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Europe marketplace new seller launch and operations guide
Get started in Europe from scratch in 5 easy steps!
Overview of the seller launch and operations guide for the Europe marketplace
To help you expand into the European market efficiently, Amazon has prepared a “New Seller Launch and Operations Guide” for you to help you quickly start your European business from scratch in 5 steps.
New seller benefits and promotional policies
To help you launch in Europe marketplace at a lower cost, Amazon has prepared a range of major seller benefits to help you get started quickly with substantial financial support.
New seller Starter Pack
The New Seller Starter Pack provides new sellers with a series of official recommendations for getting started, including Brand Registry, Fulfillment by Amazon (FBA), Sponsored Products, and coupons, as well as a range of fee discounts for these activities. In 2026, new sellers in Europe marketplace can enjoy the same three Starter Pack offers across the United Kingdom marketplace, the four major Europe marketplace sites (Germany, France, Italy, and Spain), and the five newer Europe marketplace sites (the Netherlands, Sweden, Poland, Belgium, and Ireland), with a total value of more than $150,000, plus multiple Amazon toolkit discounts and benefits.
If you have previously claimed the new seller benefits on another marketplace, you can claim them again in the Europe marketplace!
If you have previously claimed the new seller benefits on another marketplace, you can claim them again in the Europe marketplace!
FBA New Selection program
The FBA New Selection program provides eligible new FBA selection with free storage, free removals, liquidations, and free returns processing for a limited time, helping sellers test new products with FBA at “zero cost.”
Eligible products can also receive an additional average rebate of 10% of sales, which can be combined with the New Seller Starter Pack!
Eligible products can also receive an additional average rebate of 10% of sales, which can be combined with the New Seller Starter Pack!
More benefits
Europe marketplace referral fee reduction:
In 2026, Amazon will significantly reduce Referral Fees in the Europe marketplace for multiple categories, such as home, apparel and accessories, pet apparel, and pet food, by as much as 67%.
In 2026, Amazon will significantly reduce Referral Fees in the Europe marketplace for multiple categories, such as home, apparel and accessories, pet apparel, and pet food, by as much as 67%.
Step 1: account registration
Whether or not you already have an Amazon seller account, you can quickly launch Europe marketplaces and easily start selling.
How new sellers can launch efficiently
Save time and effort
● Register with new information in one click, and quickly launch 19 popular marketplaces, including 10 in Europe
● Only five registration documents are required: business license, legal representative’s ID card, payment credit card/debit card, receiving account, and contact information
Cost savings
The monthly subscription fee is only £25 (if you register through the United Kingdom marketplace)
Already have an account?Expand with ease
Step 1: In Seller Central, go to the drop-down menu at the top > “View All”
Step 2: Select “United Kingdom (not yet registered),” click “Continue registration,” and wait for marketplace setup to finish; you’ll then be automatically redirected to the United Kingdom marketplace
Step 2: Select “United Kingdom (not yet registered),” click “Continue registration,” and wait for marketplace setup to finish; you’ll then be automatically redirected to the United Kingdom marketplace
Friendly reminder
In addition, you also need to be prepared for Europe marketplace qualification review (KYC) (the Europe marketplace KYC review process has been greatly simplified, and you can pass without submitting additional materials).
Step 2: preparation before launch
Complete these four pre-launch tasks—Brand Registry, product selection, Listing creation, and compliance—and your Europe marketplace can start selling.
Brand Registry
43% of consumers are willing to spend more on products from brands they trust
Companies with brands often have 30% higher revenue growth than companies without brands
Complete Brand Registry, build a differentiated brand, and receive a $52,500 prepaid referral fee coupon for each site, which can be used to offset Referral Fee in your first month of sales:
● For the first $50,000 in brand sales, each order receives a voucher equal to 10% of the order amount to offset referral fees, and the amount above that receives a 5% offset.
● Open the United Kingdom marketplace, the four Europe marketplaces, and the new Europe marketplaces to receive 3 separate Starter Packs, with a total value of more than $150,000.
● For the first $50,000 in brand sales, each order receives a voucher equal to 10% of the order amount to offset referral fees, and the amount above that receives a 5% offset.
● Open the United Kingdom marketplace, the four Europe marketplaces, and the new Europe marketplaces to receive 3 separate Starter Packs, with a total value of more than $150,000.
