How to sell on Amazon Europe in 2025: A Step-by-Step Guide

Step 1: Choose the marketplace you want to sell in

Amazon Europe has eight main marketplaces:

Germany – amazon.de

United Kingdom – amazon.co.uk

France – amazon.fr

Italy – amazon.it

Netherlands – amazon.nl

Spain – amazon.es

Sweden – amazon.se

Poland – amazon.pl

You can manage all of these using a single seller account, but you must decide where to primarily distribute your products.

Starting with fewer marketplaces allows you to learn the specific customer behaviours, demands, and preferences of each country. Germany, France, and the UK are often popular starting choices, but you need to consider where your products will sell best. 

Germany is a top recommendation due to its large market and central location in Europe.

Expanding to too many countries at once can complicate your operations, especially when dealing with regulations, taxes, and logistics. Starting with fewer options means fewer variables to control, fewer languages to translate, and a more focused marketing effort.

Conquer one market first. Then, use the experience to expand.

This gradual approach reduces risk, saves time, and helps you scale effectively. It’s all about managing complexity while maximising your growth potential.

Step 2: Register for a European seller account

Once you’ve decided where to sell, it’s time to set up your Amazon seller account for Europe.

Start by choosing Amazon Seller Central Europe. One account. All markets. Simple, right? It’s called the European Unified Account. You get access to manage multiple EU marketplaces—all from one place. No need to juggle accounts for Germany, France, Spain, or Italy. Just one account handles it all.

But remember, each country has its own rules. You still need to comply with local laws for each marketplace. One account, many rules. Get it done, and you’re ready to launch.

Step 3: Set up your business entity

To sell in Europe, you need a proper business setup. Setting up a European business entity is crucial. You don’t necessarily need a new company—you can use your existing one.

But there are some things you need:

Register your entity so it’s recognized in Europe. Get the right documentation in place. It’s the foundation for everything else.

You want to be legit from day one. So, make sure your business has a solid, recognized presence. This step is all about ensuring you’re compliant and ready to move forward smoothly.

Step 4: Understand legal requirements and compliance

Health regulations. Safety standards. Labelling requirements. Every country in the EU has its rules. If you skip compliance, you risk big trouble.

Work with an Amazon consulting agency and hire a lawyer if you can. It’s an investment in avoiding headaches down the line. Legal nightmares cost more than proactive help.

Not every product is the same. Some need special markings, labels, or documentation. Know what applies to you. Take the time to get it right. That extra effort now will save you from major disruptions later.

Step 5: Learn about VAT and tax obligations

Understanding VAT is key to selling on Amazon Europe. Value Added Tax, or VAT, isn’t like sales tax in the U.S. It’s applied throughout the supply chain, and it’s your responsibility to collect it.

Each country has different VAT rates. Selling in multiple EU countries? You may need multiple VAT numbers. This isn’t optional. Missing this step can lead to fines, penalties, and disruption to your business.

Registering for VAT is a must. Ensure compliance from day one. VAT affects your costs and profit margins. Knowing it inside out means you stay compliant and avoid surprises.

Step 6: Set up product listings

Setting up your product listings on Amazon Europe is your next crucial step. Your goal is to create listings that are clear, informative, and tailored for European buyers.

Begin by preparing all product information accurately. Ensure every feature, detail, and benefit of your product is listed. Buyers should instantly understand what makes your product valuable. Make sure to use clear, concise language—don’t overcomplicate it.

Take care of the product images. High-quality, compliant Amazon product infographic images are key. Show different angles of the product, highlight key features, and ensure every image looks professional. Buyers are more likely to trust products that are well-presented.

Pricing is another important aspect. Adapt the pricing according to the local market. Consider including VAT and assess competitive pricing to make your listing attractive yet profitable. Your pricing should reflect the value but also fit with local market expectations.

When done right, these listings should make European buyers confident in purchasing.

Step 7: Localise listings for each marketplace

Localising your listings is more than just translation. It’s about speaking to the heart of your customers in their own language, addressing their culture, their needs, and their expectations.

Start with language. Translate your listings accurately. Not just words, but the meaning behind them. Simple translations miss cultural nuances. If you say something slightly off, it might not resonate—or worse, it could be confusing.

Hire native speakers and Amazon SEO experts. They understand the subtleties of the language. They know how to make the product relatable. They know which words make a buyer trust you. If it means more sales, it’s worth every penny.

Think about measurements. Centimetres, kilograms, litres—that’s what Europeans know. Adapt everything to local standards. You don’t want your customer guessing what size or weight means.

Pricing, too, should reflect the local market. Use the right currency. Consider exchange rates and price expectations. Localising means understanding what customers are willing to pay.

Adapting images helps, too. If your original product image contains language, change it to the local one. Customers like to feel that you are talking to them, specifically, not using some general template.

Localising well makes customers trust you. It tells them you understand them. It makes them feel that your product was made for them—right there, in their country, in their language. It’s not just a listing anymore. It’s a conversation, a connection.

Done right, localising listings turn viewers into buyers. It breaks barriers. It opens doors to new markets. It makes your product feel like it belongs, no matter where you’re selling it.

