How to Expand Globally on Amazon: Opportunities & Challenges for American Sellers

TL;DR

• Expanding globally on Amazon opens access to new customers and reduces reliance on the saturated U.S. market.

• Amazon Europe and Amazon Australia are top marketplaces for U.S. sellers seeking international growth.

• Global selling boosts brand recognition and offers fulfillment support through Amazon’s local centers.

• Challenges include complex logistics, local regulations, product localization, and higher costs.

• Proper planning and smart budgeting help overcome these hurdles and maximize profits.

If your Amazon business is doing well in the U.S., it might be time to ask why limit your success to one market?

With Amazon’s global reach and expanding fulfillment network, American sellers have more opportunities than ever to take their business worldwide. In fact, global e-commerce is growing faster than domestic sales, and U.S. brands are in high demand across Europe, the Middle East, and Asia.

Selling internationally through Amazon Global Selling allows U.S. sellers to tap into new customer bases, increase revenue potential, and build a stronger brand presence across borders. From Amazon UK and Germany to Japan and the UAE, there are multiple high-traffic marketplaces ready for expansion.

However, going global isn’t as simple as duplicating your U.S. listings. It comes with its own set of challenges, from navigating international shipping and tax laws to adapting your listings to new languages and buyer expectations.

In this guide, we’ll explore both the opportunities and challenges of expanding globally through Amazon, so you can sell internationally from the US Amazon marketplace and grow with confidence.

Why should American sellers consider global expansion?

As of 2025, Amazon hosts over 9.7 million registered sellers worldwide, with about 1.9 million actively selling products. This massive number highlights just how competitive the marketplace has become, especially for U.S. sellers looking to stand out and grow.

The above statistics clearly show that more sellers entering the platform every day, gaining visibility and maintaining profitability in the U.S. market is increasingly challenging. Rising ad costs, tighter margins, and constant price wars make it tough to scale solely within one region. That’s why now, more than ever, global expansion isn’t just a nice-to-have, it's a smart move.

By selling in international Amazon marketplaces like Europe and Australia, U.S. sellers can access entirely new customer bases with lower competition. It’s a chance to boost revenue, build brand recognition, and reduce reliance on the saturated U.S. market.

Thus, expanding your Amazon business globally offers tools to manage logistics, translate listings, and stay compliant. If you want to stay competitive in 2025 and beyond, looking beyond borders might be your best strategy for long-term growth and resilience.

Top international marketplaces for US sellers

If you’re a U.S. Amazon seller thinking about global expansion, two great places to start are Amazon Europe and Amazon Australia. Both give you the chance to reach new customers and grow your brand outside the crowded U.S. marketplace.

Why expand to Amazon Europe? 

• Huge customer reach: With Amazon’s Pan-European FBA program, you can reach over 300 million shoppers across Europe.

• Save money on shipping: Pan-European FBA can cut fulfillment costs by up to 53% and help increase your FBA sales by around 24%.

• Prime across countries: Products stored in European FBA centers become Prime-eligible in many countries, making them more visible and trusted.

• Simpler logistics: Amazon handles cross-border shipping and logistics, making it easier to manage inventory across Europe.

Why expand to  Amazon Australia?

• Fast market growth: Amazon Australia is growing quickly, with sales expected to jump 40–50%, reaching about $10 billion.

• More shoppers every year: In 2024, Amazon Australia gained 1.1 million new users, bringing the total to 7.9 million. By 2025, it’s expected that 63% of Australians will shop on Amazon.

• Strong local investment: Since launching in 2017, Amazon has built six fulfillment centers and 12 logistics sites in Australia, with more planned by 2026.

• Love for U.S. brands: Australian shoppers trust and prefer U.S. brands, making it a great market for American sellers.

Selling on Amazon Europe and Australia is a smart way to grow your business in 2025. Amazon gives you the tools to make global selling easier, so you can reach more customers without needing to build a new store from scratch.