Brand Registry process
01 Create a brand name
• Relevance
• Uniqueness
• Memorability
• Expandability
• Uniqueness
• Memorability
• Expandability
02 Apply for a trademark
Apply for a trademark in your target sales country:
• EU trademark
• UK trademark
• EU trademark
• UK trademark
03 Register/authorize brand
Complete Brand Registry:
• Prepare materials you may need
• Ensure your seller account is in good health and active
• Ensure that you have a valid registered trademark
Authorize North American brands to the Europe marketplace:
You can choose to self-activate selling privileges without applying to Amazon
• Prepare materials you may need
• Ensure your seller account is in good health and active
• Ensure that you have a valid registered trademark
Authorize North American brands to the Europe marketplace:
You can choose to self-activate selling privileges without applying to Amazon
Friendly reminder
In addition to registering a new brand in the Europe marketplace, if you authorize your brand to the Europe marketplace for the first time and assign the “Brand Representative” role, you can also enjoy the benefits of the new-brand referral fee rebate!If you have already completed Brand Registry in other marketplaces, we recommend authorizing your brand to sell in the Europe marketplace without registering again.
Product selection
Amazon Europe marketplace provides sellers with comprehensive product sourcing solutions, covering market trends, category insights, product sourcing tools, and more, helping sellers explore, evaluate, and capture global product opportunities.
Home is the leading category, followed closely by other categories
Categories with sales exceeding 5% of the European total:
Categories with sales exceeding 5% of the European total:
Home products
Home decor
Electronics
Apparel
Personal Care and Health
Many categories are growing rapidly, and a large number of new opportunities have emerged
The categories with sales growth rates more than 1.4 times the overall growth rate in Europe are:
The categories with sales growth rates more than 1.4 times the overall growth rate in Europe are:
Health & Personal Care
Industrial and Scientific
Beauty
Outdoor
Kitchenware
Garden and gardening
If you already have an Amazon seller account, you can use the free official product selection tools “Product Opportunity Explorer” and “Marketplace Product Guidance” to efficiently optimize your product selection strategy.
Product Opportunity Explorer OX (Product Opportunity Explorer)
Product Opportunity Explorer uses Amazon data analysis and AI algorithms, with niche markets and search terms at its core, to understand buyers’ search and purchasing habits, drill down into niche markets to the ASIN level, save time needed to develop high-value new products, and reduce the risks of launching new products.
Selling partners can go directly to Product Opportunity Explorer in Seller Central by clicking: Growth > Product Opportunity Explorer.
Sellers can use two search methods to identify multiple niches and ASINs that meet buyer needs:
Selling partners can go directly to Product Opportunity Explorer in Seller Central by clicking: Growth > Product Opportunity Explorer.
Sellers can use two search methods to identify multiple niches and ASINs that meet buyer needs:
In Niche View, you can view details about several niches for this search term.
In the ASIN view, you can view detailed data for that search term and similar ASINs.
Product Opportunity Explorer’s niche analysis provides sellers with three core features to help you better understand market opportunities and optimize your product strategy.
Insights and trends
Provides access to historical niche market data from the past 2 years, helping sellers analyze long-term market trends and patterns of change so they can make more accurate product selection and market assessment decisions.
Customer Review Insights feature
More intuitively show the positive and negative impact of product attributes in each niche on purchasing behavior, and quantify that impact.
Returns feature
Fully show the mention rates and changes of return factors at the niche level from two perspectives: return insights and return trends.
Marketplace Product Guidance (MPG) - Global product demand
For sellers already selling on other Amazon marketplaces, the Global Product Demand feature in Marketplace Product Guidance can help you quickly identify opportunities in the Europe marketplace for efficient product selection and expansion.
Sellers can go directly to the Seller Central home page card and click: Growth menu > Marketplace Product Guidance.
Sellers can go directly to the Seller Central home page card and click: Growth menu > Marketplace Product Guidance.
Store-level opportunities
Analyze data from multiple marketplaces, compare it with products you already sell, and recommend potential business opportunities in the Europe marketplace.
ASIN-level opportunities
Shows the sales forecast for the next 12 months for the ASIN you are selling in the target marketplace, as well as the top competitors.
View ASIN competition
View the top competitors’ pages to see sales information for products similar to the recommended ASINs, including brand, Best Sellers Rank, price, ratings, and more. Quickly assess the success potential of new products.
Listing
Create a listing
You can do this on the Seller Central home page,
Click “Catalog > Add Products” to create a listing through individual editing or bulk upload.
Click “Catalog > Add Products” to create a listing through individual editing or bulk upload.
1. Create listings one at a time
● Click “Search/Product Image/Product Code/Website URL” to find an Amazon product detail page for an item already for sale on Amazon, add your offer for the same product on that detail page, and 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 Listing
Click “Spreadsheet” to create multiple new product listings at once using Amazon Excel templates or your own product data forms.
3. Use Amazon’s convenient AI content generation feature
You only need to submit a Chinese product description, an image, an off-site product detail page link, or a spreadsheet to automatically generate rich Listing content.
