Overview

Amazon's Sell Globally experience provides a guided pathway for sellers looking to expand their business into international marketplaces, particularly across the European Union. This reference guide addresses the most common questions sellers face when going global, including brand protection in new regions, tax obligations, environmental compliance requirements, and the incentives Amazon offers to support cross-border expansion.

Key Points / What Sellers Need to Know

• EU Brand Registry requires separate trademarks — US trademarks are only legally enforceable within the United States. Each country has its own patent and trademark authority, so sellers must secure local registrations for full brand protection in European markets.
• Brand Registry unlocks critical tools — Enrolling in Brand Registry for your target marketplace gives you access to brand protection features, A+ Content, and eligibility for brand-building programs that can significantly improve your listing performance.
• New Seller Incentives are available — Sellers with a Professional selling plan can qualify for a suite of benefits when launching in a new store, including credits related to brand registry, fulfillment, and advertising.
• VAT registration is mandatory for EU sales — If you sell products in the EU, you will likely need to obtain a VAT registration number, file periodic VAT returns, and remit collected VAT to the appropriate tax authorities.
• Extended Producer Responsibility (EPR) applies to your products — EU environmental regulations make sellers responsible for the full lifecycle of their products, including packaging waste, collection, sorting, and recycling.

Brand Registry in New Marketplaces

When expanding to EU marketplaces, sellers should understand that their existing US trademark does not automatically provide brand protection abroad. To access the full suite of brand protection tools — including infringement protections, A+ Content, and programs like Sponsored Brands — sellers need to register their trademark with the relevant national or regional intellectual property office. As an interim step, sellers can grant themselves use of a brand by entering their EU merchant token through Brand Registry, which enables A+ Content creation and branded listing capabilities, though without the full infringement protections that come with a locally registered trademark.