Opportunities of global expansion for US Sellers 

#1 Access to global markets

Expanding globally on Amazon gives U.S. sellers access to millions of new customers beyond the saturated domestic market. With international marketplaces like Amazon Europe, Australia, Japan, and the Middle East growing rapidly, now is the perfect time to explore cross-border opportunities.

By tapping into global markets, you’re not just increasing sales, you're building a more resilient and diversified business. Countries like Germany and Australia actively seek American-made products and often have less competition in key categories. This means you can reach new audiences and build market share faster than in the crowded U.S. space.

Global expansion also reduces your dependence on a single market. Seasonal dips, policy changes, or increased competition in the U.S. won’t hurt as much when your sales are spread across multiple regions. For sellers serious about long-term growth, going global is more than an option; it’s a smart, future-ready move.

#2 Brand recognition

Expanding globally on Amazon isn’t just about selling more, it’s also a powerful way to build brand recognition beyond the U.S. market. For many American sellers, international customers view U.S.-based brands as high-quality, reliable, and innovative. This perception gives you a head start in building trust and attracting buyers in global marketplaces.

Selling on platforms like Amazon Europe from the US allows your brand to appear alongside top global competitors, increasing credibility and visibility. When customers in the UK, Germany, or Australia see your product with strong reviews and consistent branding, it helps establish your name as a trusted choice in your category.

Over time, this recognition leads to repeat customers, organic word-of-mouth, and even the opportunity to expand into wholesale or retail partnerships in other countries. By keeping your brand message consistent and your listings localized, you not only make sales but also create long-term brand value.

In short, global selling gives you more than just revenue. It opens the door to becoming a well-known brand internationally, something that’s harder to achieve if you only sell within the U.S.

#3 Fulfillment solutions

One of the biggest advantages for U.S. sellers expanding internationally is the fulfillment support Amazon offers through its Global Selling program. If you’ve built your business using Fulfillment by Amazon (FBA) in the U.S., you’ll find similar convenience and structure when selling overseas.

With Amazon Global Selling, you can store your products in local Amazon fulfillment centers in countries such as Germany and Australia. Amazon handles picking, packing, shipping, and customer service just like they do in the U.S., allowing you to offer fast, reliable delivery and even Prime eligibility in some regions.

This means you don’t have to build your own logistics network or worry about shipping every order internationally. You also benefit from Amazon’s trusted brand reputation and global customer reach.

Plus, Amazon offers tools to help you manage taxes, currency conversion, and customs, making cross-border selling easier than ever.

For U.S. sellers, these fulfillment solutions remove many of the traditional barriers to global expansion and open the door to scaling your brand with less risk and more efficiency. It’s a smart, scalable way to grow your business in 2025.

#4 Competitive edge over US-only sellers

Expanding globally gives Amazon U.S. sellers a clear competitive edge over those who only sell in the U.S. market. With over a million active sellers competing on Amazon.com, standing out is becoming harder and more expensive. 

But in international marketplaces like Europe, Australia, and parts of Asia, competition is less intense and demand for U.S. brands is growing fast. By going global, you tap into new customer bases that are eager for American products. 

Many shoppers abroad trust U.S. quality and are willing to pay a premium for it. This trust can boost conversion rates and help you establish a stronger brand presence faster than in the crowded U.S. market.

Plus, international sales help you reduce dependence on one marketplace. If your U.S. sales slow down due to seasonality or changes in competition, your global sales can keep your business steady.

You don’t need to start from scratch, you just need a smart strategy and the willingness to grow. Going global isn’t just about selling more, it's about building a stronger, more resilient Amazon business for the future.

Major challenges sellers face by US seller 

#1 Logistics and fulfillment

One of the biggest challenges U.S. Amazon sellers face when expanding globally is logistics and fulfillment. While the idea of reaching new markets is exciting, shipping products across borders, especially to regions like Australia, can bring unexpected hurdles.