● Efficiency doubled: Say goodbye to manual writing, and complete in 15 minutes what traditionally takes 1 hour.
● Multi-marketplace compatibility: covers major marketplaces, supports generating content in German, French, Italian, and Spanish, and helps you operate across marketplaces.
● Bulk feature: intelligently convert your own detailed product information forms into Amazon format.
● Efficiency doubled: Say goodbye to manual writing, and complete in 15 minutes what traditionally takes 1 hour.
● Multi-marketplace compatibility: covers major marketplaces, supports generating content in German, French, Italian, and Spanish, and helps you operate across marketplaces.
● Bulk feature: intelligently convert your own detailed product information forms into Amazon format.
Cross-site listing sync
If you have already created a listing on other sites, you can also choose the right tool based on your needs to sync the Listing from those sites to Europe marketplace.
Compliance preparations
Before you launch in Europe marketplace, you need to complete the corresponding compliance preparations based on 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 for Value Added Tax (VAT) in the local country and file regularly.
Environmental compliance
Regulations that must be complied with to reduce environmental impact, such as regulations for packaging, electrical and electronic equipment, batteries, and plastics.
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 must be followed for import and export trade, such as the UK FHDDS.
Next, we'll walk you through each of these compliance requirements.
Tax compliance
VAT is a tax levied on consumer spending. It is charged on sales made by registered sellers within Europe and paid to the tax authorities of European countries through Value Added Tax returns.
Countries affected: United Kingdom, Germany, France, Italy, Spain, Sweden, Poland, Ireland
Affected sellers: sellers who use Fulfillment by Amazon (FBA) warehouses or overseas warehouses, or who sell products to businesses (B2B) in the UK or EU countries/regions
Countries affected: United Kingdom, Germany, France, Italy, Spain, Sweden, Poland, Ireland
Affected sellers: sellers who use Fulfillment by Amazon (FBA) warehouses or overseas warehouses, or who sell products to businesses (B2B) in the UK or EU countries/regions
*Except for Belgium and the Netherlands, Amazon has FBA warehouses in eight European countries. If you enable local warehousing, you must register for 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 packaging or products that contain packaging, you must upload your packaging law registration number in advance and have it verified by Amazon; in France, Italy, and Spain, Amazon will continue to provide payment services on your behalf if you have a packaging law registration number; in the UK, only payment services on your behalf are currently supported.
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Affected sellers: sellers who sell packaged goods
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Affected sellers: sellers who sell packaged goods
Electrical and electronic equipment category (WEEE)
If you sell products subject to the Waste Electrical and Electronic equipment Directive, in Germany, you need to upload your WEEE registration number in advance and pass Amazon verification. The average registration time is about 8–12 weeks, and the average price is about ¥4,500; in France, you can choose to register yourself or have Amazon collect and remit on your behalf.
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 category (Battery)
If you sell batteries or products containing batteries in EU countries, you must upload your battery registration number in advance and pass Amazon verification in Germany, the Netherlands, Sweden, Poland, and Ireland; the average registration time is about 7–10 weeks, and the average price is about RMB 4,300 (registration varies by country, so please consult your service provider). In France and Belgium, you can choose to self-register or have Amazon withhold and remit the payment on your behalf.
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Affected sellers: sellers who sell batteries or products containing batteries
Countries affected: Germany, France, Italy, Spain, Sweden, the Netherlands, Poland, Belgium, Ireland
Affected sellers: sellers who sell batteries or products containing batteries
Product compliance
Product compliance means that when companies sell products in the European market, they must meet the requirements of the EU's mandatory technical product regulations and standards.
General Product Compliance Requirements (GPSR)
To sell non-food products, you must complete the following compliance actions (if not completed, the products will be banned from sale on the corresponding marketplace):
• Designate an EU responsible person for products affected by regulations. You can register an EU representative through a service provider; registration takes about 1 week and costs about ¥300–1,000;
• Complete product labels, including: contact information for the EU responsible person and manufacturer, warnings and safety information (in the language of the country of sale), and product coding information;
• Upload the information required by regulations through Amazon Seller Central.
Affected country: EU
Affected sellers: all sellers that sell non-food products
• Designate an EU responsible person for products affected by regulations. You can register an EU representative through a service provider; registration takes about 1 week and costs about ¥300–1,000;
• Complete product labels, including: contact information for the EU responsible person and manufacturer, warnings and safety information (in the language of the country of sale), and product coding information;
• Upload the information required by regulations through Amazon Seller Central.
