Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveAmazon makes selling in Europe simple and easy
Understanding tax codes and product regulations, creating effective listings and providing localised customer service can be complex when expanding business across borders. Tap into our state-of the art logistics, powerful tools and world-class customer service to take advantage of the growing pan-European customer base.
European Expansion Accelerator
Sell globally in a few clicks
Sell your products internationally thanks to Amazon's brand-new solution: European Expansion Accelerator. The European Expansion Accelerator is a free automated expansion solution that creates your product listings and prices, defines shipping parameters and models, and registers your products in the distribution programmes of the stores in which you choose to do business.
If you're already signed up for a professional selling plan and you sell products through at least one Amazon store in Europe, it only takes a few clicks to get started:
1. Choose the stores to expand to
2. Accept the terms and conditions of selling internationally
3. Click on the "Start expansion" button
2. Accept the terms and conditions of selling internationally
3. Click on the "Start expansion" button
Synchronise listings, logistics options and VAT at a glance
Amazon BE sellers can reach buyers from all Amazon EU stores from a single account, thanks to the Build International Listings tool, which automatically creates, translates and synchronises product listings and prices in each target store, without repeated manual entry.
Your choice of logistics solution directly determines your costs and VAT obligations. The Pan-European Fulfilment by Amazon service allows Amazon to distribute your inventory across EU distribution centres without additional travel costs, and you only pay local shipping fees in each destination country. The European Distribution Network ships from a single storage location, which lessens VAT registrations but results in higher fees per order for cross-border shipments. Multi-Country Inventory gives you direct control over the countries where your inventory is held, which makes it ideal for sellers whose demand in target markets is predictable. Cost details and comparisons are available in Seller Central.
VAT requirements are a direct result of your storage choices. If you ship from Belgium without storing goods abroad, the European OSS (one-stop shop) regime allows you to declare all of your cross-border VAT in a single Belgian return. On the other hand, if you use the Pan-European Fulfilment by Amazon service and Amazon moves your inventory to distribution centres in France, Germany or other EU countries, you must register for VAT in every country where inventory is held. The Amazon BE VAT Knowledge Centre connects you with approved service providers to manage these registrations effectively.
Your choice of logistics solution directly determines your costs and VAT obligations. The Pan-European Fulfilment by Amazon service allows Amazon to distribute your inventory across EU distribution centres without additional travel costs, and you only pay local shipping fees in each destination country. The European Distribution Network ships from a single storage location, which lessens VAT registrations but results in higher fees per order for cross-border shipments. Multi-Country Inventory gives you direct control over the countries where your inventory is held, which makes it ideal for sellers whose demand in target markets is predictable. Cost details and comparisons are available in Seller Central.
VAT requirements are a direct result of your storage choices. If you ship from Belgium without storing goods abroad, the European OSS (one-stop shop) regime allows you to declare all of your cross-border VAT in a single Belgian return. On the other hand, if you use the Pan-European Fulfilment by Amazon service and Amazon moves your inventory to distribution centres in France, Germany or other EU countries, you must register for VAT in every country where inventory is held. The Amazon BE VAT Knowledge Centre connects you with approved service providers to manage these registrations effectively.
One account — all of Europe
With just one account, you can reach customers across Europe with our eight European stores (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.nl, Amazon.se, Amazon.com.be and Amazon.pl) and manage all your listings and inventory in Europe.
Boost your sales with new opportunities
With over 30 product categories available, you can sell a lot of products on Amazon in Europe. Take advantage of European peak periods by honing your strategy with our European holiday selling calendar.
Manage taxes and payments
If you sell goods in any European country, it is likely that you will be required to register for Value Added Tax (VAT). VAT is a tax in Europe on consumer spending. Our Solution Providers can help make your VAT registration straightforward and uncomplicated. Amazon accepts payment in many currencies and pays you in your local currency to streamline processing.
VAT registration and returns
Learn more about third-party tax providers who can help with your VAT needs: Whether you are starting a new company in Europe or growing your existing business in the region, you may need help complying with a variety of VAT obligations.
176 million
monthly unique visitors in the UK, Germany, France, Italy and Spain
*SimilarWeb, December 2020
45K+
third-party partner sellers achieving sales of over $100,000 in Amazon's European stores in 2020
3400+
products sold per minute in Amazon's European stores in 2020
Manage multiple European languages
More than 200 languages are spoken on the continent. But don't worry: Amazon's free listing and translation tools effectively remove language barriers between you and your customers. The dominant language is offered for each of our 9 stores: German, English, Italian, Spanish, Dutch, Swedish, Polish and, of course, French.
4 tips for selling across Europe
FAQs
What are the tax obligations for selling in Europe from Belgium?
The tax obligations for selling in Europe from Belgium primarily depend on how you handle your inventory and your sales volumes. As a general rule, if you ship products from Belgium to European customers, you can use the One Stop Shop (OSS) to declare the VAT for all of your cross-border sales in a single Belgian return, as long as you do not store goods abroad.
