Winning with FBA

How to successfully manage your FBA business

Pan-European FBA

Pan-European FBA enables you to sell across Europe by helping you place inventory closer to your customers in Europe, fulfilling and delivering orders fast at lower costs. Visit our Pan-European FBA page to learn more about its benefits.

Enrol your ASINs for Pan-European FBA

Enrol your ASINs for Pan-European FBA

Price competitively

Price competitively

Promote your products

Promote your products

Enrol your ASINs for Pan-European FBA

Products that have Pan-European FBA status "Eligible” can participate in the programme. You can check the status of your products in the Pan-European FBA Inventory page (login required). To enrol eligible products in Pan-European FBA, first they need to have an active offer in each of the five Amazon Europe marketplaces.

 

1. Create active offers for your eligible products

The Build International Listings tool saves you time managing listings and enables you to create and update listings across multiple Amazon marketplaces at the same time. You select a source marketplace where your listings exist and identify a target marketplace in which you want to create listings. Build International Listings will automatically:

  • Create listings on multiple target marketplaces based on products you are selling in one source marketplace.
  • Updates listings in the target marketplaces whenever you add or delete a listing.
  • Adjusts your target marketplace prices based on source marketplace prices following the pricing rules you assigned to each target marketplace.
You can also use the Expand Offers Internationally tool to manually create offers for all products that you are selling through one Amazon Europe marketplace (such as Amazon.co.uk) on another Amazon Europe Marketplace (such as Amazon.de) without switching from one marketplace to another in Seller Central.
Pro tip: To be enrolled in Pan-European FBA, all FBA offers for the same ASIN must be linked to the same inventory pool labeled or stickerless. Labeled ASINs must have the same FNSKU across all marketplaces.

If you need to translate your products in the target marketplace language, consider these options:

  • Translate Your Products (TYP): create your product offers in other European marketplaces by requesting product title and description be translated into a specified language (paid service).
  • External Translation Providers: on our Solution Provider Network you can choose an external provider specialized in e-commerce product page translation.
Products must be permitted to be sold in each Amazon Europe marketplace and not subject to legal, compliance, compatibility, and operational limitations. Please remember that you are solely responsible for determining whether you are authorized to sell each of your products in the target marketplace and whether your products comply with all applicable laws in each target marketplace.

2. Enrol your eligible products in Pan-European FBA

With active offers, your eligible products are now ready to be enrolled in Pan-European FBA. Visit the Pan-European FBA Inventory page in Seller Central, review your ASINs and simply click enroll!

If this is the first time that you are enrolling your products in Pan-European FBA, you will be asked to accept the programme’s Policy. You only have to do this once. If you have many products, you may want to consider using the report and template to enrol them in bulk in the Upload Enrollment Template page.

Price competitively

While launching your products in a new marketplace can be exciting, you must remain mindful of local pricing. Being price competitive can improve your chances of winning the Buy Box and help you grow your business internationally.

Fortunately, Seller Central’s tools can help you to track and improve your performance:

  • If you use Build international Listings to create and manage your European offers, your prices in the target marketplaces will be automatically updated every time you update them in the source marketplace. For each target marketplace you add, you can select a different pricing rule that can be changed at any time. The tool will also convert the currency using the Current Daily Exchange Rate in case it’s needed. Visit Build International Listings.
Pro tip: Remember, with Pan-European FBA you don’t pay EFN fees for orders from other marketplaces.
  • The Pricing Dashboard allows you to monitor the performance of your products with four different views: Buy Box Win Percentage, Competitiveness, Sales Conversion and Fee Promotions. For example, Buy Box Win Percentage indicates the average time your listings were in customer views featured in the Buy Box, while Fee Promotion are Price-based referral fee discounts to help you offer competitive prices on popular products. Visit the Pricing Dashboard.
  • Automate Pricing allows you to quickly update prices across a large portfolio of products, without spending a lot of time to make updates listing by listing. Visit the Automate Pricing tool.
  • You can also use Fix Price Alerts to receive notifications on eventual anomalies of your prices. For example, in case of offers removed for suspected price error you can view, modify and reactivate them from this section. Visit the Fix Price Alerts tool.