Affected country: EU
Affected sellers: all sellers that sell non-food products
Compliance requirements for selling some special product categories
Selling some special product types (such as baby and child products, safety protection products, electrical appliances, and potentially dangerous goods (hazmat)) requires additional compliance actions:
• Confirm the product category. We recommend consulting a service provider about the specific special compliance requirements for the product before it goes live (such as CE/REACH).
• Upload compliance documents through Amazon Seller Central.
Affected country: EU
Affected sellers: all sellers who sell certain special-category products
• Confirm the product category. We recommend consulting a service provider about the specific special compliance requirements for the product before it goes live (such as CE/REACH).
• Upload compliance documents through Amazon Seller Central.
Affected country: EU
Affected sellers: all sellers who sell certain special-category products
Trade compliance
Trade compliance mainly refers to the Fulfillment House Due Diligence Scheme (FHDDS) in the UK. 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 sourced locally in the UK (you must keep a valid purchase invoice for verification) may be exempt from the IEN number.
Affected country: United Kingdom
Affected sellers: sellers whose company is registered outside the UK and who import products from outside the UK into the UK, with the final inbound shipment going to Amazon’s UK fulfillment centers (UK FBA)
Affected country: United Kingdom
Affected sellers: sellers whose company is registered outside the UK and who import products from outside the UK into the UK, with the final inbound shipment going to Amazon’s UK fulfillment centers (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 using the Europe marketplace “Perfect Compliance” solution: register VAT in the UK, Germany, France, and Spain, 5-country packaging laws, and the EU GPSR all at once to address common compliance requirements in one place and start selling quickly.
Register VAT in the UK, Germany, France, and Spain + German Packaging Law + EU GPSR at the same time
Basic compliance
Upgrade options
VAT
Register tax IDs in 4 countries (UK/Germany/France/Spain)
EPR
Register packaging laws in 5 countries (Germany/France/Italy/Spain/the Netherlands)
Register for German WEEE and battery law compliance (for electrical and electronic products and products containing batteries)
GPSR
Register an EU responsible person + create product labels + upload relevant regulatory information to Seller Central
The “Perfect Compliance” solution will help you complete the compliance steps needed to launch on established Europe marketplaces in as little as 12 weeks, while also unlocking two-way inbound channels for the UK and the EU, and officially enabling Pan-EU FBA, so you can enjoy local Fulfillment fees in each country and significantly reduce cross-border fulfillment costs.
Step 3: shipping fulfillment
Shipping and fulfillment are a key step in launching sales on the Europe marketplace. Amazon provides you with an end-to-end logistics solution and recommends that you use Fulfillment by Amazon (FBA) to achieve efficient delivery and a high-quality customer experience.
Fulfillment by Amazon (FBA)
Fulfillment by Amazon (FBA) provides convenient one-stop fulfillment and after-sales services, with the following three key advantages:
High-quality traffic conversion
20%-25% increase in sales
Fast order delivery
Delivered in as little as 15 minutes
Efficient after-sales operations
24/7 customer service in the local language
“Perfect FBA” logistics solution
When expanding to multiple Europe marketplaces, we recommend that new sellers use the “Perfect FBA” logistics solution: complete inbound placement in both the UK and the EU + enable Pan-EU FBA in the EU to achieve seamless fulfillment across Europe.
Three main advantages of “Perfect FBA”:
Fast shipping
Using local inventory to fulfill orders can achieve 1–2-day delivery, improve the customer experience, and increase product conversion rates.
Efficient cost control
Compared with inbound placement in multiple EU countries, inbound placement in one EU country offers more advantageous first-mile costs and local last-mile delivery fees, saving up to 53% compared with cross-border delivery.
High sales potential
Helps you easily expand your business to 10 European countries with lower logistics costs and faster delivery speeds, and is expected to increase new sellers’ sales by about 3–5 times.
New sellers can achieve Perfect Launch with FBA in an average of 90 days after getting started with FBA, driving 3–5x sales growth in their first year.
First-mile logistics
Amazon provides a variety of official first-mile logistics solutions, all with the benefits of advance warehouse placement, end-to-end shipment tracking, and one-stop management in the backend, helping you save time and effort on logistics and operations.
