Global Selling

How to sell from China to the UK

Prepare for registration and get answers to common questions about selling from China.

 

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£25 (excl. VAT) a month + selling fees

What you will need for registration

If you want to know if cross-border e-commerce is right for your business, how profitable it is, and how to get started, then this page can help.

Step 1: Register for a seller account

Creating a seller account is the first step to selling with Amazon. Seller businesses based in China, Hong Kong, or Taiwan need to provide documentation listed below.

In order to complete registration smoothly, please gather all required materials in advance. Stop or continue registration at any time by saving your progress with a registered email address and password.

If you encounter any issues during the process, click “Get Support” on the registration page for assistance..

Registration checklist:

1. Scanned colour copies of the following documents:
  • For companies in Hong Kong, China: Company Registration Certificates and Business Registration Regulations
  • For companies in Taiwan:
2. A colour scan or photo of the legal representative's ID (ID card or passport). The name on the ID must match the one on the business licence and registered Amazon account. The ID must also be valid.
3. Credit or debit card for payment:
4. Accurate and up-to-date contact information (it is recommended but not mandatory to use the legal representative’s email address and phone number)
5. Bank account to receive payments (choose one of three options)

Don't have an Amazon seller account yet?

Step 2: Complete documentation review

When you have entered all information, you can begin the verification process.

Submit identity verification information: Follow the prompts to submit identity verification materials, including the ID card of the legal representative and the business license of your company. Then wait for review.

There are two identity verification methods: take a photo or record a video of your face.
Take a photo of your face (this option may result in faster verification)
Use your device’s camera to take a photo of your face and your government-issued ID. We'll compare them to complete identify verification. This may be the fastest option because you can complete it without assistance from an Amazon associate.

Record a video of your face
Use your device camera to take images of your face and the physical copies of the documents you submitted. We'll record your session and have an Amazon associate verify your identity.

Please note: Sellers in Chinese mainland will also be required to provide additional documentation – i.e. a photo of your business license – to complete the verification process.

Address verification: Please use your actual office address and ensure it is accurate. Once the address is confirmed, it cannot be changed. You will receive a postcard with an address verification code from Amazon within 5–8 business days. Once you receive the postcard, please enter the verification code into the address verification field as soon as possible. If you haven't received your postcard after 7 days, please click “Send” again (maximum 3 times)

Account review: Amazon may conduct a second review of some seller accounts that have completed registration. Review the seller account guideline.

KYC Review

    KYC (Know Your Customer) is a qualification review established by Amazon for those who sell in Europe.

    What triggers account review for the European site?

    After verification: Upon completing registration and verification, when most sellers enter Seller Central on the European site and confirm that all beneficiary information has been added it will trigger a KYC review. Under the simplified KYC review process, most sellers can log in to Seller Central and start selling in Europe immediately, without having to provide extensive information.
    Key information change: From when verification is complete to the entire Amazon journey after products go on sale, if the seller changes key information in Seller Central, such as credit card and beneficiary information, review may be triggered again. If review is triggered, the seller needs to provide the required information as soon as possible, otherwise they may face sales restrictions. You can reactivate the store and continue selling once you pass review.
    Based on evaluations of the information provided by sellers, Amazon may require sellers to submit materials and information for review before or after launching in rare cases. Sellers need to complete reviews as soon as possible or they may face selling restrictions.

Step 3: Select product categories to sell in

Chinese sellers can discover business potential in multiple product categories.
If your Amazon account registration is complete, you can log in to Seller Central, then go to the menu and click on “Inventory —> Add New Products —> About Add Products —> Compliance Reference. Use Compliance Reference for free to check the compliance requirements and solutions for various products.

Step 4: Upload product information

Amazon customers can browse and purchase your product on the product detail page. Our Amazon Product Information Guide provides new sellers with a comprehensive overview of product detail pages, regulations to comply with, and how to optimise product listings to increase conversion rates.

