Amazon announces new tools and services to help sellers go global from day one
Amazon has launched a suite of global expansion tools, including the Global Warehousing and Distribution (GWD) service and a 'test once, certify many' compliance framework. These tools aim to help the 70% of sellers currently limited to single markets scale internationally using AI-driven automation.
Sellers active in more than one country earn 70% more revenue on average—and Amazon is making it easier to get there.
New compliance tools let sellers test once and certify across multiple countries, with early pilot sellers reporting up to 60% savings.
Global Warehousing and Distribution is expanding from the U.S. to eight countries by year-end, with storage costs up to 45% lower than Amazon Warehousing and Distribution (AWD) in the U.S.At Amazon, we're working to put more of the world within reach of our selling partners. In the United States, we now deliver to more rural communities than ever before, reaching customers who were once hard to serve. Now, we're bringing that same ambition to the global stage, making it possible for sellers to reach customers in countries they've never sold in before. Today, only 30% of our selling partners list in more than one country, largely because going global has meant managing separate inventory, compliance, listings, and logistics for each country. We want to change that—and today, we're announcing new capabilities spanning compliance, logistics, and the seller experience to make it happen.
Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude
Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.Sellers active in more than one country earn 70% more revenue on average than those selling in just one. But until now, going global meant essentially starting a new business in each country. Now, we're making it possible for a seller to list a product in the Amazon store once and reach customers around the world, with compliance guidance and testing built in at every step, listings that adapt automatically to each destination, real-time visibility across the entire supply chain, and infrastructure that moves inventory where demand shows up. Our vision is simple: any seller should be able to go global from day one, and today we’re making big strides toward that reality.This isn't one feature or one tool. It's a set of connected capabilities across how sellers list, ship, and comply that work together to remove the guesswork and overhead from international expansion. Some of these capabilities are live today. Others are rolling out over the coming weeks and months, with more planned for 2027.
Analysis & Recommendations
Why This Matters
Sellers can reduce international certification expenses by up to 60% and lower storage rates by 45% compared to standard U.S. AWD models. This lowers the barrier to entry for regulated markets like Europe and Japan.
Key Takeaways
Multi-country sellers generate an average of 70% more revenue than single-country sellers.
The GWD service offers storage rates up to 45% lower than the standard U.S.-based AWD model.
New compliance workflows allow a single safety test to satisfy multiple destination countries' requirements.
Amazon is scaling GWD to reach eight different countries by the end of this year.
Recommended Actions
→Evaluate current inventory storage costs by comparing standard U.S. AWD rates against the new GWD service rates.
→Integrate Seller Central data with AI tools like Anthropic’s Claude to automate inbound planning and aged inventory management.
→Utilize the unified dashboard to monitor expansion opportunities across the U.S., Europe, and Japan from a single interface.
Tools that make expansion simpleThis fall, we introduced the first version of an expanded, unified view for sellers to see expansion opportunities across the U.S., Europe, and Japan, with more countries coming by year-end. They can see where there is demand for their products, what the economics look like in each country, and exactly what steps remain before they can start selling. No more piecing it together across disconnected dashboards. Future features will enable sellers to manage all their listings, inventory, and orders in one place, making a change once globally, instead of repeating it country by country.Listing a product, the step that used to multiply with every country a seller added, is becoming a one-time task. We're building toward an experience where, at the moment a seller creates a listing, our systems will evaluate that product against every destination at once—translating content, adjusting for local currency and units, and flagging compliance requirements specific to each country. As these capabilities roll out, products that meet those requirements will be able to go live internationally, with listings already localized for the store they're entering. Our vision is for one listing to do the work that used to take a separate listing for every country, built and translated by hand. Going global simply becomes part of the standard workflow, not a separate project.
Introducing Amazon Supply Chain Services: Amazon’s logistics network, now open to every business
Any business can now move, store, and deliver everything from raw materials to finished products using the same supply chain that supports Amazon and its independent selling partners.Sellers will get end-to-end supply chain visibility for the first time, as this rolls out over the coming weeks. From the moment a seller creates a shipment, one interface tracks its journey across Amazon-managed fulfillment, with a single reconciled unit count they can trust. No more checking separate systems to figure out where inventory is or how much product actually arrived. Alongside that view, Seller Assistant is adding new supply chain capabilities, starting with agents for aged inventory and inbound planning. Over time, it will expand into a more personalized advisor across every part of a seller's global operations. It doesn't just show sellers where things are; it proactively alerts sellers of actions needing their attention, explains why, and shows the data behind each recommendation.
