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Who Can Sell in Europe?

Anyone can sell in the Amazon European Marketplace provided the following:

  • They meet the local tax requirements.

  • They can provide product information and customer service for orders in the local language.

  • They can maintain the performance levels required by Amazon in all target marketplaces.


Collecting, reporting, and paying taxes

Taxes and levies vary greatly from country to country, so do your research and consult your tax advisor for guidance. When you sell on Amazon or use Fulfillment by Amazon services, you may be obligated to determine whether and where any taxes apply and to report and pay taxes to the appropriate tax authority.

Be aware of any indirect tax (for example, VAT and GST) and excise tax and customs duties requirements before you list your products on an Amazon European Marketplace. You may be liable for those taxes and may be required to pay them to the tax authorities. In European member states, the selling price displayed on Amazon must include any additional costs such as tax and duties.

Visit EU Imports and Cross-Border Sales - Information for Sellers for more information.

Customer service

When you list your products on an Amazon European Marketplace, you must provide product information for each product you list in the appropriate language for that marketplace. In Seller Central, you can use the Build International Listings tool to search the Amazon catalogue to see if your product already exists in the desired language. If a detail page for your product is not already available on Amazon, then you will need to translate the listing yourself. If you don¡¯t speak the language, you can use the Translate Your Products tool for eligible products or an independent translation service for other products. Ultimately, you are responsible for ensuring that your listings in all marketplaces meet Amazon standards.

Example: An American company wants to list on Amazon.co.uk, Amazon.de, and Amazon.fr. Since they speak English, they can create the listings themselves on Amazon.co.uk. The ASINs they want to sell already exist in German on Amazon.de, so they can list it. However, the same ASINs do not have listings in French on Amazon.fr, so they need to provide translations for the listings themselves to sell on Amazon.fr.


In addition to translating your product listings into the appropriate language for the selected marketplace, Amazon has some further communication requirements:

  • Be prepared to support customer questions sent by e-mail in the language of the marketplace in which you are selling. You are not required to offer phone support, but if you do so, it must be in the marketplace¡¯s language as well.

  • When you are interacting with Amazon Customer Service or Seller Support, you should be able to communicate in English or in the marketplace¡¯s language.

  • Product documentation, such as manuals, must include the marketplace¡¯s language. There might be additional documents customers might request, and they need to be supplied in the marketplace¡¯s language.

  • Time zone differences may cause delays in response to customer inquiries. It¡¯s important to respond within 24 hours of the customer inquiry as delays can be perceived by the customer as a negative experience and can affect customer reviews and your seller score card.


Note: Amazon offers customer support in the marketplace native language for any orders shipped by Fulfillment by Amazon.

Seller performance levels

When you sell with an Amazon European Marketplace account, you must maintain target performance rates for all of the countries you are selling in. Below are the metrics that are used to determine your performance.

Note: When you sell in multiple marketplaces, customer ratings will affect your overall performance across all Amazon Europe Marketplaces

  • Order defect rate

  • Pre-fulfilment cancel rate

  • Late shipment rate


Visit Seller Performance Measurement for specific performance targets and definitions of metrics.

A critical component of maintaining your seller performance levels is your order fulfillment process. You have the choice of fulfilling any or all of your orders in Amazon European Marketplaces using your own fulfillment process or using Fulfillment by Amazon to store your inventory in the European Fulfillment Network and let Amazon pick, pack, and ship orders to customers for you and provide customer service.

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