Expanding from Amazon US to Europe: the stores, the languages and the listing work

The stores, the languages and the currencies

Every one of these is its own store with its own listing language. Most share a currency; none share a listing.

Language tags and currencies are Amazon's published values for each store.

Ten stores, eight languages, and United Kingdom in GBP, Poland in PLN, Sweden in SEK. Amazon's own list of Europe stores also includes Turkey, at amazon.com.tr, in Turkish and Turkish lira. On where to begin, Amazon's Europe page says only that Germany and the UK "represent two of the largest opportunities", and adds that Germany is a commercial hub for deliveries across Europe.

The account: one Europe account, alongside your US one

Your amazon.com account does not reach Europe. Amazon's steps are short.

Selling plan fees are charged separately for the Europe account and the North America and Brazil unified account. If you link the accounts, Amazon charges the equivalent of USD 39.99 a month or the sum of the plan fees for each region with active listings, whichever is lower. Amazon also asks you to review taxes and regulations, including VAT, and the product compliance, safety and listing requirements of each European country before you sell there, and points to its Manage Your Compliance and Compliance Reference tools for it.

What Build International Listings does, and what it leaves to you

It copies offers across stores and synchronises prices. Translation is the part it does sometimes.

• Matching an existing product needs no translationAmazon: "If you're matching an offer to a product that's already listed, you don't need to provide translated product or offer information." Your offer joins the detail page that already exists in that store's language.
• A new product is translated "in many cases"Amazon: "If you're creating a new product detail page, in many cases it will be automatically translated into the local language." Where it is not, Amazon points to its Service Provider Network for a translator, and what to do when automatic translation fails walks through the error and the fix.
• Prices follow your US pricesListings cross-listed with the tool have their prices synchronised from your US prices and pricing rules, adjusted periodically for currency movements. You can instead create separate listings with their own prices through the standard listing process.
• One store does not reach the othersListing in one Europe store does not put the product in the next. Each store is cross-listed, or listed, on its own.

What each store's listing needs

The one thing a translation gets wrong in each of them, from our marketplace pages.

• amazon.co.uk, British EnglishAssuming an English listing is finished because it is in English. The American spellings stay in, and the listing reads as an import. More on amazon.co.uk
• amazon.de, GermanAn English title with German words in it. Correct vocabulary, English structure, and it reads as an import on sight. More on amazon.de
• amazon.fr, FrenchA word for word translation keeps the German order and produces "cuisine balance", which no shopper searches for. More on amazon.fr
• amazon.it, ItalianItalian phrasing runs longer than the German it came from. A title that sat comfortably inside the limit in German can arrive over it here. More on amazon.it
• amazon.es, SpanishPicking the dictionary word over the shopping word. The translation is correct and the listing still does not get found. More on amazon.es
• amazon.nl, DutchA split compound. It still reads as Dutch, so nothing looks broken, and the title no longer contains the word people search. More on amazon.nl
• amazon.pl, PolishSearch terms lifted straight out of the description. They come out in whatever case the sentence needed and stop matching the query. More on amazon.pl
• amazon.se, SwedishLeaving the listing in English because everyone there reads it. Being understood and being found are different problems. More on amazon.se
• amazon.com.be, French (Dutch also accepted)Mixing the two languages in one listing. A French title over Dutch bullets reads as an error in both. More on amazon.com.be
• amazon.ie, EnglishCopying the amazon.co.uk listing across word for word. The spelling is right, and every mention of pounds or the UK is now wrong. More on amazon.ie

The UK deserves its own line, because it is the store US sellers are tempted to treat as already done. It is in English, and it is not American English. British spelling: "colour", "grey", "aluminium". An American listing carries "color", "gray" and "aluminum", and each one marks it as written elsewhere. The everyday name can change number. In Britain a kitchen scale is usually "kitchen scales", plural. The spell checker that passes your amazon.com listing passes every American spelling in it.

The field rules that change when the language does

The limits are the same numbers in every store. What fits inside them is not.

