New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
European Site New Seller Launch and Operation Strategy
5 easy steps to help you explore Europe from scratch!
Overview of online and operating strategies for sellers in Europe
To help you efficiently develop the European market, Amazon has prepared a “New Seller Launch and Operation Guide” to quickly start a European business from scratch through 5 steps.
New seller opening benefits and preferential policies
To help you launch the European website at a lower cost, Amazon has prepared a series of major retail benefits to help you get started quickly with real money.
NEW SELLER GIFT PACK
The New Seller Starter Package provides new sellers with a series of initial advice on how to get started, including brand registration, joining FBA, using product promotion, using coupons, etc., and also provides a range of fee discounts for these operations. In 2026, new sellers from the European site can enjoy three new seller packages at the UK site, the four European sites (Germany, France, Italy, Spain), and the five new European sites (the Netherlands, Sweden, Poland, Belgium, and Ireland), with a total value of over 150,000 US dollars, as well as multiple Amazon Toolkit benefits.
If you have previously received the new seller offer on another site, you can claim it again on the European site!
If you have previously received the new seller offer on another site, you can claim it again on the European site!
FBA New Product Arrival Promotion Program
The New Product Inventory Promotion Program provides free storage, free removal, clearance, and free return processing services for a limited time for new FBA products that meet the requirements, helping sellers achieve “zero cost” FBA testing of new products.
Eligible products can also enjoy an additional 10% sales rebate on average, which can be combined with the New Seller Starter Pack!
Eligible products can also enjoy an additional 10% sales rebate on average, which can be combined with the New Seller Starter Pack!
More benefits
Commission reduction in European sites:
In 2026, Amazon Europe will drastically reduce sales commissions for various categories (such as household goods, clothing and accessories, pet clothing, pet food, etc.), with a drop of up to 67%.
In 2026, Amazon Europe will drastically reduce sales commissions for various categories (such as household goods, clothing and accessories, pet clothing, pet food, etc.), with a drop of up to 67%.
Step 1: Register an account
Whether you already have an Amazon seller account or not, you can quickly launch a European site and easily start selling.
How to launch new sellers efficiently
Save time and worry
● One-click registration of new materials to quickly launch 19 popular sites, including sites in 10 European countries
● Only five registration materials are required: business license, corporate ID card, payment credit/debit card, payee account, and contact information
Save costs
The monthly fee is only £25 (register from the UK site)
Already have an account?Expand easily
Step 1: Seller Central on the top drop-down box > “View All”
Step 2: Select “UK (to be registered)” and click “Continue to Register” and wait for the mall to complete the preparation to automatically redirect to the UK website
Step 2: Select “UK (to be registered)” and click “Continue to Register” and wait for the mall to complete the preparation to automatically redirect to the UK website
Thoughtful reminder
Prepare for the European marketplace Know Your Customer (KYC) verification process. The KYC process has been significantly simplified, and no additional documents are required for approval.
Step 2: Prepare before going online
After completing the four pre-launch preparations of brand registration, product selection, listing creation, and compliance, your European site can start selling.
Brand Registry
43% of consumers are willing to spend more on products from brands they trust
Branded companies tend to grow 30% more revenue than unbranded companies
Complete brand registration, build a differentiated brand, and get a $52,500 prepaid commission voucher for a single site, which can deduct sales commissions in the first month of sales:
● In the range of the first 50,000 US dollars of brand sales, each order is deducted from a commission equal to 10% of the order amount, and 5% of the excess amount is deducted.
● By opening the UK site, the four European sites, and the new European site, you can enjoy 3 separate gift packs, with a total value of over 150,000 US dollars.
● In the range of the first 50,000 US dollars of brand sales, each order is deducted from a commission equal to 10% of the order amount, and 5% of the excess amount is deducted.
● By opening the UK site, the four European sites, and the new European site, you can enjoy 3 separate gift packs, with a total value of over 150,000 US dollars.
Brand Registration Process
01 Create a brand name
• Relevance
• Uniqueness
• Easy to remember
• Expandability
• Uniqueness
• Easy to remember
• Expandability
02 Apply for a trademark
Apply for a trademark in the target sales country:
• EU trademarks
• British trademark
• EU trademarks
• British trademark
03 Registered/Authorized Brand
Register your brand:
• Prepare materials you may need
• Ensuring the health and effectiveness of the seller account
• Ensure that you have a valid registered trademark
North American brands are authorized to European stations:
You can choose to self-activate selling benefits; there is no need to apply to Amazon
• Prepare materials you may need
• Ensuring the health and effectiveness of the seller account
• Ensure that you have a valid registered trademark
North American brands are authorized to European stations:
You can choose to self-activate selling benefits; there is no need to apply to Amazon
Thoughtful reminder
In addition to registering a new brand on Amazon Europe, licensing the brand to Europe for the first time and giving it the role of “brand representative”, you can also enjoy the new brand commission rebate benefits!If you have completed brand registration on other sites, we recommend that you license your brand to sell in Europe without re-registration.
