Amazon Global Selling helps businesses expand internationally by offering tools to simplify cross-border sales and reach new markets. Here’s what you need to know:
- Key Features: Currency conversion, cross-border listing tools, vetted shipping providers, and customer review translation.
- Market Insights: Tools like Marketplace Product Guidance and Sell Globally dashboard help identify demand and trends.
- Operational Support: Amazon’s Service Provider Network connects sellers with experts in taxes, compliance, translation, and logistics.
- Global Fulfillment: Options like FBA Export and FBA Worldwide streamline shipping and storage.
Quick Overview of Benefits:
| Feature | How It Helps |
|---|---|
| Build International Listings | Automates cross-market product listings and price updates. |
| FBA Export | Handles customs and shipping to over 100 countries. |
| Service Provider Network | Offers tax, compliance, and translation support. |
This program simplifies global selling, helping businesses manage operations, comply with regulations, and grow internationally. Ready to expand your reach? Let’s dive deeper.
Amazon Global Selling Basics
Program Overview
Amazon Global Selling provides a platform for businesses to reach international customers through Amazon’s marketplace. Sellers can manage their global operations from a single account, covering major international marketplaces.
A key feature of the program is the Build International Listings (BIL) tool, which simplifies the process of selling across borders. Here’s how BIL helps sellers expand globally:
| Feature | How It Helps |
|---|---|
| Cross-Market Listing | Automatically creates product listings in selected international marketplaces. |
| Price Synchronization | Adjusts prices automatically to reflect currency changes. |
| Language Support | Translates product detail pages for different markets. |
These tools make it easier for sellers to enter global markets and manage their operations efficiently.
Main Program Features
Amazon Global Selling goes beyond the basics by offering tools designed to simplify international trade. Sellers benefit from features like international payment processing and access to Amazon’s fulfillment networks, which include local-language customer service and return handling.
The Sell Globally dashboard acts as a control center, offering:
- Market insights in real time
- Recommendations tailored to specific countries
- Performance tracking
- Identification of new expansion opportunities
Amazon also provides a Service Provider Network to assist with various aspects of international selling:
| Service Category | Support Offered |
|---|---|
| Tax Management | Experts in global tax compliance. |
| Regulatory Compliance | Consultants on country-specific regulations. |
| Translation Services | Professional translators for product listings. |
| Global Shipping | Reliable international shipping providers. |
| Supply Chain | Specialists in logistics and inventory management. |
With Amazon’s strong reputation as the most trusted brand among US consumers in 2023, these tools and services help sellers build trust in new markets and take advantage of diverse shopping seasons globally.
Finding High-Return Markets
Market Analysis Steps
Amazon’s Marketplace Product Guidance tool offers data to help evaluate market potential by focusing on customer demand and sales trends.
| Analysis Component | Key Metrics to Review |
|---|---|
| Market Size | Total category sales, search volume, growth trends |
| Customer Behavior | Purchase frequency, price sensitivity, seasonal patterns |
| Competition Level | Number of sellers, price ranges, review counts |
| Operational Costs | Shipping fees, customs duties, currency conversion rates |
The Sell Globally dashboard provides real-time updates on market performance, helping sellers make informed decisions.
Market Selection Criteria
Once you’ve analyzed market potential, use specific criteria to confirm whether the market is worth pursuing:
- Product-Market Fit
Evaluate how well your product aligns with the market by considering the 4Ps: Product, Price, Placement, and Promotion. - Competition Analysis
Leverage tools like the Product Opportunity Explorer to gauge market saturation. Sellers who used this tool saw a 1.79% increase in gross sales over 12 months. Reviewing Best Sellers and New Arrivals in your target categories can also reveal valuable insights about market trends and gaps. - Operational Feasibility
Calculate potential returns by accounting for key costs:
| Cost Category | Components to Include |
|---|---|
| Logistics | International shipping, warehousing, returns handling |
| Compliance | Import duties, taxes, regulatory certifications |
| Marketing | Translation services, local advertising, customer support |
| Platform Fees | Professional selling plan ($39.99/month per region) and referral fees |
Managing Global Operations
Shipping and Storage Solutions
Amazon’s FBA Export program simplifies international distribution by handling key logistics like import duties, customs clearance, and shipping. This service helps sellers reach customers in over 100 countries without the hassle of managing these processes themselves.
| Storage Solution | Features | Best For |
|---|---|---|
| FBA Export | Automatic fulfillment, customs handling, no extra fees | Standard-size products |
| FBA Worldwide | Local fulfillment centers, faster delivery | High-volume sellers |
| Remote Fulfillment | Access to Canada, Mexico, and Brazil markets | US-based inventory |
How to Make the Most of FBA Export:
- Go to Seller Central, then to Fulfillment by Amazon > Settings > Export Settings to manage product eligibility.
- Check the Exportable Inventory report to identify items available for export.
- Focus on standard-size products, as oversized items often don’t qualify.
These storage solutions are designed to align with the compliance needs of international trade, making global operations smoother.
Import/Export Guidelines
Navigating international trade involves strict compliance and accurate documentation. While efficient shipping is crucial, staying on top of import/export regulations is just as important for global success.
| Compliance Area | Actions Needed | Resources Available |
|---|---|---|
| Product Safety | Confirm market-specific standards | Manage Your Compliance tool |
| Import Duties | Calculate total landed costs | Compliance Reference guide |
| Documentation | Prepare commercial invoices | Service Provider Network |
When using FBA Export, confirm that all products meet the export and import regulations of the destination country. Key compliance steps include:
- Ensuring products meet local safety standards
- Understanding tax requirements for each market
- Keeping customs documentation accurate and up-to-date
- Clearly calculating and displaying all fees
For sellers using direct shipping (Fulfilled by Merchant), Amazon’s Service Provider Network offers access to discounted global shipping rates. This network connects sellers with experienced partners who understand regional regulations and can help reduce shipping costs.
To avoid compliance hiccups and operational delays, consult tax and regulatory experts regularly when expanding into new markets.
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Creating Market-Specific Listings
Translation and Pricing
Creating listings tailored to specific markets requires using localized language and adjusting pricing to fit regional expectations. The Build International Listings tool can help streamline this process, ensuring consistency across markets.
| Listing Element | Optimization Strategy | Impact |
|---|---|---|
| Product Titles | Use local language + relevant search terms | Better search visibility |
| Descriptions | Highlight localized value points | Increased conversion rates |
| Pricing Rules | Adjust for currency and market trends | Stronger competitive positioning |
| Keywords | Align with regional search patterns | Improved discoverability |
Adopting a pricing strategy based on market conditions is key. This approach should consider factors like costs, competition, customer preferences, cultural nuances, sales channels, currency exchange rates, and local regulations. Companies using this kind of pricing model have been shown to increase their EBITDA by 2-7%.
"Flexibility has been the main lesson. We study feedback and change pricing to fit local market conditions to be competitive and relevant globally."
- Tal Holtzer, CEO, VPSServer
These localized adjustments lay the groundwork for effective international advertising.
International Ad Setup
Once your listings are optimized, the next step is to tailor your advertising for each market. This includes crafting ads that resonate with local audiences and align with regional preferences. Key elements to focus on include:
- Translated ad copy that connects with local buyers
- Localized visuals and creative materials
- Pricing in local currencies for clarity
- Promotional calendars that align with regional holidays or events
"A transparent communication strategy is crucial here. Clearly explain why prices differ, linking it to factors like tax rates or shipping costs. From my experiences, this transparency builds trust and can effectively manage expectations. Over time, you’ll find that honesty and clear communication can foster a better relationship with your international customer base, paving the way for smoother global expansion."
- Connor Butterworth, CEO & Owner, Southwestern Rugs Depot
Here’s how to put these strategies into action:
1. Research and Planning
Understand local consumer preferences and buying behaviors. For instance, Spotify adjusted its subscription pricing for the Indian market, offering plans at ₹119 (around $1.44) compared to $10.99 in the US.
2. Campaign Structure
Design ad campaigns specific to each market. Account for local search terms, seasonal trends, competition levels, and advertising regulations unique to the region.
3. Performance Monitoring
Measure success by tracking metrics like regional click-through rates, conversion rates in local currencies, return on ad spend (ROAS), and customer acquisition costs by market.
Global Selling Software and Support
Amazon Platform Tools
Amazon offers built-in tools designed to simplify global marketplace management. One standout is the Build International Listings (BIL) tool, which serves as a central hub for managing product listings across multiple marketplaces. It automates tasks like price updates and listing synchronization, ensuring consistency across regions.
| Tool | Primary Function | Key Benefit |
|---|---|---|
| Build International Listings | Cross-market listing management | Automates price synchronization |
| Amazon Currency Converter | Payment processing | Deposits directly into US bank accounts |
| FBA Export | International fulfillment | Ships to over 100 countries |
The Amazon Currency Converter takes care of converting international sales proceeds into USD and deposits them directly into US bank accounts. This simplifies currency management and minimizes exchange rate complications.
Professional Services
Beyond platform tools, Amazon provides access to professional services to help sellers navigate global challenges. The Amazon Service Provider Network connects sellers with verified experts who specialize in handling the complexities of international business.
Key service areas include:
- Translation Services: Ensuring product listings and marketing materials are accurately translated for different markets.
- Tax and Compliance: Providing guidance on meeting international regulations and requirements.
- Inventory Management: Offering tools and strategies for managing stock across multiple marketplaces.
Exclusiva Inc also supports sellers expanding internationally by offering:
- Advanced PPC management tailored to various marketplaces
- Optimized product listings for specific regions
- Multi-market inventory tracking and forecasting
- Ensuring consistent branding across global markets
Unlock Global Markets: Amazon’s Global Selling Program …
Wrapping It Up
The strategies above highlight how sellers can expand globally through Amazon’s marketplace with the right approach. Careful planning and execution are key to tapping into international markets.
Here’s what to focus on:
Choosing the Right Market: Amazon’s tools can help pinpoint markets where your products are likely to perform well. For example, Leslie Pierson shared her experience with expanding into Canada:
"Amazon Canada has been a game-changer for us. Within months it accounted for over 10% of our US Sales which has been incredible! Because the customers are so similar to the US, I think most products that do well on Amazon US will thrive on Amazon CA!"
Streamlining Operations: Amazon’s integrated tools make it easier to manage global operations while adjusting to local market needs. Combining thorough market research with efficient processes is crucial for success.
Meeting Local Requirements: Understanding and complying with regional standards is essential for growth. Atmos Green‘s journey is a great example:
"We manufacture our products in Coimbatore and sell them in USA, UK, Germany and France. This has been possible only through Amazon"
