Are you leaving millions of customers on the table by selling in only one country? In 2026, Amazon operates 19 international marketplaces across four major regions — and sellers who go global are unlocking revenue streams that domestic-only sellers simply can’t access.
This complete beginner’s guide walks you through exactly how to sell on Amazon globally: which marketplaces to choose, how to set up your account, how to handle shipping and taxes, and the insider strategies that experienced cross-border sellers use to scale fast.
Let’s get started.
What Is Amazon Global Selling?
Amazon Global Selling (AGS) is a program that lets you list and sell your products across multiple international Amazon marketplaces using a single seller account. Instead of being limited to your home country, you can expand into regions like North America, Europe, Asia-Pacific, and the Middle East — reaching hundreds of millions of new shoppers.
Amazon provides the infrastructure, trust, logistics network, and tools to support cross-border selling. You don’t need to build international operations from scratch.
Key benefits of Amazon Global Selling:
- Reach millions of new customers across 19 international marketplaces
- Diversify your revenue and reduce dependence on a single market
- Capitalize on global demand — a product that performs moderately in the US may perform exceptionally in Germany or Japan
- Leverage Amazon’s brand trust to win shoppers in new regions
- Access Amazon FBA’s international logistics network for hands-off fulfillment
Amazon’s 19 Global Marketplaces in 2026
As of 2026, Amazon has expanded to 19 marketplaces, including recent additions like Sweden and Poland. These are grouped into four key regions:
North America
| Marketplace | URL | Currency |
|---|---|---|
| United States | amazon.com | USD |
| Canada | amazon.ca | CAD |
| Mexico | amazon.com.mx | MXN |
| Brazil | amazon.com.br | BRL |
Europe
| Marketplace | URL | Currency |
|---|---|---|
| United Kingdom | amazon.co.uk | GBP |
| Germany | amazon.de | EUR |
| France | amazon.fr | EUR |
| Italy | amazon.it | EUR |
| Spain | amazon.es | EUR |
| Netherlands | amazon.nl | EUR |
| Sweden | amazon.se | SEK |
| Poland | amazon.pl | PLN |
Asia-Pacific
| Marketplace | URL | Currency |
|---|---|---|
| Japan | amazon.co.jp | JPY |
| Australia | amazon.com.au | AUD |
| India | amazon.in | INR |
| Singapore | amazon.sg | SGD |
Middle East
| Marketplace | URL | Currency |
|---|---|---|
| UAE | amazon.ae | AED |
| Saudi Arabia | amazon.sa | SAR |
| Turkey | amazon.com.tr | TRY |
Pro Tip: You don’t need to sell on all 19 marketplaces at once. Start with one or two that best match your product category and expand from there.
Step 1: Decide Where to Sell First
Choosing your first international marketplace is one of the most important decisions you’ll make as a global seller. Here’s how to evaluate your options:
Factors to Consider
Market size and demand: The US remains the largest Amazon marketplace, but Europe collectively represents enormous opportunity. The EU marketplace saw Amazon cut FBA fees by an average of £0.26/€0.32 per unit in 2026 — one of the largest fee reductions ever — making EU expansion particularly attractive right now.
Language and localization: The UK is a natural first step for English-speaking sellers because no translation is needed. Germany is the largest EU marketplace but requires German-language listings and customer service.
Competition level: Research whether your product category is oversaturated in your target market. A niche that’s competitive in the US might have far less competition in Australia or Canada.
Regulatory requirements: Each country has different rules around product safety, labeling, certifications, and import duties. Research these before committing.
Best Starting Markets for Beginners
- UK — Easy for English speakers, large customer base, favorable FBA economics
- Canada — Close proximity to the US, similar consumer behavior, easy logistics
- Germany — Largest EU market, high purchasing power (translation required)
- Australia — Growing marketplace, less competition than US/EU
Step 2: Research Products for Your Target Market
Not every product that sells well domestically will succeed internationally. International product research is critical before you invest in inventory.