Selection
Amazon Europe provides sellers with a full range of product selection solutions, covering market trends, category insights, product selection tools, etc., to help sellers explore, evaluate, and seize global product opportunities.
The household category is leading, followed by other categories
Categories that sell more than 5% of Europe as a whole:
Categories that sell more than 5% of Europe as a whole:
Household Goods
Home Décor
Electronics
APPAREL
Health & Personal Care
Many categories are growing rapidly, and a large number of new opportunities have emerged
The categories where the sales growth rate exceeds the overall growth rate in Europe by 1.4 times are:
The categories where the sales growth rate exceeds the overall growth rate in Europe by 1.4 times are:
Health & Personal Care
Industrial scientific research
Beauty
Outdoors
Kitchen
garden gardening
If you already have an Amazon seller account, you can use the free official product selection tools “Business Opportunity Finder” and “Product Selection Compass” to efficiently optimize product selection strategies.
Product Opportunity Explorer (OX)
Using Amazon data analysis and artificial intelligence algorithms, the business opportunity detector uses market segmentation and search terms as the core to understand buyers' search and purchase habits, dig deeper into market segments down to the ASIN level, save time needed to develop high-value new products, and reduce new risks.
Sellers can view it directly in the Seller Central dashboard by clicking: Add menu > Opportunity Finder.
Sellers can search for multiple market segments and ASINs that meet the buyer's needs through two search methods:
Sellers can view it directly in the Seller Central dashboard by clicking: Add menu > Opportunity Finder.
Sellers can search for multiple market segments and ASINs that meet the buyer's needs through two search methods:
In Niche View, you can see the details of several market segments where this search term is located.
In the ASIN view, you can view specific data information about that search term and similar ASINs.
The Opportunity Finder's market segment analysis provides sellers with three core features to help you better understand market opportunities and optimize product strategies.
Insight and trend features
It provides the ability to view historical data for market segments over the past 2 years to help sellers analyze long-term market trends and changing patterns, so as to make more accurate product selection and market judgment decisions.
Buyer review insight feature
The positive and negative effects of the corresponding characteristics of segmented products on purchasing behavior are displayed more intuitively, and quantified.
Return function
The mention rate and changes in return factors at the market segment level are fully demonstrated from the perspective of return insights and return trends.
MPG (Marketplace Product Guidance) - Global Product Demand
For sellers who have already launched other Amazon sites, the Global Product Demand feature in the Product Selection Compass can help you quickly identify European market opportunities and achieve efficient product selection and expansion.
Sellers can view it directly in the Seller Central main card by clicking: Add Menu > Product Selection Compass.
Sellers can view it directly in the Seller Central main card by clicking: Add Menu > Product Selection Compass.
Store-dimensional opportunities
Analyze data from multiple sites and compare products you already sell to recommend potential business opportunities in European sites.
ASIN dimensional opportunities
Shows the sales forecast for the ASIN you are selling on the target site for the next 12 months, as well as top competitors.
Check out ASIN competition
If you check the top competitor page, you can also see similar product sales for recommended ASINs, including information such as brand, best seller rank, price, and ratings. Quickly evaluate the success rate of new products.
Upload a listing
Upload a listing
You can do it in your Seller Central main accountClick “Catalog> Add Product” to complete the listing creation by individual editing or batch upload.
1. Create a single listing
● Click “Search/Product Image/Product Code/Website URL” to search the Amazon product page to add your own purchase portal for the same product to the detail page to match the existing product information.
● Click “Blank Form” to create a new product detail page.
● Click “Blank Form” to create a new product detail page.
2. Bulk upload listings
Click “Spreadsheet” to create multiple new product listings at once using Amazon Excel templates or your own product forms.
3. Use Amazon's convenient AI generation function
You only need to submit a Chinese introduction to the product, an image, a link to an off-site detail page, and a form to automatically generate rich listing content.
● Increased efficiency: Say goodbye to manual writing and complete traditional 1-hour creation in 15 minutes.
● Multi-site adaptation: covers major sites, supports the generation of small languages of German, French, Italian, and Spanish, and helps cross-site operation.
● Bulk functionality: intelligently convert your own detailed product information forms into Amazon format.
● Increased efficiency: Say goodbye to manual writing and complete traditional 1-hour creation in 15 minutes.
● Multi-site adaptation: covers major sites, supports the generation of small languages of German, French, Italian, and Spanish, and helps cross-site operation.
