New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Amazon Europe marketplace
Europe announces a new round of multiple favorable measures
Covering multiple dimensions such as commission reduction, logistics, and tools, the new seller package increased by 50%, and the highest sales commission reduction reached 67%
Europe Marketplace Overview
Third largest e-commerce in the world
The e-commerce market is expected to exceed 700 billion US dollars in 2026
The number of unique visits continues to lead
One of Europe's most popular e-commerce brands
The number of online consumers is as high as 400 million
Online spending per person per year is as high as 1,500 US dollars
5 Major Established European Marketplaces
UK
DE
FR
IT
Spain
Leading the world:
The top 10 e-commerce markets in the world occupy 3 seats
Massive scale:
The e-commerce market is over US$480 billion, accounting for more than 60% of the European market
Strong consumption:
Online spending per capita is as high as $21,500+, second only to the US
5 New European Marketplaces
SE
NL
PL
Belgium
Ireland
Large population:
The total population covered was 79.72 million, which is about the same as the German population
High quality customer base:
The average household disposable income is $28,914, which is nearly three times higher than the global average
E-commerce is mature:
The average e-commerce user penetration rate is 79.86%, surpassing the overall European level by 20%
European export program
The Export Program allows you to sell products cross-border from your six export-enabled European marketplaces (the UK, France, Germany, Italy, Spain, and the Netherlands) to 30+ European countries and regions where Amazon does not yet have a marketplace, with no additional operating costs. With one click, you can increase sales across your existing European marketplaces.
Start enrollment
Registering an account is the first step in starting Amazon's cross-border business. It is recommended that you make the following 3 preparations to understand and prepare relevant information in advance in order to successfully complete account registration.
Check the list of information required for registration. If the information is incomplete and untrue, registration will not be successful.
Registration is carried out according to the registration process guidebook. The registration process is irreversible, and the previous step cannot be returned once completed.
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.
Cost of opening a store
The cost to sell on Amazon depends on your selling plan, product category, fulfillment strategy, and other variables. It mainly includes the following four basic expenses.
Monthly fee
All global marketplaces share a single monthly subscription fee. For just £25 or €39 per month, you can activate all European marketplaces and sell to more than 30 countries and regions.
If you already have a store in another marketplace, such as North America, you do not need to pay an additional monthly subscription fee in Europe.
If you already have a store in another marketplace, such as North America, you do not need to pay an additional monthly subscription fee in Europe.
Referral Fee
Amazon charges a referral fee for every product sold, depending on the product category. Most sales commissions range between 8% and 15%.
Logistics costs
Overseas delivery involves a variety of logistics costs. We recommend choosing Amazon Logistics (FBA) to achieve high-speed delivery and efficient after-sales, and enable sales growth.
You can also use the Amazon Logistics Revenue Calculator to estimate revenue and profit from different delivery methods.
You can also use the Amazon Logistics Revenue Calculator to estimate revenue and profit from different delivery methods.
Sponsored products charge
To accelerate the success of your business, Amazon recommends launching and using promotional tools such as ads and coupons within 90 days of product listing, as well as branding tools.
Store opening benefits and offers
In 2026, Amazon Europe will drastically reduce sales commissions for various categories, up to 10%, helping sellers reduce operating costs.
You can also click here to quickly identify the fee categories that apply to your products, and use the Revenue Calculator and FBA Fee Preview Report to preview the 2026 fee schedule for European marketplaces.
To help you start a European business at a low cost, Amazon has prepared a series of major retail benefits, providing multiple relief and subsidies on the three core costs of sales commissions, logistics costs, and product promotion. Real money helps you set sail quickly.
5-Step Guide to Launching and Running a New Seller
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.
Preparation for compliance
Complying with European compliance is a basic requirement for new sellers to enter and develop the European market, and it is also a key to successfully doing business in Europe. Before you launch on the European site, you need to complete the appropriate compliance preparations according to your sales plan. 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.
