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Over 40% of new FBA sellers in 2026 are now based outside the US, and established sellers are expanding into Europe and Asia faster than ever. Here's the real, numbers-backed playbook for going cross-border — markets, costs, VAT, and the exact order to expand in.
The US still anchors the Amazon ecosystem — it accounts for 45% of total global Amazon sales and remains the single largest marketplace by both sellers and revenue. But it's no longer the whole story. Europe's Amazon sales grew 12% in 2026, with Germany and the UK leading the region, while Japan and India are posting double-digit seller growth as the fastest-expanding markets on the platform.
For an established US seller, international expansion solves a problem that becomes increasingly visible after the first year or two: revenue concentration risk. A single-marketplace business is exposed to one country's fee changes, one currency, one competitive landscape, and one set of seasonal patterns. Spreading sales across 2-3 marketplaces meaningfully de-risks the business while compounding the value of work you've already done — your product, your brand, your supplier relationships all transfer.
The UK is consistently recommended as the best starter market for US sellers — same language, broadly similar consumer behaviour, and a single, relatively simple VAT registration rather than the multi-country complexity of Pan-EU. It's a smaller market than the US, but with real untapped potential for an ambitious seller willing to localise even slightly.
Germany generated €40.9 billion in Amazon revenue in 2024 and continues growing into 2026, making it the single largest Amazon marketplace outside the US. The strategic reason it matters more than its revenue number alone: registering on Amazon.de gives you automatic access to France, Italy, Spain, Netherlands, Poland, Sweden, Belgium, and Turkey through Amazon's unified European account structure. Germany functions as the Pan-EU hub.
German listings need genuinely German copy — auto-translation is fine for getting started, but have a professional review the final listing before launch. German consumers are notably price-researching and review-conscious, so full A+ Content and complete listing optimisation matter more here than in most markets, and CE marking compliance is non-negotiable for electronics and other regulated categories.
India has overtaken the UK to become Amazon's second-largest marketplace by number of active sellers — driven by a rapidly growing domestic e-commerce sector and Amazon's continued aggressive investment in the market. For sellers targeting India directly (as opposed to selling into India from elsewhere), FBA requires physically importing inventory to an Amazon fulfilment centre there — there's no remote-fulfilment shortcut the way there is between the US and Canada.
Beyond the big three, several other marketplaces are worth a place on your 2026 roadmap depending on your category and risk appetite.
Japan is one of Amazon's older marketplaces, with roughly 540 million monthly visits — a genuinely massive, mature market that remains comparatively underexplored by US and European private label sellers, in part because of the language and cultural localisation bar.
A smaller but growing market with the major advantage of English-language listings and broadly similar consumer expectations to the UK and US, making it one of the lower-friction expansion targets for an English-speaking seller.
VAT in the UAE sits at 5%, and FBA sellers must register within 30 days of their first FBA sale in the market. Saudi Arabia is a meaningfully different operating environment — Arabic is the dominant language of daily commerce there, not a secondary consideration, which raises the localisation bar compared to UAE.
Amazon gives you several distinct ways to fulfil international orders, and picking the wrong one for your stage is one of the most common — and expensive — early mistakes.
This is the part of international expansion that catches sellers off guard most often, and the rules tightened meaningfully this year. As of January 2026, sellers must provide VAT registration numbers for a minimum of 5 EU countries to maintain Pan-European FBA eligibility — up from 4 the previous year.
That's a real line item that needs to be in your expansion business case from day one — not discovered after launch. The practical solution most sellers use in 2026 is a dedicated VAT agent who handles registrations, filing, and ongoing compliance across every required country for a predictable monthly fee, removing the need to personally track each country's specific requirements.
The single biggest mistake in international expansion isn't VAT or fulfilment logistics — it's assuming a product that sells well in the US will automatically sell in a new marketplace. Consumer preferences, price sensitivity, and competitive density vary significantly by country, even within Europe.
Before committing inventory and VAT registration costs to a new marketplace, validate genuine demand: search volume for your core keywords in the local language, the number and quality of existing competitors, average price points relative to your US pricing, and review patterns that reveal what local customers actually care about.
Research keyword volume, competition, and pricing in any major Amazon marketplace before committing to international expansion. Free 3-day trial, no credit card required.
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