Selling on Amazon's International Marketplaces

There is no bigger giant in the retail e-commerce space in the United States than Amazon. With over two billion visits every month and over 35% of the country’s online market share, Amazon has become one of the most popular brands in America. It should come as no surprise that an e-commerce brand as popular as Amazon’s has tremendous global reach as well.

Amazon now operates on five different continents and offers Amazon Prime benefits to customers around the world. While none of these international markets are as big as the original Amazon.com is, all of them generate millions of visits every month from local consumers. These global markets give Amazon sellers access to unique pools of customers around the world looking for all kinds of products across virtually every category.

Whether you have already decided that you want to branch out into international sales or you just want to learn more about the prospect, this post should provide you with plenty of useful information on Amazon’s international marketplaces.

Can sellers in the United States sell on international Amazon marketplaces?

Yes, Amazon sellers based in the United States can sell their products at any of Amazon’s international marketplaces around the world. In order to do so, you will need to register for an account at the marketplace you are interested in selling in and follow Amazon’s instructions to ensure that you meet all of the requirements for eligibility. This guide will introduce you to all of the international marketplaces that Amazon has available and provide you with details on how to get started.

How many Amazon's global marketplaces are there?

There are currently 21 active Amazon marketplaces worldwide. Here is a list of all of them with their launch date, primary language, and monthly traffic figures in November of 2022 per Similarweb.

Amazon North America

Setting up a North America Unified Account gives sellers access to sell products in the United States, Canada and Mexico without requiring a separate account for each. When you create listings you can choose which country’s marketplace you want to sell in or even select multiple marketplaces.

Amazon United States (Amazon.com)

• Launch Date: 1994

• Language: English

• Monthly Traffic: 2.7 billion

Amazon Canada (Amazon.ca)

• Launch Date: 2002

• Language: English

• Monthly Traffic: 193.4 million

Amazon Mexico (Amazon.com.mx)

• Launch Date: 2015

• Language: Spanish

• Monthly Traffic: 113.9 million

Selling in Canada and/or Mexico is a great place to start if you are looking to branch out into a new country. Since your North America Unified Account already gives you access to these marketplaces, you won’t have to go through the process of signing up for a new Amazon seller account in a different market. And shipping your products to these warehouses or direct to customers requires less logistical planning due to the close proximity of these two countries.

Amazon Europe

Sellers who sign up for a European Unified Account will be able to create listings in all nine of Amazon’s European markets without needing a different account for each one.

Amazon United Kingdom (Amazon.co.uk)

• Launch Date: 1998

• Language: English

• Monthly Traffic: 428.2 million

Amazon Germany (Amazon.de)

• Launch Date: 1998

• Language: German

• Monthly Traffic: 500.4 million

Amazon Italy (Amazon.it)

• Launch Date: 2010

• Language: Italian

• Monthly Traffic: 211.1 million

Amazon France (Amazon.fr)

• Launch Date: 2000

• Language: France

• Monthly Traffic: 201.9 million

Amazon Spain (Amazon.es)

• Launch Date: 2011

• Language: Spanish

• Monthly Traffic: 170.2 million

Amazon Netherlands (Amazon.nl)

• Launch Date: 2020

• Language: Dutch

• Monthly Traffic: 26.5 million

Amazon Poland (Amazon.pl)

• Launch Date: 2021

• Language: Polish

• Monthly Traffic: 18.7 million

Amazon Sweden (Amazon.se)

• Launch Date: 2020

• Language: Swedish

• Monthly Traffic: 16.6 million

Amazon Belgium (Amazon.com.be)

• Launch Date: 2022

• Language: Dutch

• Monthly Traffic: N/A

Gaining access to so many different unique and versatile markets with only one seller account is extremely powerful. Keep in mind however that while you will only need one account to create listings in all of these countries, you will need to follow specific guidelines and meet the necessary requirements to sell for each one.

England is both a big market and an English-speaking country that will make the transition into an international market easier for sellers in the United States. If you are able to overcome the language barrier and have products that are a good fit, Germany is a huge international market on Amazon with a large monthly audience.

Individual Amazon Marketplaces

Amazon’s reach spans around the world including South America, Asia, and the Middle East. Each of these marketplaces currently require their own separate seller account. Expansion into Africa with markets in Nigeria and South Africa are expected later this year as well.

Amazon Brazil (Amazon.br)

• Launch Date: 2021

• Language: Portuguese

• Monthly Traffic: 168.8 million

Amazon Japan (Amazon.co.jp)

• Launch Date: 2020

• Language: Japanese

• Monthly Traffic: 623.7 million

Amazon India (Amazon.in)

• Launch Date: 2013

• Language: English

• Monthly Traffic: 325.2 million

Amazon Australia (Amazon.com.au)

• Launch Date: 2012

• Language: English

• Monthly Traffic: 63.1 million

Amazon Turkey (Amazon.com.tr)

• Launch Date: 2018

• Language: Turkish

• Monthly Traffic: 41 million

Amazon United Arab Emirates (Amazon.ae)

• Launch Date: 2019

• Language: English

• Monthly Traffic: 23 million

Amazon Egypt (Amazon.eg)

• Launch Date: 2021

• Language: Arabic

• Monthly Traffic: 20.2 million

Amazon Saudi Arabia (Amazon.sa)

• Launch Date: 2020

• Language: Arabic

• Monthly Traffic: 15.6 million

Amazon Singapore (Amazon.sg)

• Launch Date: 2017

• Language: English

• Monthly Traffic: 8.3 million

While there is a lot of e-commerce competition in India, Amazon still does well in the marketplace which caters to a population of over one billion people. Private label companies that source products in India may have a relatively easy time transitioning into selling products to local customers as well.