Compliance requirements in the European market can be grouped into four categories: tax compliance, product compliance, environmental compliance, and trade compliance.
Amazon Europe has created a “perfect compliance” one-stop solution for new sellers. After completing registration, you will simultaneously unlock the UK warehousing + EU warehousing bilateral channel, and can officially launch the Amazon Logistics Europe Integration Service (Pan-European FBA): Amazon will automatically transfer your inventory between Germany, France, and the West, so you can enjoy local delivery rates in each country and greatly reduce cross-border logistics costs. In as little as 12 weeks, compliance operations can be completed when launched on mature European marketplaces. Help you efficiently streamline compliance processes and set sail easily.
Amazon Europe has created a “perfect compliance” one-stop solution for new sellers. After completing registration, you will simultaneously unlock the UK warehousing + EU warehousing bilateral channel, and can officially launch the Amazon Logistics Europe Integration Service (Pan-European FBA): Amazon will automatically transfer your inventory between Germany, France, and the West, so you can enjoy local delivery rates in each country and greatly reduce cross-border logistics costs. In as little as 12 weeks, compliance operations can be completed when launched on mature European marketplaces. Help you efficiently streamline compliance processes and set sail easily.
Logistics and warehousing
Amazon sellers can choose between “Amazon Delivery (FBA)” or “Seller Self-Delivery” when shipping products to overseas consumers.
Amazon (FBA)
FBA means that after the seller sends products in bulk to the Amazon fulfillment center, Amazon is responsible for helping the seller store the products; when the products are sold, Amazon completes order sorting, packaging, and delivery, and provides customer service such as customer inquiries and returns for these products.
We recommend that you use FBA as soon as you open a store: products delivered through FBA can get the Prime mark, reach over 200 million premium Prime members, and enjoy fast same-day or next-day delivery services!Data shows that sellers using Fulfillment by Amazon (FBA) see a 20%-25% increase in sales.
You can choose Amazon's official first-line logistics: Amazon Global Logistics AGL (sea freight) or SEND (air freight) to send products to Amazon fulfillment centers in Europe, or choose other third party logistics service providers.
We recommend that you use FBA as soon as you open a store: products delivered through FBA can get the Prime mark, reach over 200 million premium Prime members, and enjoy fast same-day or next-day delivery services!Data shows that sellers using Fulfillment by Amazon (FBA) see a 20%-25% increase in sales.
You can choose Amazon's official first-line logistics: Amazon Global Logistics AGL (sea freight) or SEND (air freight) to send products to Amazon fulfillment centers in Europe, or choose other third party logistics service providers.
Europe's “Perfect FBA” Logistics Solution
To help new sellers in Europe operate across multiple marketplaces more efficiently, simplify multi-country delivery and inventory management, secure cost-effective delivery rates, and provide excellent customer service, we recommend the Perfect FBA's logistics solution for Europe. Specifically: new sellers can use FBA to launch in Europe, set up inbound shipments to both the UK and an EU country (such as Germany), and enable Pan-European FBA (Pan-EU) in EU countries.
The “Perfect FBA” logistics solution can help you reach 10 European countries, achieve efficient and fast delivery, save about 53% of final costs, and increase sales by about 3 to 5 times.
MFN
Sellers control the entire process, from inventory management, product packaging, cross-border transportation, customer service to return and exchange management, and can choose Amazon's official “Buy Shipping” service (Buy Shipping) to directly screen suitable third-party carriers on the seller platform.
Product Selection Guide
Product selection guide and hot selling categories
Amazon provides sellers with official European product selection trends, covering the latest market overview, category insights, popular product trends, etc., to help sellers explore, evaluate, and seize product opportunities in the European market.
After registering as a seller, you can also use Amazon's free official product selection tools “Business Opportunity Finder” and “Product Selection Compass” to quickly identify and thoroughly understand market opportunities and achieve efficient product selection and expansion.
