Is selling internationally on Amazon worth it? The short answer is that going global can be a big growth lever, if you plan for the trade offs. That means getting a handle on your real landed costs in each market, local taxes and delivery expectations, and putting pricing rules in place so your margin stays protected.
In this guide, we’ll cover what going global on Amazon actually means, where the upside is, where sellers get caught out, and how the right tools help you keep international pricing under control.
What does selling internationally on Amazon actually involve?
If you’re thinking about selling internationally on Amazon, the first question is what that means in practice. Simply put, you’re listing and shipping to customers in other countries through Amazon’s global network, not building separate websites for each region.
Most sellers expand by opening extra marketplaces through Amazon Global Selling, using FBA Export for cross border orders, or managing several countries through a unified regional account, like Europe. You’re still working from a shared catalog and tech stack. What changes is where stock lives, which currencies you’re paid in, and which local rules and expectations you need to stay on top of.
Amazon’s international net sales reached about $143 billion in 2024.
The biggest opportunities of selling internationally on Amazon
So why bother with international at all, you might ask? The short answer is that global marketplaces let you get more life from products you already know how to sell, instead of constantly hunting for new SKUs at home.
In a lot of countries, Amazon is where shoppers start their search. That means your catalog can reach buyers who’d never land on your own site. That reach can extend the life of proven products, smooth out seasonality as holidays shift by country, and reduce your reliance on a single economy or policy environment.
You also don’t need a full global operation to get started. Amazon’s payments, logistics, and FBA network let smaller brands ship to many countries through one interface. Once you see what sells where, you can test new product ideas in smaller markets, then roll them out to your main marketplace with more confidence.
The global cross-border eCommerce market was worth $1.14 trillion in 2024.
The biggest challenges of selling internationally on Amazon
If this was all upside, every seller would be global already. The real question is what tends to trip people up when they sell internationally on Amazon. The short answer is that cross border selling adds extra friction in logistics, compliance, and service.
Shipping across borders brings customs paperwork, duties, longer delivery times, and more expensive returns. FBA can help if you hold local stock, but you still need to decide where to place inventory and how many pools of stock your team can realistically support.
On top of that, tax rules, product regulations, and pricing policies all vary by country, and you’re still responsible for staying compliant even if Amazon collects some taxes for you.
Customer expectations shift too. Delivery times that look great at home can feel slow in markets where next-day delivery is standard. Some regions are obsessed with price, others care more about trusted brands, local returns, or premium positioning.
If one marketplace starts sending you more “where’s my order?” tickets and poor feedback, that’s your cue to adjust expectations and operations locally, not rip up everything you’re doing elsewhere.
EU small businesses selling on Amazon generated 15 billion+ euros in export sales worldwide in 2024.
How to choose the right Amazon marketplaces for your brand
With so many Amazon marketplaces, it’s easy to pick countries at random. A better question is which markets give you the best mix of demand, competition, and practical logistics.
Start with demand and product fit. Search your key terms on that marketplace and look at how many offers, reviews, and price points show up. You want proof that shoppers are buying products like yours, without landing in a wall of near identical listings from giant brands.
Then sanity-check logistics and cost to serve. Decide whether you’ll ship from an existing region through FBA Export or send stock into local warehouses, and make sure the final landed price still leaves a healthy margin.
It often makes sense to start with regions that share a language or sit under a unified account, then layer on more countries as you learn.
How to price and reprice for international markets
Once you decide where to sell, pricing is where international expansion can quietly eat your profit. Selling internationally on Amazon without a pricing plan is an easy way to work harder for the same money.
First, build a simple margin model per marketplace. For each region, list your product, prep, and packaging cost, local FBA or fulfillment fees, inbound shipping, and duties. From that, set a minimum price per SKU and per marketplace. That floor should feed straight into your repricing rules so you never undercut yourself by accident. You can go deeper into this by exploring repricing strategies that protect your margin while keeping you competitive.
