How to Sell Globally on Amazon [a Guide for Skilled Marketers]

As Amazon sellers in the United States eye international expansion, they're beginning to discover the incredible potential for growth in markets beyond their home turf. 

This swift expansion highlights the existence of untapped markets brimming with immense possibilities for U.S. sellers to explore and thrive in. 

Given the enormous potential for growth in international markets, there's never been a better time for U.S. Amazon sellers to embark on global adventures. Nevertheless, navigating the intricate and often challenging world of international selling requires mastery, making it crucial for sellers to craft effective strategies that ensure success across diverse regions.  

If you're wondering where to begin, this guide is the perfect starting point. Together, we will navigate the remarkable opportunities and challenges of selling internationally on Amazon, empowering your business to conquer new frontiers in e-commerce. 

How to Sell Globally on Amazon: A Comprehensive Guide for Skilled Marketers:

Market and Competition Research

Conducting thorough research on your target international marketplaces is critical to success when selling globally on Amazon. In addition to analyzing market size, consumer preferences, and local competitors, it is also essential to evaluate the cultural and linguistic differences of each market. This understanding will help you tailor your approach and optimize your strategies for each market. 

In a Pacvue interview, an Amazon Seller, Tom Baker, emphasizes the importance of doing proper research when considering expanding into international markets. He emphasizes the importance of researching the culture and regulations of each country, as well as understanding Amazon fees, market size, competitiveness, and operational logistics. He covers the three main fulfillment options for sellers:  

• European Fulfillment Network (EFN) 
• Pan-European Fulfillment 
• Multi-Country Inventory (MCI) 

Identifying Opportunities and Challenges

Consider using online tools and resources, such as Amazon's Marketplace Insights and Google Trends, to research consumer demand and popular products in your target markets. You can also analyze local e-commerce websites and social media platforms to gain insight into consumer behavior and preferences. 

When identifying challenges, consider factors such as import regulations, local taxes and fees, and shipping costs. These challenges can vary significantly across different international marketplaces and can have a significant impact on the success of your global selling strategy. Identifying these challenges early on will enable you to prepare appropriately and adjust your strategy to minimize their impact.

Monitoring Market Trends

To stay competitive in your target international marketplaces, it is crucial to stay up-to-date with the latest trends and customer demands. Regularly analyzing search volume and keyword data, and monitoring competitor strategies will help you stay ahead of the curve. 

Utilize tools such as Google Trends and Amazon's Best Sellers and New Releases lists to identify popular products and emerging trends. Monitor social media and review sites to gather feedback and insights from customers about their preferences and pain points. 

By staying on top of market trends and consumer demands, you can adjust your product offerings, marketing strategies, and pricing to meet customer needs and stay competitive in your target international marketplaces. 

Product Listings and Amazon SEO

Translating and Localizing Listings

Providing product listings in the local language is essential when selling globally on Amazon. Customers are more likely to purchase products when they can understand the product description and features clearly, so navigating language barriers is a common challenge when expanding businesses globally. Fortunately, Amazon provides tools and services to assist sellers in overcoming these obstacles. One such tool is the Seller Central Language Switcher, which enables sellers to manage their operations and sales in multiple Amazon marketplaces without mastering the local languages 

Plugable Technologies, which we will cover in a case study at the end, recognized the importance of translating and localizing product listings when expanding their business to various European countries. In order to resonate with the local customers and ensure compliance with local regulations, the company adopted the following strategies: 

• Utilizing Amazon's listing translations: Bernie Thompson, the founder of Plugable Technologies, initially used Amazon's Translate Your Products tool for translating listings. This tool provides free machine translation or pay-per-word human translation for listings into English, French, German, Italian, and Spanish. 
• Seeking professional translation services: As the company grew, they likely invested in professional translation services from native speakers of the local languages to ensure accurate and culturally appropriate translations. This enhanced the brand's credibility and appealed to local customers. 
• Localizing product images, pricing, and shipping information: Plugable Technologies made sure that product images, pricing, and shipping information were localized and relevant to the local market. This helped create a seamless shopping experience for customers in different countries, which contributed to increased sales and improved brand reputation. 