● Bulk functionality: intelligently convert your own detailed product information forms into Amazon format.
Listing cross-site sync
If you have already created listings on other sites, you can also choose the right tool to sync your listings from other sites to the European site according to your different needs.
Preparation for compliance
Before you launch on the European site, you need to complete the appropriate compliance preparations according to your sales plan.
The compliance requirements for the European market can be grouped into the following four categories:
The compliance requirements for the European market can be grouped into the following four categories:
Tax compliance
Register your local country's Value Added Tax (VAT) tax number and file regular returns.
Environmental compliance
Regulations required to reduce environmental impact, such as packaging, electrical and electronics, batteries, plastics, etc.
Product compliance
Products sold must comply with regulatory requirements, rules and standards, such as GPSR, energy efficiency labels, etc.
Trade compliance
Laws and regulations that need to be complied with for import and export trade, such as the British FHDDS.
Next, we'll walk you through each of these compliance requirements.
Tax compliance
VAT refers to a type of tax levied on consumer expenses. It is levied on sales made by registered sellers within Europe and paid to European tax authorities through VAT returns.
Countries affected: United Kingdom, Germany, France, Italy, Spain, Sweden, Poland, Ireland
Affected sellers: Sellers who use Amazon's FBA warehouse or overseas warehouse services, or sell products (B2B) to businesses in the UK or EU countries
Countries affected: United Kingdom, Germany, France, Italy, Spain, Sweden, Poland, Ireland
Affected sellers: Sellers who use Amazon's FBA warehouse or overseas warehouse services, or sell products (B2B) to businesses in the UK or EU countries
*In addition to Belgium and the Netherlands, Amazon has FBA warehouses in 8 European countries. If you open local storage, you need to register a VAT number
Environmental compliance
Environmental compliance means that producers are responsible for the entire life cycle of their products on the market. Sellers are required to complete relevant registration, pay environmental fees, and ensure that products meet requirements such as recycling labels to promote sustainable development.
Packaging and Packaging Waste Regulations (PPWR)
If you sell packaged or packaged products, you must upload your Packaging Law registration number and pass Amazon's verification in advance; of these, France, Italy, and Spain will continue to provide payment services as long as you have a Packaging Law number; the UK currently only supports payment on delivery.
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Influencing sellers: Sellers who sell packaged products
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Influencing sellers: Sellers who sell packaged products
Classification of electrical and electronic equipment (WEEE)
If you sell products subject to the Electrical and Electronic Equipment Waste Directive, in Germany, you need to upload your WEEE registration number and pass Amazon verification in advance. The average registration period is about 8-12 weeks, and the average price is about ¥4,500; in France, you can choose to register yourself or have Amazon withhold payment.
Countries affected: Germany, France
Affected sellers: Sellers who sell electrical and electronic equipment
Countries affected: Germany, France
Affected sellers: Sellers who sell electrical and electronic equipment
Battery classification (Battery)
If you sell batteries or products containing batteries in the European Union, in Germany, the Netherlands, Sweden, Poland, and Ireland, you must upload your battery law registration number and pass Amazon verification in advance; the average registration time for a battery number is about 7-10 weeks, and the average price is about 4,300 RMB (if there are differences in registration between countries, please consult the service provider). In France and Belgium, you can choose to self-register or have Amazon withhold payment.
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Influencing sellers: Sellers who sell batteries or products containing batteries
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Influencing sellers: Sellers who sell batteries or products containing batteries
Product compliance
Product compliance means that when selling products in the European market, companies must meet the mandatory technical regulations and standards requirements of various EU products.
General Product Compliance Requirements (GPSR)
Selling non-food products requires completing the following compliance actions (if not completed, the product will be banned from sale on the corresponding site):
• Designate an EU representative for products affected by regulations. The registration period is about 1 week, and the price is about ¥300-1,000 through a service provider;
• Improve product labeling, including: contact information for EU leaders and manufacturers, warnings and safety information (in the language of the country of sale), product code information;
• Upload regulatory requirements information through the Amazon Seller Central Office.
Countries affected: European Union
Influence sellers: All sellers that sell non-food products
• Designate an EU representative for products affected by regulations. The registration period is about 1 week, and the price is about ¥300-1,000 through a service provider;
• Improve product labeling, including: contact information for EU leaders and manufacturers, warnings and safety information (in the language of the country of sale), product code information;
• Upload regulatory requirements information through the Amazon Seller Central Office.
Countries affected: European Union
Influence sellers: All sellers that sell non-food products
Sales compliance requirements for some special categories of products
Selling some special products (such as infants, safety protection, electrical appliances, and potentially dangerous goods, etc.) requires additional compliance procedures:
• Confirm the product category, and it is recommended to consult the service provider for specific product specific compliance requirements (such as CE/REACH, etc.) in advance before launch;
• Upload compliance documents through the Amazon Seller Central Office.
