Overview

On May 10 2023 Helium 10’s Buzz episode unveiled Amazon’s “Anywhere Launch,” a program that permits sellers to list items on any Amazon marketplace without establishing a legal entity in the destination country. The same briefing detailed Amazon’s continued rollout of fulfillment sites and advertising options across additional European nations and introduced Helium 10’s Social suite for coordinating influencer campaigns. Sellers need to pay attention because the new framework expands market access, reshapes tax and customs obligations, and supplies tools for scaling brand exposure.

Key Points

• Global marketplace access — Sellers can now publish listings on any of Amazon’s 15 locales regardless of where their business is incorporated.
• European expansion — Amazon is adding fulfillment centers in Germany, Italy, Spain and the Netherlands, plus new Sponsored Brands and Sponsored Display inventory in those markets.
• Helium 10 Social — A collection of utilities that simplifies influencer outreach, tracks referral clicks, and reports conversion metrics within a single dashboard.
• Compliance overhaul — The Anywhere model forces sellers to file tax and customs paperwork for each target market, even when inventory resides elsewhere.
• Unified reporting — Helium 10’s interface now consolidates performance data from all Amazon regions, delivering a single‑pane view of cross‑border sales.

How Amazon Anywhere Launch Works

1. Marketplace selection — Within Seller Central, the seller clicks “Add a new marketplace” and picks any of the available Amazon sites. Example: A retailer based in Canada adds the United Kingdom marketplace to sell a line of camping equipment.
2. Data duplication — Amazon copies the existing ASIN’s title, images, and bullet points into the new catalog, prompting only locale‑specific edits such as unit conversions. Example: The jacket’s weight is automatically switched from pounds to kilograms for the UK listing.
3. Tax‑ID submission — The seller uploads a VAT or GST registration number for the chosen country; Amazon validates the identifier before the product goes live. : The Canadian seller supplies a UK VAT number obtained through a fiscal representative service.