Can US sellers sell on Amazon Europe?

Yes. US sellers can open a European seller account and list across ten European stores. You will need VAT registrations where inventory is stored, an EU responsible person for many products, EPR registrations in countries such as Germany and France, and translated listings for each store.

How much does it cost to sell on Amazon Europe?

The European Professional plan is EUR 39 per month excluding VAT, plus category referral fees and FBA fees if Amazon fulfils orders. The UK plan is GBP 25 per month excluding VAT. Budget separately for VAT filing, EPR schemes and translation.

Do I need a VAT number for every EU country?

You need a VAT number in each country where your goods are stored. With Pan-European FBA that means every storage country you enable, with a minimum of two. With EFN you can store in one country, though cross-border sales may still need OSS reporting.

What is the difference between Pan-European FBA and EFN?

Pan-European FBA places your stock in several EU countries near customers and charges local fulfilment rates, but needs more VAT registrations. EFN keeps stock in one country and ships across borders for an extra fee, which is simpler but usually slower and more expensive per order.

Which Amazon Europe marketplace should I start with?

Most brands start with Germany, then add France, Italy and Spain, because those countries sit inside the Pan-EU storage network. Start with ASINs that sell well at home, check their category rules in each store, and translate listings with native speakers rather than relying on machine translation.

How to Sell on Amazon Europe in 2026: Stores, VAT, FBA

What changed: One European account covering 10 Amazon stores, with VAT, EPR and Pan-EU FBA rules
When: Updated October 2026; Netherlands listing rule for Pan-EU from Sept 3, 2026
Who it affects: Brands and sellers expanding from the US or UK into the EU
What to do: Start with VAT in storage countries, then Germany, France, Italy and Spain listings

Key takeaways

One European account reaches ten stores for EUR 39 a month, but VAT is needed wherever stock is stored.
Pan-EU FBA now requires an active Netherlands listing (from Sept 3, 2026) and Belgium from Feb 26, 2027.
EPR, product safety contacts and real translations decide whether EU listings stay live.

Pick your EU fulfilment model

	Pan-EU FBA	EFN	Merchant fulfilled
VAT numbers	Each storage country	Home country	Where you ship from
Fulfilment fees	Local rates	Cross-border fee	Your carrier
Delivery speed	Fastest	Slower	Varies
Best for	Scaling brands	First test	Bulky goods

Which Amazon Europe stores can you sell on?

Amazon's pan-European selling page says one account lets you reach customers in ten European stores: Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.se, Amazon.pl, Amazon.com.be and Amazon.ie. The UK runs under separate VAT and customs rules from the EU, so treat it as its own market even though it sits in the same account.

Most brands launch in Germany, France, Italy and Spain first, because Pan-European FBA stores inventory in those countries, then add the Netherlands, Sweden, Poland, Belgium and Ireland once listings are translated.

What it costs to sell on Amazon Europe

Amazon's French, Spanish and Italian seller sites list the Professional plan at EUR 39 per month excluding VAT, plus referral fees by category. The UK Professional plan is GBP 25 per month excluding VAT, and UK referral fees mostly sit between 8% and 15% with a GBP 0.25 minimum in most categories. Amazon also offers lower FBA rates for eligible products priced at or below EUR 20.

Fees differ by store and fulfilment method, so build a separate margin model for each country rather than one EU average. Our guide to Amazon FBA fees explains how fulfilment and storage charges stack up.

VAT: the first thing to sort out

VAT is the gate to selling in Europe. A VAT number is needed in every country where your goods are stored. The EU One Stop Shop (OSS) lets you report cross-border sales to consumers in one quarterly return, but it does not cover sales from local warehouse stock or the movement of your own goods between countries. Non-EU sellers do not benefit from the EUR 10,000 distance-selling threshold that applies to some EU-based businesses.

Use an accountant or VAT service that files in each storage country. Amazon offers VAT registration tools and a VAT knowledge centre, but you remain responsible for filings.

EPR and product safety rules

Extended producer responsibility (EPR) laws make you pay for packaging and certain product waste. Amazon reminds sellers in Germany and France to meet EPR rules, and other countries have their own schemes for packaging, electronics and batteries.

The EU General Product Safety Regulation has applied since December 13, 2024. Products covered by it need an EU-based economic operator, often called a responsible person, whose name and contact details appear on the product, packaging or accompanying document, and listings must show safety and contact information. Missing data is a common reason for suppressed EU listings, which our Amazon listing reinstatement guide covers.

Rule changes to know

Jan 1, 2021
UK leaves Pan-European FBA
Dec 13, 2024
EU product safety rules apply
Sep 3, 2026
Netherlands listing needed for Pan-EU
Feb 26, 2027
Belgium listing also needed

Pan-European FBA vs EFN vs local FBA

Your fulfilment model decides how many VAT numbers you need and how fast customers get their orders.

Pan-European FBA: Amazon spreads your stock across Germany, France, Italy, Spain and Poland and ships to nine EU stores at local rates; you need VAT in each storage country you enable, with at least two
European Fulfilment Network (EFN): stock stays in one country and Amazon ships cross-border for an extra fee; fewer VAT registrations but slower delivery
Local FBA per country: you choose where stock goes; more control, more shipments to manage
Merchant fulfilled: you ship from your own EU warehouse or 3PL

2026 changes to Pan-European FBA

Amazon has added listing requirements for Pan-EU sign-up. From September 3, 2026, products need an active listing in the Netherlands to enrol in Pan-European FBA, and from February 26, 2027 they will also need an active Belgian listing. Amazon's own page says you can start Pan-EU with two VAT registration numbers.

The UK left Pan-European FBA on January 1, 2021. Moving stock between the UK and the EU now needs its own customs and VAT setup, or Amazon's Remote Fulfilment and local inbounding options.

How to sell on Amazon Europe step by step

Follow this order so compliance is ready before inventory arrives.

Open or extend your account to the European marketplaces
Register for VAT in your first storage countries and set up EPR where required
Appoint an EU responsible person and update labels
Use the European Expansion Accelerator to create offers in chosen stores
Translate listings properly; do not rely on machine translation alone
Send inventory and enrol eligible ASINs in Pan-EU or EFN
Launch Sponsored Products per store with local keywords

1VAT and EPR
Register before stock moves
2Responsible person
EU contact on labels
3Listings
Translate per store
4Inventory
Pan-EU or EFN
5Ads
Local keywords per store

Common mistakes when expanding to the EU

The costly mistakes are usually administrative, not commercial. A compliance or performance issue in one store can affect the whole European account, so the basics matter.

Shipping stock before VAT numbers are active
Machine-translated titles that miss local search terms
No EPR registration for Germany or France
Copying US bids without checking local cost per click
Forgetting that customer service must be handled in local languages

Where PPC Spider helps

PPC Spider manages Amazon international expansion for brands moving into Europe. SpiderOS tracks bids, budgets, search terms and stock per marketplace, and we set target ACoS from margin after each country's fees and VAT. Testing North America first? Read how to sell on Amazon Canada, or book a free Amazon audit to see which markets fit your catalogue.

Sources

Amazon: Sell across Europe (sell.amazon.es/en/vender-en-toda-europa)
Amazon: Selling on Amazon UK pricing (sell.amazon.co.uk/pricing)
Taxually: Amazon FBA VAT in Europe guide, October 2026 (taxually.com/blog/amazon-fba-vat-europe-guide)

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