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

Expanding your Amazon business to international markets can unlock new revenue opportunities, increase your brand’s visibility, and help you reach millions of new customers. But selling globally can be complex, especially when it comes to managing different marketplaces, currencies, languages, and compliance requirements. That’s where Amazon’s Global Selling tools come in.

Amazon’s Global Selling tools are designed to streamline international selling, making it easier for third-party sellers to manage their product listings, optimize pricing, and navigate the complexities of global e-commerce. In this guide, we’ll dive deep into how you can use Amazon’s Global Selling tools to expand your business beyond borders, covering everything from setting up your global accounts to managing inventory and optimizing your listings.

Why Use Amazon’s Global Selling Tools?

Amazon’s Global Selling tools simplify the process of selling your products in multiple international marketplaces, allowing you to scale your business and tap into new markets without the need to manage separate inventories or set up different seller accounts for each region.

Key Benefits of Amazon’s Global Selling Tools:

  1. Unified Account Management: Manage all your global listings and sales from a single Seller Central account, saving time and reducing complexity.
  2. Simplified Product Listing Creation: Use tools like Build International Listings (BIL) to easily create and manage product listings across multiple marketplaces.
  3. Automated Pricing Adjustments: Adjust prices for international markets based on your local pricing strategy using Amazon’s Automated Pricing tools.
  4. Currency Conversion: Use the Amazon Currency Converter for Sellers to receive payments in your preferred currency, minimizing the complexities of currency exchange.
  5. Compliance Assistance: Leverage Amazon’s tools and resources to understand and comply with country-specific regulations and tax requirements.

Step-by-Step Guide to Using Amazon’s Global Selling Tools

1. Set Up Your Global Amazon Seller Accounts

To start selling globally, you need to set up seller accounts for each international marketplace you want to enter. Amazon’s Unified Account feature allows you to manage multiple marketplaces from a single Seller Central dashboard. This makes it easier to list products, track sales, and manage inventory across different regions.

How to Set Up a Unified Account:

  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 North America (Amazon.com, Amazon.ca, Amazon.com.mx), Europe (Amazon.co.uk, Amazon.de, Amazon.fr, etc.), or Asia-Pacific (Amazon.co.jp, Amazon.in, etc.).
  4. Follow the prompts to link your accounts. You’ll only need one login to access all connected marketplaces.

Once your accounts are linked, you can switch between marketplaces using the drop-down menu in Seller Central and manage all your listings and sales from one place.

2. Use the Build International Listings (BIL) Tool

Amazon’s Build International Listings (BIL) tool helps you create and manage listings in multiple marketplaces with ease. By using BIL, you can replicate your product listings from one marketplace to others, saving time and ensuring consistency.

How to Use the Build International Listings Tool:

  1. Navigate to the BIL Tool: Go to Inventory > Build International Listings in Seller Central.
  2. Select a Source Marketplace: Choose the marketplace where your original listings are located (e.g., Amazon.com).
  3. Select Target Marketplaces: Choose the international marketplaces where you want to replicate your listings (e.g., Amazon.ca, Amazon.co.uk, etc.).
  4. Set Pricing Rules: Choose whether to automatically adjust prices in target marketplaces based on currency conversion, percentage increases, or specific price points.
  5. Review and Confirm: Once you’ve set your pricing rules, review the listings that will be created and click Submit.

The BIL tool will then create new listings in your target marketplaces based on your original listings. Any future changes to your source marketplace listings, such as product descriptions or images, will automatically update in your target marketplaces.

3. Optimize Your Listings for International Marketplaces

While the BIL tool helps you quickly create listings in multiple marketplaces, it’s important to optimize each listing to appeal to customers in the local market. Here are some best practices for optimizing your international listings:

Localization of Content

  • Translate Listings Accurately: Use professional translation services to ensure that your product titles, bullet points, and descriptions are accurately translated and resonate with local customers. While Amazon may offer automated translations, these often lack the nuance required to appeal to local customers.
  • Use Local Keywords: Conduct keyword research for each marketplace to identify the most relevant search terms. Use tools like Helium 10 or Jungle Scout to discover high-volume keywords for each region and incorporate them into your listings.
  • Adjust Product Descriptions: Modify product descriptions to reflect local preferences, measurements (metric vs. imperial), and use cases. For example, if you’re selling clothing, be sure to include local sizing information.

