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.
- CA
- MX
- US
- BR
- DE
- ES
- FR
- IT
- NL
- PL
- SE
- TR
- UK
- EG
- KSA
- UAE
- AU
- IN
- JP
Currently available marketplaces to sell and advertise
Follow these four steps to help you succeed at selling globally:
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 moving forward, we recommend you consult your tax and regulatory advisors.
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.
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 synchronizing pricing across multiple marketplaces.
With Amazon fulfillment services, your customers receive your products promptly worldwide. Ship your products to Amazon’s global fulfillment centers and Fulfillment by Amazon (FBA) will take care of the rest: picking, packing, shipping, and localized 24/7 customer service. Or manage fulfillment yourself as the exporter of record for an international shipping 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 Fulfillment by Amazon international solutions.
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 shipping internationally, and simply optimizing your ads.
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.
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 centralized 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 $39.99 (USD), a discount up to $180 (USD) per month off your fee.
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:
- Sign in to Seller Central in the marketplace you’re currently selling in.
- Click ‘Global Accounts’ page, then click the link ‘Add additional accounts.'
- From the ‘Linked Accounts’ page, then click the link ‘Add additional accounts.'
- When asked to sign in again, enter the email and password for the second country or region.
- Once you log in, you will be redirected to you ‘Linked Accounts’ page.
- Select the accounts you want to link.
- Click ‘Link Accounts.'
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
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 synchronizing 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
Set the budget you want
Depending on your currency, we recommend a minimum daily budget of:
| Country | Minimum Daily Budget (local currency) |
|---|---|
| United States | $10 |
| Canada | $10 |
| Mexico | MXN 200 |
| Brazil | R$ 50 |
| United Kingdom | £ 10 |
| Germany | 10 € |
| France | 10 € |
| Italy | 10 € |
| Spain | 10 € |
| The Netherlands | 10 € |
| Sweden | 100SEK |
| Poland | 50 PLN |
| Turkey | 85 TL |
| United Arab Emirates | AED 40 |
| Saudi Arabia | SAR 40 |
| India | ₹ 500 |
| Japan | 1,000円 |
| Australia | $15 |
| Egypt | 200 E£ |
Use bulk operations
Bulk operations enable you to efficiently add products in bulk, either via file upload or by entering or copy-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 optimize 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.
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.
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 set-up.
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.
Translate your brand’s assets with Amazon Ads localization services5
Leverage our text and video translation services to help localize headlines for your Sponsored Brands and Sponsored Display campaigns as well as creating localized subtitles for your video creative assets for Sponsored Brands video campaigns. Learn more.
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.
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 2 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 6 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 $39.99 (USD) 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.