Electronics, toys, home & garden, fashion, books, technology, film, gaming.

Number of registered users

Not available


Amazon in Europe covers a broad demographic of men and women, and of all ages.


5.0 - 45.0% (category dependent) France
7.0 - 45.0% (category dependent) Germany, Italy, UK, Spain

Membership fee

EUR 39.00 monthly France, Germany, Italy, Spain
GBP 25.00 UK

One-off registration fee


Listing fee

Required (No fee on Professional Selling Plan)



Payment terms

14 days


EUR, NZD - France, Germany, Italy, Spain

Parcel tracking required?

Yes (You're required to provide valid tracking numbers for 95% of shipments in all categories.)


Business hours of each country. Note Spain business hours: 9:00 AM - 5:00 PM, Monday - Sunday


Amazon (NYSE:AMZN) launched into Europe in 1998 with Amazon.co.uk and now spans the EU with marketplaces in the United Kingdom, France, Germany, Italy and Spain.

Amazon’s B2C online retail platform allows businesses to sell over 30 categories of consumer goods across Europe, and its B2B online platform Amazon Business grants access to business buyers in Germany and the United Kingdom. As a seller you have the flexibility to ship and fulfil yourself, or Amazon can store, pack, deliver your products as well as handling customer service and returns to consumers in Europe through their Fulfilment By Amazon (FBA) service.

Understanding tax codes and product regulations, creating effective listings, and providing localised customer service can be complex when expanding business across borders. With a European Unified Account you can chose to switch in Amazon’s Seller Central between United Kingdom, France, Germany, Italy and Spain to list products and manage orders in any or all of these marketplaces.

Localisation is essential for selling on Amazon in Europe. Don’t just translate your English copy and product descriptions, take the time to genuinely research and understand your customers and write copy and descriptions tailored for the local culture and market. You’ll need to provide customer service in local language to sell in Europe, you can do this yourself, or if you are using FBA, Amazon will do this for you.

Price is the primary reason shoppers use Amazon. Every time your customers search for your products, Amazon will show alternative suggestions from your competitors at the same time. Make sure you understand your competitors’ pricing in each country you are actively selling in, and fully understand your own top-down pricing model, taking into account all fees and costs.

Tips for being found on Amazon

Amazon’s A9 search engine uses an algorithm to list products based on relevance and popularity. Things like sales volume, product keywords, title tags, product bullet points, image alt tags, video content, positive product reviews and return rates are taken into account. This means that being ranked highly on Amazon requires not only understanding your target customer, and having exceptional customer service, but also executing a well thought out keyword plan as well as technical optimisation of your product listings. Amazon offers additional promotional opportunities to sellers including Sponsored Products and Headline Search Ads.

  • Research keywords used by searchers on Amazon including long tail keywords with a tool like Keyword Tool Dominator. This helps you refine your own product listings to match what users are searching for.
  • Localisation is essential - keyword search and optimisation should be carried out in the local language. Don’t just translate your English product descriptions for your non-English European sites.
  • Optimise your Amazon product title by including your most relevant searched keywords after the product name.
  • Your product description can be more than just a short list of features. Optimise your product description bullet points by combining longer tail keywords, making sure your descriptions read well for users, not just the search engine.
  • Make your images work hard for you – include descriptive text where you can so users on mobile devices can quickly grasp your sales messages.
  • Don’t forget the opportunity to list detailed descriptions and keywords for Amazon’s search engine in Amazon’s Seller Central backend.
  • Social proof is important – which means reviews are vital – don’t dilute them by listing multiple sizes of products separately. Research ways to get reviews on Amazon – new tools to help sellers are developed all the time.
  • Think about setting aside a promotional budget for sponsored products and headline search ads – make sure you measure conversion regularly and remove ads that aren’t converting.
  • Don’t be afraid to A/B test elements of your listings to optimise sales or margin. Tools like Splitly help automate the testing of elements like hero images, product title or price.
Helpful links for Amazon in Europe
Free Trade Agreements and Customs

New Zealand and the European Union are currently negotiating the New Zealand-EU Free Trade Agreement. Stay up to date with negotiations on MFAT’s website. Get details on customs and duties for import for United Kingdom, Spain, France (in French), Germany and Italy.

E-commerce guide 1: Understanding European market dynamics

E-commerce guide 2:            The European consumer

E-commerce guide 3:            The customer journey

E-commerce guide 4: Improving performance

  • I want to find out about packaging and labelling for export
    Packaging and labelling requirements can be very different from country to country, so get as much information as you can before making the decision to export. 

    Depending on where your products will be sold, you might need to use different materials or labels, and include different types of information. In some countries, you might have to translate all your packaging or labels into the local language – in others, applying a sticker with a few key details will do the job. 

    Make sure that you check out all of the requirements for packaging and labelling before tackling a new market, including anything that’s needed during transport or distribution. 

    You’ll find more details on the kind of things you need to think about in our guide to understanding international compliance requirements.

    We suggest that you work with a customs broker or freight forwarder, or get advice from a lawyer in-market, to understand all the requirements for your product and the place where it’s headed. The Customs Broker and Freight Forwarder Federation (CBAFF) has a list of customs brokers and freight forwarders within New Zealand.
  • I want to find out about regulations and tariffs for export
    Regulations and tariffs should be one of the first things you find out before exporting. They often determine whether a market will be easy or hard for you to export to, or whether you should try to do business there at all.

    Understanding regulations in your export destination is a must-do. For an introduction to what you need to think about, see our guide on understanding international compliance requirements. This includes tips on how to research regulations, as well as insights on local regulations, standards, health and safety, and dealing with local bureaucracy.

    It’s a good idea to take a look at the rest of the international compliance process while you’re doing your work on regulations – see more information in our guide to understanding international compliance requirements.

    If you’re planning to export food or food-related products, you should also check out the food exporting page on the Ministry for Primary Industries (MPI) website. MPI maintains a list of Overseas Market Access Requirements (OMARs) for New Zealand food products in different export markets – search and identify OMARs for your product online

    Tariffs can make your products more expensive and less attractive to overseas buyers, so you need to know the charges your products will attract before you commit to a new market.

    You can get a big head start in finding tariff information by using the Ministry of Foreign Affairs and Trade (MFAT) tariff finder or the World Trade Organisation’s tariff download facility. You can search the databases by product name, but they work best when you know the approximate Harmonised System (HS) code for your product. HS codes are used by customs authorities around the world to identify products and apply tariffs. The longer the code is, the more precisely it describes your product. The first six digits of an HS code are usually the same worldwide – after that, there can be up to eight further digits, which often vary from country to country.

    New Zealand Customs can help you to find out the first six digits of your HS codes – email VOC@customs.govt.nz.

    To get a longer and more precise HS code for a particular market, look up and contact the local customs authority online, or talk to a customs broker or freight forwarder who has done business in that market.

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