Amazon Global Expansion: Expanding Your Business on Amazon

The possibilities on Amazon are endless! Thanks to Amazon’s global reach, sellers like you have the chance to expand your business into new international markets and fully exploit the potential of your product range. Breaking into international markets may present some challenges and requires preparatory work. From selecting the right target countries to adjusting your marketing and delivery strategy, there are some key aspects to consider to make your Amazon business successful in international markets too. In this article, we will together look at a few important steps that you should keep in mind during this process.

1. Choosing the Right Target Countries

Thoroughly research new potential markets: Before diving into a new market, it is incredibly important that you conduct thorough research and select the right target countries. Familiarise yourself with the preferences of customers in the respective countries to ensure that your products are suitable for these markets. A thorough investigation should also include knowing about the competitive landscape. PS: You could also select countries where competitors are not yet well represented, thus giving yourself an advantage.

You should answer the following questions:

  • Where are your products in most demand? Is there a fundamental demand for my products in my target country?
  • Does the competitive setup on these marketplaces allow for further successful sellers?
  • Can I ask for a price in my target market that is high enough to make selling worthwhile?

At the current time, the following marketplaces are available for you to consider:


  • United Kingdom:
  • Germany:
  • Netherlands:
  • France:
  • Spain:
  • Italy:

Middle East

  • United Arab Emirates:
  • Turkey:


  • Japan:
  • India:
  • Australia:
  • Singapore:

North and South America

  • US/United States:
  • Canada:
  • Mexico:
  • Brazil:

2. Researching Tax Policies Abroad

One of the biggest bureaucratic hurdles on the way to internationalised sales is probably the various tax regulations. Be sure to educate yourself about the tax requirements and guidelines for each country, as there are often country-specific requirements that must be met. So, thoroughly check the prerequisites to make sure you meet all legal requirements. To save yourself a lot of hassle and headache, it is definitely worth consulting a tax advisor who is familiar with the country-specific tax regulations in the markets in which you want to operate. You can also obtain information from the respective tax authorities in the relevant countries or turn to a full-service Amazon agency (like us) for help. Amazon does not provide direct support. However, as a “Service Provider Network”, the company maintains a registered list of several partner providers who can assist you in many areas (taxes, compliance, accounting etc.)

You should answer the following questions:

  • Do my products meet the usual product standards in the country, so that I can sell them in the target market without any problems? (Factors such as shipping costs, adjusting prices to local currencies, must also be considered)
  • What are my tax rights and obligations in the destination country and how does this affect my business?
  • Do I need to adjust my delivery strategy? Should I perhaps use various Amazon Fulfilment services for international sales?
Did you know? If you already have a seller account on a European marketplace, you can theoretically already sell on all European marketplaces, provided you comply with all guidelines, of course. Create a “Unified Account” to be able to sell on all EU marketplaces. This way you save yourself separate registration and manage your Europe-wide business from a central account. You then only need to list your offers on the respective platforms and consider whether you want to set up automatic synchronisation via internationaloffer creation.

3. Translate and Adjust Product Listings / Content

Have you selected the right target countries? Perfect. Now it’s important to translate and optimise your product listings in the respective national languages: One of the keys to success on any marketplace are well-optimised product detail pages. This includes clear and concise titles, bullet points, and product descriptions in the respective native language, as well as high-quality product images. Don’t forget to use the most relevant keywords in the new titles and bullet points of the product listings so that customers can also find your products in the new countries. If available, A+ content or brand store should also be adapted to the respective national languages!

In summary, the following areas should be translated and optimised:

  • Title and bullet points
  • Product images
  • A+ content
  • Brand Store
Tip: It is definitely worth using the help of a professional Amazon agency. Agencies like ama-X have years of experience with Amazon internationalisations and usually work with native speakers to carry out tasks such as keyword research, necessary translations, adjustments, and Amazon SEO optimisations of the content. An Amazon agency can also help you optimise your advertising and marketing strategy on international marketplaces.

For word-for-word translations, you have many reputable translation services at your disposal and numerous free keyword research tools such as “Sellics“, “” or Ahrefs, with which you can find suitable keywords for your listings in the new languages.

4. Marketing and Advertising

Your marketing strategy will likely need to be adjusted for each new market. Consider differences in culture, customer preferences, and competitive conditions. For instance, social media marketing or influencer marketing may be more effective in some markets, while strong SEO or paid Amazon advertising could make the difference in others.

5. Adapting Customer Service

It’s essential that you adapt customer service for every new market you enter. Ensuring effective communication in the respective national language, knowing local customer expectations, and understanding cultural nuances are all important considerations to ensure the best customer service experience. This will also have a direct impact on your seller ratings and thus on your success on the respective Amazon marketplace.

6. Logistics and Fulfilment

Last but not least, you will need to figure out how to handle logistics and fulfilment for your international sales. Amazon’s Fulfilment by Amazon (FBA) program can handle storage, packaging, and shipping on your behalf, including customer service and returns in local languages. It’s also worth noting that Amazon operates several cross-border fulfilment programs that could help streamline your logistics.


In conclusion, expanding your business on Amazon to international markets can be an excellent opportunity to increase sales and reach new customers. However, it requires careful research, planning, and execution. You’ll need to adapt to new markets, navigate different tax regulations, translate and optimise your product listings, adjust your marketing strategies, provide customer service in local languages, and handle international logistics. It’s a complex process, but with the right approach and resources, it can be an extremely rewarding venture.

Remember that there are agencies and services available to help guide you through this process, from translation services to Amazon-specific agencies. While it’s a significant undertaking, the potential rewards of international expansion on Amazon can be great. Best of luck with your internationalisation efforts!

Manuel Kretschmer
Manuel Kretschmer

Founder von ama-X

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