The pre-launch seller qualification process (KYC) of Amazon Europe has been greatly simplified!

BIG UPDATE!The pre-launch seller qualification process (KYC) of Amazon Europe has been greatly simplified!

July 7, 2023

For cross-border e-commerce sellers, Europe is a very vast and rapidly developing market. Launching in Europe through Amazon is already the only way for many Chinese sellers and brands to expand their global business. However, in the past, completing strict KYC review requirements before going online was an essential step for European sellers.

What is Seller Qualification Verification (KYC)?

According to European law, sellers who sell or continue to sell on Amazon Europe and obtain transaction proceeds are required to provide Amazon with company and personal details, that is, Know Your Customer (KYC).

Now, here's the good news!
From now on
Before the launch of most newly registered sellers on Amazon Europe

The KYC review process will be greatly simplified

Previously, several company and personal data had to be submitted for review before Amazon went live on the European site. Now that the process has been simplified, most sellers can switch to the European site after completing registration and basic store opening qualification reviews, after switching to the European site and completing the beneficiary information, and can go through the simplified review without submitting more materials and immediately begin the sales journey in Europe. The review time, which may have taken a few weeks, will be drastically reduced.

For the vast majority of new sellers, you can get online in Europe faster than before!

For sellers who already have other Amazon sites but haven't opened a European site, you can also use your registered account and follow the new process (log in to the European Seller Central and update and complete beneficiary information) to quickly launch the European website!

The KYC review is still ongoing. In the following situations, sellers are required to provide corresponding materials and information to conduct KYC reviews.

When the seller's account is close to 15,000 euros after the sale starts, the seller needs to provide more information for review. During the review process, the store can still sell normally, but sellers need to pass the review before the store's payment reaches 15,000 euros; otherwise, they may face sales restrictions until you can reactivate the store and restart sales after passing the review.

If the seller changes key information in the back office, such as credit card information, beneficiary information, etc., it may also trigger a review. If the review is triggered, the seller must complete the review as soon as possible by providing the required materials, otherwise they may face sales restrictions.

Of course, sellers don't need to worry too much. We provide you with comprehensive KYC customs guidance to help you complete KYC reviews quickly and sell goods smoothly. Click “Favorites | Amazon Europe Seller Qualification Verification (KYC) Information Update, Photo by Code, Detailed Explanation!》

Additionally, in a few other cases, Amazon may also require the seller to submit materials and information for review before or after the seller goes online, based on an evaluation of the information provided by the seller on the platform. Sellers need to complete the review as soon as possible at this point, otherwise the store may be restricted from selling.

💡 Q Why am I still being asked to provide more information for review after updating my beneficiary information and logging in to the European back office without receiving a notice that I have passed the review and can go on sale?

As mentioned above, once this process is simplified, most sellers can sell directly in Europe. However, since the seller's company entity, legal entity, and other submitted information are different, some sellers will be randomly checked, and they still need to follow the previous process to submit materials and information for KYC review. Once approved, it can be launched online.

💡 Q Are there any changes in the materials and information required for the current KYC review?

This change has only simplified the pre-launch review process for most sellers, but if any seller triggers the review due to the above conditions, then the seller needs to submit the same materials or information as before.

💡 Q If I am asked to submit materials or information for review, will I receive an email or any performance notification?

Yes, and most sellers have received no changes to emails or performance notifications and previous KYC review notifications. If you don't fill in all the beneficiary information during the registration stage, when you first enter the European website, you will see a prompt box on the homepage reminding you to update your complete corporate beneficiary information. Once you have added your complete information, you may receive an email about the KYC review being triggered. The email will tell you in detail the materials or information requirements you need to submit to pass the review. Please prepare the review materials or information in a timely manner according to the requirements. You may also receive an email informing you “The review has been successfully completed and you can start selling”, which indicates that you can sell directly on the European Marketplace.

💡 Q If I register and start selling, will I be asked to participate in the KYC review again after the sale?

Depends on your specific situation.
If you have already started selling on the European site, you will need a KYC review if you change key information in Seller Central or if your payment is close to €15,000.

💡 Q Will my account be closed due to KYC review after I start selling?

If prompted to perform KYC verification, your account may be suspended if you fail to complete the corresponding review as required. For example, if you are required to submit materials for review because the receipt is close to €15,000, but you haven't completed the review when the receipt has reached €15,000, then your account will be suspended and your products will be temporarily unavailable for sale. At this point, you can continue to submit data or information for review. After the review is approved, your account will be reactivated and the product will become sellable again.

To help you launch the European website faster, you can also refer to the various official listing, logistics, and compliance solutions provided by Amazon.

Listings can be synchronized with one click to help sellers sell goods faster.

For more details, see “Selling Products to 9 Countries in 3 Days, Expanding Customer Sales at Zero Cost!Amazon's rapid expansion plan in Europe launched》

Amazon provides various cost-effective logistics solutions such as Amazon Logistics Europe Integrated Service (Pan-EU) and European Distribution Network (EFN). For example, Pan-EU helps sellers enter warehouses in one country, sell to 8 European countries, and only charge local delivery fees, and enjoy 0 yuan of cross-border delivery fees. For more details, click “1 country warehousing and sales to Amazon 8 European countries only require 0 yuan for cross-border delivery. Is there such a good thing?Fast stamp!》

Amazon provides a one-stop solution to help sellers solve problems such as European Value Added Tax (VAT), German Packaging Law (LUCID), and German Electrical and Electronic Equipment (WEEE). For more details, see “VAT/Packaging Law/WEEE/CE/EU Director... How exactly is Amazon doing in Europe?！》

Help sellers sell one SKU to 30+ European countries and regions, and efficiently expand their European business footprint. For more details, click “Zero cost can increase sales, products are sold directly to 30+ European countries!Amazon European Export Program Upgrade》

● 5% rebate on the first year or the first $1 million brand product turnover
● $200 Amazon Review Manager (Vine) discount
● Up to $200 off inbound shipping
● $50 Amazon Sponsored Products Ad Discount Voucher
● $50* Amazon coupon fee discount
● The 2023 New Seller Starter Pack came into effect on March 1st!Up to $150,000 rebate for multiple sites