New seller launches European knowledge collection

New sellers launch the Greater Europe route, full coverage in as fast as 12 weeks
The UK and Germany have entered the warehouse and launched 9 major European sites, and sales cover 30+ European countries/regions
Week 1
Account registration
Complete the review
1
Prepare materials
2
Complete account registration in 4 steps
3
Implementing plans to launch in Europe
4
Join the New Seller Alumni Association
Week 2
Delivery, preparation before launch
1
Register your brand
2
Conduct product selection analysis
3
Make a compliance registration
4
Upload a complete listing of products
5
Join the New Seller Alumni Association
Week 3
FBA delivery to the UK
1
Arrange logistics ready to ship
2
Compliance requirements
Weeks 4-9
Account registration
Complete the review
1
Apply for VAT in the UK with a maximum 120-day compliance grace period
2
Replenish shipment import records in Seller Central
3
Actively cooperate in applying for a VAT number
4
Make good use of the gold 90 days after the launch of a new seller
Week 10-11
FBA delivery from Germany
1
Arrange logistics ready to ship
Week 12-16
Launch of new sites in Germany, France, Italy, West and Europe+Turkey (trial operation)
1
Launch logistics integration services in Europe and launch new sites in France, Italy, and Europe
2
Make good use of the gold 90 days after the launch of a new seller
3
Launching Europe's “Export Program (Export)”
4
Start Turkey Station
(trial operation)
Explanation of basic concepts
Basic nouns
Upload a listing
Listing is a product detail page. After each product is successfully uploaded, a separate listing page will be generated. As an Amazon seller, listing is the most intuitive way to present your products and the most effective way for consumers to fully understand your products.
fba
Fulfillment by Amazon (FBA), the full name of Fulfillment by Amazon, 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 consultation and return for these products to help the seller save manpower, material resources, and financial resources.
Compliance terms*
Value Added Tax (VAT)
European Value Added Tax (VAT) is a type of tax levied on consumer spending. It is collected by VAT-registered sellers for their sales within Europe and paid to national tax authorities through VAT returns. A VAT number registration is required when using FBA or an overseas warehouse in a UK/EU country to sell products to business buyers in the UK/EU.
German packaging law
If you sell packaged products, including primary packaging (that is, product packaging) and secondary packaging (that is, delivery packaging), you need to upload a German Packaging Law Registration Number (LUCID) and verify it with Amazon in advance.
General Product Safety Regulation (GPSR)
Most non-food consumer products sold in the EU and Northern Ireland are required to meet the requirements of the General Product Safety Regulation, which mainly includes the following types of requirements: responsible requirements, manufacturer information requirements, labeling and traceability requirements.
German Electrical and Electronic Equipment Directive (WEEE)
As of July 1, 2023, Amazon will check your compliance with your obligations under the German Waste Electrical and Electronic Equipment Directive (WEEE) as required by law. If you sell products covered by the above Directive in Germany, Amazon will collect and verify your WEEE registration number (WEEE-Reg. -Nr).
*The data are all derived from the average time period provided by third party service providers as of July 2023 and do not represent Amazon's views. For the specific registration period, it is recommended that you consult your service provider before registration and maintain communication with the service provider during the registration process.
The compilation of relevant laws, regulations, policies and registration requirements is for reference only, is not exhaustive, and does not represent Amazon's interpretation of relevant laws, regulations, policies, and registration requirements or legal or tax advice. If you have any questions about relevant laws, regulations, policies and registration requirements, please contact your competent authority or your legal and tax advisor.
Recommended Action for Week 1: Register an account and complete the review
Pain points and needs of trade sellers at different stages
Prepare materials
Prepare 6 basic materials: registered email address, mobile phone number, business license, corporate ID card, payment credit card, bank account for payment, etc.
Complete registration and review
Register for an account through the registration link in the email sent by the account manager or through channels such as the Amazon website. Most sellers only need to fill in simple company and personal information and pass simple verification before they are ready to start selling.
