Sell products in 9 countries in 3 days, and drive traffic and sales at no cost!Amazon Europe Rapid Expansion program is now live!

Sell products in 9 countries in 3 days, and drive traffic and sales at no cost!Amazon Europe Rapid Expansion Program is now live!

July 7, 2023

Table of Contents
01/What is the Europe Rapid Expansion Program (EEA)?
02/How does the Europe Rapid Expansion Program (EEA) work?
03/How do I get started with the European Expansion Accelerator (EEA)?
Frequently asked questions

Everyone says Europe’s Marketplaces have lots of online shoppers, lots of opportunities, and lots of growth potential. I want to seize the opportunity and expand to more European Marketplaces too!

European Marketplaces are definitely booming, but with so many countries, languages, and complex tax rates, all the steps can be pretty complicated!Just expanding to a new Marketplace means creating a new account, setting up shipping, translating and uploading your Listing into different local languages, adjusting prices based on tax rates, selecting products... every step takes a lot of effort!

If I expand to nine European Marketplaces, do I need to repeat those steps 9 times?I think I should just give up.

According to statistics, Europe has more than 500 million online shoppers, which is equivalent to the combined population of the United States and Japan 1!Are you really going to give up such a sweet opportunity?The answer is, of course not!

Amazon launches the European Expansion Accelerator (European Expansion Accelerator)!Say goodbye to tedious processes and easily reach buyers in 9 European countries, and best of all, it’s free!

European Expansion Accelerator (EEA)

European Expansion Accelerator is a new free tool that helps sellers quickly expand their business across European Marketplaces. Sellers can automate all the processes needed to expand their business with just 2 clicks and within 3 business days, expanding to 9 European Marketplaces, including the UK, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland, and Belgium.

Who can use it:

You have at least one active Amazon Europe Professional selling account in good standing.

Benefits of the European Expansion Accelerator (EEA):

Fast

You can reach customers in other countries in as little as 3 business days, which can save you significant time and cost.

Convenient

Sellers only need to upload product information once, then complete 2 steps to sync across 9 countries, making “2 clicks to sell in 9 countries” possible.

0 additional cost

With the European Rapid Expansion Program, there are no additional costs, and Amazon helps keep your profit margins consistent across sites while still allowing you to adjust them yourself.

How is the European Rapid Expansion Program (EEA) able to be so “rapid,” going from a few days or even dozens of days in the past to just 3 business days now?The secret is seamless, automated system operations powered by multiple tools working together!

Creating an account, setting up shipping, preparing the catalog, syncing Listings, setting prices, filtering products, and activating products are now all handled automatically by the system!And after each step, a progress bar will give you a helpful update on your expansion progress!It’s all automated from start to finish, so it’s less likely to go wrong!

Automation really is great!Let’s take a look at which steps and features it has accelerated with automation!

Create an account

The system automatically syncs seller account information by copying it from the source Marketplace to the target Marketplace.

Shipping Settings

Amazon directly handles shipping and customer service for Fulfillment by Amazon (FBA) products, so no shipping settings are required for FBA products.
For Merchant Fulfilled Network (MFN) products, the system sets the source Marketplace’s ship-from address, order shipping, and lead time as the default values for the target Marketplace, and turns on vacation mode; at the same time, it sets the source Marketplace’s international shipping value as the default domestic shipping value for the target Marketplace.

Catalog preparation

The system automatically checks the product catalog (for example, consumables, etc.) and then automatically excludes ineligible products; these products will not be included in the target site's catalog.

Upload a listing

The system automatically uses Build International Listings (BIL) and other translation tools to translate product detail pages into the languages of different Marketplaces and sync them to the target Marketplace.

Set price

The system uses default pricing rules and exchange rates: automatically adjusted according to the tax rate to ensure that the price is consistent with the original site.

Product filtering

The system automatically performs additional safety checks and excludes some restricted or risky products, such as large and heavy products.

Product Activation

At this point, FBA products are already active on the new Marketplace, and no action is required. Sellers only need to review account settings, product listings and pricing, shipping settings, templates, and more on the new Marketplace. MFN products need to be activated manually by sellers, and you can also view the custom listing report after the expansion is complete.

That wraps up a complete automated expansion process, and a single process can expand to up to 9 Marketplaces at the same time!No need to do it again!

Now that you’ve seen this, are you ready to try this service right away? So where can you access the European Rapid Expansion Program?

Step 1: Go to the European Rapid Expansion Program page

You can copy the following link and paste it directly into your browser to open it ☟

https://sellercentral-europe.amazon.com/selexor?ref_=wc_sx_la_wc

Or you can sign in to Seller Central, click 【Inventory】 on the menu bar, and then click 【European Rapid Expansion Program】

Step 2: Go to the page to view eligible and ineligible countries

After you go to the expansion page, you can see the countries that are eligible for expansion and the countries/regions that are not. The page will also show why expansion is not available (for example, Germany and other Marketplaces in the image are not eligible because the seller does not have an account in those Marketplaces. )

Step 3: Select the countries you want to expand to

Select the countries you want to expand to, accept the applicable contract terms, and then click the "Start expansion" button.

Step 4: check expansion status

The selected sites can be expanded in as little as 3 business days, and you’ll be able to see the expansion status of the new sites and access custom listing reports for each expanded site.

After enrolling in the European Rapid Expansion Program, how will my products be fulfilled?

For products fulfilled by FBA: if you have already enrolled in Pan-EU FBA, products in ASIN countries with Pan-EU storage enabled will still be fulfilled locally in the destination country as before. For sites newly enabled through the European Rapid Expansion Program, products will be fulfilled cross-border through European Fulfillment Network (EFN).

For MFN products: to ensure that sellers using Self Ship can deliver products to newly expanded Marketplaces on time before the products go live, the newly expanded Marketplaces are set to vacation mode by default, so sellers using Self Ship need to manually activate the products.

Can sellers stop expansion midway?

Yes. If you want to stop expansion midway or no longer want to sell on the expanded Marketplace, you can restore the pre-expansion status by deleting the BIL (Build International Listings) connection between the source Marketplace and the target Marketplace, or stop selling by deleting the expanded listings in the target Marketplace.

Do I need to register additional VAT numbers before using this program?

This program does not require you to register additional VAT numbers. For newly expanded Marketplaces without VAT numbers, FBA products will be shipped through the European Fulfillment Network (EFN). However, if you want to store products in more countries so buyers can enjoy faster delivery, which can help increase positive reviews and repeat purchases, you can register additional VAT numbers.

Do I still need to translate my Listing myself when using this program?

No, this program will automatically translate your listings into the target language.

Will using this program reduce my product profits?

No. The system has special pricing rules in place to protect your profits (the same as the source marketplace, adjusted for taxes and fees). Also, once the expansion is complete, you can change the pricing at any time.