Overview

Amazon has rolled out a new dedicated website aimed at helping sellers based in the European Union and the United Kingdom expand their operations into the US marketplace. The resource hub provides structured guidance on everything from product listings and logistics to tax compliance and marketing, making it easier for international sellers to tap into Amazon's largest and most lucrative storefront.

What's New

• Centralized resource hub — A purpose-built site offering step-by-step expansion guides for EU and UK sellers targeting Amazon.com
• End-to-end coverage — Resources spanning product listing optimization, shipping logistics, tax regulations, compliance requirements, and US-specific marketing strategies
• North America unified account integration — Sellers can list products across the US, Canada, and Mexico from a single account
• US market positioning — Amazon is actively encouraging international sellers to take advantage of its largest consumer marketplace

Why the US Market Is Worth Pursuing

Amazon.com is the largest Amazon marketplace in the world, and for EU and UK sellers, it represents a significant revenue opportunity. The US retail calendar features high-volume shopping events including Prime Day, Black Friday, Cyber Monday, and the broader holiday quarter — periods that can deliver outsized sales, particularly when European markets may be in slower seasonal cycles. With Amazon continuing to invest in its global logistics infrastructure, the practical barriers to cross-border selling have decreased considerably, making now a strategic time for established European sellers to diversify into the American market.

What the Resource Hub Covers

The new Sell Globally site walks sellers through the key steps required to launch and grow on Amazon.com. On the listing side, it addresses the adjustments international sellers typically need to make — including language localization, keyword strategy tailored to US search behavior, and imagery that resonates with American consumers.

Logistics guidance covers the main fulfillment options available, from Fulfillment by Amazon to third-party logistics providers and direct international shipping. The hub also tackles one of the trickiest areas for cross-border sellers: US tax compliance. The American sales tax system operates on a state-by-state basis, which is fundamentally different from Europe's VAT framework. While Amazon's Marketplace Tax Collection program handles collection and remittance in many states, sellers are encouraged to understand their specific obligations.