How To

Expanding Internationally on Amazon

Flags

Amazon has third-party marketplaces in the US, Canada, Mexico, UK, France, Germany, Italy, Spain, China , Japan and India*.  Amazon is trying to help retailers with listing and fulfillment programs and tools to ease your transition into these new marketplaces.

Amazon maintains a good page with links to address all types of global selling issues. Please visit Amazon Global Selling.

* ChannelAdvisor does not yet support listing on Amazon India.

Prerequisites


 

The following topics should be reviewed before completing this task:

Quick Links


 

 

How to Sell on Amazon Canada



Right across the border and listing in English make expansion to this growing marketplace - Amazon.ca -   an easy next step.   Amazon recently launched Amazon FBA , the Amazon Prime program in Canada and they are in the process of adding support for additional selling categories. Today on Amazon.ca, you can use ChannelAdvisor to list Clothing, Shoes, Automotive, Consumer Electronics, Home & Garden, Sports, Beauty, Health & Personal Care, Tools and Watches.  A full list of suppoted categories can be located here.  Additionally, you can self-fulfill orders or use the Fulfillment by Amazon (FBA) service for some or all of your products.

When it comes to getting paid, Amazon recently launched the Amazon Currency Converter for Sellers in Canada. With this optional service, Amazon will convert your sales proceeds to U.S. dollars and transfer funds to the U.S. bank account that you designate.

To get started, contact ChannelAdvisor support to request the setup of a Canadian Dollar posting account. 


How to use Amazon FBA Export


 

Sellers in the UK and in the US may consider the Amazon Export program the next step in expanding internationally.

In the US, for eligible products using FBA Global Export, orders can be placed from international locations if the buyer is in a supported country. When you enroll in FBA Export, all of your qualifying listings will be eligible for international orders on Amazon.com and there is currently no extra charge for this service. In the US, you can sign up for this program in Seller Central by clicking on the sign up for Amazon Export .

If you have an account in the UK and list on on Amazon.co.uk, you can also hold products in FBA in the UK and use the FBA Export program. FBA products warehoused in the UK and listed on Amazon.co.uk can now be purchased by customers across the EU. Extend your market reach to cover up to 26 other EU Member States and millions of potential new customers using, currently, your standard FBA fees. While it does not add new sales channels, it increases the potential number of buyers who will be able to see and buy your products.

  • Seller lists on local market (amazon.co.uk) and holds items in FBA in the home market (UK).
  • Buyers from other EU countries buy on Amazon.co.uk.
  • Amazon ships to EU customers via FBA for the same FBA fees.
  • Program involves either a 9 or 26 group of EU countries. Seller cannot exclude products or countries.

Cited from Amazon's documenation on the program:

  • Now, 100% of your exportable ASINs are reviewed by Amazon to identify whether they are exportable and enabled to be purchased and shipped to an international location. International customers visiting Amazon.com can now search, browse and find you products.  At checkout, the customer pays for the order.  The payment includes international shipping, import fee deposit (Duty), and product cost.
  • Amazon picks, packs and ships the order to your international customer.   Amazon completes export paperwork and pays duties and fees from the amount collected from the customer at checkout.  You are paid on the normal disbursement cycle.
  • If the customer has any questions regarding the order, they can contact Amazon Customer Services.  If the customer has returns, they can go through the normal returns process for Amazon and Amazon Customer Service will provide the return instructions.

Setting Up FBA Export
 
When you use FBA Export, Amazon automatically makes your eligible listings available for sale and fulfillment to customers in over 65 countries (and counting). In your Amazaon Seller Central, go to  Manage FBA Inventory > International Shipping > Sign Up for FBA Global Export to sign up.


Which of Your Products are Avaible for FBA Export?

Fulfillment by Amazon offers export of Books, Music, Videos, and DVDs (BMVD) and non-media products we determine to be eligible for Amazon.com orders to all supported countries *.  For a list of export eligible products from your FBA inventory, go to the Reports tab, select Fulfillment and choose Exportable Inventory report.


