Selling Internationally on Amazon: an Ultimate Guide

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Have you been wondering how to start selling internationally on Amazon? You’ve come to the right place. Taking your business to the global platform has never been easier than with the Amazon Global Selling program. Allow us to point you in the right direction. We’ll explain everything you need to know about international selling through Amazon and how to get started. Let’s get started!

Table of Contents

What is Amazon Global Selling?

The Amazon Global Selling program (AGS) enables sellers to list and sell their products on Amazon’s international websites. With a larger platform, your audience of potential buyers expands significantly. Are you looking for a way to scale your business and reach new markets? Then the AGS program is what you need. 

A few things to be mindful of before you start include

  • Each country you sell in requires a separate account.
  • Products listed should be done in the local language of each country’s marketplace.
  • Every item listed must comply with the country’s local laws and regulations. 

Expanding your business to international markets may sound daunting, but it’s easier than you’d think. As a seller, Amazon makes migrating to global markets more straightforward. With 13 Amazon marketplaces, you can scale your business anywhere in the world. The Amazon seller country list is











United Kingdom



North America



United States













When you decide to expand your sales to other countries, you need to create a separate seller account for each location. The only exception is for Unified accounts:

  • Europe (France, UK, Germany, Italy, and Spain)
  • North America (U.S., Canada, and Mexico)

With these Unified accounts, you’ll have access to all of the listed countries. So how does selling internationally on Amazon work? Just follow these straightforward tips:

  1. Once you’ve made a choice to move your business to international platforms, register a seller account in the relevant countries. 
  2. As usual, list each item you plan to sell using the Amazon Country Specific Upload Tool.  
  3. Get ready for buyers to browse through your products and make a purchase. You’ll receive a notification with all the required shipping information as soon as they do. 
  4. As an FBM (Fulfillment by Merchant) seller, you’ll prepare the order and confirm the shipment. Alternatively, you could coordinate with Amazon to assist with the shipment. If you’re an FBA (Fulfillment by Amazon) seller, it’ll all be taken care of on your behalf. 
  5. Once Amazon has deducted the relevant fees from the order payment, you’ll receive a transfer to your bank account for the balance.


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How to Sell Internationally on Amazon

Before you start selling internationally on Amazon, you must understand the basics of the process. From taxes to product compliance, a simple misstep could jeopardize your entire operation. Let’s look at some of these concepts.

Getting Down to Basics

Setting up your account

Protect your products and transactions with relevant settings.

  • Registered trademarks help you create a level of authority and deliver a trusted customer experience on Amazon. To protect this trademark and reputation, be sure to register your brand.
  • Since Amazon trades in various countries, it accepts the relevant currencies and converts the funds when transferring to your account. To use this service, be sure to use the Amazon Currency Converter for Sellers (ACCS).

Tax, regulation, and product compliance

Ensure that you comply with country regulations.

  • If you’re trading in Europe, you must comply with the Seller Identification Verification and Know Your Customer procedures. Without these verification processes, you won’t be able to begin trading in Europe. 
  • Check the tax requirements in each country before you start selling. For example, you must register for Value Added Tax when selling across the European Union first.
  • Before selling in a particular country, establish if any customs duties or taxes apply. In Japan, for example, the sellers are liable for these additional fees. 
  • When trading in Japan, there’s also the requirement of a local business address for the purpose of returns. 
  • Some marketplaces like Europe and Japan don’t allow the sale of certain products. Before you list items in these countries, ensure that they’re eligible to sell.


Create your catalog for customer convenience.

  • If the marketplace has a point-based loyalty program, make Amazon Points available to customers when purchasing particular items. 
  • When adding items to your catalog, you make it easier for customers to find what you have to offer. Update your listings with all items that you’re selling, especially if there are new products. Create bulk listings to save yourself time and effort. 

Order fulfillment

Determine the best method to fulfill orders.

  • Fulfillment by Amazon (FBA): Send inventory to the Amazon fulfillment center, where the stock levels are monitored, and orders are fulfilled for shipment on your behalf.
  • Fulfillment by Merchant (FBM): Manage inventory, fulfill orders, and arrange to ship to your customers independently. As an FBM seller, customer service (even in other languages) are your responsibility. 
  • When shipping international orders to Japan or Europe, you’ll also need the following:
    • IOR (Importer of Record) refers to the party responsible for paying the duties and taxes of shipments. They’re also responsible for ensuring that all items comply with the laws and regulations of the country. Amazon’s fulfillment centers won’t take up this role. 
    • ACP (Attorney for Customs Procedures) is appointed in the absence of an IOR. They’ll pay the fees on your behalf, but know that the shipping responsibility and compliance with laws still fall on you. 

Knowing What to Sell and Where

As with any business, knowing your audience is essential before expanding. Before we look at how to sell internationally on Amazon, here are a few tips to ensure you reach the right people.

  • Determine your products by researching your target marketplace and what the top selling items are. 
  • Study your competitors to identify the most attractive price and adjust accordingly. 
  • Optimize your listings for better visibility. Use relevant keywords to match the possible search terms and improve the discoverability of your products. 
  • Keep potential customers coming back to your listings through promotion.
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Cost of Global Selling on Amazon

As you’d expect, there are monthly fees related to selling internationally on Amazon. The first to note is the monthly Amazon seller fee, which you must pay for each marketplace account that you have.

United Kingdom

25 GBP


39 EUR


39 EUR


39 EUR


39 EUR

United States

39.99 USD


600 MXN


29.99 CAD


19 R$


49.95 AUS


4,900 JPY

When it comes to shipping internationally, it’s crucial to consider the items and related rates. These vary depending on the destination and items being sent, so best to do some research on this. Consider the possible cost when setting prices on your items to avoid losing out. 