Categories allowed to be sold
Amazon Europe opens dozens of product categories and can be sold without approval.
How to quickly expand from other Amazon marketplaces to Europe?
Scan the QR code to watch a step-by-step video guide.
How to efficiently expand to Europe.
How to efficiently expand to Europe.
No need to sign up for a new account,
Switch directly to the European marketplaces from your existing account.
Switch directly to the European marketplaces from your existing account.
The BIL tool automatically does it for you
Listing moving and translation jobs.
Listing moving and translation jobs.
Insight into the latest market trends and industry opportunities,
Precise development.
Precise development.
Easily launch your Amazon branded flagship store
Move to other marketplaces.
Move to other marketplaces.
Compliance tools help you find gaps and fill gaps,
Complete compliance efficiently.
Complete compliance efficiently.
How to quickly expand from one European country to many European countries?
Amazon provides you with a “three-step” strategy to help sellers efficiently lay out in Europe and protect the entire link.
Step 1: List products on multiple marketplaces
You can use Listing On One Site Globally (LOSG) or Build International Listings (BIL) to easily synchronize your products from the source marketplace to multiple European marketplaces. There is no need to recreate listings. The tools automatically adapt the target marketplace language and currency, helping you quickly list products across multiple marketplaces.
Step 2: Start Pan-EU logistics service
You can expand and manage logistics from multiple European marketplaces in one stop, and get convenient logistics services with shared inventory, fast delivery, and only local service fees. Click on the link to go directly to the latest Amazon Logistics Integration Service (Pan-EU) portal in 2026: Pan-EU Portal
Step 3: Unlock cross-market promotion
In addition, Amazon offers European sellers four cross-marketplace promotional tools, making it easy to unlock cross-marketplace promotion with one click. Click on the link below to view the detailed operation guide:
● Z Save/Flash Deal/Coupon Settings Copy Tool: Sync the Z Save/Flash Deal/Coupon configurations of existing sites with one click, no need to repeat settings Amazon Seller Central - Inventory - Global Sales - Click the “Expand Coupon” or “Expand Offer” button
● Create multi-marketplace promotions in batches: configure once, launch promotions simultaneously on multiple marketplaces.
Seller Central - Create a new promotion
● Global Sponsored Products: Use one campaign across multiple marketplaces, with automatic language and bid adjustments.
Amazon Advertising Guide — Easily Promote Globally
● Cross-marketplace replication of brand flagship stores: copy the flagship store to the new marketplace with one click to maintain brand unity.
Amazon Advertising Guide - Expanding Global Audience Reach with Multi-Marketplace Outreach Tools
● Z Save/Flash Deal/Coupon Settings Copy Tool: Sync the Z Save/Flash Deal/Coupon configurations of existing sites with one click, no need to repeat settings Amazon Seller Central - Inventory - Global Sales - Click the “Expand Coupon” or “Expand Offer” button
● Create multi-marketplace promotions in batches: configure once, launch promotions simultaneously on multiple marketplaces.
Seller Central - Create a new promotion
● Global Sponsored Products: Use one campaign across multiple marketplaces, with automatic language and bid adjustments.
Amazon Advertising Guide — Easily Promote Globally
● Cross-marketplace replication of brand flagship stores: copy the flagship store to the new marketplace with one click to maintain brand unity.
Amazon Advertising Guide - Expanding Global Audience Reach with Multi-Marketplace Outreach Tools
Frequently asked questions
FAQ
Account registration
How do I sell in the European Amazon Marketplace?
There are four main steps to start selling in Europe:
Decide where and what to sell, including considering local taxes and regulatory requirements.
Register an account and list your products.
Ship your goods and fulfill orders.
Manage your business, including customer support and returns.
Please see the How to Sell in Europe page for more information. For a detailed guide to selling in Europe, please refer to the step-by-step guide in Seller Central.
Decide where and what to sell, including considering local taxes and regulatory requirements.
