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

Manage Inventory

Manage Inventory

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 on another Amazon Europe Marketplace (such as 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!

ASIN Enrolment - How To

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.

Manage your Inventory

It is critical to maintain sufficient inventory levels to enable fast delivery of your products to Customers across Europe, as it allows Amazon to place the products closer to end customers in all 5 European marketplaces.

ASINs with sufficient inventory levels are 33% more likely to have a next-day delivery promise across Europe! 1

What is Optimal Inventory Management?

Optimal inventory management is the set of practices you can follow to help Amazon to place Pan-European products across the 5 European marketplaces. Following these practices supports our algorithms to place your products closer to the end customers and improve their delivery promise (e.g. 1 day delivery vs 2 days or 2 days delivery vs 3 or more), which can help increase your conversion rate.

We recommend the following quantities to be maintained in stock at all times, depending on sales volume. Weeks of cover (WOC) refers to the time it would take for a product to go out of stock according to current quantity in inventory and forecasted demand.

Sales Volume Per ProductWeeks of Cover (WOC)
>= 30 units per week4 or more
< 30 units per week3 or more

Why is Optimal Inventory Management Important?

Pan-European FBA provides the benefit of inventory placement across Europe, which allows faster delivery to customers and lower cost for Sellers and Amazon. Keeping optimal levels of inventory at all times enhances the ability for Amazon to place inventory close to expected demand, to provide the fastest possible shipping to your buyers across Europe.

How to set up best Inventory Management Practices immediately after starting on Pan-European FBA

Step 1. Your first Shipment 

Create your first inbound for your Pan-European enrolled ASINs. We recommend to prepare a shipment with a minimum of 4 weeks of cover for your fastest moving products (more than 30 units sold per week across Europe). For this initial inbound you can rely on historical sales to calculate 4 weeks of cover. The easiest way to check your historical sales is to click on “download report” at the top of the Restock Inventory Tool

Pro tip: Inbound to the 2-3 locales with greatest demand to expedite the placement of your inbound shipments, and let Amazon take care of the remaining inventory movement across Europe.

Step 2. Inventory Management Strategy 

Familiarize yourself with the Restock Inventory Tool. The tool helps you managing your procurement strategy accounting for:

  • EU-wide sales
  • seasonal demand fluctuations
  • supplier lead time
  • reorder frequency
  • minimum order quantities
  • current FBA inventory in stock and in “shipment" status
Pro tip: Edit the default values on supplier lead time and reorder frequency on the Restock Tool at least for your top selling ASINs to reflect their true procurement times
1Based on a regression analysis of 13K offers (i.e. Seller-ASIN combinations) conducted between August 27th and September 23rd 2017 on products selling more than 30 units per week.

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:,,, and

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