How to Validate Demand
Use these tools to understand local demand, search volume, and competition in your target marketplace:
- Amazon Best Sellers (filter by specific marketplace) — shows top-selling products per category
- Amazon’s Marketplace Product Guidance — available in Seller Central, it shows demand signals per country
- Product Opportunity Explorer — identifies gaps and trends by marketplace
- Third-party tools like Jungle Scout, Helium 10, or SellerSprite — provide keyword volume, competitor data, and sales estimates per marketplace
Product Compliance Checklist
Before listing internationally, verify:
- Your product meets local safety and certification standards (CE marking in Europe, RCM in Australia, etc.)
- Labeling requirements are met (language, ingredients, warnings in local language)
- The product is legal to sell in the target country
- You hold the intellectual property rights for that market
- Your product complies with import and customs regulations
Step 3: Set Up Your Amazon Global Selling Account
Creating Your Seller Account
If you already have an Amazon Seller Central account, you can register for additional marketplaces directly from your existing account dashboard under “Global Selling” > “Sell Globally.”
If you’re starting from scratch, go to sell.amazon.com (or the equivalent for your home country) and create an account.
Choosing a Selling Plan
Amazon offers two selling plans:
| Plan | Cost | Best For |
|---|---|---|
| Individual | $0.99 per unit sold | Selling fewer than 40 units/month |
| Professional | $39.99/month (US) | Selling 40+ units/month; required for global selling tools |
For global selling, the Professional plan is strongly recommended — it unlocks access to advertising, Buy Box eligibility, bulk listing tools, and the full Global Selling dashboard.
Documents Required to Register
Have these ready when setting up your account:
- Government-issued photo ID (passport or national ID)
- Business name and address
- Valid credit card (for fee payments)
- Bank account details (for receiving payments)
- Phone number for verification
- Tax information (varies by country)
Step 4: List Your Products Internationally
Once your account is set up, you need to create or adapt your product listings for each international marketplace.
Build International Listings (BIL)
Amazon’s Build International Listings (BIL) tool is a game-changer for sellers going global. It automatically:
- Copies your existing listings to new marketplaces
- Converts prices using current exchange rates (with your preferred markup)
- Syncs inventory and listing updates across marketplaces
You can access BIL in Seller Central under Inventory > Sell Globally.
Optimizing Listings for Each Marketplace
Even with BIL, localization is critical:
Translation: Don’t rely on automated translation for key content. Use professional translators or native speakers for titles, bullet points, and product descriptions. Poor translation destroys conversion rates.
Keyword localization: Customers in different countries use different search terms. A “bin bag” in the UK is a “trash bag” in the US. Research local keywords for each marketplace separately.
Pricing: Adjust prices to reflect local market expectations, competition, import costs, and currency fluctuations. Don’t just do a straight currency conversion.
Images: In some markets (especially Germany and Japan), packaging must be shown in the local language.
Step 5: Choose Your Fulfillment Method
How you fulfill orders internationally is one of the biggest logistical decisions you’ll make. You have three main options:
Option 1: Fulfillment by Amazon (FBA) — Most Popular
With FBA, you ship your inventory to Amazon’s fulfillment centers in the target country, and Amazon handles storage, packing, shipping, and customer service.
Pros: Prime eligibility, Amazon handles returns and customer service, fast local delivery, competitive FBA fees (especially in Europe in 2026)
Cons: Upfront shipping costs, need to send inventory to each country, VAT registration may be required
Key EU FBA options:
- Pan-European FBA — Store inventory across all EU fulfillment centers; Amazon ships from the nearest one. Cheapest FBA option for EU.
- European Fulfillment Network (EFN) — Ship from one EU country to customers across all EU markets.
- Multi-Country Inventory (MCI) — Send inventory to select EU countries’ fulfillment centers for faster local delivery.
Option 2: FBA Export
With FBA Export, Amazon ships your existing domestic FBA inventory internationally from your home country’s fulfillment centers. This is the easiest way to test international demand before committing to local inventory.
Best for: Testing demand in new markets before investing in local FBA inventory.
Option 3: Fulfilled by Merchant (FBM) / Seller Fulfilled International
You handle all storage, packing, and international shipping yourself.