Amazon International SEO Optimization

As you embark on expanding your Amazon business globally, simply translating content across national marketplaces won't suffice. This approach may lead to reduced visibility and revenue. Instead, enhance your Amazon SEO strategy by focusing on these key elements for international success: 

• Tailor titles, bullet points, and product descriptions to each country's unique context. Consumer behaviors are influenced by cultural and environmental factors, so a basic translation won't cater to the diverse preferences and needs of each market. 
• Execute a Content Relevance Analysis (CRA) for every individual country to comprehend the concerns and product features that resonate with your target audience. This enables you to craft conversion-optimized content tailored to each market's specific needs. 
• Address country-specific nuances in the perception of products or product categories, as these variances can affect your content's linguistic structure and presentation. 
• Develop country-specific keyword sets that align with local consumer search patterns. Utilize Amazon's autocomplete feature (Auto Suggest) to discover prevalent search terms and combinations for each national marketplace. 

To develop a high-performance keyword set, editors can utilize Amazon's autocomplete feature (Auto Suggest) to identify the most frequent search terms and combinations used by Amazon shoppers. Differences in consumer search behavior can be observed when comparing auto-completion results for search queries containing the keyword "laptop" as an example.   

On Amazons French marketplace, users are often looking for gaming laptops and ultrabooks with long battery life. However, users on amazon.co.uk are specifically searching for laptops with touchscreens and 2-in-1 convertible designs. 

The comparison also reveals that the aspect of "brand" appears to play a significant role for French Amazon users in their purchasing decision, as they often search for laptops from well-known brands like Asus or Lenovo. When searching on amazon.co.uk, this characteristic seems less important, and other factors, such as the device's technical specifications or price range, have a stronger influence on the buying intention. Thus, in this example concerning laptop products, when creating the French keyword set and optimized content, brand-specific keywords should be emphasized.  

However, keep in mind that the search behavior of Amazon users can change continually. As a result, the auto-completion offers only temporary insights. 

Utilizing Amazon's Tools for International Listings

Expand Offers Internationally (EOI)

Expanding Offers Internationally (EOI) is an Amazon tool that enables you to add offers from one marketplace to another international marketplace. This tool streamlines the process of managing listings and pricing for your products across marketplaces.  

To use EOI, you need to create an Inventory Loader feed file that includes your product listings and pricing information. Then, you can upload this feed file to Amazon's system to add your products to the target marketplace. EOI also enables you to manage your inventory levels and pricing for your products across different marketplaces, ensuring that your products remain competitive and profitable. 

EOI is an excellent tool for businesses that are looking to expand their reach and increase sales in different international marketplaces. It allows you to streamline the process of managing listings and pricing, making it easier to manage your global selling operations.

Building International Listings (BIL)

Building International Listings (BIL) is another tool offered by Amazon that enables you to manage your offers across different international marketplaces. This feature automatically updates prices in the target marketplace based on your individual settings, making it easy to manage your listings and pricing across different marketplaces. 

BIL enables you to synchronize inventory and automate price adjustments, making it easier to manage your global selling operations. This feature is ideal for businesses that want to optimize their selling strategies and increase sales in different international marketplaces.

Translate Your Products (BETA)

Translate Your Products is a tool that helps you duplicate and translate listings from your home marketplace into a target marketplace within the EU. This tool streamlines the process of creating translated product descriptions for existing ASINs. 

Translate Your Products enables you to create product listings in the local language of your target marketplace quickly. This feature can help you increase customer trust and improve your product's visibility in different international marketplaces. 

It's essential to keep in mind that the translations provided by Translate Your Products may not be as accurate as translations provided by a professional translator. Therefore, it's always recommended to have your product listings reviewed by a professional translator to ensure accuracy and cultural appropriateness.

Global Marketing Strategies

Global PPC Campaigns: Enhancing Relevance and Resonance in International Markets

To maximize the effectiveness of global pay-per-click (PPC) campaigns, it is vital to tailor messaging and ad content to the local language and cultural norms of each marketplace.

In a case study by Amazon, Bling Jewelry, a New York-based business founded by Elena Castañeda that expanded globally through Amazon's international marketplaces. Starting from a one-bedroom apartment, Elena's company now operates across 10 Amazon marketplaces in North America, Europe, and Asia. With a small ad spend of $50, Bling Jewelry was able to generate $50,000 worth of sales in just six weeks, demonstrating the potential of internet retail.

