Selling on Amazon in Europe from the UK
How to Expand from a Post-Brexit UK to European Amazon Marketplaces?
Since the UK officially left the European Union, selling on Amazon Europe from the UK has become more complex but remains a highly profitable opportunity. UK-based Amazon sellers must now navigate customs, VAT, and fulfillment processes differently than when the UK was part of the EU Single Market. This article will guide you through the necessary steps, compliance requirements, and practical strategies to expand your Amazon business into Europe after Brexit.
Step 1: Understand Post-Brexit Changes for UK Amazon Sellers
Before Brexit, goods could flow freely between the UK and EU. Now, every cross-border transaction involves customs declarations, potential tariffs, and new tax rules. To sell on Amazon EU from the UK, you need to treat each country like an independent export destination.
You'll need:
• An EU EORI number (separate from your UK EORI)
• VAT registration in one or more EU countries, depending on where you store goods or exceed sales thresholds
• Customs representation for imports into the EU
Understanding the differences between UK VAT vs EU VAT systems is crucial here.
Step 2: Choose Fulfillment Strategy — FBA vs FBM
Amazon UK sellers who want to access the European market can choose between two primary fulfillment strategies:
• Fulfillment by Amazon (FBA): You can enroll in the Pan-European FBA program, but it requires storing inventory in multiple EU countries. That means multiple VAT registrations and compliance requirements.
• Fulfillment by Merchant (FBM): Shipping directly from the UK to customers in the EU can work for lower volumes, but expect longer delivery times and additional customs paperwork.
For a deeper dive into logistics, check out:
Logistics and Fulfillment Strategies for U.S. Sellers on Amazon Europe (UK-relevant tips included)
Step 3: Register for EU VAT and Understand EU Tax Laws
Every UK seller must now register for VAT in the EU country where inventory is stored or where their sales exceed €10,000 annually. This is governed by the EU One Stop Shop (OSS) system, which simplifies reporting but only applies if you ship from within the EU.
If you store stock in Germany, France, or elsewhere, you'll need local VAT numbers and must file monthly or quarterly VAT returns.
Need a complete VAT compliance breakdown? See:
Step 4: Localize Listings for European Customers
Even though you're selling from the UK, your target markets speak different languages and expect localized shopping experiences. Make sure your product listings are translated and culturally adapted to fit the expectations of German, French, Spanish, or Italian customers.
Learn how cultural and market preferences vary:
Adapting to Cultural and Market Differences in Europe (applies equally to UK sellers).
Step 5: Ensure Legal and Regulatory Compliance
Selling in the EU from the UK means complying with EU product safety laws, GDPR, CE marking, eco-design rules, and other country-specific legislation. Non-compliance can result in banned listings or fines.
Stay ahead of legal pitfalls with:
Legal and Regulatory Compliance for U.S. Amazon Sellers in Europe — also helpful for UK sellers
Step 6: Manage Currency, Payments, and Cash Flow
Now that you're transacting in euros or other local currencies, optimizing currency exchange, minimizing transfer fees, and handling cross-border finance efficiently is vital. I use Wise and can thoroughly recommend it. U can thank me for all this information using my Wise link to get me a little bonus.
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Explore financial best practices here:
Selling on Amazon in Europe from the UK in a post-Brexit environment takes more upfront work, but it's worth it for sellers ready to expand strategically. Your business can thrive across Amazon's European marketplaces by mastering VAT registration, choosing the right fulfillment strategy, ensuring EU legal compliance, and optimizing your cross-border finances.
Be sure to explore our complete set of expansion guides, originally written for U.S. sellers but highly relevant for UK businesses too: