It’s time to go global

Find out how to build your business worldwide

Selling globally is a huge milestone for any business.

With over 150 million paid Prime members around the world1 and hundreds of millions of worldwide active customer accounts2, Amazon's global reach can accelerate your international sales.

When expanding your advertising business worldwide and managing your international selling operations, there are critical steps to follow. This guide will help you drive success as a seller.

“Amazon Ads has enhanced our ability to scale and reach new marketplaces in a valuable way. Amazon continues to be an important channel for us to advertise on. It’s become so important that Amazon Ads is a core part of our company’s digital marketing tactics.”

– Alessio Adamo, Founder, Omada

1. Basics of selling globally

Selling globally helps hundreds of millions of potential customers discover your products and helps you expand to new marketplaces.

With Amazon Global Selling, you get to use Amazon’s global infrastructure and
international logistics network to show your products in front of a worldwide audience. Building international listings across different marketplaces enables you to rapidly grow and diversify your sales by taking advantage of peak seasons in other countries.

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

Currently available marketplaces to sell and advertise in

Follow these four steps to help you succeed at selling globally:

Step 1: Decide where and what to sell

Where can you sell with Amazon?
Amazon operates in 16 online stores, covering many opportunities for advertisers selling globally. When you register to sell in one of these Amazon marketplaces, your products and brand become available to customers who know and trust the Amazon buying experience.

Amazon tools allow you to operate efficiently in the local marketplace language. With Seller Central Language Switcher, you can manage your operations in your preferred language, enabling you to quickly leverage selling tools that are easy to use across countries and regions.

What are the taxes and regulation requirements to selling internationally with Amazon?
Every country has legal and industry requirements concerning sales of products to consumers. Some things to consider are tax and customs, intellectual property rights, parallel importation and other elements. Before proceeding, we recommend you consult your tax and regulatory advisors.

Amazon box

What strategies to consider before entering a new marketplace?
Deciding where and what to sell in another country’s marketplace can be similar to making these determinations for your home marketplace, with added considerations for selling internationally. One way to evaluate an international marketplace entry strategy is to use the following marketing framework: Product, Price, Placement and Promotions. Learn more about this marketing framework through the lens of selling internationally on Amazon.

Users in a venn diagram
Step 2: Register and list your products

Leverage Amazon tools to manage seller accounts globally and manage your listings across marketplaces, including setting prices and translating offers into the right language. The Build International Listings tool helps you easily sell globally by adding offers and synchronising pricing across multiple marketplaces.

Ad placement on desktop
Step 3: Ship and fulfil

With Amazon fulfilment services, your customers receive your products promptly worldwide. Send your products to Amazon’s global fulfilment centres and Fulfilment by Amazon (FBA) will take care of the rest: picking, packing, delivery and localised 24/7 customer service. Or manage fulfilment yourself as the exporter of record for an international delivery with carrier. The carrier would act as the broker by default and would collect duties from the customer upon delivery of the products. Learn more about Fulfilment by Amazon international solutions.

Amazon truck
Step 4: Manage your business

To manage your international sales, you will need to provide customer support, accommodate local country returns and get paid in the currency of your choice. Service Provider Network helps you manage your global business, from tax and compliance to delivery internationally, and simply optimising your ads.

Dotted line connecting cogwheel to a pencil and a chart

2. Unifying your global selling operations

Selling globally helps hundreds of millions of potential customers discover your products and helps you expand to new marketplaces.

With Amazon Global Selling, you get to use Amazon’s global infrastructure and
international logistics network to show your products in front of a worldwide audience. Building international listings across different marketplaces enables you to rapidly grow and diversify your sales by taking advantage of peak seasons in other countries.

Getting ready checklist

Benefits of linking accounts

Unifying your selling experience across Amazon’s international stores lets you manage and scale your business more easily. Along with a single sign-on experience, you will have access to a centralised view of sales, orders and buyer messages across all countries.

You can also gain access to our discounted international selling plan3. By registering to sell in all countries listed in the table below, we will limit your total monthly subscription fee to USD $39.99, a discount up to USD $180 per month off your fee.

Linking your accounts

How to link your accounts4

If you already sell in multiple regions (for example, Europe, the Americas or Japan) and you want to link these accounts, here are seven steps to follow:

  1. Sign in to Seller Central in the marketplace you’re currently selling in.
  2. Click “Global Accounts” page, then click the link “Add additional accounts”.
  3. From the “Linked Accounts” page, then click the link “Add additional accounts”.
  4. When asked to sign in again, enter the email address and password for the second country or region.
  5. Once you log in, you will be redirected to you “Linked Accounts” page.
  6. Select the accounts you want to link.
  7. Click “Link Accounts”.
Users within a dotted circle

3. Advertise in new countries

Advertising globally means advertising in countries with different cultures, languages and opportunities. Remember, the quality of your product information and product detail pages can have a meaningful impact on your advertising performance and sales. It’s important to invest time and effort in producing high-quality campaigns to improve the conversion potential. Learn more about the sponsored ads acceptance policy to comply with all applicable laws, rules and regulations that apply to your ads at any location where the ads appear.

“Sponsored ads allowed us to kick-start our sales, increase our presence in Paris and settle our brand on Amazon. It also allowed us to accelerate international sales in developed and complex marketplaces, like Germany, to reach relevant customers across different countries.”

– Christian Brun, VP of Sales & Marketing, ISKN

Advertising in new marketplaces

Consider trying a few of the following steps before creating campaigns in multiple countries:

  • List the right products that display the Featured Offer and will sell globally.
  • Create a strong product title.
  • Include multiple bullet points on your product detail page.
  • Craft a helpful, detailed product description.
  • Feature high-quality, zoomable product images.

See our interactive guide to easily manage multi-country advertising without needing to speak another language.

Select automatic targeting

Leverage Amazon tools to manage seller accounts globally and manage your listings across countries, including setting prices and translating offers into the right language. The Build International Listings tool helps you easily sell globally by adding offers and synchronising pricing across multiple countries.

“For us, Sponsored Products has earned its place as an essential part of new product launches in each marketplace.”

– Paul Grey, CEO, ExportX

Automatic targeting

Set the budget you want

Depending on your currency, we recommend a minimum daily budget of:

CountryMinimum daily budget
(local currency)
United States$10
Canada$10
MexicoMXN 200
BrazilR$ 50
United Kingdom£10
Germany€10
France€10
Italy€10
Spain€10
The Netherlands€10
Sweden100SEK
Poland50 PLN
Turkey85 TL
United Arab EmiratesAED 40
Saudi ArabiaSAR 40
India₹ 500
Japan1,000円
Australia$15
Egypt£200
Money with pointing finger

Use bulk operations

Bulk operations enable you to efficiently add products in bulk, either via file upload or by entering or copying and pasting a list of products. You can also export products in one click to reuse in another ad group or campaign. Streamline your campaign operations quickly by making edits to all of your campaign at once, across all countries.

Bulk operations easy-to-use functionalities:

  • Create, manage and optimise multiple Sponsored Products and Sponsored Brands campaigns at the same time.
  • Add products, keywords and negative keywords to existing campaigns and pause or archive products or keywords.
  • Create and edit portfolios for Sponsored Products and Sponsored Brands campaigns.
Cogwheel within circular arrows

Use the available features to help you advertise internationally

Launch Sponsored Products campaigns simultaneously in multiple countries or copy an existing campaign across countries5

Create Sponsored Products campaigns with automatic targeting in multiple countries at once, or copy existing campaigns to additional countries, without spending time setting up and translating campaigns for each country where you want to advertise. Learn more about multi-country campaign copy and creation.

launch marketplaces
choose marketplaces for new campaigns

Translate keywords for your manual targeted campaigns

See translations for suggested keywords in the local language of your international Sponsored Products and Sponsored Brands campaigns during campaign setup.
Alternatively, enter our own keywords in your preferred language and translate them into the local language of your campaign right within the campaign manager. Learn more.

keyword targeting

Translate your brand’s assets with Amazon Ads localization services5

Leverage our text and video translation services to help localise headlines for your Sponsored Brands and Sponsored Display campaigns as well as creating localised subtitles for your video creative assets for Sponsored Brands video campaigns. Learn more.

creative services

Create a Manager Account to get an overview of all your sponsored ads and Amazon DSP accounts across countries

A manager account gives you a comprehensive view of insights and alerts for all of your linked sponsored ads and Amazon DSP accounts, mainly around campaign performance and finances, to help you save time and act quickly. Learn more.

account name here

Learn more about available features that help you scale your advertising business globally in our “International advertising made simple” guide.

Did you know?
Advertisers see an average Return on Advertising Spend (ROAS) of 2.2X two months after launching Sponsored Products campaigns in a country other than their domestic marketplace.*

*Amazon internal data, WW, Jan 2019 – Jun 2021, limited to sellers with
- Minimum SP monthly budget of 100 $│£│€
– Minimum SP campaign duration of six months post launch


1 Q4 Earnings 2019 Press Release: https://s2.q4cdn.com/299287126/files/doc_news/archive/Amazon-Q4-2019-Earnings-Release.pdf
2 Amazon internal data, Q3 2020
3 The discount will be applied automatically. When you use your Global Account, you will pay the full fee for each country or region for the first month. After that, starting with the next monthly billing cycle, a total of USD $39.99 will be split proportionately into each country or region in which you have a seller account and will be charged separately in each local currency. You can see your free discount in the transaction details section of your Payments report.
4 Linking of Accounts policy: All sellers are expected to adhere to the following policy when linking their accounts. The linking of accounts is permanent. By linking your accounts, you will be consolidating the data from all of your accounts in a single location. Once you have linked your accounts, you will not be able to unlink them.
5Feature not available in all countries.