Elena attributes the company's international success to Amazon's easy-to-use platform, which provides necessary tools and information for selling abroad. As a result, Bling Jewelry's international sales equal its US sales, achieving 160% growth in Japan and 70% growth in Europe. Amazon's Solution Provider Network played a crucial role in addressing international challenges, such as tax regulations and translations, while Pan-European Fulfillment by Amazon streamlined logistics and inventory management.

When entering new markets, global marketing strategies such as localized pay-per-click (PPC) campaigns should be employed to maximize ad effectiveness. Tailoring messaging and ad content to local languages and cultural norms is essential to ensure ads are relevant and resonate with target audiences, thus improving click-through and conversion rates.

To optimize Global PPC Campaigns and enhance relevance and resonance in international markets, consider the following hacks tailored to specific ad types:

Amazon Sponsored Products:

• Target specific ASINs
  Use the new feature that allows targeting specific ASINs to position your ads on relevant product detail pages, thereby increasing ad visibility to potential customers.
• Leverage category targeting
  Choose from Amazon-defined categories to target potential customers who are browsing related products within the same category, increasing the likelihood of conversions.
• Employ precise filtering
  Utilize filter functions to target products by brand, price range, or star rating to fine-tune your campaign and reach a more relevant audience.

Amazon Sponsored Brands:

• Craft compelling headlines
  Create eye-catching headlines that highlight your brand's unique selling points and resonate with local customers.
• Showcase top products
  Feature your best-selling or high-converting products in the Sponsored Brands carousel to increase customer interest and click-through rates.
• Use negative targeting
  Exclude irrelevant or low-performing keywords to focus your campaign budget on high-converting search terms.

Amazon Sponsored Display:

• Audience targeting
  Take advantage of Amazon's audience targeting capabilities to reach customers who have previously shown interest in your products or related categories.
• Retargeting
  Utilize retargeting to re-engage customers who have viewed your products but have not made a purchase, thereby increasing conversion opportunities.
• Geographic and demographic targeting
  Refine your ad targeting by focusing on specific geographic regions or demographic segments that resonate with your product offerings.
• Sponsored Display Deny Lists
  This functionality provides you with the control to maintain your brand image by preventing your ads from appearing on third-party properties that may not align with your brand values. Simply upload a deny list of websites and mobile apps to ensure your ads are displayed only in suitable locations across all your Sponsored Display campaigns.

Leveraging Promotions and Early Review Program

Leveraging AI-Optimized Promotions and Dynamic Pricing in International Markets

In addition to tailoring promotions to the local language and cultural preferences, leveraging advanced techniques and tools can significantly enhance the effectiveness of your promotional campaigns across different global marketplaces. 

AI-Optimized Promotions:

Utilize artificial intelligence (AI) and machine learning algorithms to analyze historical sales data, competitor pricing, and market trends to determine the optimal promotion strategy for each international market. AI-powered tools can help you identify the most effective discounts, promotional periods, and target customer segments, ensuring that your promotions generate maximum impact and conversions. 

Dynamic Pricing Tools:

Implement amazon dynamic pricing tools that automatically adjust your product prices based on real-time market data, such as competitor prices, demand fluctuations, and inventory levels. These tools can help you maintain a competitive edge in different global marketplaces by offering the most attractive prices to potential customers without sacrificing profit margins. Additionally, dynamic pricing can help you capitalize on seasonal trends, holidays, and local events specific to each market. 

Cross-Marketplace Analytics:

Employ cross-marketplace analytics tools that provide insights into the performance of your promotions and pricing strategies across multiple international markets. These tools can help you identify successful strategies in one market that can be replicated or adapted in another, enabling you to optimize your promotional efforts globally. 

Localization of Promotional Content:

Beyond language and cultural preferences, consider collaborating with local influencers, bloggers, or social media personalities in each market to promote your products. This approach can increase the authenticity and resonance of your promotional content, making it more appealing to the local audience. 

Directing External Traffic

Using external channels like Facebook ads and email marketing is another effective way to drive traffic to your product pages and expand your reach in different international marketplaces. By leveraging these channels, you can target specific demographics and increase brand awareness among potential customers. 

When directing external traffic to your product pages, it's important to ensure that the messaging and content of your ads are relevant and compelling to the target audience. Landing pages should be optimized for the local language and cultural norms of each marketplace to increase relevance and improve conversion rates. 