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Challenges of Global Selling on Amazon

There are a few challenges to selling to an international marketplace. One is that you must be aware of each market’s cultural differences. What may be a top-selling product in one country may not be as popular in another. 

Additionally, language barriers can be challenging to overcome, and it’s crucial to make sure that your listings are translated accurately. 

Finally, there can also be logistical challenges involved with shipping products internationally. 

However, an international marketplace can be a great way to expand your business if you’re prepared for these challenges.

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Tips for Using the Amazon Global Selling Program

When it comes to making your mark by selling internationally on Amazon, there are a few tips that should not be ignored. Here are some of these vital tips that you should keep in mind. 

Product Compatibility 

Ensure that your products are suitable for the country or region you plan to sell in. Selling items that the locals wouldn’t be interested in is a waste of your time and money. List items that are relevant and useful to your audience.

Cultural Considerations

When planning your product listings and marketing strategy, consider the cultural differences in your target marketplaces. Each country may have different customs and cultures, which impact how they perceive your marketing efforts. 

Know Your Competitors

Research your competitors in each marketplace before listing your items. Look at what they’re selling and ensure that your listings are priced competitively. When setting your prices, remember to factor in shipping costs.

Don’t Underestimate SEO

Use Amazon SEO with a more intentional approach. The first step to selling products on Amazon is having them seen by your audience. Optimize your listing titles and descriptions with relevant keywords to match search queries. High-quality images are also a valuable in showing off your products and making them look more attractive. 

Building International Listings 

Amazon’s Building International Listings (BIL) feature helps you manage your offers across multiple marketplaces. BIL allows you to create and edit listings in bulk, so you can quickly and easily adjust your products as needed. You can also use BIL to track your listing performance and identify areas for improvement. 

Finally, BIL can help you comply with Amazon’s international selling policies. BIL is a great place to start if you’re looking to take your Amazon business global. To use this valuable tool, you must meet the following requirements:

  • Have an Amazon Professional seller account.
  • Sell your items in at least two of the European marketplaces.
  • Your items should be eligible for and enrolled in the Amazon Fulfillment Centers program. 

If you opt to use BIL, you cannot:

  • Use it to list products in Amazon’s Stores program or in the Amazon Marketplace Web Service (MWS).
  • Sell digital products like Apps, eBooks, and MP.
  • Create new listings for products already listed in the Amazon catalog.
  • List products that require approval from Amazon before selling.

Benefits of Selling Internationally on Amazon

Selling internationally on Amazon presents a significant opportunity to reach a broader customer base, boosting sales drastically. But these are only a few of the primary advantages you’ll experience. Let’s take a deeper look at some of the more notable benefits. 

Access to a Broader Audience

Amazon is one of the largest online selling platforms worldwide, so it stands to reason that it already has a significant audience. A single Unified account gives you access to customers across Amazon’s EU marketplaces. That’s a pretty substantial benefit!

Easier Expansion

Taking your business to a new country audience doesn’t have to be as challenging as it sounds. When you start selling internationally on Amazon, entering new markets is fast and effortless. 

The best part is that the expansion won’t require any upfront costs! By using the Amazon brand, you already have a certain level of trust from customers, so there is no need to invest in building your own. The existing sales environment also means that the cost of creating one falls away, leaving you to pay significantly smaller fees. 

Simpler Operations

As an FBA seller, the entire process from order fulfillment to shipment and customer service is taken care of. These aspects of operation can be cumbersome, but with the Amazon team handling that, you can focus on growing your business and listing new products. 

Smoother Transactions

Whichever currency you’re selling in, you won’t have to worry about conversions or other transactional issues. Since all transactions are processed through Amazon, these hiccups are taken care of before the funds are deposited into your account. 

Make Your Mark Internationally

To be a successful international Amazon seller; you have to take the global markets and cultures into account. If you don’t clearly understand your target audience, you won’t be able to supply what they’re looking for. The next thing that could make or break your business’ success in selling internationally on Amazon is the language barrier. Make sure that your listings are in the correct language and translated correctly. The last thing you want is an angry customer and bad reviews because they didn’t get what they thought they were buying. 

Ultimately, the success of your international venture comes down to relationships. If you give your customer what they want and impressive service, you’ll keep coming back for more. Establishing your image as a reliable international seller makes a world of difference to your sales.

If you need help navigating your global Amazon business, Laser Sight Digital is here to save the day! We are a full-service Amazon agency with over ten years of experience in helping brands sell their products on Amazon. Our team offers a wide range of services, from listing optimization to PPC management and MAP enforcement. Why not contact us today to find out how we can help you take your business to the international market?

FAQs About Selling Internationally With Amazon

Learning how to sell internationally on Amazon might leave you with more questions than answers, but we’re here to help. We’ve compiled a list of common questions for your convenience. If you have any further queries, please reach out to us. 

Who Can Join the Amazon Global Selling Program?

Anyone is welcome to join the Amazon Global Selling Program. Just be sure that the products you’re selling are allowed in the chosen marketplace. Remember to consider the shipping cost before creating your marketplace account and setting prices on your listings.

Is Selling Internationally on Amazon Profitable?

Absolutely! Before you start your global campaign, though, be mindful that it takes time before you’ll see any profits. The initial investment and shipping costs might be higher than if you had made local sales. 

What is Needed to Sell Internationally?

To create an Amazon Global Selling account, you should follow these steps:

  1. Head to the Amazon Global Selling website and sign up for a new account. Indicate which countries you’d like to sell in and provide the required information to complete the sign up process. 
  2. On the Amazon Global Selling site, select “Country Specific Upload Tool” and register for each country you wish to sell in. 
  3. Create product listings for your items by selecting “Create a New Listing” on the listing page. Provide all information for each item and ensure that the local language has been set. Finally, you’ll submit each listing for approval.

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