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How To Sell Internationally on Amazon (Seller's Guide to Amazon Global Marketplaces)

Written by
Vanessa Hung
January 25, 2024

Selling your products on Amazon can be a lucrative opportunity to expand your business and reach a wider audience. If you're looking to sell your products internationally, Amazon can provide a platform to connect with customers all over the world. With over 300 million active customers, Amazon has a global reach that can help you grow your business.

To sell internationally on Amazon, there are a few things you need to know. First, you'll need to determine which countries you want to sell in and make sure your products comply with their regulations. You'll also need to consider shipping and handling, taxes, and currency exchange rates. With the right strategy, you can successfully sell your products to customers in different countries and grow your business beyond borders.

Setting Up Your Amazon Account for International Sales

Choosing the Right Amazon Marketplace

When it comes to selling internationally on Amazon, you have several options to choose from. The first step is to decide which Amazon marketplace(s) you want to sell on. Some of the popular options include Amazon.com, Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.es, and Amazon.it.

Expanding your business to include Amazon's European marketplaces can open up new opportunities to reach customers in countries like the UK, Germany, France, Spain, and Italy. Understanding these nuances is key to a successful expansion, and you can learn more about the specifics under the topic Expanding to Amazon EU.

It's important to note that each Amazon marketplace has its own set of rules and regulations, so it's crucial to research and understand the requirements for each marketplace before you start selling. For example, some marketplaces may require you to register for a VAT number or provide additional documentation.

Account Setup Process

Once you have decided which Amazon marketplaces you want to sell on, the next step is to set up your Amazon account for international sales. Here are the steps you need to follow:

  1. Log in to your Amazon Seller Central account
  2. Click on the "Settings" tab and select "Account Info"
  3. Scroll down to the "Marketplace" section and click on "Add Marketplace"
  4. Choose the marketplace(s) you want to sell on and follow the prompts to complete the registration process
  5. Once you have registered for the marketplace(s), you will need to set up your listings and shipping options for each marketplace

It's important to note that setting up your Amazon account for international sales may take some time and effort, but it's worth it to expand your customer base and increase your sales.

Regulatory Compliance and Legal Considerations

Understanding International Trade Laws

As an Amazon seller, you need to comply with international trade laws when selling your products to customers in different countries. It is important to understand the regulations and requirements of each country you plan to sell in to avoid any legal issues.

One important aspect of international trade laws is customs regulations. Every country has its own customs regulations that you need to comply with when importing or exporting goods. You will need to provide the necessary documentation, such as a commercial invoice, packing list, and bill of lading, to clear customs.

Another aspect to consider is product compliance. Different countries have different product safety standards and regulations. You need to ensure that your products comply with the safety standards of the countries you plan to sell in. Failure to comply with these regulations can result in legal action and damage to your reputation.

Tax Considerations

When selling internationally on Amazon, you will need to consider tax implications. Each country has its own tax laws and regulations, and you may be required to register for and collect taxes in the countries you sell to.

Amazon provides a tax calculation service to help you calculate and collect taxes in the countries where you are required to do so. However, it is important to note that you are ultimately responsible for ensuring compliance with tax laws and regulations.

In addition, you may be eligible for tax exemptions or benefits in certain countries. It is important to research and understand the tax laws and regulations of each country you plan to sell in to take advantage of any opportunities for tax savings.

Overall, it is important to stay informed and up-to-date on regulatory compliance and legal considerations when selling internationally on Amazon. Failure to comply with these laws and regulations can result in legal action, fines, and damage to your reputation.

Product Selection and Pricing

Choosing Products for International Sales

When selecting products to sell internationally on Amazon, it's important to consider the demand for the product in the target market. Conducting market research can help you identify which products are popular in a particular country or region. You can also use Amazon's Best Sellers page to see what products are currently trending in a specific category.

Another important factor to consider is whether the product is allowed to be sold in the target market. Some countries have restrictions on certain products, such as food or electronics. Make sure to review Amazon's guidelines for selling in each country to ensure that your products comply with local regulations.

Pricing Strategies

Pricing your products for international sales can be challenging, as you need to consider currency exchange rates, taxes, and shipping costs. One strategy is to use Amazon's currency converter tool to set prices in the local currency. You can also offer free or discounted shipping to encourage international customers to purchase your products.

Another strategy is to offer different pricing tiers for different countries based on the local market demand and competition. This can help you maximize profits while remaining competitive in each market.

Keep in mind that pricing too high can deter customers, while pricing too low can reduce your profit margins. It's important to find a balance that works for both you and your customers.

Fulfillment and Shipping

Understanding Amazon's Global Shipping Options

When selling internationally on Amazon, it's important to understand the various shipping options available to you. Amazon offers a few different options for shipping internationally, including:

Managing Fulfillment by Amazon (FBA) Internationally

If you're using FBA to fulfill orders internationally, there are a few things you should keep in mind. First, you'll need to make sure your products are eligible for FBA in the country where you want to sell. Second, you'll need to set up your FBA account to receive international orders. Finally, you'll need to make sure you have the appropriate inventory in the appropriate fulfillment centers to fulfill international orders.

When using FBA internationally, it's important to keep in mind that there may be additional fees associated with international shipping and customs clearance. Make sure you understand these fees before listing your products for sale internationally.

