Should I expand to Amazon EU?
Amazon EU is worth expanding into once you have a stable, profitable US business (100+ orders/day per SKU) and 6+ months of forecastable demand. EU adds five marketplaces (UK, DE, FR, IT, ES) but introduces VAT registration, EPR obligations, EU Responsible Person, and labelling requirements that take 2 to 4 months to set up correctly.
Jul 26, 2026 · 3 min read
What you get by expanding
Access to five EU marketplaces (UK, DE, FR, IT, ES) with a combined seller-side revenue base roughly one-third to one-half the size of Amazon US. Germany and the UK are the two largest EU marketplaces individually.
What you have to set up first
VAT registration in each country you store inventory. EPR (Extended Producer Responsibility) numbers per country per product category. EU Responsible Person if selling CE-marked goods. GPSR compliance from December 2024. EORI number for customs.
Realistic timeline
2 to 4 months from decision to first EU shipment, mostly driven by VAT and EPR registrations. Selling into UK is easier because UK VAT and EPR are separate from EU.
Frequently asked questions
Do I need a European entity?
No, but you need a UK VAT number for the UK marketplace, EU VAT numbers per country you store, and an EU Responsible Person for CE-marked goods.
Is Pan-EU FBA worth it?
Yes if you sell 500+ units/month across EU5. Below that, EFN (European Fulfilment Network) is simpler.
Does Nova support EU marketplaces?
Yes. Nova supports 23 Amazon marketplaces including all five EU marketplaces.
What is the biggest surprise for US sellers?
EPR obligations. Each product category in each country has its own registration and fee schedule.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
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