Expanding your e-commerce business beyond your home country is a game-changer. Amazon Global Selling (AGS) allows sellers to scale their brands internationally by tapping into multiple global marketplaces. With millions of buyers worldwide, this program helps sellers increase sales, diversify revenue streams, and reduce dependence on a single market.
However, selling globally comes with its own challenges, including fulfillment logistics, compliance, taxes, and localization. To succeed, sellers must strategically enter new markets, optimize listings, and manage international shipping efficiently.
In this guide, we’ll cover everything you need to know about Amazon Global Selling, including its benefits, how to get started, and best practices to ensure success.
Introduction to Amazon Global Selling
What Is Amazon Global Selling?
Amazon Global Selling (AGS) is a program that allows sellers to list their products across multiple Amazon international marketplaces. Instead of limiting sales to your domestic market, AGS enables businesses to reach customers in North America, Europe, Asia, and beyond.
Why It Matters
Expanding internationally allows sellers to:
- Tap into new customer bases where demand for their products is growing.
- Diversify revenue streams and reduce reliance on a single market.
- Leverage Amazon’s logistics network to simplify international shipping.
- Increase brand visibility and establish a global presence.
Popular Marketplaces to Consider
Amazon currently operates in over 20 countries, including:
- North America: United States, Canada, Mexico
- Europe: United Kingdom, Germany, France, Italy, Spain, Netherlands, Poland, Sweden
- Asia-Pacific: Japan, India, Australia, Singapore
- Middle East: United Arab Emirates, Saudi Arabia
Sellers should evaluate which marketplaces offer the best opportunities based on product demand, competition, and ease of entry.
Benefits of Going Global
a. Access to New Customer Bases
One of the biggest advantages of selling internationally is exposure to new customers. Products that may have saturated their domestic market could still be in high demand in another country. For example:
- A winter clothing brand may experience seasonal slowdowns in one region but have demand year-round in another.
- A unique home decor product that performs well in the U.S. may have untapped potential in the European market.
By expanding globally, sellers can target new demographics and increase sales volume.
b. Diversifying Revenue Streams
Selling in multiple regions helps mitigate risks associated with economic downturns, seasonal fluctuations, or policy changes in a single market. For example:
- A seller experiencing slower summer sales in the U.S. could see an uptick in demand in Australia, where it’s winter at the same time.
- If one country imposes stricter import regulations, having multiple revenue streams ensures business continuity.
c. Leveraging Amazon’s Infrastructure
Amazon provides:
- FBA Global Export for cross-border fulfillment.
- North America Remote Fulfillment (NARF) to sell in Canada and Mexico using U.S. inventory.
- Amazon Global Logistics (AGL) to simplify international shipping.
These services reduce logistical burdens for sellers, making global expansion more manageable and profitable.
Steps to Start Selling Internationally
a. Registering for Global Marketplaces
To start selling in a new Amazon marketplace:
- Log in to Seller Central.
- Go to Global Selling Settings and choose the marketplace(s) you want to register for.
- Submit required business documentation, tax details, and banking information.
Depending on the region, Amazon may require additional verifications, such as VAT registration for European marketplaces.
b. Handling Taxes and Compliance
Each country has different tax laws and regulations. Sellers need to:
- Register for VAT (Value Added Tax) in the European Union.
- Understand GST (Goods and Services Tax) requirements in India and Australia.
- Comply with import/export rules, labeling requirements, and restricted product policies.
Amazon offers VAT calculation services to help sellers handle tax obligations smoothly.
c. Payment and Currency Management
Receiving payments from different countries means dealing with foreign exchange rates and currency conversion fees. Amazon’s Currency Converter for Sellers (ACCS) enables sellers to receive international payments in their local currency, reducing banking costs.
Tips for Success in Global Markets
a. Localizing Product Listings
Customers in different regions have unique preferences, shopping habits, and languages. To maximize sales, sellers should:
Translate product titles and descriptions using Amazon’s Translation Services.
Adapt measurements and product specifications (e.g., inches vs. centimeters, U.S. vs. EU electrical standards).
Optimize keywords for each marketplace—customers in Japan may search differently than those in the U.S.
b. Using Amazon’s Global Fulfillment Network
Amazon provides several fulfillment solutions:
- FBA Global Export: Ship internationally from your home country without maintaining local inventory.
- Amazon NARF (North America Remote Fulfillment): U.S. sellers can fulfill orders in Canada and Mexico without creating separate accounts.
- Fulfillment Centers in Target Countries: Store inventory locally for faster delivery and Prime eligibility.
Choosing the right fulfillment option depends on order volume, shipping speed, and storage costs.
c. Understanding Local Customer Behavior
Shopping behavior varies by country. Sellers should research:
- Popular shopping seasons (e.g., Singles’ Day in China, Diwali in India, Prime Day in the U.S.).
- Competitor pricing and trends to set competitive prices.
- Cultural preferences that impact product selection and marketing strategies.
Investing in market research ensures better positioning in global markets.
Overcoming Common Challenges
a. Navigating Shipping and Logistics
Cross-border shipping can be challenging due to customs duties, delivery times, and regional regulations. Solutions include:
Amazon Global Logistics (AGL): Amazon handles shipping and import compliance.
Third-Party Logistics (3PL) Providers: If Amazon’s rates are high, consider 3PL services for cheaper international shipping.
b. Managing Foreign Currency Risks
Fluctuating exchange rates affect profitability. To mitigate risks:
1. Use Amazon Currency Converter for Sellers (ACCS) to receive payments in your home currency.
2. Price products with currency fluctuations in mind to maintain profit margins.
c. Handling Customer Service in Different Languages
Providing multilingual customer support improves buyer trust and satisfaction. Sellers can:
1. Use Amazon’s customer service outsourcing for localized support.
2. Hire virtual assistants fluent in the target market’s language.
Conclusion
Expanding your Amazon business globally with Amazon Global Selling unlocks new revenue opportunities and customer bases. However, success requires careful planning, localization, and an understanding of tax and logistics challenges.
Key Takeaways:
✔ Choose the right Amazon marketplaces based on demand and competition.
✔ Register for international marketplaces and handle tax compliance.
✔ Localize product listings to match regional preferences.
✔ Utilize Amazon’s fulfillment services for fast and cost-effective shipping.
✔ Monitor logistics, currency fluctuations, and customer service needs to ensure a smooth selling experience.
Start by registering for a new Amazon marketplace today!
If you’ve already sold internationally, share your experiences and challenges in the comments below.
