Selling on Amazon US from Europe

For European Amazon sellers, expanding to the Amazon US marketplace presents a significant opportunity in one of the world's largest and most dynamic e-commerce markets. However, selling on Amazon US from Europe comes with various challenges, including customs and import compliance, currency exchange issues, and optimizing product listings. This article outlines the essential steps and strategies needed for successful sales from Europe to the U.S.

1. Understand U.S. Market Differences

Selling on Amazon US vs. Amazon EU requires a different mindset. U.S. customers have different shopping behaviors, expectations for shipping speed, and product preferences. You must localize your listings for the US market, including product titles, descriptions, units of measurement (imperial vs. metric), and keyword strategy.

2. Register as a Non-U.S. Seller

To sell on Amazon.com, European sellers must create a North America Unified Seller Account and verify their identity. You don't need a U.S. company to get started, but you will need a U.S. Tax Identification Number (TIN) or register for U.S. tax compliance through the IRS or via Amazon's W-8BEN process.

3. Choose the Right Fulfillment Model

Most EU sellers choose either:

• Fulfillment by Amazon (FBA USA): Ship inventory to Amazon's U.S. fulfillment centers and let Amazon handle delivery, customer service, and returns. This is ideal for faster shipping and Prime eligibility.

• Fulfillment by Merchant (FBM): Ship orders from Europe, but this comes with higher shipping costs and longer delivery times.

Working with a third-party logistics provider in the USA (3PL) is also a great hybrid option for keeping inventory in the country without a full FBA commitment.

4. Plan for Customs, Duties, and Compliance

You must navigate U.S. customs and import regulations when exporting goods from Europe to the US. Be sure to:

• Use a customs broker or freight forwarder

• Classify goods correctly (HS codes)

• Understand U.S. labeling and packaging laws

• Prepare for FDA compliance if you're selling food, cosmetics, or supplements

5. Set Competitive Pricing and Handle Currency Conversion

U.S. pricing must be competitive after accounting for import costs, Amazon fees, and exchange rates. Many sellers use multi-currency pricing tools and services like Payoneer or Wise to manage international payments efficiently.

6. Monitor Sales Tax and State Compliance

While Amazon now handles sales tax collection in most U.S. states, you may still be responsible for state-level tax filings depending on your business structure and nexus status. It's best to consult a U.S. tax advisor for Amazon sellers or use platforms like Avalara or TaxJar.

7. Optimize Your Marketing for the U.S. Audience

Your marketing strategy should reflect the U.S. customer mindset. Invest in Amazon PPC campaigns in the US, get early reviews through Vine or Early Reviewer programs, and consider using external traffic sources like social media or Google Ads to boost visibility.

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Next Steps & Related Reading

Ready to go further? Here are some related topics we'll be covering that expand on the ideas in this article:

• How to Register a U.S. Business as a European Amazon Seller

• Setting Up U.S.-Based 3PL Logistics for EU Sellers

• Managing Returns from U.S. Customers as an International Seller

• Amazon PPC Strategies for Non-U.S. Sellers

• Tax and Legal Pitfalls When Selling on Amazon US from Europe