Overview

Amazon launched European Expansion Accelerator (EEA), an automated tool that sets up sellers across all nine European Amazon stores in three working days. The tool automatically configures fulfillment programs, product listings, pricing, shipping settings, and shipping templates for new marketplaces.

Key Points

• Automated Fulfillment Setup — EEA configures FBA, Pan-European FBA, or European Fulfillment Network in each new store with automatic inventory routing.
• Product Listing Migration — Existing listings automatically adapted and published in each new marketplace including translated content.
• Pricing Configuration — Tool sets up pricing across new stores accounting for currency differences and local market conditions.
• Shipping Settings and Templates — Shipping configurations automatically created for each marketplace with delivery options and rates.
• Multi-Store Simultaneous Expansion — Sellers expand to one, several, or all nine European stores (UK, Germany, France, Italy, Spain, Netherlands, Sweden, Poland, Belgium) in single process.

Requirements and Considerations

• Active European Account Required — Sellers must have active account on at least one Amazon European store to use EEA.
• Three-Day Setup Timeline — Complete technical setup from initiation to going live takes three working days across selected stores.
• VAT Registration Still Required — Sellers must register for VAT in each country where they store inventory or exceed distance-selling thresholds.
• Product Compliance Varies by Country — Verify products meet country-specific regulations including labeling, safety standards, and restricted substances before launch.
• Localization Improves Performance — Auto-translated listings work as starting point but professionally translated content converts better.

Seller Impact

• Enroll in European Expansion Accelerator — Access EEA through Seller Central if you have active European store and want to expand to additional markets.