Images and Product Information

  • Use High-Quality Images: Ensure that your images are high resolution and clearly show your product’s features and benefits. Consider adding text overlays or additional images to highlight features that are particularly important to international customers.
  • Adapt Images for Local Markets: If certain images are not culturally relevant or effective in a specific region, consider creating custom images that better resonate with the local audience.

4. Manage International Pricing and Currency Conversion

Pricing your products correctly is crucial for success in international markets. Amazon’s Global Selling tools offer several features to help you set competitive prices and manage currency conversion.

Use the Automated Pricing Tool

Amazon’s Automated Pricing tool allows you to set rules for adjusting prices based on changes in your source marketplace. For example, you can create a rule that adjusts prices in international marketplaces whenever you update prices in your home marketplace.

  • Access the Automated Pricing Tool: Go to Pricing > Automated Pricing in Seller Central.
  • Create a New Rule: Select the source and target marketplaces, choose a pricing rule (e.g., adjust by a percentage or fixed amount), and apply the rule to your selected listings.
  • Monitor Pricing Changes: Keep an eye on pricing updates to ensure they align with local market conditions and your profitability goals.

Use the Amazon Currency Converter for Sellers

The Amazon Currency Converter for Sellers (ACCS) allows you to receive payments in your preferred currency, reducing the complexity of managing multiple bank accounts and currency exchange rates.

  • Set Up the Currency Converter: Go to Settings > Account Info > Deposit Methods and select your preferred currency and bank account.

5. Comply with International Regulations and Tax Requirements

Each country has its own regulations and tax requirements for e-commerce sellers. Amazon provides tools and resources to help you understand and comply with these regulations.

Use the VAT Services on Amazon

If you’re selling in Europe, you’ll need to register for Value Added Tax (VAT) in each country where you store inventory or sell products. Amazon’s VAT Services can help you register for VAT, file returns, and stay compliant.

  • Enroll in VAT Services: Go to Settings > VAT Registration in Seller Central and follow the prompts to register for VAT in the applicable countries.

Stay Informed About Local Compliance Requirements

  • Research Local Regulations: Use Amazon’s Global Selling guides and local government resources to understand requirements for labeling, safety standards, and product compliance.
  • Participate in Amazon’s Global Selling Program: Join Amazon’s Global Selling Program to access resources, training, and support for international compliance.

6. Use Amazon’s Multi-Channel Fulfillment (MCF) for International Orders

If you’re selling on multiple platforms or your own website in addition to Amazon, consider using Amazon’s Multi-Channel Fulfillment (MCF) service. MCF allows you to use your FBA inventory to fulfill orders from other channels, simplifying inventory management and fulfillment.

  • Create an MCF Order: Go to Inventory > Manage FBA Inventory and select the products you want to fulfill. Choose Create Multi-Channel Fulfillment Order and enter the order details.

7. Leverage Performance and Analytics Tools

Amazon’s Global Selling tools include performance and analytics reports that provide insights into your sales, listings, and customer feedback in each marketplace.

  • Review Business Reports: Go to Reports > Business Reports to view sales performance across all marketplaces.
  • Analyze Listing Performance: Use the Listing Quality Dashboard to identify issues with your listings and optimize them for better visibility and conversions.

8. Explore Additional Global Selling Opportunities

Once you’ve established a successful presence in a few international marketplaces, consider expanding further:

  • Enter New Regions: Explore selling in additional regions, such as the Asia-Pacific or Middle East marketplaces, to reach even more customers.
  • Participate in Global Events: Take advantage of global shopping events, such as Amazon Prime Day or Black Friday, to increase visibility and sales in all your marketplaces.

Common Mistakes to Avoid When Using Amazon’s Global Selling Tools

Expanding to international markets can be challenging, but avoiding these common mistakes will help you succeed:

  1. Ignoring Localization: Simply copying and pasting your listings into new marketplaces without considering local language, culture, and preferences can hurt your sales.
  2. Inadequate Pricing Strategy: Failing to consider local competition and market conditions when setting prices can result in lost sales or reduced profitability.
  3. Overlooking Compliance Requirements: Ensure that your products comply with local regulations, taxes, and safety standards to avoid listing removals or penalties.

Conclusion: Leverage Amazon’s Global Selling Tools for International Success

Amazon’s Global Selling tools provide everything you need to expand your business to international markets and grow your brand globally. By following the steps outlined in this guide, you can effectively manage your global listings, optimize pricing, comply with regulations, and maximize your sales potential in multiple marketplaces.

If you need assistance with international expansion or managing your global Amazon business, 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 succeed on Amazon’s global marketplaces!