How to Sell Internationally Using Amazon — Sellbrite

What Is Amazon Global Selling?

The Pros and Cons of Amazon Global Selling


  • Larger customer base: By selling on one of Amazon’s international marketplaces, you get immediate access to new customers across the globe who can discover your product.
  • Increased sales: Reaching new customers provides the opportunity to grow your product sales, just like Castaneda did each time she tapped into a new international market.
  • Trusted brand: While Amazon shoppers in Japan, for example, may not be familiar with a personal brand, they are familiar with the Amazon name. By expanding into this new marketplace under the Amazon name, you won’t have to deal with the challenges of establishing your own brand in an entirely new market.
  • Amazon assistance: If you opt to use Fulfillment By Amazon (FBA) to sell in other marketplaces, Amazon can greatly simplify the international selling experience. Amazon will fulfill international orders on your behalf, handle customer returns, and even provide customer service in the local language.


  • Reviews don’t appear across all Amazon marketplaces: If a customer in America purchases your product and leaves a glowing review, it won’t appear on, for example, to entice Australian consumers to buy. Of course, this also means that any negative reviews you receive won’t appear across marketplaces. However, reviews are an important factor in consumers’ buying decisions. The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product without any reviews, according to Spiegel Research Center.
  • Marketing best practices vary from country to country: You may be effectively marketing your products in America, but you may encounter challenges if you try to market your products the same way in other countries. Differences in language and culture mean you’ll have to adapt your marketing copy and strategy. You’ll have to do your research or possibly work with a consultant to make the most out of selling in a new Amazon marketplace.
  • Increased competition: When you enter a new marketplace, it’s likely you’ll encounter similar brands or products that you didn’t have to compete with previously.
  • Complications with translations, customs, and customer service: If you opt to fulfill orders yourself instead of using FBA, you’ll be responsible not only for packaging and shipping sold items but also for dealing with customs, handling customer returns, and providing customer service in the local language. You may even have to hire local help to assist with these duties, which will cut into your profits.

The Cost of Selling Internationally on Amazon

4 Steps to Sell Internationally on Amazon

1. Decide What You’ll Sell and Where

  • Will you focus on one product or several? It’s tempting to list everything in your inventory, but start with a best-selling product or two and see if it’s a good fit for that particular marketplace.
  • Are the products acceptable for international shipping? Shipping regulations differ widely by country and provider, so it’s important to do your homework before attempting to list certain items for sale in certain markets. For example, if you sell devices that contain lithium batteries, you may not be able to ship them to Germany. Or, if you sell children’s toys, you won’t be able to ship any gun-shaped toys to India. For a complete list of restrictions, check out this United States Postal Service resource.
  • What is the market and culture like in this country? Cultures and markets vary greatly from country to country, so what sells well domestically may not be remotely popular — or even appropriate — outside of America.
  • What are the major shopping holidays in this country? Holiday sales are a big part of most ecommerce sellers’ annual profits, so it’s important to consider if the markets you’re interested in have the same or comparable holidays, especially if such sales make up a large portion of your sales.
  • Do your products comply with legal regulations in this country? Every country has different product standards in place that are established by governments and regulatory groups to protect citizens, and countries may also have laws pertaining to intellectual property rights that may prevent your selling there. Before listing any of your products in other Amazon marketplaces, do your research to ensure that your items can be legally sold there.
  • Are your products compatible with this country? Just because your product can legally be shipped and sold and may even be popular in the country you have in mind doesn’t necessarily mean it’s a good fit for other reasons. For example, if you sell mattresses in America, you’d encounter difficulties selling in the United Kingdom, which has different standard mattress sizes.

2. Register to Sell and List Your Products

3. Select Your Fulfillment Method

4. Manage Your International Business

Take the First Step to Going Global



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