How to Know What to Sell on Amazon FBA in Europe? Expert Tips for Success

What to Sell on Amazon FBA in Europe

Expanding your e-commerce business into the European market can be a lucrative opportunity, as it is the second largest business-to-consumer market with a projected worth of $839 billion by the end of 2022. Identifying the best products to sell on Amazon FBA in Europe is crucial to succeed in this market. By researching the demand and competition for various products, sellers can position themselves advantageously within the European Amazon marketplaces.

Each European marketplace on Amazon is distinct and offers diverse opportunities, including the United Kingdom, Germany, France, Spain, and Italy. Sellers should consider starting with one of these marketplaces as their ‘home’ marketplace and later expand Amazon’s business globally. Examining sales data, customer needs, and market trends within the devoted marketplace is essential to determine which products to sell.

Moreover, sellers must know local regulations, such as taxes, customs, and other relevant laws in their European marketplace. By incorporating this knowledge and conducting thorough market research, sellers can confidently navigate the European Amazon FBA landscape and select the products that will resonate with their target audience and propel their business forward.

Understanding the Amazon FBA Model in Europe

Basics of Amazon FBA

Amazon’s Fulfillment by Amazon (FBA) service allows sellers to store their products in Amazon’s fulfillment centers. Amazon handles storage, packaging, shipping, customer service, and returns for these products. In Europe, Amazon operates in five significant marketplaces: the UK, Germany, France, Spain, and Italy. Each marketplace has specific requirements, such as language and tax regulations, which sellers must be aware of and comply with.

Benefits of Amazon FBA

Using FBA in Europe can offer considerable advantages to sellers. Storing products in Amazon’s fulfillment centers makes it easier for sellers to reach a larger, international audience. Additionally, sellers can benefit from Amazon’s Prime shipping, increasing the appeal of their products to Prime members. Advice from experienced sellers can help newcomers decide which products to introduce first when expanding to Amazon’s European marketplaces.

Challenges in Amazon FBA

Despite its advantages, selling on Amazon FBA in Europe presents some challenges. One challenge is navigating the different languages, tax regulations, and customs procedures. Also, sellers must consider the cost of shipping products across multiple countries and potential complications arising from import/export laws. Sellers must become familiar with these requirements and adapt their strategies accordingly to succeed.

Researching the European Market


To succeed in selling products on Amazon FBA in Europe, it’s crucial to understand the diverse demographics of the region. The European market comprises over 740 million people, spread across 44 countries.

Different countries have varying age distributions, income levels, and cultural backgrounds. For example, Germany has Europe’s most prominent and wealthiest population, while Italy is known for its aging population. It’s important to consider these demographic factors when deciding on products and marketing strategies.

Consumer Behavior

European consumers display a range of purchasing habits and preferences. Factors influencing their buying decisions include price, quality, sustainability, and convenience. FBA sellers must ensure their products and services are competitively priced and of high quality to cater to these customers.

In addition, local preferences should be considered when localizing your listings. This includes translating product descriptions and adjusting your marketing approach to appeal to specific cultures. For example, offering fast delivery is important for Prime customers across Europe, and can be achieved through shipping products to a European fulfillment center.

Staying up-to-date with market trends is crucial for Amazon FBA sellers in Europe. This enables you to identify emerging opportunities and respond to changes in the market effectively. Observing trends such as increased sales in a particular product category or rapid changes in customer preferences can help focus your efforts and maximize profitability.

For instance, the global COVID-19 pandemic increased demand for home office products and gym equipment. Sellers who identified this shift early on could capitalize on the growing market. Additionally, eCommerce platforms have seen increased revenue growth in recent years, reinforcing the importance of monitoring industry trends.

Understanding demographics, consumer behavior, and market trends helps Amazon FBA sellers tailor their products and strategies to succeed in the diverse European market. By paying close attention to this information, sellers can identify the best opportunities and make informed decisions regarding their Amazon FBA business in Europe.

Evaluating the Competition in the EU Marketplace

Top Selling Items

To determine what items are selling well in the Amazon FBA Europe market, examining the Amazon EU Best Sellers is helpful. You can identify trends and high-demand products by analyzing the top sellers in each category. Remember that some products might do well in one EU country and not another, so diversify your seller strategy and adapt it according to regional variations.