Step 8: Address customer service and language barriers

On Amazon, you can’t just talk to the customers directly. But you still have to make them feel heard.

Amazon manages most customer interactions, but your product listing sets the tone. Does it answer questions before they’re asked? Does it leave no room for confusion? Every word matters. If the listing is clear, customer satisfaction follows.

Think about the language. You may not speak to them, but you speak for them. They deserve to understand. They deserve clarity. That’s where you come in.

Translate everything right. Use professionals. Don’t cut corners with language, because language is what connects you with your customers across borders. When you get the details right, they trust you more. That trust turns into fewer returns and higher satisfaction.

Amazon provides multilingual support, but you need to lead the way. Make your descriptions thorough. Make your instructions easy. Remember, your job isn’t just to sell; it’s to help customers understand exactly what they’re buying.

And that’s how you create a connection. Not through direct messages or phone calls, but through the care you put into every word. That’s how you address the barriers of language and distance. That’s how you ensure customers feel heard, even when you can’t say a word.

Step 9: Launch your products

It’s finally time. You’ve done the prep. You’ve set everything in place. Now, you launch.

You’re ready to launch. You’ve done all the groundwork, and now it’s time to bring your product live on Amazon Europe. Double-check everything—your listings, your stock levels, and your compliance. Make sure every detail is perfect.

Once everything looks good, push that button. Set your products live. This is the moment you’ve been working toward. It’s not just about listing an item; it’s about entering a new market with confidence.

Stay alert in the first few days. Watch for any issues, whether it’s an unexpected delay or a customer query. Launching is just the start, but it’s the most crucial moment to make sure everything runs smoothly.

Step 10: Creating early momentum in the new marketplace

Creating early momentum in a new marketplace is all about making an impact from day one.

Use Amazon PPC to get those early clicks. Make it easy for customers to find you. And when they do, give them no reason to hesitate. Your listing is optimised. The price is right. The reviews start coming in, and each sale becomes a stepping stone to the next.

External traffic is key as well. Facebook, Instagram, TikTok—wherever your audience hangs out, let them know you’re here. Share your story. Build excitement. Drive them to your Amazon page. Don’t just wait for customers to stumble on your listing. Take your listing to them.

Momentum is everything in these early days. Every sale, every review, every click—it all matters. The algorithm notices. Customers notice. Soon, your listing climbs higher. Soon, your product isn’t just new; it’s popular. It’s trusted.

You don’t just launch a product. You launch an experience. A solution. Something your audience didn’t know they needed.

And with each successful sale, and each happy customer, you solidify your place in the market. You’re not just selling a product anymore. You’re building something that matters.

Step 11: Expand as you grow

Expansion is the next step in your growth story. Once you’ve found success in one marketplace, it’s time to think bigger. Consider branching into additional European marketplaces.

Don’t rush. Expand one marketplace at a time. Test the waters, adjust, and learn. Each new market comes with unique challenges—different languages, customer preferences, and competition levels. But each new market also means more opportunity.

Grow smart. Take what worked in your initial launch and apply it. Keep refining. Keep learning. Expansion isn’t a leap, it’s a series of calculated steps.

Step 12: Get help when needed

Growing in unfamiliar markets is challenging. There will be obstacles—tax rules, logistics issues, compliance headaches. When these arise, know when to seek help.

Hiring experts isn’t a sign of weakness; it’s a smart business move. Bringing in a tax consultant, a legal advisor, or even a local marketplace expert could be the difference between success and stagnation. They know the rules and pitfalls, and they help you avoid costly mistakes.

Get help when needed. Don’t let a minor issue become a major problem. Expand confidently, and seek guidance when necessary.

Benefits of selling on Amazon Europe in 2025

#1: Reach more customers

Selling on Amazon Europe opens the door to millions of new customers. Imagine your products reaching shoppers in Germany, Italy, France, and beyond. Suddenly, your audience isn’t just thousands; it’s millions. Each European country has its own bustling market, filled with customers eager to buy.

More customers mean more opportunities. More sales. More growth.

Why limit yourself to one region when the entire European continent is ready to welcome your brand? Tap into these markets. Expand your reach. Your potential just got a lot bigger.

#2: Diversify income streams

Don’t put all your eggs in one basket. Selling on Amazon Europe gives you the chance to spread your income across multiple markets. 

When you’re selling in just one marketplace, a sudden dip in demand or an unexpected competitor can hit hard. But when you expand to Europe, you’re not relying on just one source.

Sales from Germany can balance out a slow month in Spain. Revenue from France can keep you steady while you build in Italy. Diversification keeps you resilient.

It keeps you growing. And when one marketplace takes a hit, others can pick up the slack. This is how you protect your business from the unexpected and ensure steady growth over time.

Multiple marketplaces mean multiple opportunities. Each one has different trends, different peak times, and different customer behaviours. By being present in all these markets, you maximise your chance of success. When sales dip in one, they may rise in another. 

The key is spreading your reach and not letting your growth depend on just one single factor.

Diversifying your income through Amazon Europe isn’t just smart; it’s crucial for long-term success.

