How to expand a US Amazon brand to the UK

Can a US Amazon brand sell on Amazon.co.uk?

Yes, but not from your US account alone. Amazon.co.uk sits in Amazon's European selling region, so a brand with a US Professional account creates a regional Europe account from the Sell Globally dashboard. Build International Listings then copies offers across stores and keeps prices in sync.

The UK Professional plan costs £25 a month excluding VAT. Link it to your US account and Amazon charges the lower of the USD 39.99 equivalent or the sum of each region's plan fees. Referral fees vary by category, for example 7% for consumer electronics and 15% for kitchen, toys and sports, with a £0.25 minimum per item in most categories. FBA adds a per-unit fulfilment fee, a 1.5% fuel and logistics surcharge on that fee since 17 April 2026, and monthly storage per cubic foot.

What does a UK launch involve?

Obligation	When it applies to a US brand	What to set up
Europe selling account	Before listing on Amazon.co.uk	Regional Europe account, UK store, offers
UK VAT registration	No threshold; once you make a taxable UK supply or expect to within 30 days	VAT number shared with each marketplace, digital records
GB EORI number	Before goods move into Great Britain	Your own EORI, or a UK-established customs representative
UKCA or CE marking	Regulated products such as toys, electricals, machinery, PPE	Conformity documents, importer name and address
Packaging EPR	Once UK-established, over 25 tonnes and £1m+ turnover	Packaging weight records

Do you need to register for UK VAT to sell on Amazon UK?

In most cases, yes, once stock sits in the UK. The £90,000 threshold is for UK businesses. A business with no UK establishment has no threshold at all: you must register once you make any taxable supply in the UK, or expect to within the next 30 days.

Amazon still collects the VAT on consumer sales. Since 1 January 2021 the marketplace has been liable when an overseas seller sells goods already in the UK to a consumer, or ships in a consignment of £135 or less. Your side is a zero-rated deemed supply to Amazon.

What stays with you:

• Import VAT and customs duty are yours when stock enters the UK. The standard VAT rate is 20%.
• Postponed VAT accounting lets registered importers account for import VAT on their VAT return.
• Your VAT number goes to every marketplace you sell on.
• Making Tax Digital requires digital records and returns filed through compatible software.
• Business buyers trigger registration: if a marketplace passes you a business customer's VAT details, you must register.

If every sale is a zero-rated deemed supply to a marketplace, you can ask HMRC to exempt you from registering, but then you cannot recover import VAT.

How do imports and fulfilment work for UK stock?

Moving goods into Great Britain needs a GB EORI number. A non-UK business can apply without a UK Unique Taxpayer Reference, but eligibility usually depends on having UK premises. If you cannot get one, appoint a UK-established representative to handle customs.

UK FBA stock has a longer inbound path (freight, customs, receiving), so it needs its own replenishment plan.

From UK stock, Amazon's Remote Fulfilment can serve shoppers in Germany, France, Italy, Spain, Sweden and the Netherlands for items priced up to £122 or €135, without stock or a VAT number in those countries, though products must still meet each destination's safety and compliance rules.

Is CE marking enough, or do you need UKCA?

For most regulated product types in Great Britain, CE marking is accepted alongside or in place of UKCA under the Product Safety and Metrology (Amendment) Regulations 2024. Medical devices, construction products and a few other sectors have their own rules, and Northern Ireland differs.

Under current law, UKCA can sit on a label or accompanying document until 31 December 2027.

The part that catches US brands is the importer: a UK-established business that brings the product in and must check the manufacturer's compliance documents. Manufacturers and importers must show their name, registered trade name or trademark and a postal address on the product itself. Packaging or an accompanying document may be allowed only where that is not possible, such as a very small item.

Does UK packaging EPR apply to a US brand?

Packaging extended producer responsibility applies to businesses established in the UK. A company headquartered abroad can count as UK-established through a UK branch, a UK warehouse, or a UK postal presence such as a PO box or returns address. The GOV.UK guidance does not say whether stock held only in Amazon's FBA network counts as your UK warehouse, so check with an adviser.

You are an obligated producer if you are UK-established, supplied or imported more than 25 tonnes of packaging in the UK last year, and had worldwide turnover of £1 million or more. Above 50 tonnes and £2 million you are a large producer. An online marketplace operator is also a producer for packaging supplied through it into the UK from abroad.

How does Growth OS run the UK next to the US?

Ecomsellertool Growth OS runs on your own Amazon accounts, with Amazon.co.uk added as another store on the same catalog, stock and reporting:

1. Listings. Pushes one catalog to the UK store with per-channel rules and audits listings for UK shoppers.
2. Replenishment. Sets UK reorder points from real lead times and days of cover, and drafts UK shipment plans from them.
3. Orders. Routes orders to the right warehouse, 3PL or Amazon Multi-Channel Fulfilment.
4. Reporting. Shows a live P&L per order, SKU, channel and country, so UK contribution margin sits next to the US.

We have built on Amazon's seller APIs since 2017; for Ecom Global we built a catalog for 100M+ products across 20+ marketplaces and 13+ carriers. Where your UK operation needs more, such as per-SKU compliance and importer records, landed-cost pricing with duty and VAT, or packaging weights for EPR, we can extend Growth OS with custom software and AI agents, then hand over the custom code and your data.

Where should you start?

The free Quick Scan of the Ops Gap Diagnostic finds your top three Amazon operations gaps from five standard reports. The paid Deep Diagnostic covers every channel and adds country opportunities such as a UK launch. To see the base system first, look at Growth OS.