Low Competition Niches

Finding low-competition niches can be key to success when selling on Amazon FBA in Europe. To find these niches, use MarketGap’s Estimator tools, which provide valuable insights into product demand and competition. Look for products with a high sales volume but fewer competitors. Targeting these niches can increase your chances of generating significant sales.

Competitive Pricing

Pricing your products competitively is essential for Amazon FBA Europe’s market success. Take the time to research the average selling prices of similar items in your target EU country. Consider costs, taxes, and product quality when setting your prices. Regularly monitoring your competitors’ pricing strategies and adjusting yours accordingly can help you stay ahead in the competitive European marketplace.

Identifying Potential Products in Europe

Identifying Potential Products to selling on Amazon

When selling on Amazon FBA in Europe, selecting the right products to sell is crucial. There are several factors to consider, such as profit margins, product size and weight, and seasonal products.

Profit Margins

Profit margin is key when choosing products for your Amazon FBA business in Europe. Research the market and competitor pricing to find products with attractive profit margins. Calculate the cost of goods sold (COGS), Amazon fees, shipping costs, and taxes to ensure a healthy profit margin. For example, if a product’s COGS is €10, Amazon fees are €5, shipping costs €2, and taxes €3, the total cost is €20. To earn a 30% profit margin, the selling price must be €28.57 (€20 divided by (1 – 0.3)).

Product Size and Weight

Selecting products with manageable size and weight is important when selling on Amazon FBA in Europe. Heavier or larger products often lead to higher shipping and storage fees, reducing overall profit. Analyze potential products and compare their dimensions and weight to Amazon’s recommendations for maximizing your earnings. Smaller, lightweight products are generally more cost-effective for storage and shipping.

  • For instance, a lightweight item weighing 0.5 kg might cost €2 for shipping, while a 5 kg item could cost €10. The difference in shipping fees impacts your profit margin.

Seasonal Products

Understanding product seasonality helps you adjust your inventory and marketing strategies for maximum sales. Identify seasonal products early to benefit from the sales spikes and prepare for the off-season. A good example is Christmas decorations that sell well in the weeks leading up to the holiday but experience a significant drop in demand once the season is over. Utilize tools like Google Trends to gauge product demand trends and make informed inventory decisions.

Focusing on profit margins, product size and weight, and seasonal products will help sellers succeed in the Amazon FBA European market. Thorough research and a well-rounded understanding of these factors can lead to higher profits and a thriving business.

Conducting a SWOT Analysis

Evaluating how to know what to sell on Amazon FBA in Europe, conducting a SWOT analysis is an effective approach to identify opportunities and challenges in the market. This analysis will help you understand the strengths, weaknesses, opportunities, and threats related to your product or business and help you make informed decisions.

Strengths and Opportunities

Begin by analyzing the product’s strengths and growth opportunities. Key factors to consider include:

  • Product characteristics: Examine unique features or benefits your product offers, such as exceptional quality, competitive pricing, or eco-friendliness.
  • Market demand: Evaluate the existing market demand for the product. Look for trends or indicators that suggest a sustainable interest in the product.
  • Competition: Identify the level of competition within the European market for your specific product category. A lower level of competition can open the door for business success.

Consider the following potential strengths and opportunities:

  1. High customer demand for environmentally friendly products
  2. Few direct competitors within the chosen niche
  3. Opportunity to create product bundles for increased sales
  4. Expansion into untapped European markets with strategic marketing campaigns

Weaknesses and Threats

Next, evaluate your product or business’s weaknesses and potential threats. Key factors to incorporate in your analysis include:

  • Product limitations: Identify limitations or shortcomings that could make your product less appealing to customers, such as high production costs or difficulty sourcing materials.
  • Market saturation: High competition or market saturation can negatively impact product sales. Be aware of the competitive landscape before entering the market.
  • Regulatory landscape: European regulations and legal requirements may challenge entering the market with particular products depending on the product.

Consider the following potential weaknesses and threats:

  1. High production costs due to complex manufacturing processes or expensive materials
  2. Significant competitors offering a similar product at lower prices
  3. Seasonal or fluctuating demand
  4. Stricter regulations and standards for specific categories within the European market

Performing a thorough SWOT analysis will provide valuable insights into your products and the European market, guiding strategic decisions and providing a starting point for addressing challenges and leveraging opportunities. By understanding strengths, weaknesses, opportunities, and threats, you can better position your business for success on Amazon FBA in Europe.