How to Unify Amazon European Marketplace Accounts & European Fulfillment Network


Establishing a European Marketplace Account unifies all of Amazon’s European marketplaces and gives you access to new Amazon sales channels in the UK, Germany, France, Italy and Spain. ChannelAdvisor supports this setup with a EU Unified Account so that you can list from a single Amazon Seller Central account allowing you to keep your products in sync across all marketplaces. If you are considering Amazon fulfillment, the European Fulfillment Network enables you to send your inventory to the fulfillment center in the UK and to fulfill your cross-border sales anywhere in the EU.

  • Seller lists on local market (amazon.co.uk) as well as the other EU marketplaces they have set up in their European Marketplace Account.
  • Inventory held in FBA in the home market (UK).
  • Buyers from other EU locations buy on an EU marketplace Amazon.co.uk, Amazon.de, Amazon.it, Amazon.fr, Amazon.es
  • Amazon ships to EU customers via EFN for EFN fees.
A good Amazon video describing this program can be found in Seller Central here (login required).

 

How to Unify Amazon North American Marketplace Accounts


Establishing an Amazon North American Marketplace Account unifies all of Amazon’s North American marketplaces and gives you access to new Amazon sales channels in the US, Canada, and Mexico. ChannelAdvisor supports this setup with a North America Unified Account so that you can list from a single Amazon Seller Central account allowing you to keep your Seller-fulfilled products in sync across all marketplaces. If you are considering Amazon fulfillment (FBA), at this time, Amazon does not support the ability to share FBA quantity across North American accounts. Your FBA quantity must be managed in each Amazon locale and is only available to buyers on that locale's marketplace  - Amazon.com, Amazon.ca, or Amazon.com.mx.

 
 

Expand Offers Internationally


While many retailers are interested in expanding internationally, one of the largest challenges is that listing on a European marketplace requires the listing details (e.g. product tile, description) to be translated into the local language. To address this point raised by their retailers, Amazon has a tool in Seller Central called Expand Offers Internationally that works with a Seller's European or North American Marketpalce account With this tool, you can identify which products in your inventory are already in the Amazon catalogue for a targeted country, use the report to create a list that can be uploaded into ChannelAdvisor. For these products, you only need to provide the local price and quantity of your offer. This will help you expand quicker with reduced costs.

Considerations:  There are requirements for listing on European marketplaces such as policies, tax considerations and regulations. Your (out-of-catalogue) listings must be translated into the local language.  

Buyers in other marketplaces will still have Prime advantages but shipping may require an additional 2 days. Finally, you will need a local return address as Amazon will consider it a poor customer experience if a foreign buyer needs to ship a return back to an address in the UK.

Pricing:  If using FBA to fulfil from your home country, the fees are the FBA fee (from the destination country) + EFN fees.  Sellers should become familiar with the rate card from each country they intend to list in.

 Seller Central (login required) Expand Offers Internationally information and Report.

Build International Listings


 In late 2013, Amazon introduce a new feature called Build International Listings (BIL) with works with a European Marketplace account. The feature was extended to the North Americaan Marketplace account in early 2015. The purpose of this feature is to help Sellers easily expand from their home market (e.g. Amazon.co.uk or Amazon.com) to any of the  "target" markets (e.g. Amazon.fr or Amazon.ca).

The feature will:

  1. Identify and automatically create matching in-catalog listings from the home to the target market. These products will not require local language translation.
  2. Give the Seller pricing rules to price their target market listings off of their home country listings and automatically adjust prices based on exchange rate fluctuations
  3. Establish a connection between the products and synchronize product details, quantities and prices from the home to the target market.

After reviewing the Amazon feature, we determined that this Build International Listings feature is NOT a good fit for use within ChannelAdvisor. ChannelAdvisor assumes that product details and pricing - including the use of Repricer - are managed within ChannelAdvisor. At the same time, Amazon's Build International Listing feature assumes that the products are "connected" between the home and target markets and that product details and prices are being pushed directly from Amazon's Seller Central. Additionally, the Amazon feature assumes that any outside product modification will break the connection between the home and target market. As a result, if a Seller is using ChannelAdvisor to manage products, the ChannelAdvisor feeds will break the connection.

Sellers have told us that they want to use ChannelAdvisor to manage prices and to have the ability to use Repricer in the target market. Using Repricing and pricing based off the local competitive environment instead of pricing based off of UK listings is usually determined to be a more advanced best practice strategy. Sellers looking to identify in-catalog listings in other markets can use the Amazon Expand Offers Internationally report.

As a workaround, a Seller may want to use the BIL feature to establish the in-catalog products that may already be in another locale and thus not require translation. However, once the ChannelAdvisor feeds start running, ChannelAdvisor will take over the management of the products.

 

Bank Accounts and Getting Paid


 

US Sellers - You can sell on Amazon.co.uk or Amazon Canada with a US bank account.

UK Sellers - You can sell on Amazon.com US, Amazon Germany and Amazon France with a UK bank account. However, to sell on Amazon Italy and Amazon Spain you must have a EUROZONE bank account.
 
Partnering firms are avaible to help you open bank acocunts in other countries. Amazon recommends that a US retailer looking to create EU bank account can contact  World First  and a UK Retailer looking to create EU bank account can contact  Currencies Direct.
 

Amazon Currency Converter TM for Sellers is an optional service that allows existing sellers on the Amazon.com website who have a bank account in a country supported by Amazon to be paid directly into their local bank account in United States Dollars (USD), Great British Pounds (GBP), or Euros (EUR). US sellers selling on www.amazon.co.uk, www.amazon.fr and/or www.amazon.de are also able to get paid into their US bank account, in US Dollars (USD).

 

 

Selling in Asia on Amazon Japan and Amazon China


 

These two marketplaces - Amazon.ca and Amazon.co.jp - offer many opportunties for US and UK retailers. The requirements for listing in China are slighly stricter than many of the other countires that offer 3rd party marketplaces. Please refer to the following ChannelAdvisor pages:

 

More Resources


 

Flags

Amazon has third-party marketplaces in the US, Canada, Mexico, UK, France, Germany, Italy, Spain, China , Japan and India*.  Amazon is trying to help retailers with listing and fulfillment programs and tools to ease your transition into these new marketplaces.

Amazon maintains a good page with links to address all types of global selling issues. Please visit Amazon Global Selling.

* ChannelAdvisor does not yet support listing on Amazon India.

Prerequisites


 

The following topics should be reviewed before completing this task:

Quick Links


 

 

How to Sell on Amazon Canada



Right across the border and listing in English make expansion to this growing marketplace - Amazon.ca -   an easy next step.   Amazon recently launched Amazon FBA , the Amazon Prime program in Canada and they are in the process of adding support for additional selling categories. Today on Amazon.ca, you can use ChannelAdvisor to list Clothing, Shoes, Automotive, Consumer Electronics, Home & Garden, Sports, Beauty, Health & Personal Care, Tools and Watches.  A full list of suppoted categories can be located here.  Additionally, you can self-fulfill orders or use the Fulfillment by Amazon (FBA) service for some or all of your products.

When it comes to getting paid, Amazon recently launched the Amazon Currency Converter for Sellers in Canada. With this optional service, Amazon will convert your sales proceeds to U.S. dollars and transfer funds to the U.S. bank account that you designate.

To get started, contact ChannelAdvisor support to request the setup of a Canadian Dollar posting account. 


How to use Amazon FBA Export


 

Sellers in the UK and in the US may consider the Amazon Export program the next step in expanding internationally.

In the US, for eligible products using FBA Global Export, orders can be placed from international locations if the buyer is in a supported country. When you enroll in FBA Export, all of your qualifying listings will be eligible for international orders on Amazon.com and there is currently no extra charge for this service. In the US, you can sign up for this program in Seller Central by clicking on the sign up for Amazon Export .