Step 5: Set up shipping and inventory management

Fast, high-quality shipping services are the key to improving customer satisfaction, increasing sales, and gaining new sales opportunities. Amazon offers a variety of cross-border fulfilment solutions to help you provide exceptional delivery experiences worldwide:
  • Warehouse management: Store products in line with the high standards of Amazon FBA Inventory
  • Fulfilled by Amazon (FBA): Provides end-to-end delivery services from warehouse management to customer service. Once your products are sold, FBA will ship them to the customer and handle all after-sales services.

Exclusive services and solutions for Chinese sellers

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Online self-study courses

Amazon Seller Encyclopaedia is available 24/7 so you can learn at your own time and pace.
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Official live courses

Amazon account managers and instructors provide live sales courses for Chinese sellers who are interested in opening or have already opened stores.
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Premium paid courses

Taught by our gold medal instructors, we tailor premium online and offline paid training for Chinese sellers who are interested in opening or have already opened stores.
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Dedicated account manager services

Amazon provides optimisation solutions to help sellers position their global operations according to their business sizes and product categories.
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Seller Education Centre

Amazon's first comprehensive seller education centre, the Asia Pacific seller education centre in Hangzhou, China, is dedicated to providing leading one-stop training services for sellers in the region.

For more support and services available to Chinese sellers visit gs.amazon.cn.

Frequently Asked Questions

Get answers to the frequently asked questions about registering an account.

Account registration

How do I sell on Amazon Europe Marketplaces?
Start selling in Europe in four steps:
1. Decide where and what to sell, also consider local taxes and regulatory requirements.
2. Sign up and list products.
3. Ship goods and fulfil orders.
4. Manage your business, including customer support and returns.

Please see the How to Sell in Europe page to learn more. For a detailed guide to selling in Europe, please refer to the step-by-step guide in Seller Central.
Can I use my US account to sell in Europe?
We released a comprehensive upgrade to the Amazon registration process earlier on. New sellers can unlock 13 popular sites with one registration, including Amazon North America (US, Mexico and Canada)/Europe (UK, Germany, Italy, France, Spain, Netherlands, Sweden and Poland)/Japan/Australia. The new upgrade significantly simplifies the process of opening stores in multiple countries. If you have registered a new US account, you can switch to the European site through the Marketplace Switcher and start selling
Do I need multiple accounts to sell in different European marketplaces?
No, all you need is a European Joint Account. This allows you to create and manage product offers across all European marketplaces: UK, Germany, France, Italy and Spain. When you register to sell on any Amazon Europe Marketplace, your seller account automatically allows you to sell in all other Amazon Europe Marketplaces. All of your orders will be managed in one place, but Amazon's seller rules apply to all countries where you sell your products. These basic requirements help ensure the best shopping experience for Amazon customers. Additionally, you will need to be aware of local and EU tax and regulatory requirements and will be responsible for ensuring compliance. When you sell on any Amazon Europe Marketplace, we charge Amazon fees specific to each product you sell.
I don't speak German, French, Italian or Spanish. Are there any language requirements for selling products in Europe?.
Amazon requires product information and customer support in the marketplace's local language. However, you can sell in Europe without being proficient in all of these languages. Many sellers use a combination of Amazon's translation support and external translation provider services to meet language requirements. Amazon regularly translates product information. If your product listings don't exist in a specific European marketplace and you aren't familiar with that market's language, consider using Amazon's TYP tool. If you use Fulfilment by Amazon (FBA), Amazon will provide local customer support for all shipping-related issues (which account for the majority of support requests). You can provide local language support for issues with listings. For European translation and language needs, consider hiring an external translation provider through Amazon's Service Provider Network. Consider recruiting staff with European language skills when your business is ready. Knowledge of the local language helps in studying the country's business dynamics and understanding how best to position your products. They can help you modify products, marketing materials or packaging to better meet the needs of your new buyers while providing local language customer support.
What triggers account review for the European site?
After verification: Upon completing registration and verification, when most sellers enter Seller Central on the European site and confirm that all beneficiary information has been added, this will trigger a review. Under the simplified review process, most sellers can log in to Seller Central and start selling in Europe immediately, without having to provide extensive information. Key information change: From when verification is complete to the entire Amazon journey after products go on sale, if the seller changes key information in Seller Central, such as credit card and beneficiary information, review may be triggered again.
Are there requirements for the payee account and does the account name have to be the company name?
Yes, you can choose from one of the three types of bank accounts to receive payments:
1) Domestic bank accounts
2) Overseas bank accounts
3) Third-party payee accounts.