Amazon Global Logistics
Officially led, high-quality FBA-exclusive services
Carrier: Amazon official cross-border logistics service
Coverage area: China to the UK/Germany/France/Italy/Spain
Applicable scenarios: supports ocean shipping only and is suitable for sellers who need to ship or restock in large quantities
Carrier: Amazon official cross-border logistics service
Coverage area: China to the UK/Germany/France/Italy/Spain
Applicable scenarios: supports ocean shipping only and is suitable for sellers who need to ship or restock in large quantities
Amazon cross-border carrier partner program (Amazon SEND)
Third-party replenishment: curated third-party FBA first-mile services
Carrier: logistics partner carrier selected by Amazon
Coverage area: China to the UK/Germany
Applicable scenario: air shipping only, suitable for sellers who want to quickly test new products, have high inventory turnover, and want to restock quickly to meet light, small product and delivery speed needs
Carrier: logistics partner carrier selected by Amazon
Coverage area: China to the UK/Germany
Applicable scenario: air shipping only, suitable for sellers who want to quickly test new products, have high inventory turnover, and want to restock quickly to meet light, small product and delivery speed needs
Pan-EU FBA
After Brexit, the UK and the EU no longer share inventory with each other. To capture sales opportunities in both the UK and EU markets, you can expand your business across both markets through two logistics models, bilateral inbound placement and Remote Fulfillment Program, to cover the entire European market. We recommend using dual inbound placement for fulfillment.
Send inventory to both sides for local delivery
Ship to a fulfillment center in the UK and one EU country (Germany recommended)
Advantages:
• Lower FBA fees: the UK and the EU each have local Fulfillment fees;
• Faster delivery speeds: same-day or next-day delivery for a better buyer experience. If you store inventory locally in the EU, you can also enjoy the benefits of Pan-EU fulfillment.
Advantages:
• Lower FBA fees: the UK and the EU each have local Fulfillment fees;
• Faster delivery speeds: same-day or next-day delivery for a better buyer experience. If you store inventory locally in the EU, you can also enjoy the benefits of Pan-EU fulfillment.
Remote Fulfillment between the United Kingdom and the EU
Store inventory in one country
Advantage: inventory management is simple. You only need to send inventory to the United Kingdom or any one EU country to cover all of Europe through Remote Fulfillment.
Disadvantages:Delivery time is longer and takes 4–6 days, and cross-border delivery fees are higher than local delivery fees.
Advantage: inventory management is simple. You only need to send inventory to the United Kingdom or any one EU country to cover all of Europe through Remote Fulfillment.
Disadvantages:Delivery time is longer and takes 4–6 days, and cross-border delivery fees are higher than local delivery fees.
Pan-EU
The EU offers a variety of last-mile logistics options that you can flexibly configure based on your business needs. We recommend using Pan-EU FBA to expand to other Europe marketplaces.
Pan-EU FBA
Store inventory in 1 country, and Amazon will intelligently transfer inventory to warehouses in multiple countries for free based on its algorithms
Benefits:
• Only 1 country is needed for inbound shipment;
• Fast delivery in 1-3 days;
• Enjoy local Fulfillment fees (only in countries with storage enabled).
Benefits:
• Only 1 country is needed for inbound shipment;
• Fast delivery in 1-3 days;
• Enjoy local Fulfillment fees (only in countries with storage enabled).
European Fulfillment Network (EFN)
Ship inventory to 1 country, and deliver cross-border to multiple EU countries
Advantage: only need to send inventory to one country.
Disadvantages: delivery takes longer, requiring 4–6 days, and cross-border fulfillment fees are higher than local fulfillment fees.
Advantage: only need to send inventory to one country.
Disadvantages: delivery takes longer, requiring 4–6 days, and cross-border fulfillment fees are higher than local fulfillment fees.
Multi-country inventory (MCI)
Store inventory in multiple countries to enable local delivery in each one
Benefits:
• Enjoy local Fulfillment fees;
• Fast delivery within 1–3 days.
Disadvantage: Inventory management is more complex.
Benefits:
• Enjoy local Fulfillment fees;
• Fast delivery within 1–3 days.
Disadvantage: Inventory management is more complex.
Pan-EU eligibility requirements
Condition 1: Germany/France/Italy/Spain/Poland
In the above marketplaces, if you enable multi-country warehousing settings and upload the corresponding Value Added Tax numbers, the countries where warehousing settings are enabled can enjoy local delivery fees. Under Italy’s new policy, applying for Italian VAT requires a €50,000 security deposit, and sellers can decide whether to pay it based on their own circumstances. We recommend that sellers apply for VAT registrations in Germany, France, and Spain, so that even if they do not pay the Italian security deposit, they can still activate Pan-EU by registering for VAT in two or more countries, and use Remote Fulfillment Program in Italy.
Condition 2: Germany/France/Italy/Spain/Netherlands
The five marketplaces mentioned above all use the same SKU to list FBA products.
European logistics programs and promotional policies
Amazon Europe marketplace offers a series of fulfillment programs and preferential policies to help sellers effectively reduce cross-border fulfillment costs.
01 low-price FBA rate
If the product price is at or below the amounts below (including VAT), the product will automatically qualify for the low-price FBA rate.
