Amazon European Expansion Accelerator: What It Means For Sellers

amazon european expansion accelerator for sellers

Since 2010, Amazon has heavily invested in the EU and UK to the amount of €142 million. With Amazon’s European Expansion Accelerator (EEA), sellers are now able to expand their business operations into 9 other countries which provides an exceptional opportunity for scale.

Launched with the mission to support sellers in navigating the complexities of cross-border trade, the EEA offers a comprehensive suite of resources, tools, and expertise to facilitate expansion across multiple European marketplaces. 

In this blog post, we’ll delve into the key components of the European Expansion Accelerator, explore the benefits it offers to Amazon sellers, and examine how it’s reshaping the landscape for SMBs looking to grow their businesses in Europe.

What Countries Can I Expand Into?

amazon expansion accelerator countries
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Amazon now allows sellers to expand into 9 other countries in just a few clicks which are:

  • UK
  • France
  • Germany
  • Italy
  • Spain
  • Netherlands
  • Poland
  • Sweden
  • Belgium

Am I eligible for the European Expansion Accelerator program?

The European Expansion Accelerator is free to sign up to all professional selling partners who are currently active in at least one of Amazon’s European stores, including France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, Belgium, and the UK.

Key Statistics on Amazon European Marketplaces

  • There are 176 million monthly unique visitors in the UK, Germany, France, Italy and Spain.
  • There are 45,000+ 3rd party sellers who make over $100K in sales.
  • There are 3,400+ products sold every minute.

Benefits of Amazon’s European Expansion Accelerator to Sellers

Access to New Markets

Participating in the EEA opens up opportunities for Amazon sellers to expand their reach beyond their home countries and opens a whole new stream of revenue.

Increased Visibility

As sellers are able to reach a larger audience and get more eyes on their products, it can result in higher product discoverability and potentially more sales. Sellers may actually find that their product sells better in other European markets compared to their own home market.

Cross-Border Selling Made Easier

The EEA provides support and resources to navigate the complexities of cross-border selling, including logistics, regulations, and cultural differences. Amazon sellers can leverage these resources to streamline their operations and effectively reach customers in different European countries.

Training and Support

Sellers enrolled in the EEA can benefit from training programs, workshops, and one-on-one coaching sessions. This support can help sellers optimize their selling strategies, improve product listings, and enhance overall performance on Amazon’s European marketplaces.

Competitive Advantage

Sellers who participate in the EEA can gain a significant competitive advantage over those who do not, as they have access to specialized resources and expertise tailored to the European market. This can help them stand out among competitors and capture market share more effectively.

Potential for Growth

eu amazon business growth

Through the EEA, Amazon sellers have the opportunity to scale their businesses and pursue growth opportunities in European markets. Success stories and testimonials from other sellers who have benefited from the program can inspire confidence and encourage participation.

Streamlined Operations

The EEA may offer tools and solutions to streamline cross-border logistics, inventory management, and customer service, making it easier for sellers to manage their operations across multiple European marketplaces.

Potential Barriers to Entry

While the Amazon European Expansion Accelerator (EEA) offers numerous benefits and opportunities for sellers looking to expand their presence in European markets, there may also be potential barriers to entry or restrictions that sellers should be aware of. Some of these include:

Marketplace Regulations

Each European marketplace operated by Amazon may have its own set of regulations, tax requirements, and compliance standards that sellers must adhere to. Navigating these regulations can be challenging, however Amazon’s support network is in place to help sellers with any country-specific requirements.

Language and Cultural Barriers

language barriers

Selling in European markets may require sellers to overcome language barriers and understand cultural nuances to effectively communicate with customers and tailor their products and marketing strategies accordingly. 

The EEA program will be able to prepare and maintain translations for your product detail pages in your chosen target stores. You also have the opportunity to refine these translations if need be.

Competitive Landscape

European markets can be highly competitive, with local and international sellers vying for customer attention. By entering these markets through the EEA, sellers may face competition from established brands and businesses, requiring them to differentiate their products and offerings effectively.

Financial Considerations

Finally, expanding into European markets may require upfront investments in inventory, marketing, and operational expenses. If you are considering moving into these markets, you should carefully assess your financial resources and budget accordingly to support your expansion efforts.

Despite these potential barriers, many sellers actually find the benefits of participating in the EEA outweigh the challenges. By carefully planning and strategizing your expansion efforts, you can navigate past these barriers and unlock incredible opportunities for growth and success in European markets.

How to Sign Up to The European Expansion Accelerator

It’s easy to get started with the EEA program in just a few clicks:

  • Sign in to your Seller Central account.
  • Go to the Inventory tab and locate the Sell Globally section.
  • Choose the countries you wish to expand into.
  • Agree to the terms of international selling agreements.
  • Click on “Start Expansion.”

And that’s it!

A simple and straightforward process that can have you set up and ready to sell in new marketplaces in no time.

How will the European Expansion Accelerator affect product pricing?

As more sellers join Amazon EU stores, the marketplace’s product diversity is set to grow, heightening competition among sellers. This expansion offers customers a wider array of choices which means sellers may have to adopt competitive pricing strategies to attract customers to ensure they secure the sale over their competition.

Using an automated repricing solution like can empower you to maintain a competitive edge, particularly in expanding marketplaces. Repricer swiftly responds to competitors’ price changes, ensuring you provide buyers with the most enticing price and secure the sale over your competition.

If you’re keen on maintaining competitive pricing, sign up for a 14-day free trial today. Experience firsthand how Repricer can amplify your sales and bolster your profits.

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Ronan White
Ronan White
SEO and content marketing executive at Repricer. Loves cycling, cinema, a few beers and all things outdoors.
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