Then, reflect local behavior. Some markets reward premium pricing and fast delivery. Others punish you for being even slightly above the cheapest offer. Repricing rules let you compete more aggressively in one country, act as a premium option in another, and slow sales a little where restocking is slow or expensive. Over time, you can win the Amazon Buy Box without racing to the bottom, so you defend profit while you grow.
Weekly Amazon sales rose an average of 143% after 30 weeks of using RepricerExpress.
Finally, automation is what keeps this manageable. Once you’re selling across several marketplaces, manual edits can’t keep up with competitor changes, fee shifts, and currency moves. Rules-based repricing lets you react automatically inside clear floors and ceilings, instead of babysitting individual SKUs.
How RepricerExpress makes global selling easier
All of this raises a simple question. How do you manage international pricing without turning it into a full time job for you or your team? The short answer is that you use a dedicated repricer, so you can focus on which markets and products deserve attention, not on constant price changes.
RepricerExpress is built for Amazon and multichannel sellers who want strong pricing rules without drowning in complexity. You can manage prices for multiple marketplaces from a single dashboard, set different floors and strategies per region, and align rules with the account health, stock, and performance signals you already watch. If you want a deeper view of what that can do, it’s worth understanding more about how Amazon repricing can increase your sales and profits over time.
Instead of living in spreadsheets, your team spends more time picking markets, improving listings, and keeping inventory flowing. Pricing becomes a lever you pull on purpose while the software reacts to everyday changes for you.
Your mini roadmap for selling internationally on Amazon
Let’s wrap up with a quick recap you can keep in your back pocket.
Remember:
- Selling internationally on Amazon means using extra marketplaces and export programs, not rebuilding your whole business.
- The main upside is new demand, export revenue, and less dependence on a single country.
- The main downside is extra complexity in logistics, taxes, and buyer expectations.
- Pricing needs to reflect local costs and competition, not one global number.
- A tool like RepricerExpress lets you run this at scale without losing control of your margin.
What to do next:
- Shortlist two or three Amazon marketplaces that look like a good fit for your catalog and logistics.
- Run quick checks on demand, competition, and cost to serve before you commit.
- Build a basic margin model per marketplace and set safe floors for key SKUs.
- Set up repricing rules that respect those floors and reflect local buyer behavior.
- Review results monthly and double down on markets and products with strong, profitable traction.
If you’d like to see how this looks in a live account, it’s much easier when you can walk through real rules and examples together on screen. Book a free demo and we’ll show you how international repricing can work for your catalog and the marketplaces you want to tackle next.
FAQs
Is selling internationally on Amazon worth it for smaller sellers?
Yes, smaller sellers can benefit a lot from global expansion if they’re selective. It makes sense to start with one or two markets that are easy to serve and use Amazon’s infrastructure wherever you can. With clear pricing floors and sensible rules, you can grow exports without taking on more work than your team can handle.
Do I need a separate Amazon account for every marketplace?
Not always. In many regions, Amazon offers unified accounts that cover several marketplaces under one login, such as multiple European stores. You still need localized listings and to accept local terms, but you’re not always juggling completely separate accounts. It’s worth checking what your current account already includes before you open anything new.
How do taxes and VAT work when I sell internationally on Amazon?
Tax rules vary by country, so professional advice matters. In general, you’ll need to think about VAT, GST, or sales tax thresholds, plus duties on cross border shipments. Amazon may help collect some taxes at checkout, but you still need to register, file, and keep records where required. The safest move is to treat tax as part of your landed cost, not something you bolt on later.
Can I rely on FBA alone for global expansion?
FBA can remove a lot of friction because Amazon handles warehousing, picking, packing, and many returns. You still decide which products to send where, how much stock to allocate per region, and when to restock. Plenty of sellers use a mix of local FBA inventory, FBA Export, and merchant fulfilled listings while they test demand in new markets.
How does repricing actually help with international selling?
Repricing turns your international pricing plan into rules that run all day. Instead of checking each marketplace and editing prices by hand, you define floors, ceilings, and strategies per region and let the software react to competitor changes and Buy Box rotation. That keeps you competitive and profitable across borders while your team focuses on choosing the right markets, improving listings, and keeping inventory moving.
Sign up for a free 14-day trial today