Eligibility criteria:
• UK≤£20
• Germany/France/Italy/Spain/Belgium/Netherlands/Ireland≤€20
• Sweden ≤ 230 SEK
• Poland ≤ 85 Polish zloty
Eligibility criteria:
• UK≤£20
• Germany/France/Italy/Spain/Belgium/Netherlands/Ireland≤€20
• Sweden ≤ 230 SEK
• Poland ≤ 85 Polish zloty
02 FBA solution for high-average-selling-price products
We provide a complete solution for pain points throughout the fulfillment center process for products priced above $50.
Benefits:
• Safe inbound, low loss - shipment plan
• Strong after-sales protection and risk control - returns processing toolkit
• Clearance and resale upgraded again – Grade & Resell feature upgrade
Benefits:
• Safe inbound, low loss - shipment plan
• Strong after-sales protection and risk control - returns processing toolkit
• Clearance and resale upgraded again – Grade & Resell feature upgrade
03 Fulfillment by Amazon Heavy and Bulky program
You can use FBA to sell, giving heavy and bulky products access to high-quality traffic, efficient delivery, and value-added services, including scheduled delivery, room of choice deliveries, installation services, and more.
At the same time, Multi-Seller Flex was also launched, enabling sellers that use third-party overseas warehouses to access Prime delivery services.
MSF fee discount: Starting October 15, 2025, sellers who sign up for MSF may receive a fee discount on heavy and bulky products (total weight between 23 kg and 31.5 kg), with discounts of up to 45% off
Heavy and bulky products must meet one of the following criteria:
• Weight exceeds 23 kg
• Length exceeds 175 cm (longest side)
• Girth exceeds 360 cm (length + width × 2 + height × 2)
At the same time, Multi-Seller Flex was also launched, enabling sellers that use third-party overseas warehouses to access Prime delivery services.
MSF fee discount: Starting October 15, 2025, sellers who sign up for MSF may receive a fee discount on heavy and bulky products (total weight between 23 kg and 31.5 kg), with discounts of up to 45% off
Heavy and bulky products must meet one of the following criteria:
• Weight exceeds 23 kg
• Length exceeds 175 cm (longest side)
• Girth exceeds 360 cm (length + width × 2 + height × 2)
* Maximum size and weight limits: vary by marketplace. For details, go to Seller Central
04 Amazon Recommended Packing Method (BPR)
Pack boxes according to the BPR recommended plan to improve transfer timeliness and delivery speed, and enjoy a $0.15 delivery fee discount per unit!
Eligibility requirements:Simply select “Amazon Recommended Packing Method” in the first step when you create a shipment to join
Eligibility requirements:Simply select “Amazon Recommended Packing Method” in the first step when you create a shipment to join
05 Ships in Product Packaging program (SIPP)
Enjoy delivery discounts of up to €4.83 per item, while supporting your brand’s “eco-friendly and energy-saving” messaging!
Eligibility requirements: complete the certification for the “Ships in Product Packaging” program to join
Eligibility requirements: complete the certification for the “Ships in Product Packaging” program to join
Step 4: drive sales quickly
Fast sales momentum is key to the success of new products, and new sellers can use four major tools—detail page optimization, advertising, promotions, and Vine reviews—to quickly build exposure and conversions.
Detail page optimization
Listing optimization requires a dual-engine approach—improving visibility drives traffic, and improving conversion boosts efficiency; only by combining the two can you create a best seller.
Increase visibility so more customers can see you
Ensure accurate leaf nodes: select the most precise subcategory to avoid being misclassified
Keyword placement tips:
• Put important keywords in the title and search terms
• Place multiple keywords in multiple placements to increase the chances of appearing in search results
• Pay attention to image keywords and descriptive text in A+ Content
Main image compliance: high-resolution image on a white background, highlighting the product itself and meeting requirements
Title format: brand name + core keyword + product feature words + others
Keyword placement tips:
• Put important keywords in the title and search terms
• Place multiple keywords in multiple placements to increase the chances of appearing in search results
• Pay attention to image keywords and descriptive text in A+ Content
Main image compliance: high-resolution image on a white background, highlighting the product itself and meeting requirements
Title format: brand name + core keyword + product feature words + others
Increase the conversion rate so that customers who see it want to buy
Supplemental images and videos: add supplemental images, videos, and 3D to show product details and usage scenarios
Five bullet points: put the strongest selling points in the first 3 bullets, bold keywords, and make it easy to scan
Product description: add the brand story and the product’s deeper value
Q&A:proactively manage it, actively answer customer questions, and even ask and answer your own questions
A+&Vine:Make good use of A+, Vine, and other tools
Five bullet points: put the strongest selling points in the first 3 bullets, bold keywords, and make it easy to scan
Product description: add the brand story and the product’s deeper value
Q&A:proactively manage it, actively answer customer questions, and even ask and answer your own questions
A+&Vine:Make good use of A+, Vine, and other tools
Advertising
What is Amazon Advertising?
