If youโre looking to get into the world of product selling, youโve probably been tempted to start an Amazon Marketplace store.
Expanding your business to Amazonโs international marketplaces is one of the smartest moves you can make to grow your brand and diversify your revenue.
While selling in the U.S. market is often the first step, Amazon international marketplaces offer untapped opportunities to reach new customers and scale your business.
However, succeeding globally requires careful planning, market research, and a clear understanding of each regionโs nuances.
In this blog, weโll take you through the key international Amazon marketplaces you should consider, supported by real data to help you make informed decisions.
Weโll also share tips on how to set up, localize, and optimize your listings for each region โ so youโre not just selling globally, but selling smart.
Whether you're a seasoned Amazon seller or just getting started, this guide will help you explore new markets with confidence and clarity.
Letโs dive in!
Amazon Marketplaces: An Overview
Amazon Marketplace is a seller-centered e-commerce platform that allows third-party small business owners to manage their online storefronts and sell their products through Amazon.
Amazonโs meteoric rise has transformed its marketplace into a global juggernaut, empowering sellers from every corner of the world to connect with millions of customers. While itโs easy to take for granted, Amazonโs international marketplaces have become a gateway to unprecedented opportunities, granting businesses access to far-reaching audiences that wouldโve been unimaginable just a couple of decades ago.
Among all other marketplaces, the top ones are Amazon US, Amazon CA, Amazon MX, and Amazon UK.
However, in recent years, more countries have been equipped with their own Amazon marketplace.
This development is not yet complete, as the planned market entries in Nigeria, South Africa, Chile, and Colombia underscore.
While the US marketplace remains the most significant in terms of search volume and revenue on Amazon, it is also worth looking at other Amazon marketplaces if you, as a seller, want to be successful internationally.
Besides Germany, the United Kingdom, and Japan, demand in India is also increasing, opening up new and interesting perspectives.
The expansion into emerging Amazon marketplaces offers sellers worldwide enormous opportunities to present their products to a new audience and increase their sales.
However, sellers must also understand the challenges and regulatory requirements of each market and prepare accordingly.
List of Amazon Marketplaces Worldwide
There are 20 Amazon Marketplaces worldwide, each with its own diverse product demand and potential buyers.
North America
- United States
- Canada
- Mexico
Europe
- United Kingdom
- Germany
- France
- Italy
- Spain
- Netherlands
- Sweden
- Poland
Asia-Pacific
- Japan
- India
- Australia
- Singapore
South America
- Brazil
Middle East and Africa
- United Arab Emirates (UAE)
- Saudi Arabia
- Egypt
- Turkey
United States: Amazon's Dominance in Numbers
Amazon.com reigns as the largest global marketplace, generating $352.8 billion in North American sales in 2023. It commands 37.6% of the U.S. e-commerce market share. With over 2.2 billion monthly visits and 236.9 million unique U.S. visitors in June 2024, Amazon offers unparalleled reach. In 2023, U.S. sellers averaged over $250,000 in annual sales. Additionally, Amazon Prime boasts over 180 million U.S. members, underscoring its vast customer base.โ
Canada and Mexico: Growing Presence
Similar to the European "Unified Account", US sellers can set up a unified seller account. This not only includes the USA but also covers Canada and Mexico. This gives you the opportunity to create listings on one, two, or all three marketplaces and reach a broad audience.
To expand the customer base, the Canadian Amazon marketplace also offers opportunities for US sellers. Amazon also introduced Amazon Prime in Canada and has since developed it into the leading service in the market. In 2023, Amazon.ca topped the e-commerce market in Canada with revenues of $12.5 billion, followed by Walmart and Costco. In 2024, Amazon.ca continues to enjoy great popularity with around 161 million visitors per month.
Germany & United Kingdom: The Leaders in Europe
Measured by search volume and Amazon revenue, Germany and the United Kingdom are the largest European marketplaces. Amazon Germany attracts over 500 million visitors each month and hosts a number of top sellers. With $37.6 billion in Amazon revenue in 2023, Germany also ranks as the second-highest-grossing Amazon marketplace worldwide, followed by the United Kingdom with $33.6 billion in revenue. The UK marketplace attracts a proud 416.2 million visitors each month.
Amazon India
Though there are over 205,000 sellers on Amazon India, this marketplace sees a promising number of site visitors each month to market your products.
Amazon India has amassed approximately $20 billion in sales, with revenue increasing each month.
Requirements for Selling on Amazon Marketplaces
While Amazon welcomes sellers from numerous countries, specific criteria must be met for the platform to accept you as an Amazon-approved seller.
Individual Amazon Seller Eligibility Requirements
A) An active Amazon selling plan (Individual or Professional)
B) Bank account and routing number
C) Internationally chargeable credit card
D) Government-issued ID
E) Tax information
F) Phone Number
Traffic is crucial โ after all, selling products without an audience wouldnโt be a favorable scenario.
Traffic by itself doesnโt guarantee sales. For this reason, itโs also crucial to rank the Amazon Marketplaces in terms of GDP PPP Per Capita.
Pros and Cons in Global Selling
Pros of selling on international markets on Amazon
Expanding your business on Amazon international marketplaces can be a game-changing move. Here are some of the most significant advantages of selling on global markets.