However, specific rules apply if you use Amazon logistics services:
1. Overseas inventory: If you use the Pan-European Fulfilment by Amazon (FBA) programme and your products are stored in warehouses located in France, Germany or elsewhere, you must register for VAT in every country where you have inventory.
2. Tax services: Amazon offers "VAT Services on Amazon" to help you manage these multiple registrations and returns through third-party tax partners.
3. Sales thresholds: Make sure that you monitor the €10,000 threshold for intra-EU remote sales, beyond which the VAT of the destination country applies (managed through the OSS).
However, specific rules apply if you use Amazon logistics services:
1. Overseas inventory: If you use the Pan-European Fulfilment by Amazon (FBA) programme and your products are stored in warehouses located in France, Germany or elsewhere, you must register for VAT in every country where you have inventory.
2. Tax services: Amazon offers "VAT Services on Amazon" to help you manage these multiple registrations and returns through third-party tax partners.
3. Sales thresholds: Make sure that you monitor the €10,000 threshold for intra-EU remote sales, beyond which the VAT of the destination country applies (managed through the OSS).
Can I benefit from Amazon Advertising Programmes in all European countries?
Yes, you can access Amazon advertising solutions on all European stores, including France, Germany and the Netherlands. Using sponsored products or sponsored brands is essential if you want to improve visibility when launching your products in new markets where your brand is currently unknown.
To maximise the effectiveness of your European campaigns, think about the following points:
1. Linguistic localisation: Don't just duplicate the keywords you use for Belgium. Use Amazon's translation tools to adapt your search terms to the local language (German or Italian, for example).
2. Single account: With the unified European seller account, you can manage your advertising campaigns for all countries from a single Seller Central interface.
3. Business calendar: Adapt your advertising bids based on the local events shown in the seasonal sales calendar (such as Black Friday or country-specific winter sales).
To maximise the effectiveness of your European campaigns, think about the following points:
1. Linguistic localisation: Don't just duplicate the keywords you use for Belgium. Use Amazon's translation tools to adapt your search terms to the local language (German or Italian, for example).
2. Single account: With the unified European seller account, you can manage your advertising campaigns for all countries from a single Seller Central interface.
3. Business calendar: Adapt your advertising bids based on the local events shown in the seasonal sales calendar (such as Black Friday or country-specific winter sales).
What are the advantages of using Pan-European FBA for a Belgian seller?
The Pan-European Fulfilment by Amazon (FBA) programme offers Belgian sellers the major benefit of paying local shipping costs in target countries, rather than higher cross-border fees. By sending your inventory to a distribution centre (in France or Germany, for example), Amazon intelligently distributes your products across Europe according to expected demand, with no additional costs for moving inventory.
Strategic benefits include:
1. Reduced costs: You make significant savings on logistics fees, because you pay the local rate for order fulfilment (for example, the German rate for a German customer).
2. Prime Badge: Your products become eligible for Amazon Prime in all activated European markets, guaranteeing speedy delivery to millions of loyal customers.
3. Simplified growth: The European Expansion Accelerator makes it possible to automate listing your products in other stores, while Pan-European FBA ensures that logistics accompany your growth.
Strategic benefits include:
1. Reduced costs: You make significant savings on logistics fees, because you pay the local rate for order fulfilment (for example, the German rate for a German customer).
2. Prime Badge: Your products become eligible for Amazon Prime in all activated European markets, guaranteeing speedy delivery to millions of loyal customers.
3. Simplified growth: The European Expansion Accelerator makes it possible to automate listing your products in other stores, while Pan-European FBA ensures that logistics accompany your growth.
Which Amazon BE logistics solution is most suitable for a Belgian seller who wants to limit their VAT registrations abroad?
The European Distribution Network stores your goods in a single country and ships cross-border from there, which means fewer VAT registrations than the Pan-European Fulfilment by Amazon service.
If your cross-border turnover is below the EU threshold and you do not store goods abroad, the OSS regime can cover all of your VAT obligations in the EU via a single Belgian return. Check Seller Central for the thresholds and conditions that apply to your business.
If your cross-border turnover is below the EU threshold and you do not store goods abroad, the OSS regime can cover all of your VAT obligations in the EU via a single Belgian return. Check Seller Central for the thresholds and conditions that apply to your business.
Helpful resources
VAT guidance
Every country in Europe has its own VAT regulations. Amazon has numerous resources to help you navigate the legislation, including VAT registration and returns. To connect with local experts, visit our VAT Knowledge Centre. You can also check all the requirements: download our Educational Guide on EU VAT.
Explore FBA's European Solutions
Amazon offers three shipping solutions across Europe: Pan-European Fulfilment by Amazon, the European Distribution Network and Multi-Country Inventory. To choose the one that suits your business best, see below.
Explore Amazon Selling Partner Help
Find answers to all your questions regarding selling across Europe at this central resource.
Start selling today
Selling on Amazon allows you to reach tens of millions of shoppers, whether you're selling one item or millions. Your account configuration is set to sell across Europe.
€39 (excl. VAT) per month + selling fees