• Titles: 75 charactersThe cap since 27 July 2026, every category except Media. French, Italian and Spanish phrase a product with more words than English, and German builds longer nouns, so a title that fitted on amazon.com does not fit translated. The title limit explains what Amazon does with a title over it.
• Search terms: bytes, not charactersAn accented letter costs two bytes, so the same keyword list holds fewer words in French, Spanish, Italian, Swedish, Polish and German than in English. Search terms are measured in bytes has the table.
• Safety information in the buyer's languageIn the EU stores, GPSR requires the offer to show the warnings and safety information that belong with the product, in a language consumers of that Member State easily understand. GPSR and language quotes the articles.
• Customer service in the local languageAmazon says you are required to provide customer support in local languages. With FBA, Amazon provides it on your behalf; with Fulfilled by Merchant, it points to the Service Provider Network.

The expansion, in order

What a US seller does, from the account to the first European upload.

1. 1Create and link the Europe accountFrom the Sell Globally dashboard, then link it to your US account so the plan fee is capped.
2. 2Pick the products and the storesAmazon's own tools for this are Marketplace Product Guidance and the Sell Globally dashboard inside Seller Central, and the Best Sellers lists of each store.
3. 3Clear the requirementsVAT, product compliance and the safety information each product needs in each language, before a listing exists that a shopper could buy from.
4. 4Write one listing per storeIn that store's language and its shoppers' words, within its limits. Research the words on the store itself: keyword research in a language you do not speak shows how. Check each field in the free listing checker.
5. 5Upload, and reconnect where neededUpload each store's file in Seller Central. Where you created a listing by hand after Build International Listings excluded it, use Reconnect Listings so its offer synchronises again.
6. 6ShipWith FBA you export inventory to fulfilment centres in Europe, and Pan-European FBA lets you send stock to a single EU country and have Amazon distribute it across EU countries. Amazon is explicit that you or your provider act as exporter and importer of record.

Your reviews often come with you: Amazon says that in many cases customer reviews from amazon.com carry over to its other stores and are translated automatically.

How Utlista handles the listing step

Briefly, because every step above can be done without us.

Utlista does step four for the whole catalogue at once. Connect Seller Central read only, or upload a listings export, choose the stores, and it writes the title, bullets, description and search terms for each one in its own language, from the words that store's search box suggests, measured against every limit above. You read every listing and download one upload file per store. It covers every Amazon store, 23 in all, so the same catalogue goes to Japan, Mexico or Australia the same way it goes to Germany.

Where this comes from

So you can check it rather than take our word for it.

The account steps, the fee rule, the cross-listing note, the Build International Listings behaviour, the customer service requirement, Pan-European FBA and the review carry-over are from Amazon's "Expand to Europe" and "Sell globally from the US" pages on sell.amazon.com, read in full on 2026-10-28. The quotes are verbatim. Amazon's own list of Europe stores on those pages names the UK, France, Belgium, Spain, Germany, Italy, the Netherlands, Poland, Sweden and Turkey; amazon.ie is listed in our marketplace index with its own published values.

The language tags and currencies come from Amazon's published values for each store. The per-store notes are from our marketplace pages, which describe the language, not Amazon's enforcement. No figure on this page is a market size or a traffic estimate.

Short answers

The questions US sellers search for about expanding to Amazon Europe.

Can I sell in Europe with my US Amazon seller account?

Not with the same account. Amazon says a seller who already sells on amazon.com with a Professional account creates a regional Europe account, and a seller new to Amazon creates a North America and Brazil unified account first, then adds the Europe account from the Sell Globally dashboard. If you link the accounts, Amazon charges the equivalent of USD 39.99 a month or the sum of the regional plan fees, whichever is lower.

Does Build International Listings translate my listings into each European language?

In many cases, by Amazon's own description. Where your product already has a detail page in the target store, your offer joins it and no translated content is needed. Where it does not, Amazon says the new page will in many cases be translated automatically, and where it is not, it points sellers to its Service Provider Network for a translation provider.

If I list in Amazon Germany, does my listing appear in France and Italy?

No. Amazon's Europe expansion page says listing in one Europe store does not automatically cross-list products in others. Each store needs its own listing, in its own language.

Which languages do I need to sell on Amazon in Europe?

For the UK, Ireland, Germany, France, Italy, Spain, the Netherlands, Poland, Sweden and Belgium: English (British and Irish), German, French, Italian, Spanish, Dutch, Polish and Swedish. Belgium's listing language is French, with Dutch also accepted. The UK, Poland and Sweden do not price in euro.