1. Use Amazonโs global tools
2. Access to a more extensive customer base
3. Revenue diversification
4. Leverage existing success
5. Increased brand exposure
6. Seasonal and regional opportunities
7. Opportunities in emerging markets
Selling on Amazon international marketplaces can be advantageous, offering growth opportunities that arenโt always available in your local marketplace.
Cons of international expansion on Amazon
International markets on Amazon can also come with challenges. Here are some of the potential drawbacks of global expansion.
1. Increased complexity
2. Higher costs
3. Language barriers
4. Cultural differences
5. Longer delivery times
6. Increased competition
7. Risk of non-compliance
8. Currency and economic fluctuations
These challenges highlight the importance of careful planning, market research, and operational readiness. Proactively addressing these hurdles can help you make informed decisions and minimize risks as you grow your business globally.
Amazonโs Global Selling Program: How to Sell Globally
Step 1. Decide Where to Sell:
Deciding where to sell should account for these factors:
- Amazon sellers should receive regular attention due to Amazon's localized popularity
- Taxes need to be reasonable for the products that you sell
- Shipping cannot cost a great deal to get into the country
If you are an FBM seller, you will need to use internal tools and your current shipping companies to determine costs. You'll want to weigh these based on existing sellers and how they do.
Using a combination of historical data tools and keyword research tools, you can get a reasonable estimate of this for your target country. If there isn't a transparent bridge to profit, you might want to go back to the drawing board.
Much of these prospective profits come back to what you plan on selling.
Step 2. Find a Product to Sell:
Finding a product to sell works the same across all areas. Typically, this means hitting the following targets if this is your first target:
- Your product needs to weigh one or two pounds so that you can avoid paying high shipping costs
- You need to have a product that isn't for seasonal use (gloves, mittens, etc.) and can be used every day in your target country
- It would be best if you were sure your first product is not easy to break, so don't make it fragile or mechanical
- Your product needs to have a measurable demand in a low-competition, high-demand sense.
Step 3. Register as a Seller:
The registration process is similar across most areas. This will focus on registration specific to North American residents to simplify things.
You will need the following to register:
- A valid credit card
- Phone number
- Tax information (Business identification number or identity confirmation)
- Availability to go through an online interview
- A physical address to confirm where they needed to send information
- Banking details so that you might receive deposits
European registrants also require a VAT number for selling from or expanding to Europe. The Europe Selling Guide is an excellent resource for this.
Physical address confirmation is done through a postcard they send to you, and banking verification is done alongside general banking statements.
Once you get through all of this, you'll be able to log in using your password and preferred email.
Step 4. List Your Products:
Listing creation requires four different areas of concern:
- A Product ID (UPC, EAN, ISBN, GTIN) that Amazon can use to confirm your product
- A title describing your product in great detail, alongside a detailed product description and bullet points
- Product images around 1000 x 1000 px to meet Amazon's quality requirements. The primary picture needs a pure white background (RGB of 255, 255, 255).
- Keywords within your product title, description, and bullet points describe how to search for your product
The Build International Listings Tool is necessary to modify your listing for each location you plan to sell. If you do not speak the local language, you will need to hire someone who does customer service in that language and a professional translator to convert your listing details.
Amazon will deny listings not in a localized dialect for sale in the country.
Step 5. Ship and Fulfill:
When shipping, you have one of two options:
- FBA - Fulfillment by Amazon will handle the shipping and storage of items to any of your target locations. You will need to ship your items to a fulfillment center.
- FBM - You handle the shipment and storage of all items. You will need to understand the details of international shipping in this case.
Because international shipping costs are far more expensive, you'll need to account for them. Both FBA sellers and FBM sellers are expected to pay more for the service.
FBA Exports is a program specific to help you through this. A crucial difference in international shipping is defining your product for international shipping clearly.
Product codes (like those from the Madrid System) are made to make the identification process simple, especially if you sell trademarked goods. Your interests won't make it through customs without a clear product code and serial bar.
This is no different for FBA sellers, but Amazon global FBM sellers take on more costs.
Step 6. Manage Your Business:
When managing your business overseas, remember the basics: provide good customer service. Respond to negative reviews quickly, and don't forget to have a customer service specialist in your target country's most popular language.
If you are an FBA Seller, Amazon will handle all returns for you. You can even request a restocking fee if the customer returns for no reason, but you might have to take a customer review in those cases, so pick your battles wisely.
Be sure to greet your customer using the local language. Product inserts are a great way to thank anyone for buying your product. General messaging rules still apply across all countries, so do not contact them unless they contact you.
Conclusion
As you can see, selling internationally on Amazon holds boundless potential with the right strategies and support.
Success may have twists and turns, but your business can achieve remarkable heights with perseverance, adaptability, and a forward-looking mindset.
As always, SalesDuo has the tools, data, and resources necessary to help guide you in the right direction.
Our team of ex-Amazon insiders, backed by our proprietary AI dashboard and deep experience with over 250+ global clients, is here to take the guesswork out of your Amazon growth.
From marketplace expansion and listing optimization to advertising and inventory planning, we do the heavy lifting, so you can focus on what matters most: growing your brand.
Ready to unlock new markets and drive real results? Book a free strategy call with SalesDuo today!
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About the Author
A dynamic Amazon customer success professional, Rahul Gowda helps eCommerce businesses grow smarter by building strong relationships, solving tricky operational challenges with data-driven strategies. Beyond work, Rahul loves exploring new tech trends and games.
