Amazon Expands Seller Access to 30 New European Markets

Published: 01/04/2026
European Export Amazon FBA Cross-border E-commerce
Amazon's European Export program has been significantly upgraded, allowing sellers to sell products to over 30 European countries and regions with just one European site. This program simplifies operations, reduces tax risks, and expands sales reach, offering Chinese sellers an excellent opportunity to expand into the European market. Both FBA and MFN are supported, providing sellers with flexible logistics options. This upgrade streamlines the process of exporting to Europe, making it easier for businesses to reach a wider customer base and grow their presence in the European e-commerce landscape.
Amazon Expands Seller Access to 30 New European Markets

The complexities of multi-country operations in Europe may soon become a thing of the past for e-commerce sellers. Amazon's upgraded European Export Program now enables merchants to reach consumers across more than 30 European countries and territories through a single marketplace account.

Europe's E-Commerce Market: Growth Potential

Recent data reveals European consumers spent an average of €1,920 per capita on online purchases in 2021, demonstrating robust digital purchasing power. Industry projections suggest Europe's online shopping population will exceed 500 million by 2025, with total e-commerce revenue expected to reach €569.2 billion.

Amazon currently operates nine European marketplaces accessible to international sellers: the UK, France, Germany, Italy, Spain, Netherlands, Sweden, Poland, and Belgium. The enhanced export program extends sales opportunities to over 30 additional European territories including Austria, Switzerland, Denmark, Hungary, Portugal, Ireland, Czech Republic, and Greece.

Streamlined Cross-Border Selling

The upgraded program allows merchants with active accounts on any of six key European marketplaces (UK, Germany, France, Italy, Spain, or Netherlands) to activate export functionality directly through their seller portal. This expansion requires no additional documentation or account setup.

Key program advantages include:

  • No new marketplace registration: Leverages existing account configurations to access international buyers without establishing separate storefronts.
  • Simplified VAT compliance: Maintains existing VAT registration requirements from the six core marketplaces, eliminating the need for additional tax filings.
  • Seamless product listings: Existing marketplace listings automatically display to international buyers without translation or migration requirements.
  • Logistics flexibility: Supports both Fulfillment by Amazon (FBA) and Merchant Fulfilled Network (MFN) shipping methods.

Implementation Process

For FBA sellers:

  1. Access the Seller Central portal
  2. Navigate to Settings > Fulfillment by Amazon
  3. Select Shipping Plans and Export Settings > Export Settings
  4. Choose "Global" under Shipping Plans
  5. Accept Amazon's export terms and conditions to complete activation

Once enabled, Amazon manages international order fulfillment, customer service, and returns processing. Sellers receive domestic marketplace shipping fees regardless of destination.

For MFN sellers:

  1. Log in to Seller Central
  2. Navigate to Settings > Shipping Settings
  3. Create new shipping template > International Shipping

The program's expansion represents a significant opportunity for marketplace sellers to access Europe's growing e-commerce sector while minimizing operational complexity and regulatory burdens.

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