Overall, global marketing strategies require a deep understanding of each marketplace and the unique challenges and opportunities that come with selling internationally on Amazon. By leveraging the right tools and strategies, businesses can expand their reach and achieve global success on Amazon. 

Inventory Management

Global SKUs for Unified Accounts

Global SKUs for Unified Accounts is a feature offered by Amazon that enables businesses to manage inventory across different marketplaces within Europe and North America. This feature assigns a unique identifier to each product that can be used across different marketplaces, making it easier to manage inventory and streamline operations. 

By using Global SKUs for Unified Accounts, businesses can avoid duplicate listings and ensure that their inventory levels are consistent across different marketplaces. This feature is ideal for businesses that are selling the same products in multiple marketplaces and want to streamline their operations. 

 Marketplace-specific SKUs

Marketplace-specific SKUs are unique identifiers assigned to products that are used to manage inventory separately for different marketplaces. This is especially useful when using FBA or a mix of FBA and FBM. 

In the context of FBA (Fulfillment by Amazon), employing marketplace-specific SKUs is essential for maintaining accurate and current inventory levels in each marketplace. While FBA handles inventory management for your products, marketplace-specific SKUs contribute to the correct allocation of inventory levels for each marketplace. 

Similarly, when adopting a mix of FBA and FBM (Fulfillment by Merchant), marketplace-specific SKUs play a crucial role in tracking inventory levels accurately across different marketplaces. Implementing marketplace-specific SKUs allows businesses to optimize their inventory management and maintain smooth operations. 

Effective inventory management is vital to the success of any business selling on Amazon. Harnessing the appropriate tools and strategies enables businesses to streamline their operations and ensure precise inventory tracking across multiple marketplaces. 

International Shipping: FBA vs. FBM

International shipping is a critical aspect of expanding your business on Amazon's global marketplaces. To optimize your global reach and customer satisfaction, it's essential to understand the intricacies of Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). 

Fulfillment by Amazon (FBA) - Detailed Insights

• Inventory management: Amazon's FBA program provides inventory management services, streamlining the process of tracking and replenishing stock levels. However, businesses must monitor their inventory to avoid long-term storage fees or stockouts. 
• Amazon's Multi-Channel Fulfillment (MCF): FBA sellers can take advantage of MCF, where Amazon fulfills orders from other sales channels (e.g., your website or other marketplaces). This allows for consistent shipping speeds and customer service across all platforms. 
• FBA Export: FBA Export enables sellers to offer international shipping on eligible products without additional fees. Amazon handles customs documentation and international shipping, simplifying the process for sellers. 

 Fulfillment by Merchant (FBM) - Detailed Insights

• Shipping options: FBM sellers can leverage various shipping options, from standard postal services to international courier companies. This flexibility allows businesses to find the best balance between cost and delivery time. 
• Amazon's Global Shipping Program (GSP): FBM sellers can use GSP to sell internationally. In this program, sellers ship products to a domestic fulfillment center, and Amazon handles international shipping and customs clearance. However, GSP is only available for specific marketplaces and may have higher fees than self-fulfilled international shipping. 
• Customized packaging and branding: FBM sellers have the freedom to use customized packaging and branded materials, enhancing the customer experience and promoting brand recognition. 

Evaluating Business Models for International Shipping

Factors to consider when choosing between FBA and FBM for international shipping include: 

• Product size and weight: FBA fees are often higher for larger or heavier products, making FBM more cost-effective in these cases. 
• Country-specific regulations and taxes: Research import regulations, duties, and taxes for the countries you plan to sell in to determine if FBA or FBM is more suitable. 
• Currency exchange rates and international payment methods: Consider the impact of fluctuating currency rates and the availability of international payment methods when selecting FBA or FBM. 
• Seller performance metrics: Amazon closely monitors seller performance, and FBA sellers may have an advantage with shipping-related metrics due to Amazon's fulfillment capabilities. FBM sellers must focus on maintaining high standards for shipping and customer service. 

By thoroughly analyzing your business model, product portfolio, and target markets, you can determine the best international shipping strategy using FBA, FBM, or a hybrid approach to maximize profits and customer satisfaction. 

