Selling internationally on Amazon: Keys to successful expansion
69% of Amazon sellers remain confined to a single marketplace, held back by complex regulations, cross-border logistics, or language barriers.
Yet, the brands that manage to overcome these challenges unlock exponential growth potential.
So, how can you break free from this deadlock? How can you successfully scale your brand across Europe, or even globally, while keeping costs, lead times, and local requirements under control?
In this article, we guide you through the key steps to quickly launch your products in multiple countries while leveraging optimized logistics. In other words, we help you succeed in your Amazon expansion!
How to expand internationally with Amazon
Amazon is now an essential growth driver for international expansion. And Europe presents a unique opportunity for brands: a unified market, a strong e-commerce culture, and a well-established Amazon infrastructure through its multiple marketplaces (France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, etc.).
In other words: an ideal playing field to scale quickly.
But knowing how to go about it is key. That’s where the PAN-EU program comes into play. This logistics solution offered by Amazon allows you to sell your products across multiple European marketplaces—without the hassle of managing cross-border logistics.
The PAN-EU program enables you to:
Access new markets without setting up a local entity.
Boost your sales volume by reaching millions of European customers.
Increase brand awareness through a multi-country presence.
Optimize logistics: Amazon automatically distributes your inventory across its European fulfillment centers based on demand.
Improve conversion with local Prime delivery and increased Buy Box visibility.
Stepping out of your local comfort zone also means giving yourself the means to become a global player.
Prerequisites for launching with PAN-EU
Before diving in headfirst, a successful launch on Amazon’s PAN-EU program requires careful preparation. Here’s your checklist to start off on the right foot:
Market Analysis : Understand consumer expectations in each target country.
Analyze demographics, buying behaviors, competition, and market trends.
Consider potential demand, logistical feasibility, economic stability, regulatory barriers, and existing competition.
Stay competitive by anticipating changes in consumer habits and seizing new opportunities.
Local VAT Number : A must-have if you want to store inventory in a specific country.
P&L Analysis by Market : Define a local pricing strategy that accounts for VAT and FBA fees specific to each country.
Mastering Logistics Models
Play your cards right: FBA or FBM?
Choose your storage approach: European Distribution Network or Multi-Country Inventory Service?
Strategic catalog selection: Adapt your offering to the specificities and demand of each market.
Local marketing strategy: The same product, but tailored communication for each country. This means not just translating, but especially adapting your content (titles, descriptions, visuals) for each market and culture.
Production capacity: Ensure you can meet a potential increase in demand.
Licenses & labeling: Product compliance and labeling in the local language.
Local regulations: Safety, compliance, packaging... every market has its own rules.
Trademark registration: Make sure to protect your brand at the European (or global) level.
Choose stress-free expansion: Bizon Distribution
For brands that want to focus on their core business while growing internationally, we have the solution.
With Bizon Distribution, you benefit from comprehensive support to sell worldwide without having to manage operational aspects:
Product listings live in under 2 months
Marketing content optimized for each marketplace (SEO, visuals, A+ pages, etc.)
Integrated logistics through Amazon fulfillment centers
Centralized accounting and tax management
Management of sales, catalog, and retail media campaigns
Foodn’Joy: A European (and American) success story
Foodn’Joy, a Belgian brand specializing in gourmet food products, aimed to broaden its horizons and establish a lasting international presence. Thanks to our tailored support, they overcame several key challenges:
Rapid expansion in Europe
By leveraging the PAN-EU program, Foodn’Joy launched its products in six major European countries, gaining increased visibility and market share.Product and local offer adaptation
Aware that each market has its own preferences, the brand adjusted its formats and recipes to match the specific tastes and expectations of each country, maximizing the appeal and relevance of its catalog.Multilingual SEO optimization
We worked closely together to enrich and translate product pages, creating SEO-friendly content tailored to each language and culture, thereby improving search ranking and boosting conversion rates.Mastering the Buy Box
With a targeted strategy, Foodn’Joy succeeded in winning the Buy Box on several marketplaces—a crucial lever to increase sales against the competition.Entry into the American market
Building on this European momentum, Foodn’Joy crossed the Atlantic with our integrated international distribution solution, accessing the US market without logistical or administrative complexity.
In conclusion, to avoid obstacles, it is crucial to have a thorough understanding of your products, your markets, and local regulations. Preparation beforehand, especially on the tax side, such as obtaining VAT numbers in each country, is an essential step before entering any new market.
Finally, be agile: monitor trends, adapt quickly, and focus your efforts where the revenue potential is highest. This is how you will maximize your chances of success and expand your brand internationally with confidence.
International Account Manager