Learn more in these Help Sections (login required):

Build International Listings

Fee Promotion

Automate Pricing

Promote your products

We know that it can be challenging to get customers in all European marketplaces to discover your products. Sponsored Products and Lightning Deals are two tools that can help you give visibility to your offers and sell more.

Sponsored Products

With Sponsored Products, Amazon’s advertising service for sellers, you can reach buyers with ads promoting your products. They can appear alongside the search results displayed when Amazon buyers search for products like yours. You don’t pay for the number of customers who see your ad, you only pay when your ad is clicked. And you can track how many people see your ad, how many click on it and how many buy your products.

For best results, we encourage you to register for Sponsored Products and create advertising campaigns in all of Amazon’s European marketplaces. Visit each marketplace’s Sponsored Products page: Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it and Amazon.es.

Lightning Deals

When shopping online, customers often explore a wide range of promotional offerings. For a promotion to be effective:

  • The customer must know about it, and
  • The promotion must offer good value
You can promote your products in the ‘Today’s Deals’ section on the Amazon home page, on each of Amazon’s European Marketplaces. It displays the best active offers on the Marketplace as a Lightning Deal, a time-bound promotional offer. Visit the Lightning Deals page.

Learn more in these Help Sections (login required):

Sponsored Products

Lightning Deals

Pan-European FBA

With Pan-European FBA, ship your inventory to a fulfilment centre and allow Amazon to distribute it throughout Amazon’s fulfilment centres in Europe based on anticipated demand. This enables you to sell across Europe by helping you place inventory closer to your customers in Europe, and fulfilling and delivering orders fast at lower costs.

Basic product information

Benefits

Pan-European FBA helps you to expand across Europe with ease while giving you multiple advantages:

- Prime eligibility across Europe: All orders will be eligible for Prime in all five European marketplaces.

- Faster delivery times across Europe: Ship your products to one of Amazon’s European fulfilment centres and let Amazon handle the logistics. Your stock is placed in fulfilment centres close to customers based on anticipated demand.

- No EFN fees: Pay only the local FBA Fulfilment Feesof the marketplace from which a customer orders the products.

- Customer service in local languages: Give your customers access to Amazon’s world-class 24-hour customer service in the local language of the relevant marketplace.

Basic product information

How it works

The Pan-European FBA programme allows you to fulfil offers in all European marketplaces from one inventory pool without incurring per-unit cross-border Fulfilment Fees for the European Fulfilment Network. Amazon will distribute your inventory across the European Fulfilment Network at no additional cost. You can track your Pan-European FBA offers using all standard reports and tools in Seller Central. Learn more

Basic product information

Product Eligibility

All products and offers must satisfy certain eligibility requirements, such as:

  • ASINs must be enrolled in FBA and exist in all Amazon Europe marketplaces.
  • Products must be permitted to be sold in each Amazon Europe marketplace and not subject to legal, compliance, compatibility, and operational limitations. (Example: Plugs provided on products on Amazon.co.uk must be compliant with all of the applicable standards before making the item available for sale, but they may not comply with standards throughout Europe.)

For a complete list of eligibility requirements, click here. If you have already enrolled ASINs for Pan-European FBA, view them here.

Basic product information

Creating offers for your ASINs

A product will be active in Pan-European FBA only after you create an active FBA offer for it in each of the Amazon European marketplaces (Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, and Amazon.es) from the same inventory pool.

Learn how to build international listings here.

Basic product information

Gettings started: enrol your ASINs

To enable Pan-European FBA, you must be eligible to sell in each Amazon European marketplace – Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it and Amazon.es. This feature is active on each new Amazon Europe selling account.

Enable Pan-European FBA in your Fulfilment by Amazon Settings in Seller Central, as part of your Cross-Border Fulfilment Settings.

Enrol ASINs in the Pan-European FBA Inventory page to start receiving Pan-European FBA benefits on your products. To learn how to enrol ASINs in bulk, watch the video below:

You can view the status of your eligible products at any time in the Pan EU Status column of the Pan-European Eligible ASIN Report, which is available on the Pan-European FBA Inventory Management page. Enrolment changes will be reflected within 24 hours.

Click here to visit our Help Page.