Overall, using FBA can be a great way to streamline your international shipping and fulfillment process, but it's important to understand the requirements and fees associated with using the service.

Customer Service and Language Support

Providing Multilingual Support

When selling internationally on Amazon, it is important to be able to communicate with your customers in their native language. This can help build trust and increase customer satisfaction. Amazon offers several tools to help you provide multilingual support to your customers.

One tool is the Amazon Translation Service, which allows you to translate your product listings, customer communications, and other content into multiple languages. You can also use Amazon's built-in messaging system to communicate with customers in their preferred language.

Another option is to hire a third-party translation service to provide more personalized support. This can be especially helpful if you are selling in a country with a language that is not widely spoken.

For a more tailored approach, particularly for languages that may not have widespread support, consider employing a professional translation service.

Handling International Returns and Refunds

When selling internationally, it is important to have a clear and transparent policy for returns and refunds. This can help build trust with your customers and increase your chances of receiving positive feedback.

Amazon has a standardized returns and refunds policy that applies to all sellers, regardless of their location. However, you may need to adjust your policy to comply with local laws and regulations.

To handle returns and refunds, you should have a dedicated customer service team that is trained to handle international inquiries. This team should be able to communicate in multiple languages and have a good understanding of local customs and regulations.

You should also have a clear and easy-to-understand returns and refunds policy on your product listings. This policy should include information on how to initiate a return or refund, how long the process takes, and any fees or restrictions that apply.

By providing clear and transparent returns and refunds policies, you can help build trust with your international customers and increase your chances of success on Amazon.

Marketing and Promotion

International SEO for Amazon

Optimizing your product listings for search engines is crucial for success in any market, and this is especially true when selling internationally on Amazon. To improve your product's visibility and increase sales, you should focus on optimizing your product titles, descriptions, and backend keywords for the local language and culture of your target market.

In addition to optimizing your listings, you can also improve your international SEO by using Amazon's built-in tools, such as the Amazon Translation Service, to translate your listings into the local language. This will help your products appear in search results for relevant keywords in the local language, which can lead to increased visibility and sales.

Running Global Ad Campaigns

Running global ad campaigns is another effective way to promote your products and increase sales when selling internationally on Amazon. Amazon offers a variety of advertising options, including Sponsored Products, Sponsored Brands, and Sponsored Display ads, which allow you to target customers in specific countries or regions.

To create effective global ad campaigns, you should research and understand the local market and customer behavior in each country or region you are targeting. This includes identifying popular search terms, understanding local cultural nuances, and tailoring your ad messaging and imagery to resonate with local customers.

By leveraging international SEO and running global ad campaigns, you can effectively promote your products and increase sales when selling internationally on Amazon.

Monitoring and Improving Performance

Analyzing International Sales Data

To effectively sell internationally on Amazon, it's important to regularly analyze your sales data. This will help you identify trends and opportunities for improvement. Amazon provides various tools and reports to help you monitor your international sales performance.

One useful tool is the Sales Dashboard, which provides an overview of your sales performance across different marketplaces. You can use this dashboard to track your sales, orders, and customer metrics. You can also filter the data by date range, marketplace, and product category.

Another useful tool is the Business Reports section, which provides more detailed sales data. You can access reports such as the Sales and Traffic Report, which shows your sales and traffic data for a given period. You can also use the Inventory Health Report to monitor your inventory levels and identify potential stockouts.

Strategies for Growth

To grow your international sales on Amazon, you need to constantly monitor and improve your performance. Here are some strategies to consider:

By regularly monitoring your sales data and implementing these strategies, you can improve your international sales performance on Amazon.


Expanding your e-commerce business to international markets through Amazon Global Marketplaces can be a game-changing strategy for growth. By following the steps outlined in this guide, you can tap into a vast world of opportunities, reach a global customer base, and maximize your sales potential.While it may take some initial effort and research to navigate the complexities of international selling, the rewards can be significant.

So, whether you're a seasoned Amazon seller or just starting out, don't miss out on the chance to take your business global. Embrace the international marketplace, adapt to local preferences, and watch your brand flourish on Amazon Global Marketplaces. Happy selling!

FAQs on Selling Internationally on Amazon

1. Can I sell on all Amazon international marketplaces with a single seller account?

No, you cannot sell on all international marketplaces with a single seller account. You need to create accounts for specific Amazon marketplaces, as each has its own registration requirements.

2. Do I need to translate my product listings for each international marketplace?

Yes, translating your product listings to the local language of the marketplace is highly recommended for better customer understanding and increased sales potential.

3. How does VAT work when selling on Amazon's European marketplaces?

You may need to register for VAT in each European country where you have inventory stored or exceed sales thresholds, and Amazon's tax calculation service can assist with the calculation and collection of VAT.

4. Is it necessary to have a local bank account in the countries where I sell my products on Amazon?

Not necessarily. Amazon offers a currency conversion service that can deposit your earnings into your home country bank account in your local currency.

5. How do I handle customer service in countries where I don't speak the language?

You can utilize Amazon's Translation Service, hire a third-party translation service, or employ multilingual customer service representatives to provide adequate support in the customer's native language.

6. What should I do if my product requires after-sales support in international markets?

Consider setting up a local in-country presence or partnering with local service providers to offer after-sales support, and clearly state these support options in your product listings.

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