Amazon Advertising is a paid promotional service that Amazon provides to sellers. It appears on Amazon and third-party partner websites through major formats such as Sponsored Products, Branding, and Sponsored Display, helping increase product visibility, brand awareness, and sales conversions through precise pay-per-click (CPC) marketing.
Benefits of using Amazon Advertising
Increase traffic and reach more customers
Increase sales and conversion rates
Build brand recognition
What is Amazon Advertising?
Sellers can flexibly use three types of advertising tools for tiered operations: Sponsored Products to drive traffic and expand keywords, Branding to increase awareness, and Sponsored Display to reach shoppers precisely and manage competitor traffic.
Promotions
You can achieve sales growth from 0 to 1 to 100 million during specific product life cycle stages by choosing the right promotional tools.
01 New product stage
No orders/few orders
√ Coupon
An essential tool for increasing conversions in the early stages of a new product launch, with low discount requirements and an additional $50 discount from the New Seller Starter Pack!
Path: Seller Central > Advertising > Coupons, search for the ASIN to set up a coupon.
Path: Seller Central > Advertising > Coupons, search for the ASIN to set up a coupon.
√Price Discounts Price Discount
A free tool with low discount requirements that can be offered to all consumers, making it easy for new products to increase conversion and visibility.
Path: Seller Central > Advertising > Price Discounts, and select the corresponding date and customer group.
Path: Seller Central > Advertising > Price Discounts, and select the corresponding date and customer group.
02 Growth period
The number of orders is gradually rising
√Prime Exclusive Discounts
A promotional tool for high-value Prime members, with free submissions for major deal events on the Europe marketplace, and even better results during those events!
Submission path: Seller Central > Advertising > Price Discounts > select Prime Exclusive Discounts/member-day related promotions.
Submission path: Seller Central > Advertising > Price Discounts > select Prime Exclusive Discounts/member-day related promotions.
√Premium promotion Deal of the Day
A free limited-time promotion tool with a dedicated traffic entry point during major sales events; participation is by invitation from your account manager, and submission success rates are higher in Europe!
Submission path: Submit through your Europe marketplace account manager.
Submission path: Submit through your Europe marketplace account manager.
03 Maturity stage
Stable orders
√Lightning Deal
12-hour limited-time offer with a progress bar; you can set the inventory and price for the event yourself
Submission path: Seller Central > Advertising > Lightning Deals > Create New Promotion, then select Lightning Deals.
Submission path: Seller Central > Advertising > Lightning Deals > Create New Promotion, then select Lightning Deals.
√Z Best Deal
You can set the inventory, price, and duration (1–14 days) for the promotion yourself, and it delivers good order volume.
Path: Seller Central > Advertising > Lightning Deals > Create New Promotion, and select Best Deal.
Path: Seller Central > Advertising > Lightning Deals > Create New Promotion, and select Best Deal.
Vine review program
Vine is a program where products are exchanged for reviews. Merchants provide new products free of charge to trusted reviewers to get an initial set of high-quality, authoritative reviews with a “green label.”
Three core advantages
Get reviews quickly and improve conversions
Get high-quality, trustworthy reviews quickly to directly boost conversion rates
Official, safe, and risk-free
Official Amazon channel, absolutely safe and compliant
Gain authentic, high-quality feedback
Get real market feedback and drive product and strategy optimization
New feature: Pre-Vine
How it differs from Vine: join immediately after creating your FBA shipment, with no need to wait for inventory to arrive at the fulfillment center, so you can get a head start on collecting reviews.
Core advantage: up to 30 authentic reviews from Vine Voice can be displayed on the first day of the product’s official launch, so your product launches with reviews and can effectively improve conversion rates.
Setup steps: set the product release date (PSLD) to a future date, then enroll in Vine after your FBA shipment is sent and while it is in transit.
Step 5: sustainable growth
Continuous growth is the foundation of long-term success. Build a sustainable growth flywheel through four key strategies: brand building, participation in major sales events, expansion into new marketplaces, and non-Amazon marketing.
Brand capabilities
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. Launch your brand’s hero products
Increase sales conversion: A+ Content, Vine, Sponsored Products, and more
2. Build brand recognition
Improve the quality score of the Brand Store:Brand Store, brand story, etc.
3. Increase brand awareness
Increase new customer acquisition: Sponsored Brands ads, Sponsored Display ads, etc.
