Marketplace entry into Europe without destabilizing the home account.

What is Pan-EU FBA?

Pan-EU FBA is Amazon's program where inventory gets distributed across multiple EU fulfillment centers automatically, enabling Prime delivery across countries from a single inventory pool. It requires VAT registration in each country where stock is held, and sellers gain lower fulfillment fees and broader Prime coverage in exchange for the registration and tax compliance.

Pan-EU vs EFN — how to choose?

Pan-EU wins for sellers willing to handle multi-country VAT registrations, with stronger Prime coverage and lower per-unit fulfillment cost. EFN wins for sellers who want to centralize VAT in one country at the cost of slower delivery and higher cross-border fees. The decision happens per category — margin, shipping cost, and category competition can flip the answer.

Which Amazon Europe marketplace should be opened first?

Germany has the highest volume in EU and is often the default first market for sellers entering Europe. UK is large but post-Brexit operates as its own customs zone with separate VAT and import handling. The right first market depends on category fit, language strategy, and operational capacity in addition to raw volume.

What is OSS and how does it apply?

OSS — One-Stop Shop — is the EU VAT scheme that lets sellers report cross-border B2C sales through a single quarterly filing in one EU country, instead of registering for VAT in each destination country. OSS applies to distance sales but does not replace VAT registrations in countries where stock is physically held — Pan-EU sellers still register where inventory sits.