Overview

Amazon’s Pan‑European Fulfillment by Amazon (FBA) lets sellers send inventory to a single European hub, after which Amazon redistributes stock to fulfillment centers across seven EU countries. Launched to streamline cross‑border sales, the program enables faster Prime delivery and lower per‑unit fees for merchants who already sell on at least one European marketplace. Sellers should care because the model removes the need to manage separate inventories in each country while opening access to a broader buyer base.

Key Points

• Single‑warehouse entry — Ship your products to one Amazon fulfillment center, and Amazon automatically allocates the units to warehouses in Germany, France, Italy, Spain, the Netherlands, Sweden, and Poland.
• Reduced cross‑border fees — By storing goods locally, sellers avoid the extra shipping surcharges that apply when every order is fulfilled from a distant warehouse, improving margin on EU orders.
• Prime eligibility everywhere — Items enrolled in Pan‑European FBA become Prime‑eligible on all participating marketplaces, giving them a visibility boost in the Buy Box.
• Simplified inventory oversight — Amazon’s algorithm decides where stock is needed, so sellers no longer have to forecast demand for each country individually.
• VAT compliance requirement — Sellers must hold valid VAT registrations in every EU nation where Amazon may store inventory; failure to register blocks activation.
• Best‑fit product selection — High‑velocity SKUs with proven cross‑border demand generate the greatest return, while low‑selling items may not justify the added tax and administrative overhead.

How Pan‑European FBA Works

1. Enable the program in Seller Central — In the FBA settings, select “Pan‑European FBA” and click “Opt‑in.” For example, a seller based in the UK who currently ships to Amazon.de can activate the toggle in a few minutes.
2. Choose ASINs for enrollment — Mark the specific products you want Amazon to distribute. A seller might enroll 150 of their top‑selling kitchen gadgets, leaving slower‑moving accessories out of the program.