If you have an account in the UK and list on on Amazon.co.uk, you can also hold products in FBA in the UK and use the FBA Export program. FBA products warehoused in the UK and listed on Amazon.co.uk can now be purchased by customers across the EU. Extend your market reach to cover up to 26 other EU Member States and millions of potential new customers using, currently, your standard FBA fees. While it does not add new sales channels, it increases the potential number of buyers who will be able to see and buy your products.

  • Seller lists on local market (amazon.co.uk) and holds items in FBA in the home market (UK).
  • Buyers from other EU countries buy on Amazon.co.uk.
  • Amazon ships to EU customers via FBA for the same FBA fees.
  • Program involves either a 9 or 26 group of EU countries. Seller cannot exclude products or countries.

Cited from Amazon's documenation on the program:

  • Now, 100% of your exportable ASINs are reviewed by Amazon to identify whether they are exportable and enabled to be purchased and shipped to an international location. International customers visiting Amazon.com can now search, browse and find you products.  At checkout, the customer pays for the order.  The payment includes international shipping, import fee deposit (Duty), and product cost.
  • Amazon picks, packs and ships the order to your international customer.   Amazon completes export paperwork and pays duties and fees from the amount collected from the customer at checkout.  You are paid on the normal disbursement cycle.
  • If the customer has any questions regarding the order, they can contact Amazon Customer Services.  If the customer has returns, they can go through the normal returns process for Amazon and Amazon Customer Service will provide the return instructions.

Setting Up FBA Export
 
When you use FBA Export, Amazon automatically makes your eligible listings available for sale and fulfillment to customers in over 65 countries (and counting). In your Amazaon Seller Central, go to  Manage FBA Inventory > International Shipping > Sign Up for FBA Global Export to sign up.


Which of Your Products are Avaible for FBA Export?

Fulfillment by Amazon offers export of Books, Music, Videos, and DVDs (BMVD) and non-media products we determine to be eligible for Amazon.com orders to all supported countries *.  For a list of export eligible products from your FBA inventory, go to the Reports tab, select Fulfillment and choose Exportable Inventory report.


How to Unify Amazon European Marketplace Accounts & European Fulfillment Network


Establishing a European Marketplace Account unifies all of Amazon’s European marketplaces and gives you access to new Amazon sales channels in the UK, Germany, France, Italy and Spain. ChannelAdvisor supports this setup with a EU Unified Account so that you can list from a single Amazon Seller Central account allowing you to keep your products in sync across all marketplaces. If you are considering Amazon fulfillment, the European Fulfillment Network enables you to send your inventory to the fulfillment center in the UK and to fulfill your cross-border sales anywhere in the EU.

  • Seller lists on local market (amazon.co.uk) as well as the other EU marketplaces they have set up in their European Marketplace Account.
  • Inventory held in FBA in the home market (UK).
  • Buyers from other EU locations buy on an EU marketplace Amazon.co.uk, Amazon.de, Amazon.it, Amazon.fr, Amazon.es
  • Amazon ships to EU customers via EFN for EFN fees.
A good Amazon video describing this program can be found in Seller Central here (login required).

 

How to Unify Amazon North American Marketplace Accounts


Establishing an Amazon North American Marketplace Account unifies all of Amazon’s North American marketplaces and gives you access to new Amazon sales channels in the US, Canada, and Mexico. ChannelAdvisor supports this setup with a North America Unified Account so that you can list from a single Amazon Seller Central account allowing you to keep your Seller-fulfilled products in sync across all marketplaces. If you are considering Amazon fulfillment (FBA), at this time, Amazon does not support the ability to share FBA quantity across North American accounts. Your FBA quantity must be managed in each Amazon locale and is only available to buyers on that locale's marketplace  - Amazon.com, Amazon.ca, or Amazon.com.mx.

 
 

Expand Offers Internationally


While many retailers are interested in expanding internationally, one of the largest challenges is that listing on a European marketplace requires the listing details (e.g. product tile, description) to be translated into the local language. To address this point raised by their retailers, Amazon has a tool in Seller Central called Expand Offers Internationally that works with a Seller's European or North American Marketpalce account With this tool, you can identify which products in your inventory are already in the Amazon catalogue for a targeted country, use the report to create a list that can be uploaded into ChannelAdvisor. For these products, you only need to provide the local price and quantity of your offer. This will help you expand quicker with reduced costs.