For example, sending inventory to Amazon Australia from the US involves navigating international shipping rates, longer transit times, and customs clearance procedures. Unlike domestic FBA shipments, you need to factor in import duties, regional packaging standards, and the risk of delays. Without a solid logistics plan, these issues can eat into your margins and impact customer satisfaction.

Managing inventory across multiple regions can also be tricky. You might find yourself overstocked in the U.S. but understocked in Australia, missing out on valuable sales opportunities. This makes accurate forecasting and reliable fulfillment partners critical.

To make things easier, Amazon offers tools like FBA Export and third-party logistics options in Australia. These services can handle storage, delivery, and even customer service, allowing you to focus on growth instead of shipping headaches.

While logistics is a challenge, with the right preparation, global fulfillment, especially from the U.S. to Australia, can become a scalable part of your Amazon business strategy.

#2 Regulations and compliance

Expanding globally on Amazon opens new doors, but it also comes with regulatory challenges that U.S. sellers need to navigate carefully. Each country has its own set of rules around product labeling, safety standards, taxes, and customs. What’s acceptable in the U.S. might not meet legal requirements in the EU, UK, Australia, or Japan.

For example, selling toys in Europe may require CE certification, while electronics might need local testing or compliance marks. If your products don’t meet these local regulations, they can be blocked from sale or returned at your expense.

Understanding these regulations before launching in Europe or Australia helps ensure smoother expansion, avoids costly penalties, and builds long-term trust with international customers especially when you work with an expert at selling on Amazon who knows how to navigate global marketplaces.

#3 Localization needs

When U.S. sellers expand globally on Amazon, one major challenge they often overlook is localization. Selling internationally isn’t just about listing your products in another country—it’s about making sure your offer feels local to the customer.

Localization includes everything from translating your product titles and descriptions into the local language to adjusting measurements, currency, and even product images to match regional preferences. 

For example, what works well on Amazon.com might not resonate with customers in Germany or Japan if your listings use inches instead of centimeters or include U.S.-centric phrases. Poorly localized listings can confuse buyers, lower conversion rates, and even lead to negative reviews. On the other hand, well-localized listings build trust, improve search visibility, and help you compete with native sellers.

Amazon offers tools to help, including automatic translations and access to local service providers. Still, it’s worth investing in high-quality translations and culturally appropriate content. If you’re serious about global expansion, treating localization as a core part of your strategy, not just an afterthought, can make a big difference. 

#4 Cost challenge

Expanding globally on Amazon is a smart move, but it’s not without its cost challenges—especially for U.S. sellers entering new markets. While international sales offer growth opportunities, the upfront and ongoing expenses can quickly add up if not managed carefully.

Shipping is one of the biggest costs. International freight, customs duties, and taxes can significantly impact your margins, particularly when sending smaller batches of inventory. Even with Amazon's Global Logistics support, sellers must factor in variable fees based on weight, size, and destination.

Currency conversion and payment transfer fees are another hidden cost. When you're selling in euros, pounds, or yen, those small exchange fees can eat into profits over time. Pricing strategies must be adjusted to ensure competitiveness without losing margin.

Then there’s compliance registering for VAT, updating packaging, translating listings, and ensuring local tax rules are followed. All of these steps often require additional tools or consultants, adding to your setup budget.

While these challenges are real, they’re not dealbreakers. With careful planning and smart budgeting, U.S. sellers can overcome the cost barrier and thrive globally. The key is to treat global expansion as an investment, not an expense, one that pays off as your brand grows worldwide.

Wrap up

Expanding globally on Amazon isn’t just an option, it's a strategic move for U.S. sellers looking to scale, stand out, and future-proof their business. While challenges like logistics, compliance, localization, and costs are real, the opportunities for broader customer reach, brand visibility, and diversified income far outweigh the risks.

With Amazon’s robust global selling infrastructure and support systems, entering international marketplaces like Amazon Europe and Amazon Australia is more accessible than ever. Still, success comes from strategy, not guesswork.

If you're ready to go global but unsure where to start, working with an experienced Amazon consultant can simplify the process and set your brand up for long-term international success.