How to Expand Your Amazon Business from the US to the UK and Europe with Crossborder Logistics

Selling on Amazon in the US is one thing, but expanding into the UK and EU markets opens up an entirely new customer base and revenue stream. While the process may seem daunting, breaking it down into manageable steps makes international selling much more straightforward. Here’s a step-by-step guide to help US Amazon sellers start selling in the UK and Europe successfully, with the expert support of Crossborder Logistics. 

1. Understand the Market Demand

Before launching in the UK or EU, research whether your products have demand in these markets. Our partner Sitruna can offer market research analysis. Consider cultural differences, seasonal variations, and local preferences that could affect your product’s success.

2. Register for Amazon UK and EU Marketplaces

Amazon offers a Unified European Account, allowing you to sell across multiple European marketplaces (UK, Germany, France, Italy, Spain, Netherlands, Sweden, Poland, and Belgium) from a single account. If you already sell in the US, you can expand your account to include European marketplaces through Amazon Global Selling.

Steps to register:

• Go to Amazon Global Selling and sign up for a European account.
• Provide business details, including your EIN or business registration number.
• Verify your identity and provide a local bank account for payouts (Amazon allows you to use a US-based account via its Amazon Currency Converter).

3. Product Compliance Checks

When expanding your Amazon business from the US to the UK and Europe, ensuring your products meet regional compliance requirements is crucial. Each market has specific regulations regarding safety standards, labelling, certifications, and documentation. Failing to comply can result in costly delays, fines, or even product bans.

Crossborder Logistics help with this process through our comprehensive compliance solutions. We help you navigate complex regulatory frameworks, conduct product compliance checks, and ensure your goods meet all necessary requirements for smooth entry into international markets.

4. Understand VAT and Tax

Selling in the UK and Europe requires VAT (Value Added Tax) registration. Each country has its own VAT rules, so understanding your obligations is crucial.

Key VAT considerations:

• Register for VAT: If you store goods in a UK or EU warehouse, you must register for VAT in that country.
• VAT Filing: Regular VAT filings are required based on the country’s tax regulations.
• OSS (One Stop Shop) Scheme: If you fulfil orders from a single EU country but sell to multiple EU nations, you can register under the OSS scheme to simplify VAT payments.
• UK VAT Registration: Post-Brexit, UK VAT registration is separate from the EU.

Crossborder Logistics provides expert support with VAT registration and compliance, ensuring your business remains tax-compliant while selling in the UK and Europe.

5. Choose Your Fulfilment Method

Amazon offers two primary fulfilment options for international sellers:

• Fulfilled by Amazon (FBA): Amazon handles storage, packing, shipping, and customer service. This is the preferred option for scaling quickly.
• Fulfilled by Merchant (FBM): You handle warehousing, shipping, and customer service independently.

FBA Options in Europe:

• European Fulfilment Network (EFN): Store goods in one country, but ship across Europe.
• Pan-European FBA: Amazon distributes inventory across multiple fulfilment centres in different countries for faster delivery.

6. Ship Your Inventory to the UK & EU with Crossborder Logistics

International shipping can be complex, but working with a reliable freight forwarder simplifies the process. Crossborder Logistics specialises in helping US Amazon sellers transport goods to the UK and Europe seamlessly.

Steps to ship products internationally:

1. Prepare products for shipment (Amazon has strict FBA prep guidelines). Crossborder Logistics provides an Amazon Prep service to ensure your goods are not refused at the fulfilment centres.
2. Choose a freight method: Crossborder Logistics provides cost-effective air, sea, and road freight solutions tailored to your needs.
3. Handle customs clearance: Crossborder Logistics manages all customs paperwork, ensuring smooth clearance and compliance.
4. Deliver inventory to an Amazon fulfilment centre: We ensure your shipments meet Amazon’s warehouse delivery requirements.

7. Optimise Product Listings for the UK & EU

Your Amazon listings should be tailored for local markets. This includes:

• Currency Conversion: Prices should be set in GBP (£) for the UK and Euros (€) for the EU.
• Keyword Research: UK and EU buyers may search for products differently. Use localised keywords.
• Translations: Listings should be in the local language (Amazon offers translation services, but professional translations are recommended for accuracy).
• Adjust Pricing: Consider VAT-inclusive pricing and different competitor landscapes.

8. Manage Customer Service & Returns

Amazon requires international sellers to offer customer service in the local language. If using FBA, Amazon handles this for you. If fulfilling orders yourself, you may need multilingual customer support.

Returns Management:

• Amazon FBA handles returns for you.
• For FBM, you may need a local returns address in each marketplace. Crossborder Logistics offers warehouse and return handling services to simplify this process.

9. Promote Your Products Internationally

To gain traction in new markets, invest in advertising and marketing:

• Amazon PPC (Pay-Per-Click) Ads: Run Sponsored Product, Sponsored Brand, and Sponsored Display campaigns.
• External Traffic: Drive traffic from Google, Facebook, Instagram, and influencer partnerships.
• Amazon Promotions: Use discounts, coupons, and lightning deals to boost sales.

10. Monitor Performance & Scale Up

Once your Amazon UK/EU store is live, track sales performance, inventory levels, and customer feedback to optimise your strategy.

Key Metrics to Watch:

• Conversion rates (are listings optimised?)
• Customer reviews (are there localised complaints?)
• Stock levels (avoiding stockouts and overstocking)

Once successful, consider expanding into additional European marketplaces with the continued support of Crossborder Logistics.

Final Thoughts

Expanding from Amazon US to the UK and EU is a great way to reach millions of new customers, but it requires proper planning. By ensuring VAT compliance, choosing the right fulfilment strategy, and partnering with Crossborder Logistics, you can successfully scale your eCommerce business internationally.

If you need help with international shipping, customs clearance, VAT compliance, or warehouse solutions, Crossborder Logistics can support you through every step of the process. Contact us to discuss your expansion requirements.

Useful link – Safe and sustainable e-commerce imports