Considerations:  There are requirements for listing on European marketplaces such as policies, tax considerations and regulations. Your (out-of-catalogue) listings must be translated into the local language.  

Buyers in other marketplaces will still have Prime advantages but shipping may require an additional 2 days. Finally, you will need a local return address as Amazon will consider it a poor customer experience if a foreign buyer needs to ship a return back to an address in the UK.

Pricing:  If using FBA to fulfil from your home country, the fees are the FBA fee (from the destination country) + EFN fees.  Sellers should become familiar with the rate card from each country they intend to list in.

 Seller Central (login required) Expand Offers Internationally information and Report.

Build International Listings


 In late 2013, Amazon introduce a new feature called Build International Listings (BIL) with works with a European Marketplace account. The feature was extended to the North Americaan Marketplace account in early 2015. The purpose of this feature is to help Sellers easily expand from their home market (e.g. Amazon.co.uk or Amazon.com) to any of the  "target" markets (e.g. Amazon.fr or Amazon.ca).

The feature will:

  1. Identify and automatically create matching in-catalog listings from the home to the target market. These products will not require local language translation.
  2. Give the Seller pricing rules to price their target market listings off of their home country listings and automatically adjust prices based on exchange rate fluctuations
  3. Establish a connection between the products and synchronize product details, quantities and prices from the home to the target market.

After reviewing the Amazon feature, we determined that this Build International Listings feature is NOT a good fit for use within ChannelAdvisor. ChannelAdvisor assumes that product details and pricing - including the use of Repricer - are managed within ChannelAdvisor. At the same time, Amazon's Build International Listing feature assumes that the products are "connected" between the home and target markets and that product details and prices are being pushed directly from Amazon's Seller Central. Additionally, the Amazon feature assumes that any outside product modification will break the connection between the home and target market. As a result, if a Seller is using ChannelAdvisor to manage products, the ChannelAdvisor feeds will break the connection.

Sellers have told us that they want to use ChannelAdvisor to manage prices and to have the ability to use Repricer in the target market. Using Repricing and pricing based off the local competitive environment instead of pricing based off of UK listings is usually determined to be a more advanced best practice strategy. Sellers looking to identify in-catalog listings in other markets can use the Amazon Expand Offers Internationally report.

As a workaround, a Seller may want to use the BIL feature to establish the in-catalog products that may already be in another locale and thus not require translation. However, once the ChannelAdvisor feeds start running, ChannelAdvisor will take over the management of the products.

 

Bank Accounts and Getting Paid


 

US Sellers - You can sell on Amazon.co.uk or Amazon Canada with a US bank account.

UK Sellers - You can sell on Amazon.com US, Amazon Germany and Amazon France with a UK bank account. However, to sell on Amazon Italy and Amazon Spain you must have a EUROZONE bank account.
 
Partnering firms are avaible to help you open bank acocunts in other countries. Amazon recommends that a US retailer looking to create EU bank account can contact  World First  and a UK Retailer looking to create EU bank account can contact  Currencies Direct.
 

Amazon Currency Converter TM for Sellers is an optional service that allows existing sellers on the Amazon.com website who have a bank account in a country supported by Amazon to be paid directly into their local bank account in United States Dollars (USD), Great British Pounds (GBP), or Euros (EUR). US sellers selling on www.amazon.co.uk, www.amazon.fr and/or www.amazon.de are also able to get paid into their US bank account, in US Dollars (USD).

 

 

Selling in Asia on Amazon Japan and Amazon China


 

These two marketplaces - Amazon.ca and Amazon.co.jp - offer many opportunties for US and UK retailers. The requirements for listing in China are slighly stricter than many of the other countires that offer 3rd party marketplaces. Please refer to the following ChannelAdvisor pages:

 

More Resources


 

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