Sell Globally on Amazon: What Sellers Need to Know About EU Expansion, VAT, and Compliance
Comprehensive FAQ covering Amazon's Sell Globally program, including EU Brand Registry requirements, VAT obligations, expansion plan setup, new seller incentives, and Extended Producer Responsibility compliance for international sellers.
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.
Analysis & Recommendations
Why This Matters
Selling internationally is a major growth lever for Amazon sellers, but EU expansion comes with complex VAT, trademark, and environmental compliance requirements that can result in penalties if mishandled.
Key Takeaways
- US trademarks don't protect your brand in the EU — you need separate regional trademark registration for full brand protection
- VAT registration, filing, and compliance are mandatory when selling in EU marketplaces, with Amazon reserving the right to charge unbilled VAT for invalid registrations
- Extended Producer Responsibility laws make sellers accountable for product and packaging waste in each EU country where they sell
- Amazon offers New Seller Incentives including advertising and fulfillment credits to help offset the cost of launching in new marketplaces
Recommended Actions
- →Register your trademark with the appropriate EU intellectual property office before expanding to European marketplaces
- →Consult a tax advisor or use Amazon's VAT services to obtain VAT registration numbers for each EU country where you have obligations
- →Research EPR requirements in your target EU markets and ensure your products and packaging comply before listing
Comments
Join the discussion
Log in or create an account to share your thoughts on this update.
No comments yet. Be the first to share your thoughts!