AMAZON / EUROPE EXPANSION
What changes with each new Amazon store in Europe: fulfilment, VAT and listings.
Amazon runs a separate store for each European country, with its own language, search terms and competitors, and a product live in one can be offered in the others from the same seller account.
WHAT THIS TOPIC COVERS
The listing does not carry over, and some stores need registrations.
Search terms, titles and A+ content are written again for each language. Where the stock sits decides the VAT registrations, and several countries also require a packaging (EPR) registration from anyone selling there. Tax, customs and product-safety steps are signed by licensed firms the client appoints.
- Pan-European FBA and the European Fulfilment Network
- VAT registrations, OSS and IOSS
- The UK, handled apart from the EU stores
- What changes for manufacturers from outside the EU
FREQUENTLY ASKED
Amazon Europe questions.
What is Pan-European FBA?
Pan-European FBA is an Amazon programme that spreads a seller's FBA stock across fulfilment centres in several EU countries, so orders ship from closer to the buyer at local fulfilment fees. It requires VAT registration in each country where Amazon may store the stock. The UK is not part of it.
What is the difference between Pan-European FBA and EFN?
With the European Fulfilment Network (EFN), stock stays in one country and Amazon ships orders from the other European stores across the border, with a cross-border fee and usually a longer delivery time. Pan-European FBA avoids the cross-border fee but adds VAT registrations. EFN suits testing a new store; Pan-European FBA suits products already selling steadily in several.
What is OSS, and does it replace VAT registration?
OSS (One-Stop Shop) lets a seller declare the VAT on sales to consumers in other EU countries in a single return filed in one member state. It does not replace VAT registration in the countries where stock is stored. IOSS is a separate scheme for low-value goods imported into the EU.
Why is the UK treated separately on Amazon?
Since Brexit, the UK has its own VAT and customs rules, so stock and registrations for Amazon.co.uk are handled apart from the EU stores. Goods moving between the UK and the EU go through customs. A product can still sell in both, with separate compliance for each.
GUIDES
Guides on selling across Amazon Europe.
Amazon Europe, store by store
Fulfilment models, OSS and the UK's separate rules are set out above; opening the next store is what Selling in Europe covers.
RELATED TOPICS
Topics that change with each new store.
Operations & inventory
FBA capacity, replenishment and stock placement across several stores.
Fees & profitability
Local and cross-border fulfilment fees, and how VAT-inclusive prices affect margin.
NEXT STEP
Which European store comes next for your product?
Each opening is a closed-price piece of work, and manufacturers from outside the EU can add logistics in Spain with 3PL Spain. If the next store or the fulfilment model is still undecided, settle it first in a consulting session by the hour.
Tell us about the product