Pros: No need to pre-ship inventory internationally, more control over packaging
Cons: No Prime eligibility, higher shipping complexity and costs, you handle international returns and customer service
Best for: Large, heavy, or custom products where Amazon FBA fees would be prohibitive.
Step 6: Understand Fees for Selling Globally
International selling involves multiple fee layers. Here’s a breakdown:
Referral Fees
Referral fees are typically around 15% of the total sales price across most categories and most marketplaces. For higher-value products, the fee often drops to 8% for the portion above $300. A minimum referral fee of $0.30 per unit always applies.
Fees vary by region, category, and currency — always check the official fee schedule in Seller Central for your specific marketplace before launching.
FBA Fees (2026 Updates)
Significant fee changes happened in 2026:
- US FBA fees increased by $0.08/unit
- European FBA fees decreased by an average of £0.26/€0.32 per unit — making EU expansion more profitable than ever
- From April 17, 2026, Amazon added a 3.5% fuel & logistics surcharge on all FBA fulfillment fees in the US and Canada
- From February 15, 2026, fees are charged per unit at the time of processing (not after the full order completes)
Other Fees to Watch
- Professional plan: $39.99/month (US) or local equivalent per marketplace
- Currency conversion fees: Amazon charges a fee when converting sales proceeds to your home currency
- Long-term storage fees: Charged for inventory sitting in Amazon warehouses beyond 181 days
- High-volume listing fees: $0.005 per active non-media ASIN per month for catalogs exceeding 100,000 ASINs
- Cross-border fulfillment premiums: Additional charges for shipping across borders with FBA Export
Pro Tip: Use Amazon’s FBA Revenue Calculator (available for each marketplace in Seller Central) to model your landed costs and margins before launching in any new market.
Step 7: Handle Taxes and Compliance
Tax compliance is where many global sellers get caught out. Getting this wrong can result in account suspension, back taxes, or significant penalties.
VAT in Europe
If you sell in the EU or UK, VAT (Value Added Tax) registration is almost certainly required. Key thresholds and rules vary by country, but in general:
- Storing inventory in any EU country triggers VAT registration in that country
- Selling above certain annual revenue thresholds to customers in an EU country requires local VAT registration
- The EU VAT OSS (One-Stop-Shop) scheme simplifies VAT filing across EU member states from a single registration
Recommendation: Use a specialist VAT compliance service like Avalara, Taxually, or SimplyVAT to manage EU VAT obligations from day one.
US Sales Tax
If you’re a non-US seller expanding to amazon.com, you’ll need to understand US sales tax obligations. Amazon collects and remits sales tax on behalf of sellers in most US states under Marketplace Facilitator laws — but consult a US tax professional for your specific situation.
Import Duties and Customs
When shipping inventory internationally, you’ll need to:
- Classify products with the correct HS (Harmonized System) tariff codes
- Pay applicable import duties and customs fees when shipping to FBA centers abroad
- Work with a customs broker for large or complex shipments
- Ensure proper import documentation (commercial invoice, packing list, etc.)
Step 8: Manage Currency and Payments
Amazon pays out in the local currency of each marketplace. You have two main options for receiving international payments:
Amazon Currency Converter (ACCS)
Amazon automatically converts your earnings to your home currency and deposits them into your local bank account. Convenient, but Amazon’s exchange rate includes a markup (typically 1.5–4%).
Multi-Currency Bank Account
Services like Wise Business, Payoneer, or World First give you local bank account numbers in multiple countries. Amazon deposits in local currency, you convert at better rates when it suits you.
For sellers doing significant international volume, a multi-currency account typically saves meaningful money over time.
Step 9: Optimize for Global Growth
Once you’re live in new marketplaces, growth comes from optimization. Here’s what experienced global sellers focus on:
Win the Buy Box
The Buy Box is critical for sales in every marketplace. To win it consistently:
- Maintain a Professional seller account
- Price competitively (use Amazon’s Automate Pricing tool)
- Keep seller performance metrics (order defect rate, late shipment rate) in top shape
- Use FBA for automatic Prime eligibility and faster shipping
Localized Advertising
Amazon PPC (Pay-Per-Click) advertising works differently in each marketplace. Budget separately for each country, use locally researched keywords, and start conservatively until you understand each market’s cost structure.