Please note: The bank account name must match the company name
Is there a time limit for submitting the qualification review documents required by Seller Central?
Please refer to the submission time requirements in the notification email the review team sent to your seller account. If no time limit is mentioned in the notification, the files can be submitted once ready. We recommend submitting them as soon as possible to avoid affecting the review time.
Is there anything that I should be aware of during the KYC review process?
When proofreading and adding identity information, please fill in everything accurately and do not make omissions. Once the review is complete, please do not make modifications unless absolutely necessary, as this may trigger another review.
Where can I get more KYC study materials?
Amazon Europe Seller KYC Guidebook Search: Amazon Seller Central > Performance > Seller Encyclopaedia > Search Study Material Name Account.
Can I transfer my Amazon.com listings to Amazon Europe Marketplaces?
Yes. The Build International Listings (BIL) tool helps you sell globally by adding offers and synchronising pricing across multiple marketplaces. BIL enables you to add numerous offers to additional marketplaces quickly. Then, based on rules you set, BIL manages pricing offers across marketplaces for you through automated updates. To transfer your Amazon.com listings to European marketplaces via BIL, you need to link your accounts. You can manage cross-region business after linking your account and view information for marketplaces in the same region. Link your North America and Europe accounts. Once your accounts are linked, use BIL to set the US marketplace as the “source” marketplace.

Next, set the European marketplace where you want to sell your products as the “target” marketplace. Establishing an international listing doesn’t create an Amazon Standard Identification Number (ASIN). It adds offers if the product listing already exists in the new marketplace. If it doesn’t exist yet, the offer will not be added. Establishing international product information cannot be used for managing inventory. To make the offer buyable, make inventory available for that marketplace. Learn more about creating international product listings
I am approved to sell in categories requiring approval in the US. Do I need to get re-approved to sell these products in Europe?
Yes, you will likely need to be approved again for Europe because different countries have different regulations. During the application process, the system will prompt you to provide the respective documents.
How do I provide customer support to European customers?
When you use Fulfilment by Amazon (FBA), Amazon will provide 24/7 customer support in the marketplace’s local language for delivery issues (the majority of customer service requests are delivery-related). For many sellers, FBA is key to successful sales in Europe. With local language customer support already included in FBA, you can provide your customers with Amazon’s world-class customer service, while focusing on growing and managing your business. If you choose self-fulfilment, Amazon requires that you handle customer support concerning deliveries and customer enquiries regarding products. If you don't have the ability to provide customer service in the local language, you can use machine translation tools to help you respond to email enquiries from European buyers. When you first set up a store in Europe, these machine translation tools offer a free solution to processing customer enquiries in an unfamiliar language. However, as your business grows, machine translation may no longer meet your needs. For better service quality, consider using a third-party service provider to handle customer support for you. Visit Amazon's Service Provider Network for translation services.

When customers have questions or concerns about your products, they expect timely and helpful responses. Customer service specialists who understand your products, know where the buyer’s product is and when it will be delivered, and can respond quickly to email contacts can help you maintain a healthy selling partner scorecard
How are returns from European buyers handled?
When you choose FBA, Amazon will handle local returns on your behalf, so you don’t have to worry about providing a local return address or changing your pricing to incorporate shipping costs and customs duties for international returns. Self-fulfilment sellers are responsible for handling returns. Sellers must provide return policies equivalent to or better than Amazon's return policy.

If the seller's return address is outside the country where the product was sold, they must provide one of the following return services:
1) Provide the buyer with a return address located within the country where the product is registered for sale;
2) Provide the buyer with a prepaid return label;
3) Refund only. Refunds are provided without requiring buyers to make returns.

Click for more information.

