Key takeaways
- Post-Brexit separation: Amazon UK and Amazon's nine EU stores sit on different sides of a customs border, and the UK left Pan-European FBA on January 1, 2021.
- Compliance is key: selling in the EU usually needs VAT numbers where you store stock, an EU EORI for imports, and EPR numbers in countries such as Germany and France.
- Start small: test with Remote Fulfillment or one EU warehouse, then grow into Pan-European FBA, and protect your brand with trademarks and Brand Registry in each region.
In short: Amazon UK and Amazon's EU stores have run as separate markets since Brexit, with a customs border between them. To sell from Amazon UK into Europe, you usually need a VAT number where you store stock, an EU EORI number and EPR registrations in countries such as Germany and France. Many sellers test first with Remote Fulfillment.
Updated October 2026: We added an at-a-glance summary, a list of common expansion mistakes and links to the next guides to read. Earlier this month we corrected the Pan-European FBA and Brand Registry rules and noted the EU customs duty on low-value parcels from July 2026.
Amazon UK vs Europe at a glance:
- Stores: one UK store (Amazon.co.uk) versus nine EU stores, all managed from one Seller Central account.
- VAT: UK VAT with HMRC, plus a VAT number in each EU country where Amazon stores your stock.
- Quickest test: Remote Fulfillment with FBA keeps stock in the UK and ships to six EU stores, for items up to €135 or £122, with no VAT number needed in the destination store.
- Scaling up: Pan-European FBA, with storage enabled in at least two of Germany, France, Italy, Spain or Poland.
- Also needed: an EU EORI number for imports, EPR numbers in countries such as Germany and France, and trademarks for each region.
What changed for Amazon sellers after Brexit?
Brexit put a customs border between Amazon UK and Amazon's EU stores. Goods moving between them now need customs declarations, and import VAT and duty may apply.
Before Brexit, sellers could move goods freely between the UK and other EU countries without customs checks. The VAT rules matched the rest of the EU. Amazon's European fulfillment network linked the UK and EU warehouses, which made FBA fast and cheap across borders.
Since January 1, 2021, the UK is no longer part of Pan-European FBA. Selling across the border now takes more paperwork. That has put some UK sellers off. But it also leaves room for sellers who are willing to do the setup work.
How did this affect UK Amazon sellers?
UK sellers now treat the UK and the EU as two separate markets, each with its own tax, customs and fulfillment setup.
Amazon UK works as its own store, focused on shipping within the UK. Selling into the EU from the UK is still possible, but it takes extra registrations and planning.
How is Amazon UK different from Amazon's EU stores?
The main differences are tax, customs, fulfillment and trademark protection. The table sums them up.
| Topic | Amazon UK | Amazon EU stores |
|---|---|---|
| Stores | Amazon.co.uk | Amazon.de, .fr, .it, .es, .nl, .se, .pl, .com.be and .ie |
| VAT | UK VAT with HMRC | A VAT number in each EU country where you store stock |
| Customs ID | GB EORI number | EU EORI from the first EU country where you clear customs |
| Fulfillment | UK FBA network | Pan-European FBA, European Fulfillment Network or Multi-Country Inventory |
| EPR | UK rules | Country rules; Amazon asks for EPR numbers in Germany and France |
| Trademarks | UK Intellectual Property Office (UKIPO) | EU Intellectual Property Office (EUIPO) or national offices |
How do you add the EU to your Amazon account?
You add EU stores from your existing Seller Central account. Amazon Europe uses a single unified seller account, so you don't need to open a new one.
Existing sellers can use the "Expand to Europe" option. Amazon's free European Expansion Accelerator can also set up listings, prices and shipping for the stores you choose. It needs a Professional selling plan and existing sales in at least one European store.
Adding the stores is the easy part. The tax and customs setup below takes longer, so start it first.
What are the five key takeaways when moving into Europe?
The five things to plan for are market size, VAT, EORI, EPR and fulfillment. Each one is covered below.
Bigger market, bigger rewards
The EU gives you nine more Amazon stores, from Germany and France to Poland, Sweden, Belgium and Ireland. Amazon.ie launched in 2025. Together, they reach far more customers than the UK store alone.
VAT: Value Added Tax
You need a VAT number in each EU country where Amazon stores your goods. Amazon says a VAT number is generally not required in a country where you only sell and don't store stock.
VAT registration is separate from Amazon and comes with costs. In certain cases, EU rules treat Amazon as the deemed supplier for VAT, but you still need your own registrations where you hold stock. For cross-border sales to consumers, see our guide to EU VAT OSS and IOSS. Taxually can handle EU VAT registrations and returns through CrossTax.
EORI: Economic Operators Registration and Identification number
You need an EORI number to move goods through customs. You need a GB EORI to export from the UK, and an EU EORI to import into the EU.