Countries affected: European Union
Influence sellers: All sellers who sell some special product products
• Confirm the product category, and it is recommended to consult the service provider for specific product specific compliance requirements (such as CE/REACH, etc.) in advance before launch;
• Upload compliance documents through the Amazon Seller Central Office.
Countries affected: European Union
Influence sellers: All sellers who sell some special product products
Trade compliance
Trade compliance is mainly the UK Warehouse Service Operator Due Diligence Program (FHDDS). Provide a valid import entry number (IEN) for all shipments to Amazon's UK warehouse; otherwise, Amazon will restrict your ability to create new UK shipments. Items purchased locally from the UK (a valid purchase invoice must be kept for verification) are exempt from the IEN number.
Country of influence: United Kingdom
Affected sellers: Sellers whose place of registration is not in the UK and who imports products from outside the UK to final inbound shipments in the UK to Amazon's UK FBA (UK FBA)
Country of influence: United Kingdom
Affected sellers: Sellers whose place of registration is not in the UK and who imports products from outside the UK to final inbound shipments in the UK to Amazon's UK FBA (UK FBA)
Amazon's compliance requirements for European sellers at a glance
Depending on your selling plan, you can quickly locate the compliance requirements you need to complete in the chart below.
We recommend that you use the European “perfect compliance” solution, that is, simultaneous registration of British, German, French, and Spanish VAT+5 packaging laws+EU GPSR to solve common compliance requirements in one stop and quickly start selling.
Simultaneous registration of Anglo-German-French-Spanish VAT+German Packaging Law+EU GPSR
Basic compliance
Upgrade add-ons
VAT
Register 4 national tax numbers (English/German/French/Spanish)
EPR
Registered packaging laws in 5 countries (German/French/Italian/Western/Dutch)
Register the German WEEE/Battery Law (applies to electronics/battery-containing products)
GPSR
Registering EU Principals+Producing Product Labels+Uploading Relevant Regulatory Information to Seller Central
The “Perfect Compliance” solution will help you complete relevant compliance operations on mature European sites in as little as 12 weeks, unlock the bilateral channel of UK warehousing + EU warehousing, and officially launch the Amazon Logistics Europe Integrated Service (Pan-European FBA), so you can enjoy local delivery rates in various countries and greatly reduce cross-border logistics costs.
Step 3: Delivery fulfillment
Delivery fulfillment is a key step in starting sales in Europe. Amazon provides you with a full-link logistics solution, and recommends that you use Amazon Logistics Service (FBA) to achieve efficient delivery and high-quality customer experience.
Amazon Fulfilment Services (FBA)
Amazon Logistics Service (FBA) will provide convenient one-stop delivery and after-sales service, and has the following three advantages:
High quality traffic conversion
20%-25% increase in sales
High speed order delivery
Delivery as fast as 15 minutes
Efficient after-sales operation
7*24 hours local language customer service
Europe's “Perfect FBA” Logistics Solution
When deploying multiple sites in Europe, it is recommended that new sellers use the “Perfect FBA” logistics solution to expand: complete bilateral warehousing between the UK and the European Union+launch Amazon Logistics Europe Integrated Service (Pan-EU) in the EU to achieve “Greater Europe”.
Three advantages of “Perfect FBA”:
High speed logistics timeliness
Using local inventory to deliver orders can achieve a delivery time of 1-2 days, optimize the customer service experience, and increase the product conversion rate.
Efficient cost control
Warehousing in one EU country is more advantageous than warehousing in multiple countries. You can enjoy local delivery fees at the end of the process, which can save up to 53% compared to cross-border delivery.
Breakthrough in high-energy sales
Helping to easily expand business to 10 European countries, with lower logistics costs and faster delivery speed, it is expected to drive sales growth of new sellers by about 3 to 5 times.
New sellers achieve perfect FBA in an average of 90 days after launching FBA, driving a 3-5 times increase in sales in the first yearCST on weekdays.
Front-end logistics
Amazon provides a variety of official first-haul logistics solutions, all of which have the advantages of early warehousing, full cargo tracking, and one-stop back-office management to help you save energy in logistics and operations.
