Amazon Europe: A Complete Guide to Expand and Boost Your Sales

A Step-by-Step Guide for Success

Expanding your business to Amazon Europe is a smart way to access 450+ million consumers and grow your revenue. With increasing PPC costs and stiff competition in the U.S., moving into new markets like Germany, France, Spain, and Italy can help you build brand visibility and B2B opportunities. However, to succeed in Europe, you need to manage VAT registration, logistics, fulfillment, and localized listings—all while navigating currency exchange challenges.

This guide will take you through everything you need to know to list, sell, and manage your business on Amazon Europe, with detailed insights into EFN, Pan-European FBA, VAT compliance, pricing strategies, and more.

Why Sell on Amazon Europe?

Selling on Amazon Europe offers several unique advantages

Access less saturated markets across multiple countries.

Germany is the largest European marketplace, followed by France, Italy, Spain, and the UK.

Retailers like Aldi and Carrefour search for trending products on Amazon to offer in their stores.

By diversifying across countries, you reduce dependency on a single market and spread risk.

Entering new European markets also helps protect your business from fluctuations in the U.S. market and increases your chances of long-term success.

How to List Products on Amazon Europe

Creating and managing listings on Amazon Europe is straightforward if you follow these steps

Log into Seller Central and enable EFN. This will allow Amazon to ship your products from the UK to other European countries.

Go to Manage Inventory > Add Product to create your listings, just like you would for Amazon US. Need professionally optimized listings for better visibility and conversions? Explore our Amazon Listing Optimization services to ensure your products stand out in European markets.

Ship your products to an Amazon FBA warehouse in the UK for fulfillment.

While your inventory is being processed (2–14 days), click Manage Inventory > Edit to set your European prices in euros.

Once your stock arrives, your listings will automatically go live across Germany, France, Spain, Italy, and the UK.

Orders from European customers are processed like UK orders, but you’ll be paid in euros, converted to GBP if your bank is in the UK.

Pro Tip Expand your reach to 26 European countries by enabling Export Settings in your FBA account. This will automatically list your products across the entire EU.

Register for VAT and Obtain an EORI Number

When you sell products across Amazon Europe, VAT (Value-Added Tax) registration is mandatory in countries where you store or sell goods. You’ll also need an EORI (Economic Operators Registration and Identification) number to import goods into the EU.

How fba-brigade Helps with VAT Compliance

VAT Registration and Filing We manage the entire VAT process across all countries where your products are stored or sold.

EORI Compliance We assist with obtaining your EORI number to ensure smooth import operations. Need assistance streamlining your cross-border logistics? Explore our Amazon supply chain management services for seamless operations.

Monitor VAT Thresholds If your sales exceed €35,000 annually in Italy, Spain, or France (or €100,000 in Germany), you’ll need to register for VAT. We help you stay on top of these thresholds.

Pro Tip Temporarily pausing sales in certain countries can help you avoid early VAT registration. This gives you time to grow your business gradually without unnecessary tax obligations.

EFN vs. Pan-European FBA – Which One is Best?

You have two main fulfillment options when selling on Amazon Europe: European Fulfillment Network (EFN) or Pan-European FBA. Each has advantages, depending on your business size and goals.

European Fulfillment Network (EFN)

How it Works store your products in the UK, and Amazon will ship them across Europe.

Fees EFN charges €2–3 more per product compared to domestic UK orders.

Delivery Time orders are delivered within 2–4 days, slightly slower than Pan-EU orders.

Prime Eligibility your products remain Prime-eligible, but longer delivery times may impact some buyers’ decisions.

Pan-European FBA

How it Works amazon stores your inventory across Germany, France, Spain, Italy, and other EU countries for faster delivery.

Lower Fees pan-EU reduces fulfillment costs, improving your profit margins.

VAT Requirement you must register for VAT in each country where your products are stored.

Which Option is Right for You?

Start with EFN if you’re new to Amazon Europe and want to avoid the hassle of registering for VAT in multiple countries.

Switch to Pan-European FBA once your business grows and you reach VAT thresholds in key markets.

How fba-brigade Can Help

We manage your Amazon account to guide you through EFN and Pan-EU logistics, helping you choose the right fulfillment strategy to maximize profits. Our team ensures smooth operations, allowing you to focus on expanding your business while we handle the complexities of VAT compliance, fulfillment, and cross-border logistics.

Set the Right Prices for Each Marketplace

Pricing your products effectively across multiple European marketplaces is crucial to maximize profits. Each country has different pricing dynamics, so avoid using the same price everywhere.

How to Calculate Selling Prices in Euros

Convert your UK price using the exchange rate (e.g., £15 × 1.16 = 17.4 euros).

Add EFN fees include €2 for standard items and €3 for oversized items.

Check Competitor Prices Adjust your prices based on the competition in each market to stay competitive.

Pro Tip Exchange rates fluctuate, so monitor the market regularly to avoid losing profits. Using multi-currency accounts with providers like Wise or Currencies Direct ensures you get the best exchange rates.

Optimize Listings for Local Markets

Optimizing your product listings ensures higher visibility and better conversions in European markets. While Amazon’s BIL tool offers automated translations, manual adjustments make your listings more appealing to local customers.

How fba-brigade Optimizes Your Listings

Multilingual SEO we include region-specific keywords to improve visibility.

Cultural Adaptation product descriptions are tailored to match local preferences.

Feedback Analysis we monitor customer reviews to quickly adjust listings and improve performance.

Launch PPC Campaigns for European Markets

Effective PPC campaigns are crucial to stand out in Amazon Europe’s competitive markets, driving visibility, boosting rankings, and increasing conversions. Each country has unique keywords, bidding trends, and consumer behaviors, requiring tailored strategies. Sellers must account for language differences, seasonal trends, and customer expectations to avoid wasted clicks and missed traffic. A well-planned PPC strategy ensures higher rankings and sustained profitability.

