How to Expand Your UK Amazon Store to the EU Post-Brexit?

After Brexit, expanding your Amazon UK store to the European Union (EU) has become more complex—but it’s still full of opportunity. With millions of shoppers across Germany, France, Italy, and Spain, expanding into the EU can boost sales and brand reach if done strategically.

1. Understanding Post-Brexit Changes

Before Brexit, UK and EU Amazon sellers could sell across Europe seamlessly using the Pan-European FBA program. Post-Brexit, this integration split—now sellers need separate inventory and VAT registrations for the UK and EU.
You must register for EU VAT numbers (often through an IOSS or OSS scheme) and ship inventory to EU fulfillment centers directly.

2. Set Up EU Seller Accounts

Your UK Seller Central no longer automatically connects to EU marketplaces. You can link accounts through Amazon’s “Build International Listings (BIL)” tool to synchronize listings, pricing, and content across markets.

3. Manage Logistics & Inventory

You have two main routes:

• Ship directly to EU fulfillment centers (like Germany or France)

   

• Use a third-party logistics (3PL) provider for storage and distribution
  

Amazon’s European Fulfillment Network (EFN) and Multi-Country Inventory (MCI) allow strategic stocking across EU regions.

4. Stay Compliant with VAT

EU compliance is vital. Each country may require separate VAT registration if you store inventory there. Using Amazon’s VAT Services on Amazon (VSA) simplifies this.

5. Optimize Listings for EU Audiences

Translation and localization are key. Don’t just translate — localize your product titles, bullet points, and descriptions to suit EU language and shopping culture.

6. Use Amazon Advertising for EU Reach

Use Sponsored Products and Sponsored Brands in local EU marketplaces to build visibility.

Conclusion

Expanding your Amazon UK store to the EU requires smart strategy, compliance, and localization. GrowithAmazon helps UK sellers navigate VAT registration, product listing translation, and cross-border fulfillment to scale successfully across Europe. Our expert team ensures your EU expansion is smooth and compliant.