Amazon Global Logistics (AGL)
Official pilot, high-quality FBA exclusive service
Carrier: Amazon's official cross-border logistics service
Coverage area: China to English/German/French/Italian/West
Application: Only sea shipping is supported, suitable for sellers who need to ship/restock in large quantities
Carrier: Amazon's official cross-border logistics service
Coverage area: China to English/German/French/Italian/West
Application: Only sea shipping is supported, suitable for sellers who need to ship/restock in large quantities
Amazon Cross Border Carrier Partner Program (Amazon SEND)
Third-party supplement, select three-party FBA first-tier service
Carrier: A logistics partner carrier selected by Amazon
Coverage area: China to UK/Germany
Application: Only supports air transportation, suitable for sellers who want to quickly test new products, have a high cargo turnover rate, and want to be able to fill up positions quickly to meet the needs of light products/timeliness
Carrier: A logistics partner carrier selected by Amazon
Coverage area: China to UK/Germany
Application: Only supports air transportation, suitable for sellers who want to quickly test new products, have a high cargo turnover rate, and want to be able to fill up positions quickly to meet the needs of light products/timeliness
Bilateral warehousing
After Brexit, the UK and EU no longer share inventory with each other. In order to seize sales opportunities in the two major markets of the UK and EU, you can expand your business to the other side through two logistics models: bilateral warehousing and remote delivery, so as to achieve business covering the entire European market. Among them, it is recommended to use bilateral warehousing for delivery.
Bilateral warehousing enables local delivery
Delivery to the UK and one EU country (Germany recommended)
Benefits:
• Lower FBA fees: the UK and EU each enjoy local delivery fees;
• Faster delivery: Same-day or next-day delivery for a better customer experience. If you store in the EU, you can also enjoy Pan-EU delivery benefits.
Benefits:
• Lower FBA fees: the UK and EU each enjoy local delivery fees;
• Faster delivery: Same-day or next-day delivery for a better customer experience. If you store in the EU, you can also enjoy Pan-EU delivery benefits.
Remote delivery between the UK and the EU
Irikura Kazukuni
Advantages: Inventory management is simple. You only need to enter the UK or any EU country to cover the entire European market through remote delivery.
Disadvantages: The delivery time is long, takes 4-6 days, and the cost of cross-border delivery is higher than that of local delivery.
Advantages: Inventory management is simple. You only need to enter the UK or any EU country to cover the entire European market through remote delivery.
Disadvantages: The delivery time is long, takes 4-6 days, and the cost of cross-border delivery is higher than that of local delivery.
(Pan-EU)
The EU has a variety of last-end logistics methods, which you can flexibly configure according to your business needs. We recommend using Amazon Logistics Integration Service (PanEU) to expand to other European marketplaces.
Amazon Logistics Europe Integration Service (Pan-EU)
Stored in 1 country, Amazon allocates inventory freely and intelligently to multi-country warehouses based on algorithms
Benefits:
• Only 1 country is required to enter the warehouse;
• Fast delivery in 1-3 days;
• Enjoy local delivery fees (limited to countries where storage is open).
Benefits:
• Only 1 country is required to enter the warehouse;
• Fast delivery in 1-3 days;
• Enjoy local delivery fees (limited to countries where storage is open).
European Delivery Network (EFN)
Warehousing in 1 country, cross-border delivery to multiple countries in the EU
Advantage: You only need to enter the warehouse in 1 country.
Disadvantages: The delivery time is long, takes 4-6 days, and the cost of cross-border delivery is higher than that of local delivery.
Advantage: You only need to enter the warehouse in 1 country.
Disadvantages: The delivery time is long, takes 4-6 days, and the cost of cross-border delivery is higher than that of local delivery.
Multi-country inventory (MCI)
Warehouses in multiple countries to achieve local delivery
Benefits:
• Enjoy local delivery charges;
• Fast delivery in 1-3 days.
Disadvantage: Inventory management is complicated.
Benefits:
• Enjoy local delivery charges;
• Fast delivery in 1-3 days.
Disadvantage: Inventory management is complicated.
Pan-EU entry conditions
Condition 1: Germany/French/Italian/Western/Poland
In the above marketplaces, enable multi-country warehousing settings and upload the corresponding VAT number. Countries that have enabled warehousing settings can enjoy local delivery fees. Italy's New Deal requires a deposit of 50,000 euros to apply for Italian VAT, and sellers can decide whether to pay according to their own circumstances. Sellers are advised to apply for a German/French/Western VAT number, so even if they do not pay the Italian security deposit, they can still activate Pan-EU by registering for VAT in 2 or more countries, and Italy can use remote delivery.
Condition 2: Germany/French/Italian/Western/Dutch
The five marketplaces mentioned above all use the same SKU to list FBA productsCST on weekdays.
European logistics projects and preferential policies
Amazon Europe has launched a series of logistics programs and preferential policies to help sellers effectively reduce cross-border contract fulfillment costs.
01 Amazon logistics fees for low-priced products
If the price of the item is equal to or less than the amount below (including VAT), the product will automatically be charged the Amazon Fulfillment Fee for the lower price of the product.