Compliance, made simpler at every stepSellers tell us that compliance has been the single biggest reason they don't expand internationally. Every country sets its own requirements for packaging, labeling, safety testing, and ingredient restrictions, and sellers have historically had to work all of that out on their own, country by country, often after they'd already manufactured their product.We will give sellers a single, consolidated view of what compliance requires in every country they plan to sell in, along with a faster way to get tested and certified. Starting with toys, sellers now have a single consolidated specification covering what to test, how to label, and what packaging each destination country requires. A seller completes one test submission that satisfies multiple countries’ certification requirements at once, instead of testing country by country. Existing certifications are recognized, so sellers aren't re-testing and resubmitting documentation for what's already been proven. Early sellers in our pilot program for one-submission testing report savings of up to 60% on compliance costs as a result.“When we expanded MORALVE from the U.S. into Canada, the UK, and Germany, Amazon’s supply chain and compliance tools helped make international expansion much more manageable,” said Mo Kuhail, co-founder of MORALVE, a home organization company based in Canada. “Being able to understand the requirements for each country and then use Amazon’s logistics network to move inventory across multiple countries removed a lot of the complexity that traditionally comes with global expansion. As a small family business, having that infrastructure in place has given us the confidence to continue expanding internationally.”We're rolling this one-submission approach out by category, starting with toys, where safety testing is most complex, with electronics and baby products following by the end of the year. Looking ahead to 2027, we will continue to extend this to additional product categories, and to move compliance a step earlier still: giving sellers requirements and costs before they manufacture a single unit, not just before they list.
Independent sellers move 5 billion products annually through Amazon’s network of global logistics, domestic freight, and bulk warehousing
Amazon launches new AI customs tools and expands its fulfillment offerings for Walmart, Shopify, and SHEIN, helping sellers simplify their supply chain and better serve customers across their channels
A connected global supply chainWith Global Warehousing and Distribution (GWD), a seller will be able to ship one manufacturing run to one Amazon-operated facility near their factory and reach customers across multiple countries from that single shipment, instead of splitting inventory into separate batches for each destination. GWD connects today to the U.S. and will expand to seven more countries, including the UK, Japan, Germany, France, Italy, Spain, and Canada, by the end of the year. When it does, one inbound shipment will cover all eight, with storage costs up to 45% lower than AWD in the U.S. and replenishment into Fulfillment by Amazon (FBA) up to five days faster. Instead of managing separate inventory for each country, sellers will have one pool and one view of where it all sits. Inventory will move to a specific country only when there’s real demand there. Once inventory reaches a destination country, it will flow directly into local FBA fulfillment centers for fast delivery to customers. Sellers who want low-cost bulk storage can also use AWD, which handles local storage and automatic replenishment into FBA. AWD has now expanded beyond the U.S. into the EU, UK, and Australia, giving sellers a low-cost option that positions inventory closer to international customers without adding operational complexity. Put together, inventory will move from origin to customer faster, across more countries, with less for the seller to manage.
What comes nextSeveral of the building blocks described above are now live. From here, we're continuing to expand to more countries and build more capabilities, so that any seller who wants to reach customers around the world can do it without the overhead that's previously held them back. For sellers, we’re excited to offer them a way to grow their business with Amazon even faster and easier. For customers, it means more selection in the Amazon store in more countries.Next, find out more about selling with Amazon.
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Key takeaways
Sellers active in more than one country earn 70% more revenue on average—and Amazon is making it easier to get there.
New compliance tools let sellers test once and certify across multiple countries, with early pilot sellers reporting up to 60% savings.
Global Warehousing and Distribution is expanding from the U.S. to eight countries by year-end, with storage costs up to 45% lower than Amazon Warehousing and Distribution (AWD) in the U.S.At Amazon, we're working to put more of the world within reach of our selling partners. In the United States, we now deliver to more rural communities than ever before, reaching customers who were once hard to serve. Now, we're bringing that same ambition to the global stage, making it possible for sellers to reach customers in countries they've never sold in before. Today, only 30% of our selling partners list in more than one country, largely because going global has meant managing separate inventory, compliance, listings, and logistics for each country. We want to change that—and today, we're announcing new capabilities spanning compliance, logistics, and the seller experience to make it happen.
Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude
Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.Sellers active in more than one country earn 70% more revenue on average than those selling in just one. But until now, going global meant essentially starting a new business in each country. Now, we're making it possible for a seller to list a product in the Amazon store once and reach customers around the world, with compliance guidance and testing built in at every step, listings that adapt automatically to each destination, real-time visibility across the entire supply chain, and infrastructure that moves inventory where demand shows up. Our vision is simple: any seller should be able to go global from day one, and today we’re making big strides toward that reality.This isn't one feature or one tool. It's a set of connected capabilities across how sellers list, ship, and comply that work together to remove the guesswork and overhead from international expansion. Some of these capabilities are live today. Others are rolling out over the coming weeks and months, with more planned for 2027.
