Overview

Amazon has rolled out new educational content within Seller University specifically addressing Value Added Tax (VAT) registration for sellers eyeing European and international markets. The resources include instructional videos, step-by-step registration walkthroughs, and downloadable handbooks — all accessible directly inside Seller Central. For sellers who have put off international expansion because of tax complexity, this is a meaningful step toward lowering that barrier.

What's New in Seller University

• VAT fundamentals video series — A collection of videos breaking down how VAT works and what it means for Amazon sellers operating across multiple countries
• Registration walkthroughs — Guided instructions for registering for VAT in various jurisdictions, a legal requirement before selling or storing inventory in most markets outside the US
• Downloadable reference handbooks — Free PDF materials covering VAT basics and registration procedures that sellers can save, print, or share with accountants and business partners
• Built into Seller Central — All content lives within the existing Seller University framework, so there is no need to leave your dashboard

Why VAT Compliance Is a Big Deal

VAT is a consumption tax applied in nearly every major market outside the United States, including all EU member states, the United Kingdom, and Canada. For Amazon sellers who store inventory in or ship products to customers in these regions, registering for VAT is a legal obligation — not a suggestion. Failing to comply can trigger substantial fines, account suspensions, or enforcement action from local tax authorities.

The challenge is that each country maintains its own VAT rates, registration thresholds, filing schedules, and documentation requirements. A seller expanding into Germany faces an entirely different set of rules than one entering France, Italy, or Spain. Sellers using Amazon's Pan-European FBA program, which distributes inventory across multiple countries automatically, may need to register in several nations at the same time.

What Registration Actually Involves

VAT registration means obtaining a VAT identification number in each country where you have a tax obligation. That obligation is typically triggered when you store inventory in a country through FBA warehouses, exceed distance selling thresholds for cross-border transactions, or establish a formal business presence in a jurisdiction.