Conditions for joining:
• United Kingdom <= £20
• Germany/France/Italy/Spain/Belgium/Netherlands/Ireland ≤ €20
• Sweden ≤ 230 SEK
• Poland ≤ 85 PLN
Conditions for joining:
• United Kingdom <= £20
• Germany/France/Italy/Spain/Belgium/Netherlands/Ireland ≤ €20
• Sweden ≤ 230 SEK
• Poland ≤ 85 PLN
02 FBA Solution for High Customer Price Products
We provide a complete solution to the pain points of products with a customer unit price greater than $50 in the entire process of the operation center.
Benefits:
• Safe Inbound Low Losses - Shipping Plan
• After-sales protection, strong risk control - returns processing kit
• Clearance and resale upgrades — ratings and resale features upgraded
Benefits:
• Safe Inbound Low Losses - Shipping Plan
• After-sales protection, strong risk control - returns processing kit
• Clearance and resale upgrades — ratings and resale features upgraded
03 Amazon Logistics Heavy and Bulky Goods Program
You can use FBA to sell, and get high-quality traffic, efficient delivery and value-added services for large products, including scheduled delivery, delivery to designated rooms, installation services, etc.
At the same time, Multi-Seller Flex was launched to support sellers using third-party overseas warehouses to enjoy the Prime delivery service system.
MSF fee discount: Starting October 15, 2025, sellers who sign up for MSF will have the opportunity to enjoy the fee discount for heavy and bulky products (total weight between 23 kg to 31.5 kg), as low as 5.5% off
Heavy and bulky products must meet one of the following conditions:
• Weighs over 23 kg
• Over 175 cm in length (longest side)
• Circumference over 360 cm (length+width×2+height×2)
At the same time, Multi-Seller Flex was launched to support sellers using third-party overseas warehouses to enjoy the Prime delivery service system.
MSF fee discount: Starting October 15, 2025, sellers who sign up for MSF will have the opportunity to enjoy the fee discount for heavy and bulky products (total weight between 23 kg to 31.5 kg), as low as 5.5% off
Heavy and bulky products must meet one of the following conditions:
• Weighs over 23 kg
• Over 175 cm in length (longest side)
• Circumference over 360 cm (length+width×2+height×2)
* Maximum size and weight restrictions: Varies by marketplace, please refer to the back office for details
1) Amazon's Recommended Packaging Method (BPR)
By packing according to the BPR recommended plan, you can improve transit time and delivery speed, and enjoy a $0.15 shipping fee discount per item!
Entry conditions: You only need to independently select the “Amazon Recommended Packaging Method” in the first step of creating the shipment to join
Entry conditions: You only need to independently select the “Amazon Recommended Packaging Method” in the first step of creating the shipment to join
2) Own Package Delivery Plan (SIPP)
Enjoy a delivery discount of up to €4.83 per item and meet the “green and energy efficient” brand promotion!
Entry conditions: You can join by completing the “Product Delivery in Original Packaging” program certification
Entry conditions: You can join by completing the “Product Delivery in Original Packaging” program certification
Step 4: Quick Sales
Fast marketing is the key to the success of a new product. New sellers can use the four major tools of detail page optimization, advertising, promotions, and Vine reviews to quickly accumulate exposure and conversion.
Details page optimization
Listing optimization requires dual engine drivers — optimizing exposure is open source, and optimizing conversion is improving efficiency; only a combination of the two can create blockbusters.
Increase your exposure and let more customers see you
Leaf nodes ensure accuracy: select the most accurate subcategories to avoid being misclassified
Keyword embedding techniques:
• Put titles and search for key keywords
• Multiple keyword placement in multiple locations to increase search probability
• Focus on image keywords and descriptions in A+
The main picture ensures compliance: high-definition white background, highlights the main body of the product, and complies with the specifications
Title Format: Brand Name + Core Keywords + Product Features + Other
Keyword embedding techniques:
• Put titles and search for key keywords
• Multiple keyword placement in multiple locations to increase search probability
• Focus on image keywords and descriptions in A+
The main picture ensures compliance: high-definition white background, highlights the main body of the product, and complies with the specifications
Title Format: Brand Name + Core Keywords + Product Features + Other
Increase the conversion rate so that customers who see it want to buy
Supplementary images and videos: Supplemental images, videos, and 3D to show product details and usage scenarios
Five-point description: The top 3 points are the strongest selling points, the keywords are bold, easy to scan
Product description: Complements the brand story and the deep value of the product
Q&A Q&A: Active management, active response to customer questions, and even self-answer
A+ & Vine: Make good use of other tools like A+ and Vine
Five-point description: The top 3 points are the strongest selling points, the keywords are bold, easy to scan
Product description: Complements the brand story and the deep value of the product
Q&A Q&A: Active management, active response to customer questions, and even self-answer
A+ & Vine: Make good use of other tools like A+ and Vine
Advertising
What is Amazon Ads?