Pros and Cons of Handling Customer Service In-House

Handling customer service in-house can provide businesses with more control over the customer experience and the ability to customize their approach. Some of the benefits of in-house customer service include: 

• Direct communication: Businesses have direct communication with their customers, which can help build stronger relationships and improve the overall customer experience. 
• More control: Businesses have more control over the customer service process and can customize it to their needs. 

However, there are also some drawbacks to in-house customer service, such as:

• Resource-intensive: Handling customer service in-house can be resource-intensive, requiring dedicated staff and time. 
• Limited resources: Small businesses may not have the resources to provide comprehensive customer service, which can impact the customer experience. 

Pros and Cons of Leveraging Amazon FBA's Customer Service Capabilities

Leveraging Amazon FBA's customer service capabilities can save businesses time and resources, allowing them to focus on other aspects of their business. Some of the benefits of using Amazon FBA's customer service include:

• Efficiency: Amazon FBA handles customer service and returns, saving businesses time and resources.
• Expertise: Amazon FBA has extensive experience handling customer service for Amazon sellers and can provide expert support.

However, there are also some drawbacks to using Amazon FBA's customer service, such as:

• Limited control: Businesses have less control over the customer service process when using Amazon FBA, which can impact the customer experience. 
• Lack of direct communication: Businesses may not have direct communication with their customers when using Amazon

Receive International Payments via Amazon

The Amazon Currency Converter for Sellers (ACCS) is a valuable tool designed to streamline payments for sellers with international Amazon stores. By using ACCS, you can automate global disbursements and get paid in your local currency without the need for manual transfers or third-party payment providers. 

Key Benefits of ACCS:

• Trusted Partner: As one of the most recognized and trusted brands, Amazon ensures a safe and secure way to receive funds in your home currency. 
• Ease of Use: You can avoid opening foreign bank accounts or relying on third-party payment providers. Simply add your local bank account in Seller Central, and Amazon will automatically pay you. 
• Transparent Pricing: ACCS has no hidden fees. It only charges a volume-based fee for converting and transferring your money home. 

Volume-Based Fee Structure:

The ACCS fee is calculated based on your total cross-currency net proceeds during the past 12 months across all your Amazon stores. As your net proceeds increase, your fee decreases. 

• Greater than $10M: 0.75% 
• $1M – $10M: 1.00% 
• $500K – $1M: 1.25% 
• Less than $500K: 1.50% 

Supported Countries and Currencies:

ACCS is available on 19 Amazon stores and supports 44 payout currencies. For a full list of supported countries, regions, and currencies, consult the ACCS website. 

 How ACCS Works:

• Go to Seller Central: In Seller Central, click on Settings and then click on Deposit Methods. 
• Add your local bank account: Add a new deposit method and assign it to your choice of Amazon store. 
• Get paid: Once your bank account is verified, disbursements are initiated automatically from Seller Central. Funds typically arrive in your local bank account within one to five business days. 

 By leveraging the Amazon Currency Converter for Sellers, you can simplify your international payment processes, allowing you to focus on expanding your global Amazon business with ease. 

 Navigating Customs Requirements for Target Countries

To successfully sell internationally, it is crucial to comprehend the customs requirements of each target country. Customs requirements can vary significantly, and non-compliance may lead to shipment delays, fines, or rejection. Consider the following key factors: 

• Tariffs and duties: Various countries impose distinct tariff and duty rates on imported goods. Conducting research and incorporating these rates into your pricing strategy helps prevent unforeseen expenses. 
• Product restrictions: Some countries enforce restrictions on specific product types, such as firearms or certain foods. Familiarizing yourself with these limitations ensures you don't ship prohibited products to the target market. 
• Documentation requirements: Each country demands different documentation for imported goods. Thorough research and preparation of all necessary documents facilitate a smooth customs clearance process.

Proactively Preparing Necessary Documentation

Ensuring smooth customs clearance is crucial for Amazon sellers expanding their businesses internationally. To achieve this, it is essential to proactively prepare the necessary documentation and appoint an importer when required. Here are the key points to consider: 

Gather essential documents: To facilitate the customs clearance process, have the following documents ready: 

• Commercial invoice: Details the shipped goods, including their value and quantity.
• Packing list: Provides an itemized breakdown of the contents of each package in the shipment.
• Certificate of origin: Identifies the goods' country of origin, influencing applicable tariff rates.