4. Increase brand loyalty
Increase repeat purchase rate: Brand tailored promotions, brand coupons,
video ads, etc.
video ads, etc.
5. Build your brand moat
Register your intellectual property compliantly to keep your brand safe: automated brand protection, report violations, Transparency, and Project Zero
For sellers in Europe marketplace, the following three brand-building tools are the most important.
Brand story
Show your brand presence
Brand Store
Build your brand presence
Sponsored Brands
Increase brand awareness
Europe promotions
Europe marketplace offers a wide variety of frequent promotions year-round, creating many sales opportunities and making it ideal for new sellers to quickly expand and increase product exposure.
New Europe marketplaces and export program
The European Export Program helps sellers easily reach 30+ other European countries where Amazon does not yet have a marketplace, enabling sellers to sell in one country and buyers to buy in multiple countries.
Program benefits
Increase sales on existing Europe marketplace sites by 11%
No need to open a new site or upload/sync Listings
No additional VAT registration required
FBA sellers only need to pay the local delivery fee for the export marketplace, while for seller-fulfilled sellers, the shipping fees they set are paid by consumers.
How do I enable it?
FBA sellers: [Seller Central] - [Settings] - [Fulfillment by Amazon] - [Shipping programs and export settings] - [Edit]
Self-fulfilled sellers: [Seller Central] - [Settings] - [Shipping Settings] - [Create new shipping template] - [International shipping] - [Assign SKUs]
Self-fulfilled sellers: [Seller Central] - [Settings] - [Shipping Settings] - [Create new shipping template] - [International shipping] - [Assign SKUs]
Which marketplaces are included?
Exportable marketplaces: United Kingdom, Germany, France, Italy, Italy, Spain, and the Netherlands
Export destinations: Austria, Ireland, Switzerland, Portugal, Luxembourg, Germany, the United Kingdom, France, Italy, Spain, Sweden, Belgium, Greece, the Czech Republic, Finland, Croatia, Slovakia, Denmark, Hungary, Iceland, Jersey, Poland, the Netherlands, Norway, Malta, Romania, Latvia, Bulgaria, Slovenia, Morocco, Cyprus, Lithuania, Estonia, Guernsey
Export destinations: Austria, Ireland, Switzerland, Portugal, Luxembourg, Germany, the United Kingdom, France, Italy, Spain, Sweden, Belgium, Greece, the Czech Republic, Finland, Croatia, Slovakia, Denmark, Hungary, Iceland, Jersey, Poland, the Netherlands, Norway, Malta, Romania, Latvia, Bulgaria, Slovenia, Morocco, Cyprus, Lithuania, Estonia, Guernsey
non-Amazon 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 full-funnel business goals.
Benefits:
• Reach relevant audiences at scale
• Display in premium content
• Use one-stop creative assets to convey your brand message
Applicable marketplaces: United Kingdom, Germany, France, Italy, Spain
Benefits:
• Reach relevant audiences at scale
• Display in premium content
• Use one-stop creative assets to convey your brand message
Applicable marketplaces: United Kingdom, Germany, France, Italy, Spain
Audio ads
With streaming audio services, reach more unique ad-supported audiences, and accurately measure ad effectiveness based on your brand goals.
Benefits:
• Access exclusive first-party content and premium third-party content
• Discover relevant audiences
• Use seamless, easy-to-use media tools
Applicable marketplaces: United Kingdom, Germany, Italy
Benefits:
• Access exclusive first-party content and premium third-party content
• Discover relevant audiences
• Use seamless, easy-to-use media tools
Applicable marketplaces: United Kingdom, Germany, Italy
outdoor advertising
Place memorable outdoor ads on Amazon packages and at Amazon Locker pickup locations to increase customer awareness, engagement, and purchase intent for your brand.
Benefits:
• Expand and enhance advertising effectiveness
• Increase purchase intent through broad reach
• Spend smartly, not just spend more
Supported marketplaces: United Kingdom, Germany, France, Italy, Spain
Benefits:
• Expand and enhance advertising effectiveness
• Increase purchase intent through broad reach
• Spend smartly, not just spend more
Supported marketplaces: United Kingdom, Germany, France, Italy, Spain
Amazon DSP
Achieve marketing results through large-scale, precise targeting, helping brands build meaningful connections with consumers.
Benefits:
• Premium traffic resources
• Unique audience signals
• AI-driven optimization
Applicable marketplaces: United Kingdom, Germany, Italy, Netherlands, Sweden
Benefits:
• Premium traffic resources
• Unique audience signals
• AI-driven optimization
Applicable marketplaces: United Kingdom, Germany, Italy, Netherlands, Sweden
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