A business based outside the EU gets its EU EORI from the EU country where it makes its first customs declaration. Carriers and customs brokers often help with this. You can also read Selling from the UK to Europe after Brexit.
From July 1, 2026, the EU charges a temporary customs duty of €3 per item on low-value parcels (€150 or less) sold to EU customers from outside the EU. Goods that claim a preferential tariff rate are treated differently, so check how this affects your direct shipments.
EPR: Extended Producer Responsibility
EPR makes producers pay for collecting and recycling the packaging and products they sell. You must register with the national scheme in each country where the rules apply to you.
- Germany: Amazon asks for your 13-digit LUCID number for packaging, and for electrical goods you must register with Stiftung ear.
- France: Amazon asks for unique identification numbers (UINs) across 19 categories, including packaging, electronics, textiles, furniture and toys.
- Other countries: Austria, Spain and others have their own EPR rules.
Amazon says missing or invalid EPR data may lead to listings being restricted or removed. Taxually's EcoTax service helps with EPR registrations and reporting.
FBA system
Amazon offers four main ways to fulfill orders between the UK and EU. Each has different VAT needs and fees.
| Option | How it works | VAT registration needed |
|---|---|---|
| Remote Fulfillment with FBA | Stock stays in the UK. Amazon ships EU orders and handles customs. Covers Germany, France, Italy, Spain, Sweden and the Netherlands, for items up to €135 or £122 | Not required in the destination store |
| European Fulfillment Network (EFN) | You store stock in one EU country. Amazon ships to other EU stores for a cross-border fee | In the storage country |
| Multi-Country Inventory (MCI) | You choose which EU countries hold your stock and send it to each one yourself | In each storage country |
| Pan-European FBA | You enable storage in at least two of Germany, France, Italy, Spain or Poland. Amazon moves stock to meet demand | In each storage country |
Pan-European FBA lets you pay domestic fulfillment fees instead of cross-border fees. Amazon says this can save up to 53% on shipping fees. From April 17, 2026, a 1.5% fuel and logistics surcharge applies to FBA fees in several stores. Related reading: Empowering Amazon Sellers - A Deep Dive into Tax, VAT, and EPR for European Expansion.
Many sellers start with Remote Fulfillment or EFN from one country, such as Germany. As sales grow, they add storage countries and move to Pan-European FBA. Our Amazon FBA VAT guide for Europe explains the VAT side of each option.
Amazon Brand Registry vs. trademarks: what is the difference?
A trademark gives you legal protection in a country. Amazon Brand Registry gives you tools to protect your brand on Amazon only. You need a trademark to join Brand Registry.
Since Brexit, UK trademarks do not cover the EU, and EU trademarks no longer cover the UK. You file EU trademarks with the European Union Intellectual Property Office (EUIPO). On January 1, 2021, the UKIPO automatically created a free comparable UK trademark for every registered EU trademark. That keeps protection in the UK, but only in the UK.
What does trademark registration give you?
A registered trademark gives your brand legal protection in the country or region where it is registered. It gives you exclusive rights to your marks and lets you take legal action against infringers.
You need a separate trademark for each country you want to cover. The exception is an EU trademark, which covers all EU countries at once.
What does Amazon Brand Registry give you?
Amazon Brand Registry is a free program that helps brand owners manage listings and report infringements on Amazon. To enroll, you need a pending or registered trademark from a country with an Amazon store.
You can enroll with one trademark office at first and add others later. Amazon recommends adding trademarks for each Amazon store you sell in. So a UK trademark alone may not be enough for the EU stores.
Importantly, Amazon Brand Registry only protects your brand on Amazon.
We recommend getting both a trademark and Amazon Brand Registry for every region where you sell on Amazon.
Example: Lisa's Handmade Jewelry
- Trademark registration: Lisa registers her brand with the UKIPO because she sells in the UK. Before expanding, she also files an EU trademark with the EUIPO.
- Amazon Brand Registry: she enrolls her brand with her UK trademark, then adds her EU trademark. This lets her manage listings and report fakes in both regions.
- Combined benefits: if a seller on Amazon copies her brand, she uses Amazon's tools to remove the listing. If someone copies it outside Amazon, she can take legal action based on her trademarks.
How does currency affect selling in Europe on Amazon?
Amazon takes payment in the customer's currency and pays you in your local currency. If your bank account is in pounds, your euro sales are converted before payout.
Amazon's conversion rate may cost more than a specialist provider. Many sellers open a multi-currency or virtual euro account to receive payouts in euros and convert at a better rate. Compare the total cost before you choose.
How do UK sellers start selling on Amazon Europe?
Check demand, sort out VAT, EORI and EPR, then add the EU stores and send your stock.
