Amazon rolls out European Expansion Accelerator

Published on: 19th April 2023

The European Expansion Accelerator will enable sellers to operate across all EU marketplaces, listing products in all EU and UK stores.

Amazon has announced the launch of the European Expansion Accelerator, which it says will allow sellers to operate across all EU marketplaces ‘with just two clicks’.

The new offering will allow sellers to expand their businesses to nine EU stores. The European Expansion Accelerator (EEA) will serve all active sellers and make it easier for them to list their products in all EU and UK stores, while giving customers access to more items.

The Amazon website says: “With EEA, Amazon selling partners can access one page in Seller Central, discover the stores they are not yet selling in and click to expand. Their account registration, set-up, translations, listing, shipping setup, product eligibility checks and catalogue customisations will be executed automatically within three business days. The new system achieves this by triggering multiple existing Amazon tools (e.g. List-Once-Sell Globally and Build International Listings) to complete end-to-end expansion in one or more stores, without the need of using different tools by sellers.”

The European Expansion Accelerator is an automated expansion solution created by interconnecting standalone Amazon tools. It provides a successful expansion process that sellers can trigger, eliminating the need for them to navigate several different tools and reducing the time it takes to be up and running in multiple European stores.

Sellers can opt to expand one store at a time or across all nine EU and UK stores at once. The new system enables continuous expansion for new products and communication through store-specific recommendations. It uses a selling partner’s preferences from their main store and replicates the same information across stores in different marketplaces.

Amazon says it will continue to offer selling partners the same benefits and access to important tools such as: VAT Services program (VISA), payment processing, credit card fraud protection, promotional features, reports and analytics.

“European Expansion Accelerator is a solution our selling partners were missing for years; to grow and offer millions of new products to Amazon customers in multiple stores,” said Xavier Flamand, VP of Seller Services Europe. “We’re pleased to be able to now offer this two-click step to sellers in Europe so that they can expand their businesses with Amazon”

The EEA is free to use and available to all professional selling partners who already sell in at least one of the European stores in France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, Belgium and the UK.

The European Expansion Accelerator guide can be downloaded here.


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