Research additional documentation: Depending on the product type and target market, additional documents may be necessary. Investigate the specific requirements for your destination to avoid shipment delays or rejection. 

Appoint an importer when necessary: For certain regions like the EU and Japan, sellers must appoint an importer to ensure compliance with local customs regulations and facilitate the clearance process. The appointed importer can either be an Importer of Record (IOR) or a non-resident importer Attorney for Customs Procedures (ACP). 

By proactively preparing the required documentation and appointing an importer when needed, Amazon sellers can overcome potential challenges in the customs clearance process. This approach helps streamline international expansion efforts, ensuring that products reach customers in a timely and efficient manner. 

Overcoming Common Pitfalls and Misconceptions

Businesses should be aware of common pitfalls and misconceptions when shipping internationally: 

• Underestimating customs clearance times: Customs clearance can range from several days to weeks, contingent on the country and shipment complexity. Factor in these delays when scheduling shipments. 
• Overlooking import restrictions: Some countries impose product restrictions, and neglecting to research these limitations may lead to shipment rejection. 
• Misinterpreting tariff and duty rates: Inaccurate tariff and duty rate calculations can result in unanticipated costs, affecting profit margins.

By recognizing and addressing these common pitfalls and misconceptions, businesses can ensure a streamlined and successful international shipping experience. 

Case Study Summary: Plugable Technologies' Journey to Global Triumph

Plugable Technologies, an electronics company founded by former Microsoft developer Bernie Thompson, achieved global success by strategically expanding its operations to international markets through Amazon's marketplaces and fulfillment services. By adopting a well-planned internationalization strategy, the company scaled rapidly across Europe, reaching 26 countries within just a year, diversifying its revenue streams, and gaining a competitive advantage by entering the market early. 

Initially, Plugable Technologies expanded to Europe in 2011 by launching on Amazon.co.uk, followed by other European markets, including Germany, France, Italy, and Spain. The company leveraged Amazon's European Fulfillment Network and Fulfillment by Amazon (FBA) Export for shipping and fulfillment purposes, while employing tools like Build International Listings and Currency Converter for Sellers to ease the expansion process. 

However, the international expansion process also presented some limitations, including extensive research on local regulations, product localization, compliance with Value Added Tax (VAT) laws, and adaptation to different languages for product listings and customer support. Additionally, international fulfillment led to additional shipping costs. 

Key steps taken by Plugable Technologies' internationalization strategy:

• Utilizing Amazon's marketplaces and fulfillment services, including FBA and European Fulfillment Network. 
• Employing tools like Build International Listings and Currency Converter for Sellers. 
• Conducting extensive research on local regulations, product localization, and compliance with Value Added Tax (VAT) laws. 
• Adapting to different languages for product listings and customer support. 
• Utilizing Amazon's Solution Provider Network to overcome challenges associated with international expansion. 

Key outcome of Plugable Technologies' internationalization strategy:

• Rapid scaling across Europe, reaching 26 countries within a year. 
• Diversification of revenue streams, reducing reliance on the US market. 
• Gained a competitive advantage against rivals by entering the market early. 
• Access to a large customer base familiar with purchasing on Amazon. 
• Utilized Amazon's tools and services to significantly simplify the expansion process. 

Conclusion

Expanding your business on Amazon to international marketplaces is an excellent way to achieve global success. However, it requires careful planning, research, and execution to overcome the unique challenges of each market. This comprehensive guide has provided you with actionable strategies, tips, and best practices to help you win markets globally. The essential steps and tools covered in this guide include market and competition research, product listings and Amazon SEO, utilizing Amazon's tools for international listings, global marketing strategies, international shipping (FBA vs. FBM), customs and import processes, and customer service (in-house vs. Amazon FBA). By following these best practices and strategies, you can successfully scale your business on Amazon worldwide. Remember to always stay up-to-date with the latest trends and customer demands in your target markets, and monitor competitor strategies to stay ahead of the curve.

About the Author

Dan Atkins

Writer

Dan Atkins is a renowned SEO specialist and digital marketing consultant, recognized for boosting small business visibility online. With expertise in AdWords, ecommerce, and social media optimization, he has collaborated with numerous agencies, enhancing B2B lead generation strategies. His hands-on consulting experience empowers him to impart advanced insights and innovative tactics to his readers.