Customer Service in Local Languages
Amazon requires customer service in the local language. If you’re using FBA, Amazon handles most of this. For FBM sellers or for pre-sales questions, either hire local support staff, use a translation service, or work with a third-party Amazon management agency.
Monitor Performance Metrics
Amazon’s performance standards are non-negotiable globally. Keep a close eye on:
- Order Defect Rate — must stay below 1%
- Late Shipment Rate — must stay below 4%
- Valid Tracking Rate — must stay above 95%
- Customer feedback and return rates — vary by marketplace but all matter
Common Mistakes to Avoid When Selling on Amazon Globally
Learning from others’ mistakes saves you time and money. Here are the most common pitfalls:
1. Skipping product compliance research — Selling non-compliant products internationally can get your account suspended and result in customs seizure of your inventory.
2. Ignoring VAT from day one — VAT back-taxes plus penalties can wipe out all your international profits. Set up compliance before you make your first sale.
3. Using literal currency conversion for pricing — You need to account for higher shipping costs, fees, import duties, and local market pricing expectations.
4. Neglecting localization — Machine-translated listings with US-focused keywords rarely perform well in international markets.
5. Expanding too fast — Start with one or two marketplaces, master them, then scale. Overextension leads to inventory problems, cash flow strain, and quality issues across the board.
6. Underestimating hidden costs — Factor in currency conversion fees, international return shipping costs, aged inventory fees, and cross-border fulfillment premiums when modeling profitability.
Amazon Global Selling: Frequently Asked Questions
Q: Do I need a separate Amazon account for each country?
No. Amazon lets you manage multiple international marketplaces from a single Seller Central account using the “Sell Globally” dashboard. However, you may need to register separately in some regions (North America vs. Europe vs. Asia-Pacific) depending on your home marketplace.
Q: How much does it cost to start selling globally on Amazon?
Beyond the Professional selling plan fee ($39.99/month in the US), you’ll need budget for initial inventory shipment to international fulfillment centers, import duties, and VAT registration. A realistic minimum budget for entering one new international marketplace is $2,000–$5,000, though it varies significantly based on your product and volume.
Q: Do I need to speak the local language to sell internationally?
For FBA sellers, Amazon handles most customer interactions. However, you’ll still need localized product listings, which requires professional translation. You don’t need to be fluent, but you do need accurate, natural-sounding translations.
Q: Can I sell on Amazon globally if I’m based in India?
Absolutely. Amazon India’s Global Selling program (amazon.in/global-selling) is specifically designed to help Indian sellers export their products internationally. Many Indian sellers have built thriving businesses on amazon.com, amazon.co.uk, and across the EU.
Q: What is the easiest Amazon marketplace to start selling globally?
For most sellers, the UK is the easiest first step — it’s English-language, has a large and mature marketplace, strong consumer purchasing power, and relatively straightforward regulatory requirements. Canada is another popular first international expansion for US-based sellers.
Q: How long does it take to start making sales internationally?
Sellers who properly research their market, localize their listings, and use FBA typically see their first international sales within 2–6 weeks of going live. Significant revenue usually takes 3–6 months as listings gain reviews, keyword ranking, and sales history.
Final Thoughts: Is Amazon Global Selling Right for You?
Selling on Amazon globally is one of the fastest ways to scale an e-commerce business in 2026. With 19 international marketplaces, powerful fulfillment infrastructure, and improving economics (especially in Europe), the opportunity has never been greater.
The key is to approach international expansion strategically: start with one marketplace, validate demand, get your compliance right, optimize your listings for local buyers, and then scale.
The sellers who succeed globally aren’t necessarily the ones with the biggest budgets — they’re the ones who do their homework, localize properly, and treat each new marketplace as its own market with its own customers.
Your next customer could be in Germany, Japan, or Australia. All you need to do is take the first step.
Ready to start your Amazon global selling journey? Begin by researching your top marketplace candidates and running your products through the FBA Revenue Calculator for each region. The numbers will tell you where the biggest opportunity lies.