- Check that your product suits the EU. Research is key to finding the right markets. Tools like Helium 10 and Jungle Scout show how your product could perform in each store. EXPANDO offers an expert consultation to assess your product's opportunities. Sign up for a free consultation today.
- Collect the information for your VAT registrations. VAT registration can take from a few weeks to a few months, so start early. We cover this in more detail in VAT Services on Amazon Explained.
- Get your EU EORI and EPR numbers. Doing this early makes the admin easier.
- Add the EU stores to your Amazon account. Use "Expand to Europe" or the European Expansion Accelerator.
- Choose a fulfillment option and ship. Start with Remote Fulfillment or one EU warehouse, then grow from there.
What mistakes should you avoid when expanding from Amazon UK to Europe?
Most problems come from doing the Amazon setup before the tax and compliance setup. Watch for these:
- Storing stock before you have a VAT number. Each EU storage country needs its own VAT registration, and registration can take weeks or months.
- Turning on Pan-European FBA too early. Every storage country you enable adds a VAT registration and a set of returns. Many sellers test with Remote Fulfillment or one EU warehouse first.
- Forgetting EPR numbers. Amazon may restrict or remove listings in Germany and France without valid EPR data.
- Relying on a UK trademark alone. Since Brexit, a UK trademark does not protect your brand in the EU.
- Using only a GB EORI. You also need an EU EORI to import goods into the EU yourself.
- Ignoring currency costs. Compare Amazon's conversion rate with a multi-currency account before your first payout.
What should you read next?
These guides cover the next steps in more detail:
- Amazon FBA VAT in Europe: when storage and stock transfers trigger VAT registration.
- EU VAT rates and thresholds 2026: all 27 EU countries in one table.
- Germany VAT guide: rates, registration and filing in a common first EU market.
- United Kingdom VAT guide: UK VAT rules for your home market.
- What is Amazon FBA and how does it work?: fees, prep rules and FBA vs FBM.
This article was created in collaboration with EXPANDO, an agency that helps brands expand onto Amazon and other marketplaces in Europe.
Are you considering expanding your business to Europe through marketplaces? Fill out EXPANDO's form to get in touch.
Sources
- Amazon UK: sell across Amazon Europe stores
- Amazon UK: fulfillment between the UK and EU
- Amazon: Pan-European FBA
- Amazon: Extended Producer Responsibility compliance
- European Commission: EORI number
- European Commission: guidance on the EUR 3 customs duty
- UK IPO: EU trade mark protection and comparable UK trade marks
- Amazon UK: Brand Registry
How Taxually handles this
Taxually’s CrossTax handles VAT registration, VAT, OSS and IOSS returns and fiscal representation in the countries you sell into, and checks your sales data against 250+ validation rules before each filing. OneTax then pays every tax authority with one bulk payment in your chosen currency.
Related guides
Frequently asked questions
How did Brexit change selling on Amazon UK and Europe?
Brexit put a customs border between Amazon UK and Amazon's EU stores. Since January 1, 2021, the UK is no longer part of Pan-European FBA, and goods moving between the UK and EU need customs declarations.
Do I need a VAT number in every EU country?
No. You need a VAT number in each EU country where Amazon stores your goods. Amazon says a VAT number is generally not required in a country where you only sell and don't store stock.
Can I sell in the EU without storing stock there?
Yes. With Remote Fulfillment with FBA, your stock stays in the UK and Amazon ships orders to Germany, France, Italy, Spain, Sweden and the Netherlands. Amazon handles customs, and you don't need a VAT number in the destination store. Items must be priced at up to €135 or £122.
Do I need an EU EORI number?
Yes, if you import goods into the EU yourself. A business based outside the EU gets its EU EORI from the EU country where it makes its first customs declaration. You also need a GB EORI to export from the UK.
Do I need EPR registrations to sell on Amazon in the EU?
Usually, yes. Amazon asks for a LUCID packaging number in Germany and unique identification numbers in France, and missing EPR data can get listings restricted or removed. Other countries, such as Austria and Spain, have their own rules.
What's the difference between Amazon Brand Registry and a trademark?
A trademark protects your brand legally in a country or region. Amazon Brand Registry is a free program that protects your brand on Amazon only, and you need a pending or registered trademark to join. Amazon recommends adding trademarks for each store you sell in.
Can I use one Seller Central account for Amazon UK and Europe?
Yes. Amazon Europe uses a single unified seller account, so you add the EU stores from your existing account with "Expand to Europe" or the European Expansion Accelerator.
What is the easiest way to test Amazon Europe from the UK?
Remote Fulfillment with FBA. Your stock stays in the UK, Amazon ships orders to six EU stores and handles customs, and you don't need a VAT number in the destination store. Items must be priced at up to €135 or £122.