In addition to India, Australia, the United Arab Emirates, and Singapore all operate in English. This makes these markets enticing options for sellers that are worried about the language barrier in some of the other countries Amazon operates in.

Amazon is extremely popular in Japan with roughly 600 million visits per month. With domestic Amazon FBA Fulfillment Centers scattered across the country, shipping logistics are easier to handle in Japan than in some of the other marketplaces on this list.

How can you get started in a new Amazon marketplace?

If you are interested in expanding your business to new international markets, Amazon will help walk you through the process. Amazon's Global Selling Guide provides a helpful roadmap for sellers looking to sell on international marketplaces. Here are some of the key steps that you will follow:

1. Determine which marketplaces to sell on: The first step in selling on international marketplaces is to identify which markets are the best fit for your products. You can use Amazon's Global Selling Opportunity Assessment tool to get an idea of which markets offer the best potential for your business.

2. Register for a seller account: Once you have identified the marketplaces you want to sell on, you will need to register for a seller account on each marketplace. You can do this through Amazon's Global Selling portal.

3. Set up your listings: After you have registered for a seller account, you will need to set up your listings for each marketplace. This includes creating product listings in the local language, providing accurate product information, and setting competitive prices.

4. Manage your inventory: Selling on international marketplaces requires careful inventory management. You will need to ensure that you have enough inventory to meet demand in each marketplace, while also avoiding overstocking and unnecessary storage fees. Keeping accurate inventory is important for keeping up high IPI scores.

5. Fulfill orders: Once you start receiving orders on international marketplaces, you will need to fulfill them in a timely and cost-effective manner. Most USA-based sellers take advantage of the local market’s Fulfilled by Amazon (FBA) services.

6. Manage customer service: Selling on international marketplaces also requires effective customer service. You will need to be able to communicate with customers in the local language, handle returns and refunds, and respond to customer inquiries in a timely and professional manner.

7. Monitor and optimize performance: Finally, you will need to monitor and optimize your performance on international marketplaces. This involves tracking sales, monitoring customer feedback, and adjusting your strategies as needed to maximize your success in each marketplace.

While selling on international marketplaces can be a great way to expand your business, it does require careful planning and execution. By following these steps and taking advantage of Amazon's Global Selling resources, you can successfully enter new markets and grow your business on a global scale.

Is selling in a new international marketplace right for you?

Selling on one or more of Amazon’s international marketplaces can be a great opportunity for Amazon sellers to expand their customer base, increase sales, and diversify their revenue streams. However, there are also some potential downsides to consider. I’ve put together a few of the pros and cons of Amazon sellers selling on international marketplaces.

Pros

1. Increased customer base: By selling on international marketplaces, Amazon sellers can reach a wider audience and tap into new markets. This can lead to increased sales and revenue.

2. Diversified revenue streams: Selling on international marketplaces can help Amazon sellers reduce their dependence on a single market and diversify their revenue streams. This can help protect their business from fluctuations in demand or economic conditions in any one market.

3. Access to new products: International marketplaces may offer Amazon sellers access to new products that are not available in their home market. This can help sellers expand their product offerings and differentiate themselves from competitors.

4. Competitive advantage: By selling on international marketplaces, Amazon sellers can gain a competitive advantage over sellers who are only selling in their home market. This can help them increase their market share and drive more sales.

Cons

Language barriers: Selling on international marketplaces may require Amazon sellers to communicate with customers in different languages. This can be challenging and time-consuming, especially if the seller is not fluent in the language of the market they are selling in. Amazon recommends its Service Provider Network to find help with translating and other services that you may need to launch internationally.

Cultural differences: Different markets may have different cultural norms and preferences when it comes to products, marketing, and customer service. Amazon sellers will need to adapt their strategies to fit these cultural differences, which can be a challenge.

Shipping and logistics: Selling on international marketplaces may require Amazon sellers to deal with complex shipping and logistics issues, including customs clearance, tariffs, and international shipping regulations. This can add extra costs and complexity to the selling process. I’ve discussed before how useful a virtual assistant can be in propelling your brand; finding one in a market you are expanding into could be very beneficial.

Payment and currency issues: International sales may require Amazon sellers to deal with different currencies and payment methods. This can be confusing and may involve additional fees or exchange rate fluctuations.

Legal and regulatory issues: Different markets may have different legal and regulatory requirements for sellers. Amazon sellers will need to be aware of these requirements and ensure that they are in compliance with them.

Conclusion

All in all, selling on international marketplaces can be a lucrative endeavor for Amazon sellers looking to expand their business and increase sales. It is important however for sellers to be aware of the potential challenges and drawbacks of selling in different markets.

You should do your own research and carefully evaluate the potential benefits and risks of selling internationally before deciding whether or not to pursue this strategy. If you are willing to invest the time, effort, and resources needed to succeed in new markets, you may find that the potential benefits outweigh the obstacles that you need to overcome.

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