Amazon advertising is a paid promotion service provided by Amazon to sellers. It is displayed on Amazon's website and third-party partner websites through major forms such as product promotion, brand promotion, and display promotion, to help increase product exposure, brand awareness, and sales conversion, and use the pay-per-click (CPC) model to achieve accurate marketing.
The Benefits of Using Amazon Ads
Increase traffic and reach more customers
Increase sales and conversion rates
Build brand awareness
What is Amazon Ads?
Sellers can flexibly use three types of advertising tools to achieve hierarchical operation: product promotion drafts words, brand promotion enhances awareness, display promotion accurately reaches, and realizes competitive traffic management.
Promotion
You can increase sales from 0 to 100 million in a specific product cycle by choosing the right promotion tools.
01 New product period
No orders/small orders
√ Coupons Coupon
An essential tool to increase conversions in the early stages of a new product launch. The discount requirement is low, and there is also a $50 reduction in the New Seller Gift Pack!
Report path: Seller Central > Advertisement > Coupons, search ASIN to set up coupons.
Report path: Seller Central > Advertisement > Coupons, search ASIN to set up coupons.
√Price Discount
It is a free tool with low discount requirements, and can be used by all consumers. New products are easy to set up to increase conversion and attention.
Report path: Seller Central > Advertisement > Price Discounts, select the corresponding date and consumer group.
Report path: Seller Central > Advertisement > Price Discounts, select the corresponding date and consumer group.
02 Growth period
The number of orders is gradually rising
√ Prime exclusive discount
For promotion tools for high-quality Prime members, the European website promotes free reporting, and the results are better during the promotion period!
Reporting path: Seller Central > Advertisement > Price Discounts > Select Prime Membership/Member Day Related Activities.
Reporting path: Seller Central > Advertisement > Price Discounts > Select Prime Membership/Member Day Related Activities.
√Top Promotion Deal of the Day
Free limited-time promotion tool, separate traffic entry during the promotion period, account managers are invited to participate in the event, and the European reporting success rate is higher!
Reporting path: Report through your European account manager.
Reporting path: Report through your European account manager.
03 Maturity
Stable billing
√ Lightning Deal
With a progress bar for a limited time of 12 hours, you can independently set the inventory and price for participating in the event
Report path: Seller Central > Advertisement > Lightning Deals > Create New Promotion, select Lightning Deals.
Report path: Seller Central > Advertisement > Lightning Deals > Create New Promotion, select Lightning Deals.
√Z Best Deal
You can independently set the inventory/price/number of days to participate in the event (1-14 days), and the ordering effect is good.
Report path: Seller Central > Advertisement > Lightning Deals > Create New Promotion, select Z Cost-effective.
Report path: Seller Central > Advertisement > Lightning Deals > Create New Promotion, select Z Cost-effective.
Vine review tool
Vine is a “product for evaluation” program. Merchants provide new products free of charge to trusted reviewers to obtain the earliest batch of high-quality, “green label” authoritative reviews.
Three core advantages
Get reviews quickly and improve conversions
Get high-quality and trustworthy reviews quickly and directly improve conversion rates
Zero risk for official security
Amazon's official channel, absolutely safe and compliant
Get real and excellent feedback
Get real market feedback to drive product and strategy optimization
What's new Pre-Vine
Difference from Vine: Participate immediately after the FBA shipment is created, there is no need to wait for inventory to arrive, and seize the opportunity to get reviews.
Core advantage: On the first day of the product's official launch, up to 30 real reviews from Vine Voice can be displayed. Once online, there will be reviews, effectively improving the conversion rate.
Setup steps: Set the product release date (PSLD) to a future date. After FBA ships, simply register for Vine while in transit.
Step 5: Continued Growth
Continuous growth is a guarantee of long-term success. We will build a flywheel of sustainable growth through four major strategies: brand building, promotion of participation, new site expansion, and off-site marketing.
Brand features
The brand growth ladder summarizes the 4 stages and 1 cornerstone of a brand's growth on Amazon, and defines the core goals, key indicators, and key tools for each stage to help sellers clarify the direction of brand development.
1. Main products of online brands
Increase sales conversion rates: A+ pages, Vine plans, product promotion ads, etc.
2. Establishing brand recognition
Improve the quality score of brand flagship stores: brand flagship stores, brand stories, etc.
3. Increase brand awareness
Increase the number of new customers: brand promotion ads, display promotion ads, etc.
4. Increase brand loyalty
Increase the repurchase rate: customized brand promotions, brand coupons,
Video ads, etc.