Register an account and list your products.
Ship your goods and fulfill orders.
Manage your business, including customer support and returns.
Please see the How to Sell in Europe page for more information. For a detailed guide to selling in Europe, please refer to the step-by-step guide in Seller Central.
Can I use my current US account to sell in Europe?
Yes. Previously, we annoutced a comprehensive upgrade to Amazon's registration process. New sellers only need to register once to quickly launch on 13 popular marketplaces, including Amazon North America (US, Mexico, Canada), Europe (UK, Germany, Italy, France, Spain, Netherlands, Sweden, Poland), Japan, and Australia. The new process redueces the complexity of opering stores in multiple countries, making expansion faster and easier!
If you have already registered a new US marketplace account, you can use the marketplace switcher to switch to the European marketplaces in Seller Central and start selling.
If you have already registered a new US marketplace account, you can use the marketplace switcher to switch to the European marketplaces in Seller Central and start selling.
Do I need different accounts to sell in different European marketplaces?
No, all you need is a European Unified Account. It allows you to create and manage product offers across all five European marketplaces: UK, Germany, France, Italy, and Spain.
When you register to sell on any of the Amazon European stores, your seller account is automatically enabled to allow you to sell on all other Amazon European stores. All of your orders will be managed in one place, but Amazon's seller rules apply to all countries where you sell your products. These are basic rules to ensure Amazon’s customers enjoy the best possible shopping experience. You’ll also need to be aware of the local and EU tax and regulatory requirements; it’s your responsibility to ensure that you comply with all applicable requirements. When you sell in any of Amazon’s European marketplaces, country-specific Amazon fees will apply per item sold.
When you register to sell on any of the Amazon European stores, your seller account is automatically enabled to allow you to sell on all other Amazon European stores. All of your orders will be managed in one place, but Amazon's seller rules apply to all countries where you sell your products. These are basic rules to ensure Amazon’s customers enjoy the best possible shopping experience. You’ll also need to be aware of the local and EU tax and regulatory requirements; it’s your responsibility to ensure that you comply with all applicable requirements. When you sell in any of Amazon’s European marketplaces, country-specific Amazon fees will apply per item sold.
I don’t speak German, French, Italian, or Spanish. Are there any language requirements for selling products in Europe?
Amazon requires that listings and customer support be provided in a marketplace’s local language. However, you don't need to be proficient in all European languages to sell products within Europe. Many sellers use a combination of Amazon's translation support and services from external translation providers to meet European language requirements.
Amazon regularly translates listings from one language to another. If your product listings don't exist in a specific European marketplace and you aren't familiar with that marketplace's language, consider using Amazon's Translate Products (TYP) tool.
If you use Fulfillment by Amazon (FBA), Amazon will provide local customer support for all delivery-related issues, which make up most support requests. For product-related questions, you’ll be expected to provide local language support.
For European translation and language needs, consider hiring an external translation provider through Amazon's Solution Provider Network.
When your business is ready, consider hiring staff with European language skills. Their local language proficiency can be helpful for conducting country-specific research and understanding how to best position your products. They can help you modify products, marketing materials, or packaging to better meet the needs of your new buyers while providing local language customer support.
Amazon regularly translates listings from one language to another. If your product listings don't exist in a specific European marketplace and you aren't familiar with that marketplace's language, consider using Amazon's Translate Products (TYP) tool.
If you use Fulfillment by Amazon (FBA), Amazon will provide local customer support for all delivery-related issues, which make up most support requests. For product-related questions, you’ll be expected to provide local language support.
For European translation and language needs, consider hiring an external translation provider through Amazon's Solution Provider Network.
When your business is ready, consider hiring staff with European language skills. Their local language proficiency can be helpful for conducting country-specific research and understanding how to best position your products. They can help you modify products, marketing materials, or packaging to better meet the needs of your new buyers while providing local language customer support.
Getting Started: New Seller Guide
Global business opportunities