#3: Reduce dependency on a single market

Reducing dependency on a single market makes your business stronger. Selling only in one place is risky. One policy change, a new competitor, or shifting customer preferences can impact your entire revenue stream.

But when you expand to Amazon Europe, you spread the risk. If sales in the US slow down, your European markets can keep you stable. You’re not putting all your eggs in one basket.

This is about balance. This is about growth. Expanding reduces your vulnerabilities and makes your brand less dependent. It gives you strength.

#4: Low friction expansion

Expanding to Amazon Europe isn’t like starting from scratch. You already know what works. You’ve already built your product, crafted your listing, and optimised your pricing. You know your market.

All you need is to replicate it.

You don’t need a new brand, just a new audience. The processes you’ve perfected for the US can apply in Europe too.

It’s not a massive overhaul. It’s a smooth extension.

That’s why expanding to Europe is low friction. Minimal reinvention. Maximum reach. Just take what’s successful and expand it further.

#5: Relatively easy compared to launching new products

Launching a completely new product is hard. It takes time. It takes effort. You have to validate the market, build trust, and make people care.

But expanding to Europe? That’s different.

You already have a product that works. People already love it. Now, it’s about taking that product and showing it to a new group of customers.

You don’t have to start from zero. No reinventing the wheel. No guessing.

It’s easier than a brand-new launch. Just adapt, expand, and grow.

Challenges of selling on Amazon Europe in 2025

#1: Navigating different legal and compliance requirements across countries

Expanding into Amazon Europe means understanding different legal and compliance requirements across multiple countries. 

Every country has its own set of rules—VAT, product labelling, consumer protection laws—you name it. It’s complicated, and missing even one detail can put your business at risk. But there’s a way around it. 

Hire a specialist. A lawyer experienced in international e-commerce can guide you through the maze, ensuring your business complies with every necessary regulation.

It’s not just an expense—it’s an investment in peace of mind.

#2: Managing complex VAT and tax obligations

Managing VAT and tax obligations across Europe is a headache, to say the least. Each country has its own VAT rate, and you need to understand how these rates affect your pricing.

It’s not just about paying VAT—you also have to report it correctly. And mistakes? They cost you. Time, money, and possibly even your account.

But there’s a solution. Hire an accountant specialised in EU taxes. They know the ins and outs, keeping you compliant while you focus on growing your business.

Don’t guess. Get help. Stay compliant.

#3: Handling multiple languages and localization

Handling multiple languages and localization isn’t easy. Every market has its nuances. Every language has its subtleties. You can’t just translate listings word for word and expect them to convert well.

Miscommunication leads to mistrust, and mistrust leads to lost sales.

But there’s a solution. Invest in a professional translation service. Not just any translator—someone who understands marketing, keywords, and what local customers want. Hire local copywriters who can speak the language of your buyers.

Localization is key. Don’t cut corners. Speak to your customers in their own words.

#4: Costs associated with setting up and maintaining a European business entity

Setting up a European business entity is no small task.

It requires paperwork, time, and money. There are legal fees. There are ongoing costs for compliance and registration. And it doesn’t stop once you’re set up—maintaining that entity brings a regular stream of costs too.

But there’s a way through this. Start small.

Use services that let you test the waters before fully diving in. Partner with an accountant familiar with European rules. It might be costly, but it’s an investment in smooth growth, ensuring you stay compliant and efficient.

Take it one step at a time. Manage the costs. Build a foundation that’s ready to expand.

#5: Compliance with environmental and packaging regulations

Navigating environmental and packaging regulations in Europe can be a complex challenge. 

Each country has its standards, often stricter than what you may be used to. Your packaging must be sustainable, the materials correctly labelled, and compliant with local laws.

It’s not just about protecting the environment—it’s about avoiding penalties and keeping your products on the market.

But there’s a solution. Understand the rules before you start. Partner with local experts. Build compliance into your strategy.

Stay ahead by planning well, reducing risks, and meeting every requirement smoothly.

Keep packaging compliant. Stay proactive. Make regulations work for you, not against you.

#6: Understanding cultural differences in marketing and advertising

Understanding cultural differences is crucial for effective marketing in Europe. A campaign that works well in one country might fall flat in another. Each European market has its own preferences, language nuances, and buying behaviours. What appeals to a French audience might not work for customers in Sweden. It’s easy to misstep if you assume a one-size-fits-all approach.

But there’s a way through. Learn each market’s culture. Adapt your advertising accordingly. Invest in local experts. Respect the differences, and you’ll connect better, sell better, and build stronger customer relationships.

Know your audience. Customise your message. Success lies in understanding.

Ready to take the leap?

Expanding your business to Amazon Europe is no small feat. It comes with complexities. It brings challenges. It will demand effort. But with each obstacle you overcome, there’s growth waiting on the other side.

You’ll reach more customers. Diversify your income. Build a brand that resonates across borders. You might stumble, but you will learn. You might struggle, but you will adapt.

And if you need assistance, eStore Factory is here to support you.

From setting up your European seller account to navigating VAT regulations, we have the expertise to make your expansion smooth and successful. Let our Amazon experts help you take your Amazon business global. Together, we’ll make this transition a milestone in your journey, not an obstacle.