Implementing plans to launch in Europe
Through studying this guide, determine plans to launch in Europe, and begin preparations for product upload, compliance, logistics, etc.
Join the New Seller Alumni Association [Beginner Online Class]
Enjoy community support from registration to launch!For details, please refer to the QR code in the registration link email.
Scope of users: Currently, the Amazon SPN service provider network covers users who have not opened a store and those who have already opened a store.
● Ensure that the information filled in and submitted for registration must be true and valid.
● The registration process is irreversible, and once completed, you will not be able to go back to the previous step to modify the information. Please check the information you have filled in carefully and confirm that it is correct before proceeding to the next step.
● It is recommended to use a stable dedicated network environment; VPN/VPS/Super Browser is not recommended.
● Please do not use virtual credit cards.
Recommended actions for week 2: shipping, preparation before launch
Pain points and needs of trade sellers at different stages
Register your brand
Registering your brand on Amazon can help you get more exposure for your products and brands, boost consumer confidence, and help you get off to a cold start. Also, after registering a brand, multiple sites can receive up to 150,000+ US dollars in sales rebates.
*Brand registration takes about 1-2 weeks
Conduct product selection analysis
By using Amazon's official product selection tools “Selection Compass” and “Business Opportunity Finder”, Seller Central helps you determine the size, growth trend, and competitiveness of market segments, and find market segments and product selection opportunities suitable for your own development.
Make a compliance registration
Before launching the European website, you can learn about compliance requirements through seller compliance education materials, account manager support, etc. launched by Amazon, and make specific consultations and preparations with compliance service providers:
Join the New Seller Alumni Association [Beginner Online Class]
Enjoy community support from registration to launch!For details, please refer to the QR code in the registration link email.
UK compliance registration
The UK VAT registration period can be shortened to around 7-12 weeks as soon as possible.
German compliance registration
The registration time for a German VAT number is about 6-8 weeks; the registration period for the German Packaging Law is about 1 week, and the WEEE (if applicable) registration time is about 8-12 weeks; the registration period for EU officials is about 1 week, and the energy label is issued for about 1 week.
FR, IT, ES
It is recommended that you apply for VAT numbers from these three countries at the same time, so that in the future, after delivery to the German warehouse is launched, you can start sales in France, Italy, and the West through the Amazon Logistics Europe Integrated Service (Pan-EU). France and Spain also have environmental compliance requirements (such as packaging laws). If you choose to use Amazon's escrow service, sellers do not need to register separately: the registration period for EU officials is about 1 week, and the energy label is issued for about 1 week.
*Information on the length of registration is from a third party service provider and does not represent the views of Amazon.
Upload a complete listing of products
Amazon provides free cross-site listing synchronization tools “One-click Listing Connect Global (LOSG)” and “European Rapid Expansion Program (EEA)” to help you easily set up a global business!
Join the New Seller Alumni Association [Beginner Online Class]
You can enjoy community support for the first year of operation after sales!For details, please refer to the QR code in the registration link email.
Do I have to meet every European compliance requirement?
No, every compliance requirement has corresponding trigger conditions, so sellers are requested to prepare according to the actual situation.
● If inventory is generated in the UK or any EU country, it triggers local VAT obligations, and the local VAT number must be applied for and uploaded in a timely manner.
● If you sell packaged products in Germany, including primary packaging (that is, product packaging) and secondary packaging (that is, delivery packaging), you need to upload the German Packaging Law registration number LUCID and verify it with Amazon in advance.
● If you sell products covered by the Waste Electrical and Electronic Equipment Directive in Germany, Amazon will collect and verify your WEEE registration number.
● Most non-food consumer products sold in the EU and Northern Ireland are required to meet the requirements of the General Product Safety Regulations, which mainly include the following types of requirements: responsible requirements, manufacturer information requirements, labeling and traceability requirements.