Tips for Successful PPC Campaigns

Conduct Keyword Research use tools like Amazon’s Keyword Tool or Helium 10 to find localized terms (e.g., “trainers” in the UK vs. “sneakers” in Germany) and target the right audience across Amazon Europe.

Set Market-Specific Budgets adjust bids and budgets based on competition and trends. Germany and France may need higher bids, while Spain or Poland can perform well with smaller budgets. Use performance metrics to maximize ROI.

Monitor Key Metrics and Optimize Campaigns Regularly regularly optimize to stay competitive. Track CTR, ACoS, and conversion rates. Pause underperforming keywords and focus on high-converting ones. Adjust bids based on regional trends and seasonality.

How fba-brigade Helps

At fba-brigade, we manage PPC campaigns across Amazon Europe, optimizing keywords, bids, and budgets for high ROI. With detailed reports, we ensure your ads perform well in Germany, France, Italy, and Spain, driving conversions and boosting success.Interested in boosting your PPC performance? Explore our Amazon PPC management services to maximize your ROI across European markets.

Managing Currency Exchange and Profits

Currency exchange rates play a crucial role in determining your profit margins when selling on Amazon Europe. Even small fluctuations in exchange rates can significantly impact your earnings, especially when receiving payments in GBP or USD from sales made in euros. Sellers who do not manage currency conversions carefully may face unexpected losses due to unfavorable exchange rates or high conversion fees.

Impact of Exchange Rate Fluctuations

Payments from European sales are often made in euros. If you withdraw funds in GBP or USD, exchange rate changes can reduce your profits.

For example, a sudden drop in the euro’s value compared to the pound or dollar can lead to lower-than-expected earnings.

Amazon’s Currency Conversion Fees

If you rely on Amazon’s default conversion service, you may be charged 1.5–2.5% of the payout in conversion fees.

These fees can add up over time, cutting into your margins and reducing your overall profit.

Using Multi-Currency Accounts for Better Rates

Services like Wise, Payoneer, or Currencies Direct offer multi-currency accounts, allowing you to receive payments directly in euros.

With these accounts, you can hold euros until exchange rates are favorable or convert them at lower fees compared to Amazon’s service.

Currency Hedging for Predictable Profits

Some sellers use hedging strategies by locking in exchange rates through services that allow forward contracts or currency options.

This reduces the risk of sudden fluctuations and provides more predictability for profit margins.

Optimizing Cash Flow

Holding funds in multiple currencies allows sellers to manage cash flow strategically. For example, paying European suppliers directly in euros avoids unnecessary conversions.

Monitoring exchange rates regularly helps identify the best times to convert funds, further maximizing profits.

How fba-brigade Helps with Currency Management

We assist sellers in setting up multi-currency accounts and offer currency management strategies to minimize losses.

Our team provides insights on market trends and exchange rates, helping you optimize your payouts and ensure maximum profitability.

By actively managing currency conversions and leveraging multi-currency solutions, sellers on Amazon Europe can protect their profits, avoid unnecessary fees, and optimize cash flow for long-term success.

B2B Opportunities and Brexit Considerations

Unlock Wholesale and B2B Partnerships

Retailers like Aldi, Carrefour, and Lidl use Amazon Europe to find popular products for their stores.

Successful Amazon sellers can secure bulk orders and long-term wholesale deals with major European retailers.

Increase Brand Appeal for B2B Buyers

B2B buyers prefer reliable sellers with good reviews, steady stock levels, and competitive prices.

A strong presence on Amazon builds trust and makes your brand more attractive for wholesale partnerships.

Brexit-Related Trade Challenges

Customs delays, tariffs, and VAT issues affect trade between the UK and the EU.

Products stored only in the UK face higher shipping costs and longer delivery times for EU customers.

Leverage Pan-European FBA to Avoid Disruptions

Storing products in EU warehouses eliminates customs issues and avoids tariffs.

Pan-European FBA ensures faster delivery, supporting smooth B2B and retail operations.

Better Inventory Management Across the EU

With Pan-European FBA, Amazon redistributes stock based on demand, reducing stockouts.

This improves availability, which is essential to maintain relationships with B2B buyers and meet market demand.

Ensure Seamless Operations Post-Brexit

Use EU warehouses to guarantee timely deliveries and uninterrupted trade.

Efficient fulfillment boosts your credibility with B2B buyers and consumers alike.

By adapting to Brexit changes and utilizing Pan-European FBA, sellers can unlock new B2B opportunities while ensuring smooth operations across Amazon Europe.

How fba-brigade Ensures Your Success on Amazon Europe

At fba-brigade, we offer end-to-end services to support your business growth on Amazon Europe

VAT Registration and Filing ensure compliance with all tax regulations.

Logistics Coordination help you manage EFN and Pan-European FBA operations.

PPC Campaign Management run targeted campaigns to boost visibility and sales.

SEO-Optimized Listings create listings that appeal to local customers.

Currency Solutions minimize conversion losses with multi-currency strategies.

Ready to Expand? Contact fba-brigade today for a free audit and book a meeting to let us help you succeed on Amazon Europe!

Conclusion

Expanding to Amazon Europe offers incredible potential to grow your business, reach new markets, and build brand visibility. Although it requires careful VAT compliance, logistics management, and pricing strategies, the rewards are well worth the effort.

At fba-brigade, we make the process seamless by handling everything from tax filings and logistics coordination to PPC campaigns and SEO-optimized listings. Let us help you unlock the full potential of Amazon Europe and take your business to the next level.