In conversation with Nuki

Yes, we engaged external support. We work with specialist tax advisors and accountants who are familiar with US sales tax regulations. This ensured compliance right from the start and helped us to efficiently manage state-specific requirements.

We relied on external experts for product compliance, certifications (such as FCC) and legal requirements. While Amazon also provides helpful guidance, working with experienced consultants was the key to ensuring a smooth market entry without unexpected regulatory hurdles.

We use Amazon Seller Central tools combined with third-party solutions for keyword research, listing optimisation and performance tracking. These tools help us ensure that our offerings are competitive and meet the expectations of US consumers.

We work with professional translators and native speakers to tailor our product listings for the US market. While we use translation software for initial drafts, the final content is always checked by human experts. In this way, we ensure clarity, brand consistency and local relevance.

All products first go through a quality check by our team in our Austrian warehouse. From there, we ship inventory both to our 3PL distribution partner and to Amazon fulfilment centres in the USA. For efficiency, we bundle shipments and work with international freight forwarders. National distribution and local delivery are then carried out by the Amazon FBA network and our 3PL partner.

All customer returns are removed from the Amazon fulfilment centres and handed over to our US distribution partner. From there, we transfer the inventory back to the EU.

Our strategy is aimed at establishing Nuki as a trustworthy European smart lock brand. On Amazon, we use Sponsored Products, Sponsored Brands and A+ Content to highlight our USPs: easy retrofitting, European-made design and production, and the highest data protection and security standards. Externally, we invest in influencer collaborations and social media campaigns to specifically drive traffic to our Amazon listings. Even before the launch, we worked with a US agency specialised in PR and communication. In this way, we were able to establish valuable relationships with important journalists, YouTubers and bloggers and secure a lasting presence in the US market through continuous media relations. Tools such as the Amazon Advertising Console and third-party analytics platforms help us to constantly improve our campaigns.

Yes. While both groups value security and convenience, we adapt our approach to different priorities. European customers often place greater value on privacy, while US customers tend to focus more on easy installation and integration with smart home ecosystems (such as Alexa and Google Home).

Our product selection depends heavily on compatibility. That is why we have developed a special version of our Smart Lock which is specifically designed for American doors.

We have had very positive experiences with the SAS EU service for almost a year now. Right from the start of our journey as an Amazon sales partner, the SAS EU team provided us with valuable guidance and support. When we were planning our expansion into the US market, it was therefore a logical step for us to also use the EU2US SAS program.

The support from the EU2US SAS team was decisive for us before and during the US launch. Since the US marketplace differs significantly from the EU in terms of regulations, opportunities and deal structures, we knew that expert knowledge is essential for a successful start. Our marketplace consultant provided valuable insights into how the algorithm works and recommended the best launch strategies to us. This helped us to tap into new growth potential and achieve a strong market entry.