● Energy efficiency labeling regulations apply to energy-labeled products sold in the EU. Examples include air conditioners, lighting products, electronic displays, washing machines, dishwashers, tumble dryers, and refrigerators (including products used in commercial environments).
Recommended Action Week 3: UK FBA Shipments
When you start applying for a UK VAT number, the Inland Revenue Department requires proof that you have inventory locally. Therefore, Amazon recommends that you provide the appropriate proof to the Inland Revenue Department once it has been shipped to the UK to help you apply for a tax ID.
Because Amazon UK has a VAT tax ID grace period, you can apply for a tax ID during this period, and you can also arrange delivery and sell, and your selling privileges will not be restricted by not having a tax ID. The grace period is calculated from when your goods are in storage, and the default period is 90 days (you can apply for an extension to 120 days). If you have not uploaded your tax ID after the grace period, Amazon will suspend your UK account selling privileges until you update your tax ID and reactivate it.
Arrange logistics ready to ship
Air shipments can use Amazon's Cross Border Carrier Partner Program (SEND) (if a VAT number has been obtained), and shipping by sea can use Amazon Global Logistics (AGL). You can also use other logistics carriers in Amazon's SPN to ship.
Compliance requirements
To prepare additional import records after delivery, please communicate with the logistics carrier and confirm that the customs clearance method meets trade compliance requirements before delivery.
What is the UK VAT compliance grace period?
● As required, you are required to upload a valid UK VAT number to Amazon Seller Central within 90 days of generating inventory in the UK to avoid being suspended from selling privileges. If you use Amazon VAT Integration Services to register your VAT number, you will automatically receive an additional 30 days of grace (120 days in total) after your tax partner submits your registration documents to the UK Taxation Authority (HMRC). If you are not using Amazon VAT Consolidation Services, you should follow emails or Seller Central messages, or ask your account manager to request an additional 30-day grace period.
Recommended actions for weeks 4 to 9: Launch in the UK
After the product arrives at the British Amazon warehouse, it will officially be sold in the UK!At the same time as the sale is launched, Amazon also advises all sellers to complete the following tasks to protect the operation of the UK site!
Apply for VAT in the UK with a maximum 120-day compliance grace period
According to Amazon's email or Seller Central information, please apply for a 120-day grace period as soon as possible after the goods are in the warehouse to reduce the risk of account sales being suspended.
Replenish shipment import records in Seller Central
Once you first receive your shipment at Amazon's UK fulfillment center, you have up to 60 days to go to Seller Central to add an import declaration code to the corresponding shipment. Alternatively, you can choose the reason for not providing an import declaration code.
Actively cooperate in applying for a VAT number
While waiting for the UK Inland Revenue Service to approve the next number, please be careful to follow up on relevant emails, respond promptly to questions or additional materials (if required), and shorten the submission time as much as possible. Also, once you have your tax ID, you should upload it to Amazon Seller Central immediately.
Make good use of the gold 90 days after the launch of a new seller
Amazon recommends that you improve product traffic and conversion by optimizing listings, launching Amazon ads and coupons, and reporting deal campaigns, and quickly get through the cold start phase.
Week 10-11 Recommended Action: FBA Shipments from Germany
At this point, you should have obtained a German VAT number, Packaging Law Registration Number (LUCID), and EU manager information. Once uploaded to Seller Central, you can ship to the German Amazon warehouse!
Arrange logistics ready to ship
Air shipments can use Amazon's Cross Border Carrier Partner Program (SEND) (if a VAT number has been obtained), and shipping by sea can use Amazon Global Logistics (AGL). You can also use other logistics carriers in Amazon's SPN to ship.
Week 12-16: Launch of new sites in Germany, France, Italy, West and Europe+Turkey (trial operation)
Once the product arrives at the Amazon FBA warehouse in Germany, it can be quickly expanded to 30+ European countries/regions
Launch logistics integration services in Europe and launch new sites in France, Italy, and Europe
How to join
Sellers are required to register for VAT in at least two countries in the European Union to join. Once added, sellers only need to send products to an Amazon fulfillment center in any country with a tax ID within the European Union, and Amazon will automatically transfer the products to a warehouse closer to the customer.