Identity Verification Review

What is the difference between the “Take a photo of your face” and “Record a video of your face” features? What is the benefit of the “Record a video of your face” feature?
When you select "Take a photo of your face," Amazon uses facial recognition technology to complete the identity verification. When you select "Record a video of your face," an Amazon associate will review the video to verify your identity. Both actions can be completed without an appointment, but if you submit a photo, the identity verification may be slightly faster, as the review of a video is often subject associate availability.
Is it mandatory for the person whose name is on the business license to take the photo or video recording when they are using the “Record a video of your face” or “Submit a photo of your face” feature?
VAT is a tax charged on consumer expenses. Commercial transactions, imports and movements of goods between European countries are subject to VAT. If you store your products or sell to customers in a European country, you need to register for VAT in that country. While each Amazon seller is solely responsible for VAT compliance, Amazon will provide you with resources and tools for VAT registration and filing. The time it takes to become VAT registered may vary. To avoid delays, we recommend that you begin the relevant process as soon as you have registered for a European seller account.

If the business owner of your business cannot participate in-person the “Record a video of your face” or “Take a photo of your face” , you can authorize the POC for your business to do the same. After the POC completes the verification by using the “Record a video of your face” or “Take a photo of your face” . The POC needs to log in back in seller central in 2 business days, and click on 'Verify using a video call' to schedule an identity verification appointment with an associate to complete the verification by video call.
What are the software or hardware requirements for using the “Record a video of your face” feature?
Please make sure that:
• Your device has a working, front-facing camera.
• Your internet connection is stable and reliable.
If the quality of the images or videos captured during the verification is low, you will see the reminder for another attempt.
I accidentally exited the “Record a video of your face” or “Take a photo of your face” page during the verification. Can I still sign back in to continue the verification?
Yes. You can sign back in and start with the recording of a new video and taking a new photo. Make sure to sign in using the same email and password that you used to register the Seller Central account. If you see the "Select a Merchant and Marketplace" - "Select an Account' after you sign in, click the 'United States', regardless of your store of choice to continue the verification.

Value Added Tax

What is Value Added Tax (VAT) and when do I need to register for it
VAT is a tax charged on consumer expenses. Commercial transactions, imports and movements of goods between European countries are subject to VAT. If you store your products or sell to customers in a European country, you need to register for VAT in that country. While each Amazon seller is solely responsible for VAT compliance, Amazon will provide you with resources and tools for VAT registration and filing. The time it takes to become VAT registered may vary. To avoid delays, we recommend that you begin the relevant process as soon as you have registered for a European seller account.
If I sell products from within the EU to an EU country (without having a business establishment in the EU) and I don't store goods in the EU, do I need to register for VAT?
If you import and sell products from outside the EU to EU buyers, VAT registration isn’t required for the time being. However, if you meet certain conditions (such as high import value), you will need to pay import VAT (which may also include import duties) to the tax authority where the imported goods are located, and you may be required to register a tax ID. If you need more detailed advice and guidance, please consult your tax advisor.
I sell products from one EU country to another. Where do I need to register for VAT?
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What do I need to prepare after the introduction of EU VOEC?
After the EU VOEC legislation was updated on 1 July 2021, the remote selling threshold will no longer apply to sellers whose companies are registered outside the EU (therefore it isn’t applicable to Chinese sellers). Amazon will withhold and pay VAT on behalf of eligible sellers for products ordered through Amazon stores and delivered to EU B2C customers.

Logistics

If I sell in European marketplaces, do I need to ship my products to Europe?
If you sell in Europe using FBA, you will first need to ship your products to Amazon fulfilment centres in Europe so that they can be delivered to customers quickly. If you sell in Europe through self-fulfilment, it isn’t necessarily mandatory to ship and store products in Europe first. To provide a better shopping experience, we recommend using FBA.
How do I ship my products to Europe, including European fulfilment centres?
You need help from a logistics carrier to get your products to Europe. You can use SPN to find a suitable third-party logistics carrier, or use Amazon's official headline logistics service, Amazon Global Logistics, to deliver your products to our fulfilment centres in Europe.

