Three things to settle first
Where the company sits, where the stock sits, and who your responsible person inside the EU is. Every other decision follows from those three, and changing them later is expensive.
Course · Amazon Europe
Selling on Amazon in Europe
Twelve lessons on the European marketplaces — Germany, France, Italy, Spain, the Netherlands, Poland, Sweden, and the United Kingdom as its own separate country with its own separate rules. Most of the work is VAT and product compliance, so most of the course is VAT and product compliance.
What makes Europe different
One account, several tax authorities.
A single Amazon Europe account can sell across the European marketplaces, which makes it look like one market. For tax and product safety it is not. Storing stock in a country generally means registering for VAT in that country. Selling a lamp means someone inside the European Union is legally responsible for that lamp. Packaging means a registration in Germany and another one in France.
Budget for advisers
Amazon closed its own VAT filing service at the end of October 2024. Registrations and filings are now yours to arrange with a tax firm, and the cost is a real line in the plan, not an afterthought.
Compliance is enforced by Amazon, not only by governments
Missing an extended producer responsibility number does not start with a letter from a ministry. It starts with your listings switching off, or Amazon paying the contribution and charging you for it.
Syllabus
The twelve lessons.
The European course is being written after the U.S. one. Lessons appear here as they are finished and checked.
The map: seven marketplaces, one account, and the UK
How Amazon's European marketplaces relate to each other, what Pan-European FBA and the European Fulfilment Network actually mean, and why the United Kingdom is a separate project.
Where to put the company
Selling as a business established in your own country, options for sellers outside the EU, Estonian e-Residency and what it does and does not give you.
VAT, explained without the jargon
The €10,000 threshold, the One Stop Shop, why stock in a warehouse abroad breaks the One Stop Shop, EORI numbers, and what a fiscal representative is for.
Banking and getting paid in euros
Business accounts that accept non-resident owners, currency conversion on Amazon payouts, and paying European suppliers.
Opening Seller Central Europe
Company documents, beneficial owner checks, timelines, and the differences from the U.S. registration.
Product compliance: CE, GPSR and EPR
Which products need CE marking, the responsible person the General Product Safety Regulation requires inside the EU, and the packaging, electronics and battery registrations Amazon checks before it lets you list.
Importing into the European Union
Customs, duties, the €150 line for the Import One Stop Shop, and what an inspection at the border costs you in time.
Logistics across Europe
Where your stock physically goes under each fulfilment programme, prep and labelling, and how the choice changes your VAT registrations.
Listings, languages and advertising
Translation that does not read like translation, per-country pricing, and the advertising basics that transfer from the U.S. course.
Operations and bookkeeping
Reconciling payouts across currencies, keeping VAT records that survive an audit, and the reports you will be asked for.
The United Kingdom on its own
Why overseas sellers have no registration threshold, the £135 consignment rule, marketplace VAT collection, and UK product marking.
The mistakes that kill European accounts
One checklist: unregistered stock, missing producer numbers, unpaid import VAT, and the compliance letters people ignore until listings disappear.
Educational content, not legal, tax or immigration advice. Laws and Amazon policies change; verify with the official source and a licensed professional.