Video ads, etc.
5. Build a brand moat
Compliance intellectual property registration to ensure brand safety: automated brand protection, reporting violations, transparent programs, Project Zero
Among them, for European sellers, the following three brand-building tools are the most important.
Brand Story
Show your brand image
Brand Stores
Build a brand position
Brand promotion advertising
Increase brand awareness
Big sale in Europe
The European site has many types and frequent promotions throughout the year, and there are many consumption opportunities. It is suitable for new sellers to quickly lay out and increase product exposureCST on weekdays.
New European stations and export plans
The European Export Program helps sellers easily cover 30+ other European countries that do not yet have an Amazon site, so that sellers can sell in one country and buy in multiple countriesCST on weekdays.
Project advantages
Increase sales volume in existing European sites by 11%
No need to launch a new site or upload/sync listings
No need to apply additional VAT
FBA sellers only need to bear the local delivery costs of the export site, and self-delivery sellers can set their own logistics costs, which are borne by the consumer.
How to Start Selling
FBA sellers: [Seller Central] - [Settings] - [Amazon Logistics] - [Delivery Plan and Export Settings] - [Edit]
Self-shipping sellers: [Seller Central] - [Settings] - [Shipping Settings] - [Create New Shipping Template] - [International Delivery] - [Assign SKU]
Self-shipping sellers: [Seller Central] - [Settings] - [Shipping Settings] - [Create New Shipping Template] - [International Delivery] - [Assign SKU]
What sites are involved?
Exportable sites: United Kingdom, Germany, France, Italy, Spain, Netherlands
Export destinations: Austria, Ireland, Switzerland, Portugal, Luxembourg, Germany, United Kingdom, France, Italy, Spain, Sweden, Belgium, Greece, Czech Republic, Finland, Croatia, Slovakia, Denmark, Hungary, Iceland, Jersey, Poland, Netherlands, Norway, Malta, Romania, Latvia, Bulgaria, Slovenia, Morocco, Cyprus, Lithuania, Estonia, Guernsey
Export destinations: Austria, Ireland, Switzerland, Portugal, Luxembourg, Germany, United Kingdom, France, Italy, Spain, Sweden, Belgium, Greece, Czech Republic, Finland, Croatia, Slovakia, Denmark, Hungary, Iceland, Jersey, Poland, Netherlands, Norway, Malta, Romania, Latvia, Bulgaria, Slovenia, Morocco, Cyprus, Lithuania, Estonia, Guernsey
Off-site marketing
New sellers can use the following four major off-site marketing tools to advertise Amazon products through multiple channels to accurately reach potential customers and increase brand exposure and sales conversion.
video ads
Use self-service streaming TV ads and online video to help achieve your watershed business goals.
Benefits:
• Reach relevant audiences at scale
• Showcase in quality content
• Use one-stop creative materials to deliver brand information
Applicable sites: United Kingdom, Germany, France, Italy, Spain
Benefits:
• Reach relevant audiences at scale
• Showcase in quality content
• Use one-stop creative materials to deliver brand information
Applicable sites: United Kingdom, Germany, France, Italy, Spain
audio ads
Use streaming audio services to reach more independent audiences that support ads, while accurately measuring ad effectiveness based on brand goals.
Benefits:
• Access to exclusive first-party content and premium third-party content
• Discover relevant audiences
• Use media tools that are seamlessly connected and easy to operate
Applicable sites: UK, Germany, Italy
Benefits:
• Access to exclusive first-party content and premium third-party content
• Discover relevant audiences
• Use media tools that are seamlessly connected and easy to operate
Applicable sites: UK, Germany, Italy
outdoor advertising
Place memorable outdoor ads on Amazon packages and Amazon locker pickup points to increase customer awareness, engagement, and purchase intent with your brand.
Benefits:
• Expand and enhance advertising effectiveness
• Increase purchasing intent through large-scale reach
• Spend smartly, not just increase
Applicable sites: United Kingdom, Germany, France, Italy, Spain
Benefits:
• Expand and enhance advertising effectiveness
• Increase purchasing intent through large-scale reach
• Spend smartly, not just increase
Applicable sites: United Kingdom, Germany, France, Italy, Spain
Amazon DSP
Achieve marketing results through large-scale and accurate delivery to help brands establish meaningful connections with consumers.
Benefits:
• High quality traffic resources
• Unique audience signals
• AI-driven optimization
Applicable sites: United Kingdom, Germany, Italy, Netherlands, Sweden
Benefits:
• High quality traffic resources
• Unique audience signals
• AI-driven optimization
Applicable sites: United Kingdom, Germany, Italy, Netherlands, Sweden
Getting Started: New Seller Guide
Global business opportunities
