How to Use Amazon’s Global Store as an Amazon Third-Party Seller: A Comprehensive Guide

Expanding your Amazon business internationally is a great way to increase revenue, tap into new customer bases, and grow your brand’s presence. But navigating the complexities of selling globally can be challenging. This is where Amazon’s Global Store comes in. Amazon’s Global Store enables third-party sellers to reach customers in new regions and countries by listing products directly on international Amazon marketplaces, all while leveraging Amazon’s infrastructure for logistics, payments, and customer support.

In this guide, we’ll provide a detailed overview of how you can use Amazon’s Global Store as a third-party seller to expand your business to new markets. We’ll cover everything from the benefits of using the Global Store, to setting up your listings, optimizing them for international customers, managing compliance, and best practices for successful global selling. By the end of this post, you’ll have a clear understanding of how to take advantage of Amazon’s Global Store to grow your business worldwide.

What is Amazon’s Global Store?

Amazon’s Global Store is a feature that allows third-party sellers to list their products on multiple international Amazon marketplaces, making it easy to sell to customers in different countries and regions. This program simplifies the process of expanding your business globally by enabling cross-border selling without the need for separate local inventory in each country.

Key Benefits of Using Amazon’s Global Store

1. Access to New Markets: With Amazon’s Global Store, you can reach millions of customers in different regions without having to create separate seller accounts for each marketplace.
2. Leverage Amazon’s Infrastructure: Use Amazon’s well-established logistics, payment, and customer service infrastructure to manage your global operations seamlessly.
3. Simplified Cross-Border Selling: Amazon takes care of customs, taxes, and shipping, reducing the complexity of cross-border selling and allowing you to focus on your business.
4. Brand Trust and Visibility: Selling through Amazon’s Global Store builds trust with international customers, as they know they’re buying from a reputable platform.
5. Increased Sales Potential: Expanding to new marketplaces increases your visibility, leading to higher sales and the potential to grow your business more quickly.

How Does Amazon’s Global Store Work?

Amazon’s Global Store connects your existing product listings to international marketplaces, enabling customers in those countries to purchase your items as if they were available locally. Amazon handles the logistics, including shipping, customs clearance, and customer service, which simplifies the process for sellers. Here’s a breakdown of how it works:

1. Create Listings on Amazon’s Global Store: Your products are listed on Amazon’s international marketplaces (e.g., Amazon.ca, Amazon.co.uk, Amazon.com.au) based on your existing inventory.
2. Cross-Border Shipping: Amazon ships products directly from your designated inventory (typically stored in the U.S. or another centralized location) to international customers.
3. Localized Customer Experience: Customers in each marketplace see your products listed in their local currency, and Amazon handles taxes, import duties, and compliance requirements.
4. Amazon Fulfillment and Customer Service: Amazon handles fulfillment, returns, and customer service, ensuring a seamless experience for international customers.

Step-by-Step Guide to Using Amazon’s Global Store as a Third-Party Seller

1. Determine if Amazon’s Global Store is Right for Your Business

Before jumping into international selling through Amazon’s Global Store, consider whether it’s the right move for your business. Ask yourself the following questions:

• Is There Demand for Your Products in International Markets?
  Use tools like Helium 10, Jungle Scout, or Amazon’s own marketplace insights to assess demand for your products in different regions.
• Can You Meet Compliance and Regulatory Requirements?
  Each country has its own compliance standards and import regulations. Make sure you understand these requirements for your product category.
• Do You Have a Strategy for Global Expansion?
  Identify the key markets you want to enter and develop a strategy for scaling your business in those regions.

2. Set Up Your Amazon Global Store Account

To get started with the Global Store, you need to link your existing Amazon seller account with the desired international marketplaces. Amazon’s Unified Account feature allows you to manage multiple marketplaces from a single Seller Central dashboard. Here’s how to set it up:

1. Log in to Seller Central and go to Settings > Account Info.
2. Click on Manage Seller Accounts under the Linked Accounts section.
3. Choose the international marketplaces you want to connect, such as Europe, Asia-Pacific, or North America.
4. Complete any additional registration requirements for each region. This may include providing business information, tax details, and verification documents.

3. Create and Optimize Your Global Store Listings

Once your accounts are linked, you can start creating and optimizing your product listings for each marketplace. This step is crucial for attracting customers and increasing your chances of success in new regions.