Tools that make expansion simpleThis fall, we introduced the first version of an expanded, unified view for sellers to see expansion opportunities across the U.S., Europe, and Japan, with more countries coming by year-end. They can see where there is demand for their products, what the economics look like in each country, and exactly what steps remain before they can start selling. No more piecing it together across disconnected dashboards. Future features will enable sellers to manage all their listings, inventory, and orders in one place, making a change once globally, instead of repeating it country by country.Listing a product, the step that used to multiply with every country a seller added, is becoming a one-time task. We're building toward an experience where, at the moment a seller creates a listing, our systems will evaluate that product against every destination at once—translating content, adjusting for local currency and units, and flagging compliance requirements specific to each country. As these capabilities roll out, products that meet those requirements will be able to go live internationally, with listings already localized for the store they're entering. Our vision is for one listing to do the work that used to take a separate listing for every country, built and translated by hand. Going global simply becomes part of the standard workflow, not a separate project.
Introducing Amazon Supply Chain Services: Amazon’s logistics network, now open to every business
Any business can now move, store, and deliver everything from raw materials to finished products using the same supply chain that supports Amazon and its independent selling partners.Sellers will get end-to-end supply chain visibility for the first time, as this rolls out over the coming weeks. From the moment a seller creates a shipment, one interface tracks its journey across Amazon-managed fulfillment, with a single reconciled unit count they can trust. No more checking separate systems to figure out where inventory is or how much product actually arrived. Alongside that view, Seller Assistant is adding new supply chain capabilities, starting with agents for aged inventory and inbound planning. Over time, it will expand into a more personalized advisor across every part of a seller's global operations. It doesn't just show sellers where things are; it proactively alerts sellers of actions needing their attention, explains why, and shows the data behind each recommendation.
Compliance, made simpler at every stepSellers tell us that compliance has been the single biggest reason they don't expand internationally. Every country sets its own requirements for packaging, labeling, safety testing, and ingredient restrictions, and sellers have historically had to work all of that out on their own, country by country, often after they'd already manufactured their product.We will give sellers a single, consolidated view of what compliance requires in every country they plan to sell in, along with a faster way to get tested and certified. Starting with toys, sellers now have a single consolidated specification covering what to test, how to label, and what packaging each destination country requires. A seller completes one test submission that satisfies multiple countries’ certification requirements at once, instead of testing country by country. Existing certifications are recognized, so sellers aren't re-testing and resubmitting documentation for what's already been proven. Early sellers in our pilot program for one-submission testing report savings of up to 60% on compliance costs as a result.“When we expanded MORALVE from the U.S. into Canada, the UK, and Germany, Amazon’s supply chain and compliance tools helped make international expansion much more manageable,” said Mo Kuhail, co-founder of MORALVE, a home organization company based in Canada. “Being able to understand the requirements for each country and then use Amazon’s logistics network to move inventory across multiple countries removed a lot of the complexity that traditionally comes with global expansion. As a small family business, having that infrastructure in place has given us the confidence to continue expanding internationally.”We're rolling this one-submission approach out by category, starting with toys, where safety testing is most complex, with electronics and baby products following by the end of the year. Looking ahead to 2027, we will continue to extend this to additional product categories, and to move compliance a step earlier still: giving sellers requirements and costs before they manufacture a single unit, not just before they list.
Independent sellers move 5 billion products annually through Amazon’s network of global logistics, domestic freight, and bulk warehousing
Amazon launches new AI customs tools and expands its fulfillment offerings for Walmart, Shopify, and SHEIN, helping sellers simplify their supply chain and better serve customers across their channels
A connected global supply chainWith Global Warehousing and Distribution (GWD), a seller will be able to ship one manufacturing run to one Amazon-operated facility near their factory and reach customers across multiple countries from that single shipment, instead of splitting inventory into separate batches for each destination. GWD connects today to the U.S. and will expand to seven more countries, including the UK, Japan, Germany, France, Italy, Spain, and Canada, by the end of the year. When it does, one inbound shipment will cover all eight, with storage costs up to 45% lower than AWD in the U.S. and replenishment into Fulfillment by Amazon (FBA) up to five days faster. Instead of managing separate inventory for each country, sellers will have one pool and one view of where it all sits. Inventory will move to a specific country only when there’s real demand there. Once inventory reaches a destination country, it will flow directly into local FBA fulfillment centers for fast delivery to customers. Sellers who want low-cost bulk storage can also use AWD, which handles local storage and automatic replenishment into FBA. AWD has now expanded beyond the U.S. into the EU, UK, and Australia, giving sellers a low-cost option that positions inventory closer to international customers without adding operational complexity. Put together, inventory will move from origin to customer faster, across more countries, with less for the seller to manage.
What comes nextSeveral of the building blocks described above are now live. From here, we're continuing to expand to more countries and build more capabilities, so that any seller who wants to reach customers around the world can do it without the overhead that's previously held them back. For sellers, we’re excited to offer them a way to grow their business with Amazon even faster and easier. For customers, it means more selection in the Amazon store in more countries.Next, find out more about selling with Amazon.
Trending news and stories
Prime Big Deal Days is back October 6-7: Here’s what to expect
Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central
Amazon raises minimum starting pay for full-time core operations employees to $20/hour, with average pay reaching nearly $24/hour
Prime Big Deal Days 2026: Early deals you can shop right now
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