How to sell internationally on Amazon's marketplaces

May 11, 2020

If there is one thing brands should take away from Amazon it is that you should always continue to grow. Just like Amazon continues to expand from the number of consumers, sellers and product variety on their marketplace, so should brands strive to increase their reach of Amazon’s expanding market share. Growth may seem limited if you believe you have fully optimised your Amazon account. However, Amazon may provide you with the answer – go global!

Amazon has already expanded into 16 countries and it is inevitable that they will successfully launch into several more. This is great news for Amazon sellers as Amazon has already set up the logistical network to make selling in multiple countries much simpler and the international renown as a reliable marketplace to reduce the barriers that usually affect new marketplace sellers.

Where are Amazon’s global marketplaces?
Using Amazon unified accounts

Amazon has made selling in multiple Amazon marketplaces even simpler by creating Amazon unified accounts. This means that rather than needing an individual seller account for each country, if you sign up to sell in one, you automatically gain access to selling in all the other countries within that unified account. Currently there are two versions of an Amazon unified account:

Amazon’s global marketplaces as of April 2020
North American unified account

Covers selling on the US, Canadian, and Mexican Amazon marketplaces.

European unified account

Covers selling on the UK, French, Italian, German, Dutch and Spanish Amazon marketplaces.

Please Note – There is currently no unified account for selling on the Indian, Australian, Brazilian, Emirates, Singaporean or Japanese Amazon marketplaces.

Through unified accounts, Amazon can make selling in multiple countries a much easier task. Moreover, Amazon’s FBA service can provide extra help especially if you do not have the foundation in place to sell overseas yourself. Amazon takes care of both shipping and customer service to all the unified Amazon marketplaces you have opted selling into using their fast and reliable fulfilment network. This allows for your brand to start selling within new markets much faster than setting up logistics for each new marketplace from scratch.

Deciding which Amazon marketplace is best to expand to

Although Amazon can provide many services, they cannot decide which marketplaces you should consider selling into. This is a choice only you, the brand, can determine. However, there are a few questions you can ask to decide whether a specific country is right for your ASINs.

  • Which ASINs would sell well elsewhere? Is there a group of ASINs worth selling in more than one marketplace?
  • Is the product suitable for shipping internationally?
  • Will the product sell well in that specific country?
  • Does the marketplace require another selling account or is it part of the same unified account as your original account?
  • What national holidays and or seasons might the product sell well during?
  • What are the cultural/political/social settings in that country?
  • Does the ASIN comply with all the regulations in that country?

After considering these questions and establishing which country may be best to expand into, you should then be ready to build up an expansion strategy.

What to consider when creating an Amazon expansion strategy

Creating an expansion strategy can be difficult if you do not know where to start. Although your ASINs might appear on paper to sell well in another marketplace, it can be difficult to provide an overall structure that can be all the difference between failure and success internationally. For this reason, Molzi has created a useful acronym to help brands structure and decide what to prioritise when creating an Amazon expansion strategy. Brands should create their global strategy with CARE:

What does CARE stand for?
Action to take
Consider the added costs for selling on the new marketplace Calculate added costs such as FBA shipping and fulfilment fees, returns, conversion fees, local taxes, & legal fees etc. to provide clarity on your remaining budget.
How are you going to market your products in the new marketplace? Create an advertising strategy which will get your products seen eg. Amazon Ad console, DSP, setting deals etc. Consider gaining reviews through the Early Reviewer Programme if applicable.
Determine what consumers are looking for and how can you meet that demand Identify the Amazon Best Sellers, New Arrivals and Featured Brand Selections within the categories you want to sell in to understand the competition and optimise ASINs fittingly.
Understand how to optimize the customer experience on Amazon within this marketplace Boost your Amazon SEO quickly by considering your customer service and product listings in terms of transcreation rather than translation. Consider what consumers are looking for/ like to see in the chosen market and ensure that all ASINs are retail ready.
Considering to sell in multiple Amazon marketplaces but don’t know where to begin?

Deciding to sell on another Amazon platform can be nerve wracking, it seems simple but even major companies make mistakes some times. There are certain parts of the process which if not optimised can lead to a lack of conversion or impressions. At Molzi, our team of Amazon experts can provide all the skills needed to successfully sell on multiple Amazon marketplaces, from transcreation, to the initial set up and integration, our team of account managers and content experts can help ensure that your brand grows successfully on multiple marketplaces. Contact us today to see what we can do to help you boost your marketplace sales


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