Localize Product Listings

• Translate Listings: Use professional translation services to ensure your product titles, bullet points, and descriptions are accurately translated. Avoid relying on automated translations, as they may not capture the nuances of local language and culture.
• Use Local Keywords: Conduct keyword research for each marketplace to identify the most relevant search terms. Incorporate these local keywords into your listings to improve visibility.
• Adapt Images and Descriptions: Modify images and product descriptions to reflect local preferences, measurements (e.g., metric vs. imperial), and usage scenarios.

Adjust Pricing for Each Marketplace

• Set Competitive Prices: Research local pricing for similar products to ensure your prices are competitive while maintaining profitability.
• Consider Taxes and Duties: Factor in any additional costs associated with taxes, duties, and compliance requirements for each country.

4. Manage International Inventory and Fulfillment

When using Amazon’s Global Store, you have a few options for managing inventory:

1. Centralized Inventory: Keep your inventory in a single location (e.g., a U.S. warehouse) and use Amazon’s cross-border shipping services to fulfill orders. This option simplifies inventory management but may lead to longer shipping times.
2. Distributed Inventory: Store inventory in multiple fulfillment centers across different countries. This strategy enables faster delivery times and improved customer satisfaction but requires more complex inventory management.
3. Use Amazon’s Multi-Country Inventory (MCI): Consider using Amazon’s Multi-Country Inventory program to store your products in multiple countries within a specific region (e.g., Europe) for even faster fulfillment and better inventory management.

5. Understand Compliance, Taxes, and Customs Regulations

Each country has its own compliance regulations, tax requirements, and import restrictions. To avoid potential issues, ensure that your products meet the necessary standards and that you have a clear understanding of the following:

Product Compliance

• Research local compliance requirements, such as product safety standards, labeling, and packaging regulations.
• Use Amazon’s Compliance Reference Tool to check the specific regulations for your product category.

Taxes and VAT/GST

• Register for VAT (Value Added Tax) or GST (Goods and Services Tax) in countries where it’s required. Use Amazon’s VAT Services to simplify registration and filing.
• Consider using Amazon’s tax calculation services to automate tax collection and reporting.

Customs and Duties

• Amazon typically handles customs clearance and duties for Global Store orders. However, it’s important to understand these costs and how they may impact your pricing strategy.

6. Monitor and Optimize Your Global Store Performance

Regularly monitor your sales performance and optimize your strategy based on insights from Amazon’s reporting tools:

• Review Business Reports: Use Amazon’s Business Reports to track sales performance, traffic, and conversion rates for each marketplace.
• Analyze Customer Feedback: Monitor customer reviews and feedback to identify areas for improvement and enhance your product listings.
• Adjust Inventory and Pricing: Optimize inventory placement and adjust prices based on demand and competition in each market.

7. Leverage Amazon Advertising and Promotions

To increase visibility and sales in international marketplaces, consider using Amazon’s advertising and promotional tools:

• Amazon Sponsored Ads: Run sponsored ads in each marketplace to promote your products and drive traffic to your listings.
• Coupons and Deals: Use coupons, discounts, and deals to attract new customers and boost sales during peak shopping seasons.

8. Stay Informed and Adapt to Changes in Global Marketplaces

Global e-commerce is constantly evolving, and each country has its own unique trends and regulations. Stay informed about changes in the international markets you’re selling in and be prepared to adapt your strategy as needed:

• Keep Up with Policy Changes: Regularly review Amazon’s policy updates and compliance requirements for each region.
• Participate in Global Selling Events: Take advantage of global selling events, such as Prime Day or Black Friday, to increase visibility and sales.

Common Mistakes to Avoid When Using Amazon’s Global Store

While selling through Amazon’s Global Store offers many advantages, there are common pitfalls to watch out for:

1. Ignoring Localization: Simply copying your U.S. listings to other marketplaces without considering local language, culture, and preferences can result in poor performance.
2. Failing to Understand Local Regulations: Ensure that your products meet all compliance standards and tax requirements for each country.
3. Inadequate Inventory Management: Running out of stock in high-demand regions can lead to lost sales and negative customer experiences. Use inventory planning tools to avoid stockouts.

Conclusion: Leverage Amazon’s Global Store to Expand Your Business Internationally

Amazon’s Global Store is a powerful tool that enables third-party sellers to expand their business to new markets with minimal hassle. By using the Global Store, you can reach millions of new customers, increase your sales potential, and grow your brand’s presence globally—all while leveraging Amazon’s trusted platform and infrastructure.

Follow the steps and best practices outlined in this guide to successfully set up and manage your Amazon Global Store. If you need expert assistance with international expansion or optimizing your global selling strategy, Marketplace Valet is here to help. Our team specializes in Amazon marketplace management, global selling strategy, and compliance support. Contact us today to learn how we can help you achieve your international selling goals!