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.
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 21 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 in near real time so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
Pan-EU FBA vs EFN: which should I use?
Pan-EU FBA lets Amazon distribute inventory across EU fulfilment centres for lower fees and faster delivery, but requires VAT registration in every country Amazon stores inventory (typically DE, FR, IT, ES, PL, CZ). EFN (European Fulfilment Network) keeps inventory in one country and ships cross-border with higher fees but only one VAT registration.
Amazon UK VAT: what US sellers need to know
Any US seller shipping to the UK or storing inventory in a UK FBA warehouse must register for UK VAT with HMRC before selling. UK VAT is 20% standard rate. Amazon collects and remits VAT on your behalf for many transactions (MFR rules), but registration and periodic filings remain the seller's responsibility.
Which Amazon marketplaces does Nova support?
Nova supports all 21 Amazon marketplaces: US, Canada, Mexico, Brazil, UK, Germany, France, Italy, Spain, Netherlands, Sweden, Poland, Belgium, Turkey, UAE, Saudi Arabia, Egypt, India, Japan, Australia, and Singapore. SKU-level profit, PPC, inventory, and reporting work identically across each marketplace once connected via SP-API.
How do I launch on Amazon Mexico?
Amazon Mexico (MX) is the largest Latin American Amazon marketplace and Amazon offers Remote Fulfillment with FBA so US sellers can serve MX orders from US inventory. Full local FBA requires Mexican tax registration (RFC) and NOM labelling compliance for some categories, taking 4 to 8 weeks to set up.
How does Amazon Remote Fulfillment with FBA work?
Remote Fulfillment with FBA lets US sellers fulfil orders in Canada, Mexico, and Brazil directly from their US FBA inventory. Amazon handles cross-border shipping, customs, and delivery. It skips local warehouse setup but adds a per-order fee that raises unit cost by 5% to 15%.