Selling Globally on Amazon: Registration, Localization, and Product Compliance

To sell globally on Amazon, you need to complete a multi-step process involving registration, localization, and product compliance:

1. Registration:

   • Start by registering your seller account on Amazon’s platform, providing business information such as your business name, registration number, address, and valid identity documents. If you are an individual seller, you can register without a formal business entity by selecting the individual option during registration.
   • For global selling, Amazon offers a Global Registration (GRex) process that allows you to expand from your local marketplace to over 20 Amazon stores worldwide. This process typically takes about two weeks and requires business verification documents, identity proof, and bank or credit card statements.
   • Depending on the target marketplace, additional tax forms and documents may be required (e.g., W9 or W-8BEN for the US, VAT number for Europe).

2. Localization:

   • When selling in different countries, you must localize your product listings. This includes translating product titles, descriptions, and bullet points to suit the local language and culture.
   • Product images must meet the specific requirements of each marketplace category.
   • Pricing should be adjusted to local currency and market conditions. Amazon provides tools to help coordinate pricing and translate listings for multiple marketplaces.

3. Product Compliance:

   • Each country has its own regulations regarding product safety, labeling, and import requirements. It is the seller’s responsibility to ensure products comply with local laws and Amazon’s policies.
   • For example, in the EU, sellers outside the region need an EU-responsible person to place products on the market starting December 2024.
   • Sellers must also comply with tax regulations in each country, including VAT or sales tax registration and filing as required.

4. Fulfillment and Payments:

   • Decide on your fulfillment method: Fulfillment by Amazon (FBA) or self-fulfillment. FBA can simplify shipping and returns but involves fees.
   • Set up payment methods to receive funds from sales in different marketplaces, managed through your Seller Central account.

In summary, selling globally on Amazon involves registering your business with appropriate documentation, localizing your product listings for each marketplace, ensuring compliance with local product and tax regulations, and choosing suitable fulfillment and payment options. Amazon provides tools and support to streamline these steps but sellers must actively manage compliance and localization to succeed internationally.