. From there, they are shipped internationally to North America and Brazil.
- This enables you to reach your customers on Amazon.ca (Canada), Amazon.com.mx (Mexico) and Amazon.com.br (Brazil).
- Amazon handles international shipping at no additional cost to you. Your customers will see the total price, which includes the estimated import duties, taxes and fees, right at the checkout.
Where can I find more resources for international selling?
- Seller University
- Amazon selling partner expansion stories
- Amazon Seller Central help pages
You can find free online training about Amazon Global Selling to help you step by step. Learn how to list products, set prices, ship internationally and advertise on Amazon. You can also explore advanced topics to take your international sales to the next level.
You're not alone when it comes to selling internationally.
Discover how our selling partners have successfully opened up international selling opportunities with the help of Amazon Global Selling and its strategic partners. Learn from how they tackled various challenges, for example
• Developing their company structure in a new country
• Tax and value-added tax strategies
• Translations and cultural adjustments
Discover how our selling partners have successfully opened up international selling opportunities with the help of Amazon Global Selling and its strategic partners. Learn from how they tackled various challenges, for example
• Developing their company structure in a new country
• Tax and value-added tax strategies
• Translations and cultural adjustments
As an Amazon selling partner, you can find detailed answers to your questions and comprehensive information about all features on our help pages.
(1) Amazon internal data, May 2023–May 2024 (average value for European-based Amazon selling partners listing in their local Amazon store compared to Europe-based Amazon selling partners who also sell on Amazon.com)
(2) Amazon internal data, 2022: Amazon has conducted studies to compare the current performance of products with and without A+ Content. The impact of A+ Content on the product detail page may vary due to various factors, including content quality, product price and product category. This is no guarantee of future sales success.
(3) Amazon internal data, https://sell.amazon.com/blog/seller-promotions
(4) Amazon internal data, January–December 2022. US advertisers using Amazon Ads, including Sponsored Products, Sponsored Brands and/or Sponsored Display. The aggregated average results are based on past observations and are not an indicator of future performance.
(5) Amazon internal data, FY 2023, EU5 stores, compared to selling partners who do not follow the New Seller Guide.
(6) Amazon internal data: Amazon has conducted studies to measure the current performance of products with Vine reviews. The results of these studies show that Vine reviews increase sales by 30% on average. This Vine study is based on internal Amazon research and is no guarantee of future sales success.
(2) Amazon internal data, 2022: Amazon has conducted studies to compare the current performance of products with and without A+ Content. The impact of A+ Content on the product detail page may vary due to various factors, including content quality, product price and product category. This is no guarantee of future sales success.
(3) Amazon internal data, https://sell.amazon.com/blog/seller-promotions
(4) Amazon internal data, January–December 2022. US advertisers using Amazon Ads, including Sponsored Products, Sponsored Brands and/or Sponsored Display. The aggregated average results are based on past observations and are not an indicator of future performance.
(5) Amazon internal data, FY 2023, EU5 stores, compared to selling partners who do not follow the New Seller Guide.
(6) Amazon internal data: Amazon has conducted studies to measure the current performance of products with Vine reviews. The results of these studies show that Vine reviews increase sales by 30% on average. This Vine study is based on internal Amazon research and is no guarantee of future sales success.
Hoi Tung Ma
Hoi Tung Ma is a marketing manager at Amazon Global Selling. She is interested in helping selling partners expand their businesses globally through e-commerce. In her free time, she loves meeting new people and going for walks.
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