Benefits
● Lower front/end delivery fees: Sellers only need to send the first trip to one country; the final part can enjoy local delivery fees in countries with tax codes, saving up to 53% of logistics costs compared to using EFN.
● Better buyer experience: Inventory is intelligently transferred to an Amazon warehouse closer to the buyer's order, and can be delivered within the next day or 2 days.
Make good use of the gold 90 days after the launch of the new seller to lay a good foundation for operation
Amazon recommends that you improve product traffic and conversion by optimizing listings, launching Amazon ads and coupons, and reporting deal campaigns, and quickly get through the cold start phase.
Launch Europe's “Export Program (Export)” to sell directly to 30+ European countries and regions
By opening 6 of these European sites (UK, France, Germany, Italy, Spain, and the Netherlands) that already have export capabilities, you can sell products across borders to other European countries and regions that do not yet have an Amazon site. There is no need to register a new account, no additional VAT registration number, and no need to carry a listing!More business opportunities await you!
Turkey Station opened (trial operation)
Amazon began piloting the Turkish site for Chinese sellers in June 2023, and sellers can learn how to join from their account manager. In terms of logistics delivery, Amazon can choose to share inventory in Germany, France, Italy, and Spain, deliver remotely to Turkey, or choose sellers' own delivery.
Exclusive benefits for emerging European sites
Emerging European sites cover 160 million people, and the e-commerce scale will reach 67 billion in 2023. The growth rate is expected to be 12.1% in 2024, which is higher than mature European sites. List of benefits at the Netherlands, Sweden, Poland, Belgium, and Turkey (trial operation):
● Existing European accounts can sync products to emerging European sites with one click, and they can be sold immediately without additional monthly rent.
● Report all types of promotions for free.
● Sales commissions for some categories in Poland are 2%-5% lower than standard sales commissions in Europe.
● Inventory can be shared and stored on mature European sites, and there is no need to register VAT on emerging sites (Note: Amazon has warehouses in Poland and Sweden, and if you need direct warehousing, you need to register VAT separately; the delivery fee for domestic orders from the Polish warehouse is about 1/3 of Germany).
● Delivery from mature site warehouses (such as Germany) to emerging sites, the delivery fee enjoys preferential local delivery fees, which is comparable to the local delivery fee in Germany.
Amazon Solutions and New Seller Starter Pack
Amazon solutions
Amazon provides integrated VAT services and extended producer responsibility services to help you resolve compliance issues in a time-saving manner, and also provides SPN service providers. You can efficiently select high-quality service providers according to other requirements such as brand registration and first-stage logistics to help you start and develop your cross-border overseas business.
New Seller Starter Pack Benefits
Helping brands grow
Brand owners who complete brand registration within 6 months can get:
● The maximum return on the first year or first 1 million dollar brand product turnover is $52,500 (10% refund on sales of the first 50,000 US dollar brand product!(After that, 5% of the brand's sales amount will be refunded).
● $200 Amazon Review Manager (Vine) discount
Helping to expand your business
If you ship inventory to an Amazon fulfillment center within 90 days, you'll receive:
● Up to $200 off warehousing or delivery fees.
● Automatically join the FBA New Product Inventory Promotion Program.
● The first 100 Amazon Multi-Channel Fulfilment items will receive a 10% discount on delivery fees.
● Storage utilization surcharges and low inventory fees are waived for the first 365 days (available to all new FBA sellers, and there is no requirement for inventory delivery time).
Drainage and transformation
Use Amazon Sponsored Products and post Amazon coupons (within 90 days of posting the first purchasable ASIN) to receive:
● $50 Amazon Sponsored Products advertising discount voucher.
● $50 off Amazon coupon fees.