Amazon FBA Export Program

Import and Export Rules

When selling on Amazon FBA in Europe, understanding the import and export rules is crucial. Ensure products comply with the European Union’s import and export regulations to avoid complications. Be mindful of product classifications, customs procedures, documentation, and tariff rates, as these can impact your operations significantly. Working with experienced customs agents or freight forwarders is advisable to facilitate seamless processes.


Value-added tax (VAT) can be a complex issue for European Amazon FBA sellers. Each country in the European Union has its own VAT rates, registration thresholds, and reporting requirements. In the UK, for example, the standard VAT rate is 20%, while in Germany, it’s 19%. You must register for VAT in each country where you store your stock or exceed the sales threshold. Calculating the VAT on products can be challenging, so consider employing tax consultants or VAT calculation tools to ensure compliance.

Consumer Rights

Adhering to consumer rights laws is vital when selling on Amazon FBA in Europe. The EU has stringent rules to protect consumers, such as the right to a 14-day cooling-off period for online purchases. Additionally, EU laws mandate that products be of satisfactory quality and fit for the intended purpose. Familiarize yourself with the consumer rights regulations in the countries you plan to sell in and ensure your product listings, quality, and returns policies comply accordingly. Violations can lead to penalties and reputational damage, so it’s essential to remain vigilant.

Final Thoughts

Understanding the European market is crucial when deciding what products to sell on Amazon FBA in Europe. In 2021, Amazon EU generated over 51 billion euros in revenue, indicating the potential for growth in this vast market.

Fulfillment options play a key role in determining which items to sell. Amazon EU offers FBA and FBM solutions, which can greatly affect your profits depending on the choice. Assess each method’s advantages, considering shipping times, storage fees, and customer preferences.

Legal obligations should not be overlooked while investigating product categories. European safety and compliance regulations may differ from those in other regions. Thorough research on required certifications, product testing, and compliance with European standards is essential for ensuring smooth operations.

Pricing strategy is another crucial aspect, influencing profit margins and customer perception. Competitive pricing in the European market is essential to attract potential customers and stand out among various sellers. Market analysis and periodic pricing adjustments are necessary to maintain an edge over competitors.

Finally, exploring real-life examples of successful sellers who have expanded to the European market can provide valuable insights and inspiration. The growth of an Amazon seller with annual European sales of over $900,000 demonstrates the potential rewards that can be achieved by carefully selecting products and adapting to the European market expectations.

In summary, analyzing market demand, legal obligations, fulfillment, and pricing strategies, and learning from successful examples can significantly aid in determining which products to sell on Amazon FBA in Europe.

Frequently Asked Questions about How to Know What to Sell on Amazon FBA in Europe?

What are the top products to sell on Amazon FBA in Europe?

Top products to sell on Amazon FBA in Europe vary depending on consumer trends and market demands. Researching best-selling items in different categories can provide valuable insights. Analyzing reviews and sales ranks can assist in identifying profitable products.

Which tools can help identify profitable items for FBA in Europe?

How to Use Amazon Revenue Calculator for Europe Market

Several tools can aid in finding profitable items for Amazon FBA in Europe. These include product research tools, sales estimators, and keyword research tools. Utilizing these tools helps to gauge market demand, competition, and potential profit margins for specific products.

What are the essential criteria for selecting products for Amazon FBA Europe?

Selecting products for Amazon FBA Europe involves considering size, weight, seasonality, and market demand. Additionally, focus on products with lower competition, higher profit margins, and potential for scalability. Evaluate potential interactions with European regulations and tax implications before making a decision.

To find and analyze European FBA market trends, use resources like Amazon Best Sellers Rank, customer reviews, and online market research tools. Observing seasonal trends and specific regional preferences can also provide essential insights. Monitoring industry news and product niches helps to stay ahead of the curve.

What are the differences between selling on Amazon FBA in Europe and the US?

Differences between selling on Amazon FBA in Europe and the US include market sizes, consumer preferences, and regional regulations. Additionally, VAT (Value Added Tax) considerations in Europe and differences in shipping logistics must be considered.

How do I choose the best European country for my Amazon FBA business?

Choosing the best European country for your Amazon FBA business depends on market size, product demand, competition, and shipping logistics. Evaluate the requirement for language translations and local customer support resources. Considering target markets, product categories, and potential for expansion can help identify your business’s best fit.

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