How to Sell on Amazon UK in 2025: A Step-by-Step Guide for EU-Based Sellers

Selling on Amazon UK is one of the smartest moves European businesses can make in today’s digital marketplace. With over 50 million active users in the UK and a robust eCommerce infrastructure, Amazon offers a golden opportunity to tap into a massive and mature consumer base—even if your company operates outside the UK.

At Best Prep, we understand the challenges that come with cross-border selling—from VAT compliance to customs regulations and fulfilment. That’s why we’ve created this comprehensive guide to help you successfully sell on Amazon UK from Europe. Whether you're a seasoned seller or just starting out, this post will give you practical, up-to-date advice on everything from setting up your account to delivering your products quickly and compliantly.

Why Sell on Amazon UK?

Before diving into logistics and regulations, let’s understand why so many European sellers are expanding to Amazon UK.

🌍 Access to a High-Value Market

The UK ranks among the top five eCommerce markets in the world. British consumers are highly comfortable shopping online, particularly on Amazon. By entering this space, you're tapping into a market with strong purchasing power.

🚚 Advanced Fulfilment Options

Amazon UK offers robust logistics solutions—especially via Fulfilment by Amazon (FBA). Even if you operate from France, Germany, Spain or elsewhere in Europe, you can store your goods in Amazon’s UK fulfilment centres and have them shipped directly to customers.

💷 Payments in GBP

By selling in Pound Sterling, you can reduce currency risk and access one of the most stable currencies in the world. It's also easier to price competitively for local consumers.

Step 1: Set Up Your Amazon UK Seller Account

To begin selling, you’ll need an Amazon Seller Central UK account.

🔧 How to Register:

• Visit Amazon Seller Central UK

• Click “Sign Up” and choose between:

  • Individual (pay per sale)

  • Professional (flat monthly fee + lower transaction fees)

• Provide:

  • Business registration documents

  • Valid ID

  • UK bank account (or use services like Payoneer or Wise for international sellers)

  • VAT number (if applicable)

    
    

🔁 European Unified Account

Amazon allows you to manage multiple European marketplaces under one login. This is perfect if you plan to expand into other countries like Germany or France later on.

Step 2: VAT Registration & Compliance

Thanks to Brexit, VAT is now a key consideration when selling into the UK.

✅ When Do You Need to Register?

• If you're storing goods in the UK (e.g. through FBA), you must register for UK VAT.

• If your turnover from UK sales exceeds £90,000, VAT registration becomes mandatory.

📌 Key Steps:

• Apply for a UK VAT number via HMRC

• Get an EORI (Economic Operator Registration and Identification) number for customs

• File regular VAT returns either yourself or via an accountant

🤖 Use Amazon’s VAT Services

Amazon offers VAT Services on Amazon (VISA) which automate much of the process. Alternatively, work with a tax professional familiar with cross-border selling.

Step 3: Choose the Right Fulfilment Method

There are two main ways to fulfil your orders:

1. Fulfilment by Amazon (FBA)

Amazon stores, picks, packs, and ships your products. They also handle customer service and returns.

Benefits:

• Products are eligible for Amazon Prime

• Faster delivery times increase sales

• Amazon handles the heavy lifting

Best Prep Tip: Many European sellers use a prep partner like us to ensure goods meet Amazon’s strict requirements before reaching the fulfilment centre.

2. Fulfilment by Merchant (FBM)

You handle everything in-house—from warehousing to shipping and returns.

Pros:

• More control over operations

• Possibly lower fees for low-volume sellers

Cons:

• More logistical responsibility

• No Prime eligibility

  
  

Step 4: Prepare and Optimise Your Product Listings

Standing out on Amazon UK means creating listings that convert. Here’s how to do it:

🛒 Product Title

Include brand, main keyword, product type, and key differentiator.

• Example: "BestPrep Organic Coffee Beans – Dark Roast, 1kg Bag – Rainforest Alliance Certified"

🔑 Keywords

Use UK-specific, high-volume keywords. Tools like Helium 10, Jungle Scout, and Amazon's own search bar are great for keyword research.

🖼️ Images

• Use high-resolution images on white backgrounds

• Show product use (lifestyle images)

• Include infographics highlighting features

📋 Bullet Points & Descriptions

Highlight:

• Key features

• Benefits

• Materials, dimensions, warranty

• Use proper UK spelling (e.g. “colour” not “color”)

💷 Pricing Strategy

Use Amazon’s automated pricing tool to remain competitive—or consider psychological pricing (e.g. £19.99 instead of £20.00).

Step 5: Shipping from Europe to the UK

🚛 Options for Shipping:

• Amazon Partnered Carrier Programme – discounted rates for sending inventory to Amazon warehouses

• Third-Party Logistics (3PL) providers like DHL, FedEx, or UPS

• Direct to customer – typically used by FBM sellers shipping individual parcels

📄 Required Documents:

• Commercial Invoice

• Packing List

• Customs Declaration (CN22/CN23)

• EORI Number

Important: Goods entering the UK from the EU now require full customs declarations.

🚀 Best Prep Can Help:

We streamline cross-border shipping with:

• Custom labelling

• Bundling

• Poly bagging

• Timely despatch to Amazon fulfilment centres

  
  

Step 6: Handle Returns and Customer Service

FBA Sellers:

Amazon handles returns and refunds automatically. This improves trust with UK customers and simplifies your workload.

FBM Sellers:

• You’ll need a UK return address

• Must comply with Amazon’s return policy (generally 30 days)

• Offer excellent support to maintain positive seller ratings

Tip from Best Prep: Consider using a UK-based return partner if you’re shipping from Europe.

Step 7: Promote Your Products and Boost Sales

Amazon UK is competitive, so proactive marketing is essential.

📢 Amazon Advertising Tools:

• Sponsored Products – show up in top search results

• Sponsored Brands – banners with your logo and range

• Coupons and Deals – drive clicks and increase conversion

📈 Drive External Traffic:

• Google Ads (use UK-specific campaigns)

• Social Media (Instagram, TikTok, Facebook Ads)

• Email marketing for repeat purchases

  
  

How Best Prep Helps European Sellers Succeed on Amazon UK

At Best Prep, we specialise in helping European businesses sell successfully on Amazon UK. Our services include:

✅ FBA Prep ServicesWe inspect, label, bundle, and package your inventory to Amazon’s exact specifications.

✅ Storage & WarehousingAffordable, secure storage for products awaiting shipment to Amazon or customers.

✅ Cross-Border Shipping SupportWe help you navigate the complexities of customs and get your goods where they need to be—fast.

✅ Returns ManagementWe offer UK return solutions that keep your business compliant and customer-friendly.

With Best Prep, you can focus on growing your sales while we handle the fulfilment side of things. Let’s simplify your journey to success on Amazon UK.

Common Pitfalls (and How to Avoid Them)

Challenge	Solution
VAT confusion	Use Amazon’s VAT services or a UK accountant
Inventory delays	Use a UK-based prep centre like Best Prep
High competition	Focus on niche products and optimise listings
Brexit-related shipping issues	Work with experienced 3PL providers and get an EORI number

Final Thoughts

Learning how to sell on Amazon UK from Europe might seem complex at first, but with the right partners and preparation, it’s entirely achievable. From setting up your seller account and handling VAT registration, to choosing between FBA or FBM and promoting your listings—every step you take brings you closer to long-term success.

If you're ready to start or scale your Amazon UK business from Europe, let Best Prep be your fulfilment partner. We’ll make the logistics smooth, efficient, and tailored to your business goals.

Get in touch today and let’s start building your Amazon UK success story.