Visit Ship Inventory to Amazon to learn more.
How are shipping costs to Europe charged?
Shipping, duties and customs fees may vary depending on the size, weight and content of the shipment.Amazon has a number of providers for European FBA and self-fulfilled shipping that can help with freight quotes. There are currently no Preferred Carrier programmes. For self-fulfilment, most international carriers, such as DHL, FedEx and UPS, can facilitate shipments, duties and customs as well.

Amazon's Pan-European FBA services can help sellers deliver within the EU. Sellers need to enable multi-country inventory in Seller Central (set the countries where inventory will be stored) and then ship the products to Amazon fulfilment centres in the EU. Afterwards, Amazon will transfer your products to the countries where inventory is enabled at no additional cost.

After a consumer places an order, Amazon will pack and deliver, and provide customer service in local languages to help expand your business across Europe.
In addition to Pan-European FBA, does FBA Europe have any other solutions?
In addition to Pan-European FBA, the European Fulfilment Network (EFN) is also commonly seen in FBA Europe. EFN allows sellers to store inventory in an EU fulfilment centre and use that country to fulfil orders from other EU sites, thereby maximising sellers' inventory control and flexibility. EFN doesn’t have a separate registration process. When you use the same SKU to upload/sync product information to other EU sites and convert products to “FBA”, you can automatically use EFN. When using EFN, you only pay the local delivery fee if you sell where the warehouse is located. However, when customers from other sites buy your products, you are required to pay for cross-border delivery in addition to local fulfilment fees.

Listed products

Can listings on the US site be synchronised to a European site?
We generally recommend that sellers sell all of their eligible US products in European marketplaces. With Amazon’s Build International Listings (BIL) tool, it’s easy to add your US listings across Europe and set pricing rules. However, you’ll need to make sure that you have the appropriate distribution rights and that your products are compliant with local European regulations.

For example, US plugs cannot be used in European countries.
European countries such as Germany, France, Italy and Spain are non-English speaking countries. How can we quickly expand our products to European countries other than the UK
For listings, Amazon provides a Listing Translation and Synchronisation Tool (Build International Listings (BIL)) to help sellers automatically translate and sync UK listings to other European countries (provided the two sites have the same ASIN). As Amazon will suspend shipping across the UK-EU customs border after Brexit, we recommend that you take the following actions:

First, you can send your products to Amazon fulfilment centres in the UK and EU countries. After that, you can then use the BIL tool to translate and sync your products so you can start selling them on other European sites. Lastly, you can sell and deliver as usual in the UK using FBA. Use Pan-European FBA in EU countries and Amazon will automatically transfer your inventory according to your set storage country at no additional charge, so you can sell across Europe{
How do I obtain the Universal Product Code?
Sellers should check the Article Numbering Centre of China at www.gs1cn.org and follow the instructions to apply for universal product codes. If you are the brand owner and the product does not have a product ID, you can request a Global Trade Item Number (GTIN, such as a UPC, EAN, JAN or ISBN) exemption.

Here are a few situations where you can request a GTIN exemption:
1) The brand owner, manufacturer or publisher did not provide a GTIN for the product you want to sell. For example, private brands or handmade products;
2) You are the product’s manufacturer, brand owner or publisher and want to sell it but have not provided barcodes. For example, private brands or handmade products;
3) You want to sell product parts that don’t have Global Trade Item Numbers. For example, car accessories or cell phone accessories;
4) You want to sell products in bundles. For example, a set with a belt and wallet, or a set with two shirts.
Do brands have to register in their local country before they can upload products?
If you have already obtained an “Acceptance Letter” for brand registration, the brand name can be included in the uploaded product name. Note: An acceptance letter is sufficient; if you have not received an “Acceptance Letter” for registration, we recommend leaving out the brand name for now. Please upload the product first. Once you receive the brand acceptance letter, ask Seller Support to change the item name.

Click here to learn about the brand filing process.

For more exclusive support and services for Chinese sellers, please visit the official website of Amazon Global Selling in China at gs.amazon.cn

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